Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition...

Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth EditionCopyright© 2001 by Harcourt, Inc. All rights reserved.

Consumer Intentions, Attitudes, Beliefs, and Feelings

CHAPTER 10

Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.

Consumer Intentions


Consumer Intentions

How much existing product should be produced to meet demand?

How much demand will there be for a new product?

Useful for firms when predicting how people will act as consumers


Consumer Intentions

How much existing product should be produced to meet demand?

How much demand will there be for a new product?

Useful for firms when predicting how people will act as consumers

Firms interested in where consumers will buy, when they will buy, and how much they will buy


Consumer Intentions


How Firms Can Predict Behavior



Rely on past behavior to predict future behavior



Rely on past behavior to predict future behavior

Problems:Situations change (changes in market can cause unpredictable changes in demand)

Sales trends are sometimes erratic

Past behaviors not available for new products or first-time behaviors


How Firms Can Predict BehaviorIntentions: subjective judgments about how we will behave in the future



Purchase intentions

Shopping intentions

Spending intentions

Search intentions

Consumption intentions



Purchase intentions

Shopping intentions

Spending intentions

Search intentions

Consumption intentions

People often do what they intend


Constraints on Predictive Power of Intentions



Intentions can change

Intend to do something and don’t

Intend not to do something and do

Can’t control whether consumers act upon intentions

Can influence predictive accuracy



Measuring intentions may be less predictive of future behavior than measuring what they expect to do



Measuring intentions may be less predictive of future behavior than measuring what they expect to do

Behavioral expectations: represent perceived likelihood of performing a behavior

(Although smokers may intend to quit smoking, they may report more moderate expectations due to past failures)



Accuracy of forecasts also depends on when intentions are measured

How far into the future is being predicting?

Accuracy depends on what the to-be-predicted behavior is (behaviors repeated with regularity are easier to predict)



Volitional control: the degree to which a behavior can be performed at will



Volitional control: the degree to which a behavior can be performed at will

Existence of uncontrollable factors interfere with the ability to do as intended

Perceived behavioral control: the person’s belief about how easy it is to perform the behavior


Consumer Intentions: Other UsesIndicator of the possible effects of certain marketing activities

Intentions may provide an informative indication of a company’s likely success in retaining customers


Repurchase Intentions for Personal Computers

Repurchase IntentionRepurchase IntentionPC VendorPC Vendor

Source: Bruce Brown, “Home PCs,” PC Magazine, December 15, 1998, 120.


Repurchase Intentions for Personal Computers

Apple Below Average

Compaq Above Average

Dell Above Average

Gateway Above Average

Hewlett-Packard Above Average

IBM Above Average

Micron Above Average

MidWest Micro Average

Repurchase IntentionRepurchase IntentionPC VendorPC Vendor


Consumer Attitudes


Consumer AttitudesAttitudes: represent what we like and dislike

Attitudes determine intentions

Holding a favorable attitude toward a product is often prerequisite for holding a favorable purchase or consumption intention


Consumer AttitudesAttitudes: represent what we like and dislike

Attitudes determine intentions

Holding a favorable attitude toward a product is often prerequisite for holding a favorable purchase or consumption intention

Preferences: represent attitudes toward one object in relation to another (way to measure attitudes)


Consumer AttitudesJust because consumers prefer brand X, doesn’t mean they will necessarily buy brand X

Having a favorable attitude toward a product is not the same as having a favorable attitude toward its purchase or consumption

How can attitudes and preferences be measured?


Attitude toward the object:How much do you like/dislike IBM computers?

Like very much 1 2 3 4 5 Dislike very much

Attitude toward the behavior:Buying an IBM personal computer would be:

Very good 1 2 3 4 5 Very badVery rewarding 1 2 3 4 5 Very punishing Very wise 1 2 3 4 5 Very foolish

Preference:Compared to Apple personal computers, how much do you like IBM personal computers?

