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Copyright © 2006 Pearson Education Canada Inc.
Chapter 7Consumer Attitude Formation
and Change
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
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Opening Vignette The impact of SARS on tourism
- real risk was low, but perceived risk was high
- led to negative attitude towards Canada, especially Toronto
Attitude change through- value-expressive appeals
- use of celebrities
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Attitudes
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object
A positive attitude is generally a necessary, but not sufficient, condition for purchase– Mercedes seen as ‘top of class’ but intention to
purchase was low
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Characteristics of Attitudes
Attitudes have an “object” Attitudes are learned
– Can ‘unlearn’ Attitudes have behavioural, evaluative and
affective components– Predisposition to act – Overall evaluation– Positive or negative feelings
» continued
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Characteristics of Attitudes
Attitudes have consistency Attitudes have direction, degree, strength
and centrality– Positive or negative– Extent of positive or negative feelings– Strength of feelings– Closeness to core cultural values
Attitudes occur within a situation
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Four Basic Functions of Attitudes
The Utilitarian Function– How well it performs
The Ego-defensive Function– To protect one’s self-concept
The Value-expressive Function– To convey one’s values and lifestyles
The Knowledge Function– A way to gain knowledge
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How are attitudes learned? Classical conditioning - through past
associations Operant conditioning - through trial and
reinforcement Cognitive learning – through information
processing– Cognitive dissonance theory– Attribution theory
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Attitude Models
Structural Models of Attitudes– Tri-component Attitude Model– Multi-attribute Attitude Model– Both assume a rational model of human
behaviour Other models of attitude formation
– Cognitive dissonance model– Attribution theory
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The Tri-component Model
Cognitive Component– knowledge and perceptions acquired – through direct experience and information from
various sources. Affective component
– Emotions and feelings about the object Conative or Behavioural Component
– Action tendencies toward the object
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ConationConation
AffectAffectCognition
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MultiMulti--attribute Attitude Modelsattribute Attitude Models
Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.
Examples– Attitude-toward-object Model– Attitude-toward-behaviour Model– Theory-of-Reasoned-Action Model
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Attitude-toward-object model Attitude is function of evaluation of product-
specific beliefs and evaluations– Ao=
n WiXib
i=1
– Where:
Ao= Attitude towards the object O Wi = importance of attribute i Xib = belief that brand b has a certain level of
attribute Icontinued
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Theory of Reasoned Action
– A comprehensive theory of the interrelationship among attitudes, intentions, and behaviour
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Attitude-Toward-Behaviour Model
A consumer’s attitude toward a specific behaviour is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).
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Cognitive Dissonance Theory
Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
Post-purchase Dissonance– Cognitive dissonance that occurs after a
consumer has made a purchase commitment
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Why Might Behaviour Precede Attitude Formation?
Cognitive Dissonance Theory
Attribution Theory
Behave (Purchase)Behave (Purchase)
Form Attitude Form AttitudeForm Attitude
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Attribution TheoryAttribution Theory Examines how people assign casualty to
events and form or alter their attitudes as an outcome of assessing their own or other people’s behaviour.
Examples– Self-perception Theory– Attribution toward others
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Self-Perception Theory
Attitudes developed by reflecting on their own behaviour
Judgments about own behaviour Internal and external attributions
» Continued
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Self-Perception Theory
Consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution).
Foot-In-The-Door Technique
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How We Test Our Attributions
Distinctiveness Consistency over time Consistency over modality Consensus
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Attitudes and Marketing Strategy
Appeal to motivational functions of attitudes
Associate product with a special group, cause or event
Resolve conflicts among attitudes Influence consumer attributions
» Continued
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Attitudes and Marketing Strategy
Alter components of the attitude– Change relative evaluation of attributes– Change brand beliefs– Add an attribute – Change overall brand evaluation
Change beliefs about competitors’ brands» Continued
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Attitudes and Marketing Strategy
Change affect first through classical conditioning
Change behaviour first through operant conditioning