consumer attitudes -2
TRANSCRIPT
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Chapter 8
Consumer Behavior,Consumer Behavior,
Eighth EditionEighth Edition
SCHIFFMAN & KANUK
Consumer Attitude
Formation and Change
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Attitudes
A learned
predisposition to
behave in a
consistentlyfavorable or
unfavorable manner
with respect to agiven 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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Figure 8.1
Wendys
Offers Salads
To
Differentiate
Itself
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Structural Models of Attitudes
Tricomponent Attitude Model
Muliattribute Attitude Model
The Trying-to-Consume Model
Attitude-toward-the-Ad Model
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Figure 8.2 A Simple Representation of
the Tricomponent Attitude Model
ConationConation
AffectAffect
Cognition
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The Tricomponent Model Cognitive Component
The knowledge and perceptions that are acquired by acombination of direct experience with the attitude
object and related information from various sources.The knowledge and resulting perceptions take the formof beliefs that is the consumer believes that the attitudeobject possesses various attributes and that specific
behavior will lead to specific outcomes.
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Broadband Internet Access
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Affective Component A consumers emotions or feelings about a particular
product or brand.
Ex: Evaluative scale
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Evaluative scale Compared to other moisturizing lotions Nivea skin
therapy lotion is:
Good [1] [2] [3] [4] [5] [6] [7] Bad
Positive [1] [2] [3] [4] [5] [6] [7] Negative
Pleasant [1] [2] [3] [4] [5] [6] [7] Unpleasant
Appealing [1] [2] [3] [4] [5] [6] [7] Unappeali
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Conative Component The likelihood or tendency that an individual will
undertake a specific action or behave in a particularway with regard to the attitude object.
In marketing and consumer research conative
component is frequently treated as an expression
of the consumers intention to buy. Example: Intention to buy scale
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MultiattributeMultiattribute
AttitudeAttitude
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
Attitude is function of evaluation of product-specific beliefs and attributes
In general consumers will have favorableattitudes towards those brands that they believehave an adequate level of attributes that theyevaluate as positive and unfavorable attitudes
towards those brands that do not possess toomany attributes they evaluate as positive
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The attitude-toward-behavior model
Is the attitude toward behaving or acting with
respect to an object, rather than the attitudetoward the object itself
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Theory-of-reasoned-action model
A comprehensive, integrative model of attitudes
Similar to tricomponent model of attitudes butthe components are arranged in a differentmanner.
To understand intention we need to measure
subjective norms that influence an individualsintention. It can be measured by assessing aconsumers feelings as to what relevant otherswould think of the action.
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Attitude-
Toward-Behavior
Model
A model that proposes
that a consumersattitude toward a
specific behavior is a
function of how
strongly he or she
believes that the action
will lead to a specific
outcome (eitherfavorable or
unfavorable).
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Theory of
Reasoned
Action
A comprehensive theory
of the interrelationship
among
attitudes,intentions, and
behavior.
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Figure 8.4 A Simplified Version of the
Theory of Reasoned Action
Beliefs that
the behavior
leads to
certain
outcomes
Evaluation
of the
outcomes
Beliefs that
specific
referents
think I
should orshould not
perform the
behavior
Motivation
to comply
with the
specific
referents
Subjective
norm
Attitude toward
the behavior
Intention
Behavior
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Theory of
Trying to
Consume
An attitude theorydesigned 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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Table 8.6 Selected Examples of Potential
Impediments That Might Impact TryingPOTENTIAL PERSONAL IMPEDIMENTSPOTENTIAL PERSONAL IMPEDIMENTS
I wonder whether my fingernails will be longer by the time of my wedding.
I want to try to lose fifteen pounds by next summer.
Im going to try to get tickets for a Broadway show for your birthday.
Im going to attempt to give up smoking by my birthday.
I am going to increase how often I go to the gym from two to four times aweek.
Tonight, Im not going to have dessert at the restaurant.
POTENTIAL ENVIRONMENTAL IMPEDIMENTSPOTENTIAL ENVIRONMENTAL IMPEDIMENTS
The first ten people to call in will receive a free T-shirt.
