consumer attitude formation and change chapter eight
TRANSCRIPT
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Consumer Attitude Formation and Change
CHAPTEREIGHT
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Learning Objectives
1. 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.
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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 AssistConsumers 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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Cognition
A Simple Representation of the Tricomponent Attitude Model - Figure 8.3
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The Tricomponent Model
• Cognitive• Affective• Conative
The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources
Components
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The Tricomponent Model
• Cognitive• Affective• Conative
A consumer’s emotions or feelings about a particular product or brand
Components
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The Tricomponent Model
• 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 object
Components
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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 Multiattribute Attitude Attitude ModelsModels
Attitude models that examine the
composition of consumer attitudes in terms of selected product attributes or
beliefs.
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Multiattribute Attitude Models
• The attitude-toward-object model
• The attitude-toward-behavior model
• Theory-of-reasoned-action model
• Attitude is function of the presence of certain beliefs or attributes.
• Useful to measure attitudes toward product and service categories or specific brands.
Types
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Multiattribute Attitude Models
• The attitude-toward-object model
• The attitude-toward-behavior model
• Theory-of-reasoned-action 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 behavior
Types
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Consumer Characteristics, Attitude, and Online Shopping
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Multiattribute Attitude Models
• The attitude-toward-object model
• The attitude-toward-behavior model
• Theory-of-reasoned-action model
• Includes cognitive, affective, and conative components
• Includes subjective norms in addition to attitude
Types
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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 Theory of Trying to Trying to ConsumeConsume
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).
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Selected Examples of Potential Impediments That Might Impact Trying - Table 8.7
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Attitude-Attitude-Toward-the-Toward-the-
Ad ModelAd 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
consumer’s 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 Change
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Changing the Basic Motivational Function
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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 Establishor 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?
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How Is Fiji Water’s 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’ Brands
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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 Valvoline’s 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 Elaboration Likelihood Likelihood
Model Model (ELM)(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 Formation
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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– Consensus
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