mkt4050 revision classes

7/31/2019 MKT4050 Revision Classes

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5/24/12

MKT4050

Revision 1


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1. Consumer Attitudes- structural models

2. Consumer Attitudes - behaviour models(theory of reasoned action - theory of plannedbehaviour )

3. Consumer Attitudes - FunctionalAttitudes/Models

4. Reference groups and WoM communication

1. Consumer perception, inc. perceived risks& perceptual mapping.

1. Decision-making processes in the familycontext

2. Cognitive theories of consumer behaviour3. Behavioural theories of consumer

Revision Topic Summary


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Single Component Attitude ModelAffect = Attitude

Tri-Component Attitude ModelAffect, Behaviour/Conation, Cognition,Beliefs, Emotions, Values

Multi-Attribute Attitude Model

Fishbeins Model - Attitude (object) = bieibi = Strength of belief that attitude object contains the ithattribute

ei = the evaluative measure associated with ith attribute

Consumer Attitudes-Structural Models


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Theory of Reasoned Action Modelprediction of behavioral intention combining

predictions of attitude and predictions of behaviour.

Theory of Panned Behaviourpersonal attitude, subjective norms, and perceived

behavioral control, together shape an individual'sbehavioral intentions and behaviours.

Consumer Attitudes - Behaviour Models

(theory of reasoned action - theory of plannedbehaviour )


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Theory of Reasoned ActionModel

Belief thatbehaviourleads tooutcome

Evaluation-

outcome

Belief- referents

Motivation tocomply withreferents

Attitude:Behaviour(AB)

Subjectivenorms(SN)

Intention tobehave

Behaviour


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Theory of PlannedBehaviour

A. Attitude to behviour

B. Subjective norn

C. Perceived control

(Control belief thatmay help or hinderbehaviour)

Intention Behaviour

1. Lack on need

2. Lack of finance

3. Difficulty in finding

4. Change in circumstance

C i d


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Attitudes exist because they servesome function - determined by motives.

Katz (1960) - functional areas: Adaptive (adjustment + reward & punishment)

Utility (product benefits + reward and punishment)

Value Ego Expressive (outward expression ofself)

Ego Defensive (protects from internal or externalfeelings e.g. Marlboro Man machismo)

Knowledge (order, structure, and meaning)

Consumer Attitudes -Functional

Attitudes/Models


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Formed through Commitment Identification Compliance Consistency

Changed through Persuasion Cognitive routesB-E-V

Credibility Content and organisation- e.g.

AppealSelf reservation

Forming & ChangingAttitudes


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Group whose perspective an individual takeson in forming values, beliefs, attitudes,opinions, and overt behaviors. Primary - Secondary Formal - Informal groups Membership Aspirational - Dissociative groups

Homans Principle The difference between the price we pay for

conformity and the rewards obtained for doing so

Power

Social Power -reward praise, approval,acceptance, status, recognition,

Reference Groups AndWoM Communication


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Perception - an approximation of reality process by which individuals select, organise, and

interpret stimuli into a meaningful and coherentpicture of the environment:

Three Step Process Selective exposure Selective distortion Selective retention.

Sensory Stimuli Vision / Smell / Sound / Touch /Taste

Perceptual Selection / Organisation / Meaning

Consumer perception, inc.perceived risks

P ti P h l i l


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Gestalt Psychology

Webers Law

JND Just Noticeable Difference

Absolute threshold

Differential threshold

Perception - PsychologicalInfluences On Buying

Behavior


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any action that produces consequenceswhich the consumer cannot anticipate Amount of perceived risk:

1. Amount that would be lost if the consequences not

favorable,2. Individual's subjective feeling that consequences will

be-unfavorable"

Perceived risks increase:

New retailer

New or unbranded itemsTight budget

No experience in purchasing the item

Many alternatives to chose

Price increases

Perceived risk


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Types of perceived risk:

FunctionalPhysicalSocial

PsychologicalFinancialTime


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Two dimensional graphs How product, brand, or company is perceived

versus the competition. Product Attributes v. competition etc

Perceptual mapping.


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Where would you plot your favoritecereals? Kids favorites? Grandmas?

Nutritious Not Nutritious

Sweet

Not Sweet


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Positioning of Hotels:Price vs. Service Level

Expensive

Shangri-LaHi

ghService

ModerateService

Grand

Regency

Sheraton

Italia

Castle Alexande

r IVAirportPlaza

PALACE

Atlantic

Less

Expensive

D i i ki


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Family Classifications Family Life Cycle Stages Lifestyle Choices

Role Of Family Members In Decision MakingMarketing Opportunities & FLCConsumer SocializationKids

Decision-makingprocesses in the family

context


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Five major psychological approaches:1. Economic Man

2. Psychodynamic

3. Behaviourist

4. Cognitive

5. Humanistic

. (Foxall 1990)

Theories of consumerbehaviour


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Cognitive Psychology Hebbs (1950) Stimulus-Organism-Response

Model

Cognitive Approaches -understanding mentalstructures and processes between stimulus andresponse

Perception,

Learning,

Memory,

Thinking,

Emotion

Cognitive Approach


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Cognitive ConsumerBehaviour Models

Adapted from Moital


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Howard Sheth Integrated Model

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