Sorry, the shoes didnt come in this shipment from Italy.
There are only three bottles of champagne in our stockroom. You better
come in sometime today.
I am sorry. We cannot serve you. We are closing the restaurant because of a
problem with the oven.
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AttitudeAttitude--
TowardToward--thethe--AdAd
ModelModel
A model that proposes that
a consumer forms various
feelings (affects) and
judgments (cognitions) as
the result of exposure toan advertisement, which,
in turn, affect the
consumers attitude
toward the adand attitude
toward the brand.
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Attitude towards the ad model Eg: Research among Asian Indian US
Immigrants. Study found a positive
relationship between attitude towards the
advertisement and purchase intention of the
advertised products.
Eg: Additional research on consumerattitudes for novel products
Consumer socialization: African Americans
and women
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Figure 8.6 A Conception of the
Relationship among Elements in anAttitude-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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Issues in Attitude Formation
The shift from no attitude towards a productto some attitude for a product is called
attitude formation. How attitudes are learned
Sources of influence on attitude formation
Personality factors
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How attitudes are learneda. Consumers often purchase products that are
associated with a favorably viewed brand
name. The favorable attitude towards thebrand name is a result of repeated
satisfaction with other products by the same
company.
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How attitudes are learnedb. Sometimes attitudes follow the purchase
consumption and of products.
1. only product of its kind
2. trial purchase
c. Sometimes attitudes are formed about
products on the basis of information
exposure and the consumers own
cognitions
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Sources of Influence on attitude
formation 1. Personal experience-marketers
implication is by way of free samples or
coupons for first purchase.
Others-family, friends, people we admire
Direct marketing programs-to target small
consumer niches with products and servicesthat fit their interests and lifestyles.
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Sources of Influence on attitude
formation Mass media communications provide an
important source of information that
influences attitude formation.
Other research indicated that no direct
experience will develop an attitude towards
an emotionally appealing advertisement. Level of realism-direct experience v/s
indirect experience , television v/s print or
radio
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Personality factors Personality factors play a critical role in
attitude formation. Individuals with High
NFC (need for cognition) will have positiveattitudes to advertisements rich in product
related information
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Figure 8.8
EncouragingTrial
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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 Multiattribute
Model Changing Beliefs About Competitors
Brands
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Four Basic Attitude Functions
The Utilitarian Function
The Ego-defensiveFunction
The Value-expressiveFunction
The Knowledge Function
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Figure 8.9
Clorox Uses AUtilitarian
Appeal
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Figure 8.10
Suave UsesEgo Defensive
Appeal
In a 24-7world, your
antiperspiran
does not getto knock off
early
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Figure 8.11
AC Delco Uses
a Value-Expressive
Appeal
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Figure 8.12
A Knowledge
Appeal
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Strategies of Attitude Change Associating the product with a special
group, event or change-
Attitudes are related ,at least in part to
certain groups, events or causes. It is
possible to alter attitudes by pointing out the
relationship of products, services andbrands to particular groups, events or
causes. Eg: sponsors
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Resolving 2 conflicting attitudes Attitude change strategies can sometimes
resolve actual or potential conflict between
2 attitudes.
Move from negative-positive
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Altering components of
Multiattribute model 1. Changing the relative evaluation of
attributes-overall marketdifferent
consumer segments different brands-different features or benefits.
When a product category is naturally
divided acc to distinct product features orbenefits that appeal to a particular segment,
marketers have an opportunity to persuade
consumers to cross over.
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2. Changing Brand Beliefs Most common advertising appeal
Changing beliefs or perceptions about the
brand itself.
Eg: Pantene hair products challenge the
notion that you have to be stuck with flat
hair. Pantene suggests when consumersuse its volume care products, they can
increase volume by as much as 80%
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3. Adding an attribute
This can be achieved in two ways
1. by adding an attribute previously ignored
eg: yogurt
2. by adding an attribute that represents an
improvement or technological innovation
eg: Dove nutrium
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4. Changing the overall brand
rating This strategy aims at attempting to alter
consumers overall assessment of the brand
directly without attempting to improve orchange the evaluation of any single brand
attribute.
