1 you learn to behave in a particular way to a particular object in a particular situation. attitude...
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You learn to behave in a particular way to a particular object in a particular situation.
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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The Attitude “Object”
• Object refers to such things as: product, product category, brand, service, possessions, product use, advertisement price, or retailer.
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Attitudes Are a Learned Predisposition
• Attitudes are learned. – They are formed as a result of direct
experience with the product, information acquired from others, and exposure to mass media.
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Attitudes Have Consistency
• Attitudes are relatively consistent with the behavior they reflect.
– Attitudes are not necessarily permanent; they do change.
– Always consider situational influences on consumer attitudes and behavior.
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Attitudes Occur Within a Situation
• Consumer attitudes occur within, and are affected by, the situation - events
or circumstances that, at a particular time, influence the relationship
between an attitude and a behavior.
• Individuals can have a variety of attitudes toward a particular behavior,
each tied to a specific situation.
– This can cause consumers to behave in ways seemingly inconsistent
with their attitudes. (The Dhoni Effect)
• It is important when measuring attitudes that we consider the situation in
which the behavior takes place, or the relationship between attitudes and
behavior could be misinterpreted.
• you may feel OK about having fast food for lunch, but want something
"better" for dinner.
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STRUCTURAL MODELS OF ATTITUDES
• Psychologists have developed a number of models in order to understand consumer attitudes.
– Tricomponent Attitude Model– Multiattribute Attitude Models– The Trying-to-Consume Model– Attitude-toward-the-ad Model
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Tricomponent Attitude Model
• According to the tricomponent attitude model, attitudes consist of three major components: cognition, affect, and conation.
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A Simple Representation of the Tricomponent Attitude Model
ConationConation
AffectAffect
Cognition
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The Cognitive Component
• Cognitions are previous knowledge or experiences with or about the object.– This previous knowledge/experience allows the
consumer to form perceptions or beliefs about the product.
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The Affective Component
• The affective component of an attitude consists of the
consumer’s emotions or feelings.
• Affect-laden experiences manifest themselves as
emotionally charged states (such as happiness or
sadness).
– These states may enhance positive or negative
experiences for the consumer.
– The Hesh-Lee effect
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The Conative Component
• Conation is the likelihood or tendency that an individual will undertake a
specific action or behave in a particular way with regard to the attitude
object.
– The conative component may include the actual behavior itself.
• In marketing and consumer research, the conative component is
frequently treated as an expression of the consumer’s intention to buy.
– Intention-to-buy scales are used to assess the likelihood of a
consumer purchasing a product or behaving in a certain way.
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The Tricomponent Model
• Cognitive Component
– The knowledge and perceptions that are acquired by a combination
of direct experience with the attitude object and related
information from various sources.
• Affective Component
– A consumer’s emotions or feelings about a particular product or
brand.
• Conative Component
– The likelihood or tendency that an individual will undertake a
specific action or behave in a particular way with regard to the
attitude object
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Multi-Attribute Attitude Models
• Multi-attribute attitude models examine attitudes in terms of selected product attributes or beliefs.
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The Attitude-Toward-Object Model
• Consumer’s attitude toward a product is a function of the presence (or absence) of certain product-specific beliefs and/or attributes.
• What consumers will purchase is a function of how much they know, what they feel are the important features for them, and their awareness as to whether particular brands possess (or lack) these valued attributes.
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The Attitude-Toward-Behavior Model
• Individual’s attitude toward behaving or acting with respect
to an object, rather than the attitude toward the object itself.
• The appeal of this model is that it seems to correspond
somewhat more closely to actual behavior than does the
attitude-toward-object model.
• you may like BMWs but you are not ready to buy/drive one because you believe that you are too young/old to do so
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Theory-of-Reasoned-Action Model
• A comprehensive integration of attitude components into a structure
that is designed to lead to both better explanation and better
predictions of behavior.
• Like the basic tricomponent attitude model, the theory-of-reasoned-
action model incorporates a cognitive component, an affective
component, and a conative component; however, these are arranged
in a pattern different from that of the tricomponent model.
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Reasoned action
• To understand intention we also need to measure the subjective norms that influence an individual’s intention to act. – A subjective norm can be measured directly by
assessing a consumer’s feelings as to what relevant others (family, friends, roommates, co-workers) would think of the action being contemplated.
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A Simplified Version of the Theory of Reasoned Action
Beliefs that the behavior
leads to certain
outcomes
Beliefs that specific
referents think I should or should not perform the
behavior
Motivation to comply with the specific referents
Subjective norm
Attitude toward the behavior
Intention
Behavior
Evaluation of the outcomes
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Theory of Trying-to-Consume
• Accounts for cases where the action or outcome is not certain but
reflects the consumer’s efforts to consume.
– Sometimes personal impediments or environmental
impediments prevent the desired outcome.
• Researchers have recently extended this inquiry by examining
those situations where consumers do not try to consume—that is,
fail to try to consume.
– In this case, consumers appear to fail to see or are too ignorant
of their options.
• Consumers appear to make a conscious effort not to consume.
– the focus is the "trying" or seeking part, rather than the
outcome (consumption)
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Attitude-Toward-the-Ad Models
• Consumer forms various feelings (affects) and judgments (cognitions) as the
result of exposure to an ad.
• These feelings and judgments in turn affect the consumer’s attitude toward
the ad and beliefs about the brand acquired from exposure to the ad.
• Finally, the consumer’s attitude toward the ad and beliefs about the brand
influence his or her attitude toward the brand.
• It appears that for a novel product (e.g., “contact lenses for pets”), the
consumer’s attitude toward the ad has a stronger impact on brand attitude
and purchase intention than for a familiar product (e.g., pet food).
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A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model
Exposure to an Ad
Judgments about the Ad (Cognition)
Beliefs about the Brand
Attitude toward the Brand
Attitude toward the Ad
Feelings from the Ad (Affect)
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Multiattribute Attitude Models
• The attitude-toward-object model– Attitude is function of evaluation of product-
specific beliefs and evaluations• The attitude-toward-behavior model
– Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself
• Theory-of-reasoned-action model– A comprehensive, integrative model of attitudes
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Try this…
• A local pizza restaurant is having a hard time attracting customers due to a poor image. Explain how they can change people’s attitudes by using three of the following:
– Changing the Basic Motivational Function– Associating the Product with an Admired Group
or Event– Resolving Two Conflicting Attitudes– Altering Components of the Multiattribute Model– Changing Beliefs about Competitors’ Brands
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