Like IBM much 1 2 3 4 5 Like Apple much more than Apple more than IBM


The Variety of Consumer Attitudes



Attitudes toward product

Attitudes toward company

Attitudes toward a retailer

Attitudes toward product attributes

Attitudes toward various types of brand associations (logos, symbols, and product endorsers)



Attitudes toward product

Attitudes toward company

Attitudes toward a retailer

Attitudes toward product attributes

Attitudes toward various types of brand associations (logos, symbols, and product endorsers)

Attitudes toward advertising and spokespersons


Consumers form a variety of attitudes toward this type of Benetton ad


Attitude Formation


Attitude Formation

The Role of Beliefs

The Role of Feelings


The Role of Beliefs in Attitude Formation

Beliefs: subjective judgments about the relationship between two or more things

Beliefs are based on knowledge

Multiattribute attitude models show that beliefs about a product’s attributes determine favorability of one’s attitude toward the product



The Fishbein Model

n

Ao = Σ bi ei

i =1Ao = attitude toward object

bi = strength of the belief that object has attribute i

ei = evaluation of attribute i

n = number of salient or important attributes



The Fishbein Model

Model proposes that attitude toward an object is based on the summed set of beliefs about the object’s attributes weighted by the evaluation of these attributes

Attributes can be any product or brand association


The Fishbein Model: Sample Results

Shock absorbent +2 +2 +1 -1

Price less than $50 -1 -3 -1 +3

Durability +3 +3 +1 -1

Comfort +3 +2 +3 +1

Desired color +1 +1 +3 +3

Arch support +2 +3 +1 -2

Total score +29 +20 -6

Brand Brand BrandAttribute Evaluation A B C

Beliefs



The Fishbein Model

Companies want consumers to perceive their products as:

Possessing desirable attributes (when ei positive; bi should be positive)


Communicating the Presence of Desirable Attributes



The Fishbein Model

Companies want consumers to perceive their products as:

Possessing desirable attributes (when ei positive; bi should be positive)

Not possessing undesirable attributes (when ei is negative; bi should be negative)


Communicating the Absence of Undesirable Attributes



The Ideal-Point Model

AP = Σ Wi (Ii - Xi)

AP = attitude toward product

Wi = importance of attribute i

Ii = ideal performance on attribute i

Xi = belief about product’s actual performance on attribute i

n = number of salient attributes

i = 1

n



The Ideal-Point ModelConsumers indicate where they believe a product is located on scales representing the various levels of salient attributes

Also report where ideal products would fall on these scales

The closer ideal and actual ratings are, the more favorable the attitude


The Ideal-Point Model: Sample Results

Taste: sweet (1) - bitter (7)

Carbonation: high (1) - low (7)

Calories: high (1) - low (7)

Fruit juices: high (1) - low (7)

Price: high (1) - low (7)

Total Score

6 2 2 3

3 3 2 6

4 5 4 5

4 1 2 2

5 5 4 3

16 29

Impor- Ideal Brand BrandAttribute tance Point A B

Beliefs


Benefits of Using Multiattribute Attitude Models

Diagnostic power: examine why consumers like or dislike products

Simultaneous importance-performance grid

Marketing implications for each cell


Stimulus Importance-Performance Grid

HIGH

LOW

POOR

GOOD

POOR

GOOD

Neglected Opportunity

Competitive Disadvantage

Competitive Advantage

Head-to-head competition

Null Opportunity

False Alarm

False Advantage

False Competition

Poor

Good

Poor

Good

Poor

Good

Poor

Good

Attribute Our Competitor’s Simultaneous Importance Performance Performance Result


Benefits of Using Multiattribute Attitude Models

Can provide information for segmentation (based on importance of specific attributes)

Useful in new product development

Forecast performance of specific brands and attributes in market

Guidance in development of attitude change strategies


The Role of Feelings in Attitude Formation

Feelings: an affective state (such as mood you currently are in) or reaction (such as feelings experienced during product consumption or when processing an advertisement)

Can be positive or negative and range from overwhelming to virtually nonexistent

Types of Feelings (Partial List)

NegativeNegative WarmWarmUpbeatUpbeat

Source: Julie A. Edell and Marian Chapman Burke, “The Power of Feelings in Understanding Advertising Effects,” Journal of Consumer Research, 14 (December 1987), 421-433.

