Schiffman CB10 PPT 08
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CHAPTER EIGHTConsumer Attitude Formation and Change
Learning Objectives1. To Understand What Attitudes Are, How They Are Learned, as Well as Their Nature and Characteristics. 2. To Understand the Composition and Scope of Selected Models of Attitudes. 3. To Understand How Experience Leads to the Initial Formation of Consumption-Related Attitudes. 4. To Understand the Various Ways in Which Consumers Attitudes Are Changed. 5. To Understand How Consumers Attitudes Can Lead to Behavior and How Behavior Can Lead to Attitudes.Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 2
What Is Your Attitude Toward the Product Advertised? What Is Your Attitude Toward the Ad Itself? Are the Two Attitudes Similar or Different?
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You May Have Liked the Product but Disliked the Ad or Vice Versa
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Attitude
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.
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What Are Attitudes? The attitude object Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation
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What Information Does This Ad Provide to Assist Consumers in Forming Attitudes Toward the Saturn Vue Hybrid?
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It is Stylish, Safe, and Good for the Environment
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Structural Models of Attitudes Tricomponent Attitude Model Multiattribute Attitude Model The Trying-to-Consume Model Attitude-Toward-the-Ad Model
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A Simple Representation of the Tricomponent Attitude Model - Figure 8.3
Cognition
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The Tricomponent ModelComponentsThe knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources
Cognitive Affective Conative
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The Tricomponent ModelComponentsA consumers emotions or feelings about a particular product or brand
Cognitive Affective Conative
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The Tricomponent ModelComponents
Cognitive Affective Conative
The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude objectChapter Eight Slide 13
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Discussion Questions Explain your attitude toward your college/university based on the tricomponent attribute model. Be sure to isolate the cognitive, affective, and conative elements.
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Multiattribute Attitude Models
Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.
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Multiattribute Attitude ModelsTypes The attitude-towardobject model The attitude-towardbehavior model Theory-of-reasonedaction model Attitude is function of the presence of certain beliefs or attributes. Useful to measure attitudes toward product and service categories or specific brands.Chapter Eight Slide 16
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Multiattribute Attitude ModelsTypes The attitude-towardobject model The attitude-towardbehavior model Theory-of-reasonedaction model Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself Corresponds closely to actual behaviorChapter Eight Slide 17
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Consumer Characteristics, Attitude, and Online Shopping
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Multiattribute Attitude ModelsTypes The attitude-towardobject model The attitude-towardbehavior model Theory-of-reasonedaction model Includes cognitive, affective, and conative components Includes subjective norms in addition to attitude
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A Simplified Version of the Theory of Reasoned Action - Figure 8.5
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Discussion Question Now use the theory of reasoned action to describe your attitude toward your college/university when deciding on which school to attend.
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Theory of Trying to Consume
An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumers attempt to consume (or purchase).
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Selected Examples of Potential Impediments That Might Impact Trying - Table 8.7POTENTIAL PERSONAL IMPEDIMENTS I wonder whether my hair will be longer by the time of my wedding. I want to try to lose two inches off my waist by my birthday. Im going to try to get tickets for the Rolling Stones concert for our anniversary. Im going to attempt to give up smoking by my birthday. I am going to increase how often I run two miles from three to five times a week. Tonight, Im not going to have dessert at the restaurant.
POTENTIAL ENVIRONMENTAL IMPEDIMENTS The first 1,000 people at the baseball game will receive a team cap. Sorry, the car you ordered didnt come in from Japan on the ship that docked yesterday. There are only two cases of chardonnay in our stockroom. You better come in sometime today. I am sorry. We cannot serve you. We are closing the restaurant because of an electrical problem.Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 23
AttitudeToward-theAd Model
A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumers attitude toward the ad and attitude toward the brand.
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A Conception of the Relationship Among Elements in an Attitude-Toward-the-Ad Model Figure 8.6
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Issues in Attitude Formation How attitudes are learned Conditioning and experience Knowledge and beliefs
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How Does a Favorably Known Brand Name Impact the Formation of Consumer Attitudes Toward a New Product?
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There is Stimulus Generalization From the Lean Cuisine Brand Names to the New Product.
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Issues in Attitude Formation Sources of influence on attitude formation Personal experience Influence of family Direct marketing and mass media
Personality factors
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How Does a Cents- Off Coupon Impact Consumers Attitudes?
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New Customers Will Try the Product, Existing Customers will be Rewarded.
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Strategies of Attitude ChangeChanging the Basic Motivational Function Associating the Product with an Admired Group or Event Resolving Two Conflicting Attitudes
Altering Components of the Multiattribute ModelChanging Beliefs about Competitors Brands
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Changing the Basic Motivational Function
Utilitarian
Egodefensive Knowledge
Valueexpressive
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Why and How Does This Ad Appeal to the Utilitarian Function?
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The Product is Green and Works as Well or Better than Other Products.
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Which Lifestyle- Related Attitudes Are Expressed or Reflected in This Ad?
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Healthy Eating and Snacking Lifestyle
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How Does This Ad Provide Information to Establish or Reinforce Consumer Attitudes?
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It Raises the Question About UVA Rays and then Provides Information on Sun Protection.
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Discussion Questions What products that you purchase associate themselves with an Admired Group or Event? When does it personally influence your purchasing?Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 40
How Is Fiji Waters Link to an Environmental Cause Likely to Impact Consumers Attitudes Toward Its Product?
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They Might Have a More Favorable Attitude.
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Attitude Change Altering Components of the Multiattribute Model Changing relative evaluation of attributes Changing brand beliefs Adding an attribute Changing the overall brand rating
Changing Beliefs about Competitors BrandsCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 43
How Is This New Benefit Likely to Impact Consumers Attitudes Toward the Product?
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The Consumer Will Have a More Positive Attitude Overall from the New Attribute.
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How Is the Absence of an Ingredient Likely to Lead to a Favorable Attitude Toward a Product?
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When It Was An Unfavorable Attribute
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Which Attitude Change Strategy Is Depicted in This Ad?
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Changing the Overall Brand Rating
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How Is Valvolines Attempt to Change Attitudes Toward a Competing Brand Likely to Impact Attitudes Toward Its Own Brand?
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By Showing Better Wear Protection
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Elaboration Likelihood Model (ELM)
Customer attitudes are changed by two distinctly different routes to persuasion: a central route or a peripheral route.
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Elaboration Likelihood Model
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Behavior Can Precede or Follow Attitude FormationCognitive Dissonance Theory Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.Attribution Theory A theory concerned with how people assign causality to events and form or alter their attitudes as an outcome of assessing their own or other peoples behavior.Chapter Eight Slide 54
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Issues in Attribution Theory Self-Perception Theory Foot-in-the-Door Technique
Attributions toward Others Attributions toward Things How We Test Our Attributions Distinctiveness Consistency over time Consistency over modality ConsensusCopyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 55
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
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