consumer judgment

TM 4-TM 4-11Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.

Consumer Judgment Nonevaluative Judgment Evaluative Judgment Preference Judgment Satisfaction Judgment Prediction and Intention Judgment Judgment and Behavior


Nonevaluative judgments and beliefs

Not Large Very large

Not Effective Very Effective

Not Hot Very hot

Not Safe Very Safe

Beliefs-- Nonevaluative judgments at any point on a continuum


Evaluative judgments--Attitudes

Very Bad Very Good

Attitudes-- Evaluative judgments at any point on a continuum

Very Unfavorable Very Favorable

Very Negative Very Positive

Dislike very much Like very much


Persuading people to make an evaluative judgment about drinking and driving


Considering two productsComparing A with B

Auto Brand A Auto Brand B

air-conditioning air-conditioning

power steering power steering

acceleration ?

smoothness of ride ?

Comparing B with A

Auto Brand A Auto Brand B

air-conditioning air-conditioning

power steering power steering

acceleration ?

smoothness of ride ?


Direction of comparison effect


Prediction & Intention Judgment

Representativeness Heuristic (similarity-based judgment)If a new product reminds us of an old one we liked, we predictwe will like the new one too (even if we focused on an irrelevant similarity)

Availability Heuristic (memory-based judgment)Easy to remember- High predictionsHard to remember- Low predictions

Anchoring and Adjustment HeuristicForm an initial judgment or anchor, then adjust up or down.Adjustment tends to be insufficient.


Satisfaction Judgment

Direction of Comparison Expectancy Disconfirmation Attribution


The Attitude-Behavior Relationship Allport (1935)

An attitude is a “mental and neural state of readiness to respond, organized through experience exerting a directive and/or dynamic influence on behavior.”

The “is” question: Is there a relationship between attitudes and subsequent behavior?

Wicker (1969)“It is considerably more likely that attitudes will be unrelated or only slightly related to overt behaviors than that attitudes will be closely related to actions.”


The Attitude-Behavior RelationshipThe “when” question: Under what conditions do what kinds of Attitudes held by what kinds of individuals predict what kinds of behavior?

1. Situational VariablesNorms

2. Individual Difference VariablesSelf-monitoringSelf-consciousnessLocus of Control

3. Attitudinal VariablesThe Specificity HypothesisHeberlein & Black (1976)

Environment .12Air Pollution .21Lead-free Gas .36Buying Lead-free Gas .59


Manner of Attitude Formation

Regan and Fazio (1976)Direct Behavioral Experience .42Indirect Experience .04

Smith and Swinyard (1983)Direct Behavioral Experience .66Indirect Experience .27


The Attitude-Behavior RelationshipThe “how” question: How do attitudes guide behavior?

1. The definition of the situationKelley (195)Latane and Darley (1968)

2. Selective PerceptionHastorf and Cantril (1954)Lord, Ross, and Lepper (1979)Lee, Acioto, and Day (1987)

3. The crucial importance of attitude accessibilitySnyder and Swann (1976)

Attitude salient .58Attitude non-salient .07

Fazio Chen, McDonel, and Sherman (1982)Fazio, Powell, and Herr (1983)Fazio, Sanbonmatsu, Powell, and Kardes (1986)Kardes, Sanbonmatsu, Voss, and Fazio (1986)


Fazio’s model of the attitude-behavior process

Attitude activation

Selective perception

Immediateperception

of theattitudeobjects

Definitionof theevent

Behavior

NormsDefinition

of thesituation


What does the Fazio Process Model Buy Us?

1. The process model indicates how the “translation” of attitudes into behavior can fail to occur.

2. The process model provides a framework for conceptually integrating a long list of seemingly unrelated moderator variables.

3. The model is useful for identifying new moderator variables.

4. The model has managerial implications that cannot be derived from other models:a. Product trialb. Advertising repetitionc. Repeated attitude activation with a single ad exposured. Cues that prompt attitude activatione. Attitude accessibility and persuasion


The theory of reasoned action

Intention Behavior

Attitude towardthe behavior

Subjective norm

The personís (1) beliefsthat the behavior leads tocertain outcomes and (2)

evaluations of theseoutcomes

The personís (1) beliefsthat specific individuals

or groups thinks he or sheshould or should not

perform the behavior and hisor her motivation to comply

with the specificreferents


The Theory

of Reasoned Action

Ao = biei

Ao = Attitude toward object

bi = Belief about attribute i

ei = Evaluation of i

Information

Integration Theory

Ao = wisi

Ao = Attitude toward object

wi = Importance of attribute i

si = Scale value for attribute i

wi = 1


MODE MODEL

Sanbonmatsu and Fazio (1990)Smith’s Department Store was described positively on most attributes (e.g., excellent clothing, jewelry, sporting goods, and cosmetics departments)

Brown’s Department Store was described negatively on most attributes, except for their camera department

Later, subjects were asked which store would they shop for cameras? (Higher scores indicate a greater likelihood of shopping at Brown’s)

OpportunityLow High

Low Motivation .05 .09High Motivation .59 1.59


Empirical test of the MODE model

1.59 .59 .09 .05

Likelihood of shopping at Brownís Department Store

High Low

High opportunity to deliberate

Low opportunity to deliberate

consumer judgment

Documents