Types of Feelings (Partial List)

NegativeNegative WarmWarmUpbeatUpbeat

AngryAnnoyedBadBoredCriticalDefiantDisgustedFed-upInsultedIrritatedRegretful

AffectionateCalmConcerned ContemplativeEmotional HopefulKindPeacefulPensiveTouchedWarm-hearted

ActiveAdventurousAliveAttractiveConfidentCreativeElatedEnergeticGoodHappyPleased



Feelings As Part of The Consumption Experience

Consumption often evokes a wide range of feelings (relaxation at a spa or frustration with an airline)

Feelings may influence post-consumption evaluations and product attitudes

How often, if at all, do you experience the following feelings as a result of eating chocolate?

Happy never _:_:_:_:_:_:_:_:_ very often

Excited never _:_:_:_:_:_:_:_:_ very often

Delighted never _:_:_:_:_:_:_:_:_ very often

Joyous never _:_:_:_:_:_:_:_:_ very often

Satisfied never _:_:_:_:_:_:_:_:_ very often

Proud never _:_:_:_:_:_:_:_:_ very often

Annoyed never _:_:_:_:_:_:_:_:_ very often

Depressed never _:_:_:_:_:_:_:_:_ very often

Guilty never _:_:_:_:_:_:_:_:_ very often

Regretful never _:_:_:_:_:_:_:_:_ very often



Feelings As Part of The Advertising Experience

Some ads may amuse while others annoy consumers

Feelings experienced during ad processing may influence postmessage evaluations

Products attitudes are influenced by feelings evoked during ad



Mood State



Mood State

Some feelings are carried into purchase and consumption situations

Mood states can influence attitude formation (when consumers feel positive, the mood is often transferred to product attitude)

Sometimes more intense feelings from consumption overpower the influence of preconsumption mood states


Attitude ChangeAttitudes are dynamic

Both positive and negative attitudes may become more neutral as time passes

Attitude persistence: an attitude’s immunity to corrosion

Consumers may expect high quality and form a certain product attitude, but have a bad experience and change their attitude accordingly


Attitude ChangeChanging consumer attitudes is a frequent business objective

Attitude adjustment is often required when turning product nonusers into users

Need to change preferences when recruiting competitors’ customers


Attitude ChangeAttitude resistance: the degree to which an attitude is immune to change

The more resistant consumers’ product attitudes are, the more difficult it is for competitors to recruit them

A strong foundation and direct experience enhance resistance


Attitude Change Implications from Multiattribute Attitude Models

Three primary ways for changing consumer attitudes:


Attitude Change Implications from Multiattribute Attitude Models

Three primary ways for changing consumer attitudes:

Changing beliefs

Changing attribute importance

Changing ideal points


Changing Consumer Attitudes: Changing Beliefs

Firms hope that changing beliefs about products will result in more favorable product attitudes and influence what consumers buy

If beliefs are false, they need to be brought into harmony with reality

If beliefs are accurate, it may be necessary to change the product

Comparative advertising helps reduce beliefs about a competitive brand


Changing Consumer Attitudes: Changing Attribute Importance

Changing an attribute’s importance is more difficult than changing a belief

How is a brand perceived relative to ideal performance?

Increasing attribute importance is desirable when the competitor’s brand is farther from the ideal point than your product

Firms may add a new attribute


Estimating the Attitudinal Impact of Alternative Changes


Estimating the Attitudinal Impact of Alternative Changes

How expensive are the product modifications required to change attitude?

Are they possible to accomplish?

How resistant to change are consumers?

What are the potential attitudinal payoffs each change might deliver?

Roger D. Blackwell Paul W. Miniard James F. Engel

Consumer Behavior

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Copyright© 2001 by Harcourt, Inc. All rights reserved.

Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition...

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