consumer behaviour - attitude
Post on 06-May-2015
16.986 Views
Preview:
TRANSCRIPT
8-1
Chapter 8
Consumer Behavior,Consumer Behavior,Eighth EditionEighth Edition
SCHIFFMAN & KANUK
Consumer Attitude Formation and Change
8-2
Attitude
A learned predisposition to
behave in a consistently favorable or
unfavorable manner with respect to a
given object.
8-3
What are Attitudes?
• The attitude “object”• Attitudes are a learned predisposition• Attitudes have consistency• Attitudes occur within a situation
8-4
Structural Models of Attitudes
• Tricomponent Attitude Model• Multiattribute Attitude Model• The Trying-to-Consume Model• Attitude-toward-the-Ad Model
8-5
Figure 8.2 A Simple Representation of the Tricomponent Attitude Model
ConationConation
AffectAffect
Cognition
8-6
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.
8-7
Multiattribute Multiattribute Attitude Attitude ModelsModels
Attitude models that examine the
composition of consumer attitudes in terms of selected product attributes or
beliefs.
8-8
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
8-9
Attitude-Toward-Behavior
Model
A model that proposes that a consumer’s attitude toward a
specific behavior is a function of how
strongly he or she believes that the action will lead to a specific
outcome (either favorable or
unfavorable).
8-10
Theory of Reasoned
Action
A comprehensive theory of the interrelationship
among attitudes,intentions, and
behavior.
8-11
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 consumer’s attempt to consume
(or purchase).
8-12
Attitude-Attitude-Toward-Toward-the-Ad the-Ad ModelModel
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 consumer’s attitude toward the ad and attitude toward the brand.
8-13
Issues in Attitude Formationor Barriers to changing consumer
attitude
• How attitudes are learned• Sources of influence on attitude formation• Personality factors
8-14
Strategies of Attitude Change
• Changing the Basic Motivational Function• Associating the Product With an Admired
Group or Event• Resolving Two Conflicting Attitudes• Altering Components of the Multi-attribute
Model• Changing Beliefs About Competitors’
Brands
8-15
Four Basic Attitude Functions
• The Utilitarian Function• The Ego-defensive
Function• The Value-expressive
Function• The Knowledge Function
8-16
Elaboration Elaboration Likelihood Likelihood
Model Model (ELM)(ELM)
A theory that suggests that a person’s level
of involvement during message processing is
a critical factor in determining which
route to persuasion is likely to be effective.
8-17
Why Might Behavior Precede Attitude Formation?
• Cognitive Dissonance Theory
• Attribution Theory
Behave (Purchase)Behave (Purchase)
Form AttitudeForm AttitudeForm Attitude
top related