Such a strategy frequently relies on someglobal statements such as this is the largest
selling brand, the one all others try to
imitate Eg: Honda
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Changing beliefs about
Competitor Brands Another attitude change strategy is to
change consumer beliefs about attributes of
competitor brands.
Eg: Oracle small business suite v/s
Quickbooks Premier
Oracle small business suite is easy to usetotal complete system to run your entire
company more efficiently. It has accounting
and payroll, Sales force automation,
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ElaborationElaboration
LikelihoodLikelihoodModelModel
(ELM)(ELM)
A theory that suggests
that a persons level of
involvement during
message processing isa critical factor in
determining which
route to persuasion is
likely to be effective.
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ELMWhen consumers are willing to understand,
learn or evaluate the available information
about the attitude object learning andattitude change occur via the central route.
In contrast when consumers assessment skill
are low, learning and attitude change occurvia the peripheral route.
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Why Might Behavior Precede
Attitude Formation?
Cognitive Dissonance
Theory Attribution Theory
Behave (Purchase)Behave (Purchase)
Form AttitudeForm AttitudeForm Attitude
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Cognitive
Dissonance
Theory
Holds that discomfort or
dissonance occurs when
a consumer holdsconflicting thoughts
about a belief or an
attitude object.
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Figure 8.17
Reducing
CognitiveDissonance
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PostpurchaseDissonance
Cognitive dissonance
that occurs after aconsumer has made a
purchase
commitment.
Consumers resolve
this dissonance
through a variety of
strategies designed toconfirm the wisdom
of their choice.
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AttributionAttributionTheoryTheory
A theory concernedwith how people assign
causality to events (eg
blame or credit) and
form or alter their
attitudes as an outcome
of assessing their own
or other peoplesbehavior.
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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
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SelfSelf--
PerceptionPerception
TheoryTheory
A theory that suggests
that consumers
develop attitudes by
reflecting on their own
behavior. Eg: a girl
who buys gulf news
daily while commuting
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Internal and External attributions
Eg: John presentation which is well
received by the audience.
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DefensiveDefensiveAttributionAttribution
A theory that suggestsconsumers are likely
to accept credit for
successful outcomes
(internal attribution)
and to blame other
persons or products for
failure (externalattribution).
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Marketing application of
Defensive Attribution Marketers need to offer uniformly high
quality products that allow consumers to
perceive themselves as the reasons for thesuccess.
Moreover the companys advertising should
serve to reassure consumers particularly theinexperienced ones that its products will not
let them down but will make them feel
good.
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Foot in the door Technique
It is based on the premise that individuals
look at their prior behavior (eg compliance
with a minor request) and conclude thatthey are the kind of person who says yes
to such requests.(an internal attribution)
Such self attribution serves to increase thelikelihood that they will agree to a similar
more substantial request.
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Marketing Implication of Foot-
in- the-door technique How specific incentives(coupons of varying
amounts) ultimately influence consumer
attitudes and subsequent expected it is notthe biggest incentive that is most likely to
lead to positive attitude change.
Bigger the incentive-they will externalizethe cause of the behavior and less likely to
change their attitudes and make future
purchases.
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Attributions towards things
Products ad services are things. It is in the
area of judging product performance that
consumers are most likely to form productattributions.
They want to find out why products are a
success or failure (expectations). They could attribute successful performance
or failure to the product itself, to
themselves, to others, to situations or a
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Criteria for Causal Attributions
Distinctiveness
Consistency Over Time
Consistency Over Modality
Consensus
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How we test our attributions
Distinctiveness-the consumer attributes an
action to a particular product or person if
the action occurs when the product (orperson) is present and does not occur in its
absence
Consistency over time-whenever a personor product is present the consumers
inference or reaction is the same.
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Consistency over modality-inference or
reaction must be the same even when the
situation in which it occurs varies.
Consensus-action is perceived in the same
way by other consumers.