solomon 08 07

8/4/2019 Solomon 08 07

1/34

Chapter 7

Attitudes

CONSUMER

BEHAVIOR, 8eMichael Solomon

8/4/2019 Solomon 08 07

2/34

Prentice-Hall, cr 20097-2

Chapter Objectives

When you finish this chapter you should understandwhy: Its important for consumer researchers to

understand the nature and power of attitudes.

Attitudes are more complex than they first appear. We form attitudes in several ways. A need to maintain consistency among all of our

attitudinal components motivates us to alter one or

more of them.

8/4/2019 Solomon 08 07

3/34


Chapter Objectives (cont.)

We use attitude models to identify specificcomponents and combine them to predict aconsumers overall attitude toward a product or brand.

8/4/2019 Solomon 08 07

4/34


The Power of Attitudes

Attitude: a lasting, general evaluation of people,objects, advertisements, or issues

Attitude object ( AO ) Help to determine a number of preferences and

actions

8/4/2019 Solomon 08 07

5/34


Functional Theory of Attitudes

Katz: attitudes exist because they serve somefunction

UTILITARIANFUNCTION:

Relates to rewards andpunishments

VALUE-EXPRESSIVEFUNCTION:

Expresses consumers valuesor self-concept

EGO-DEFENSIVEFUNCTION:

Protect ourselves fromexternal threats or internal

feelings

KNOWLEDGEFUNCTION:

Need for order, structure, ormeaning

8/4/2019 Solomon 08 07

6/34


Functional Theory of Attitudes (cont.)

Marketers emphasize the benefits a product servesfor consumers

Example: study of football fans identified threeclusters:

Cluster Sports Marketers Strategy

Die-hard team fans Provide greater sports knowledge

Relate attendance to personal values

Those who enjoycheering for winning team

Publicize aspects of visiting teams,such as sports stars

Those who look forcamaraderie

Provide improved peripheral benefits(e.g., improved parking)

8/4/2019 Solomon 08 07

7/34


Discussion

Imagine that you work for the marketing department of your college or university and have segmented students into four different clusters, each representing one of the four functions identified by

Katz. Develop a marketing strategy based on each of the

four functions to motivate students to stay in school and complete their degrees.

8/4/2019 Solomon 08 07

8/34


ABC Model of Attitudes

Attitude has three components: Affect: the way a consumer feels about an attitude

object. Behavior: persons intentions to do something with

regard to an attitude object. Cognition: beliefs a consumer has about an

attitude object.

8/4/2019 Solomon 08 07

9/34


Hierarchies of Effects

Figure 7.1

Impact/importance of attitude components dependson consumers motivation toward attitude object

8/4/2019 Solomon 08 07

10/34


Hierarchy of Effects

Standard Learning Hierarchy Results in strong brand loyalty Assumes high consumer involvement

Low-Involvement Hierarchy Consumer does not have strong brand preference Consumers swayed by simple stimulus-response

connections Experiential Hierarchy

Consumers hedonic motivations and moods Emotional contagion Cognitive-affective model versus independence

hypothesis

8/4/2019 Solomon 08 07

11/34


Discussion

One persons contextual marketing is another persons spyware

Is it ethical for marketers to track which Web sites you visit, even if by doing so they can provide you

with information that might help you save money by buying a competing brand?

8/4/2019 Solomon 08 07

12/34


Attitude Toward the Advertisement

We form attitudes toward objects other than theproduct that can influence our product selections.

We often form product attitudes from its ads Aad : attitude toward advertiser + evaluations of ad

execution + ad evoked mood + ad arousal effectson consumer + viewing context

8/4/2019 Solomon 08 07

13/34

Prentice-Hall, cr 2009

7-13

Ads Have Feelings Too

Commercials evoke emotion Upbeat feelings: amused,

delighted, playful Warm feelings:

affectionate,contemplative, hopeful

Negative feelings: critical,defiant, offended

8/4/2019 Solomon 08 07

14/34


7-14

Attitude Commitment

Degree of commitment is related to level ofinvolvement with attitude object

COMPLIANCELowest level: consumer forms attitude because it

gains rewards or avoids punishments

IDENTIFICATIONMid-level: attitudes formed in order to conform to

another person or group

INTERNALIZATIONHighest level: deep-seeded attitudes become part

of consumers value system

8/4/2019 Solomon 08 07

15/34


7-15

Consistency Principle

Principle of cognitive consistency: We value/seek harmony among thoughts, feelings,

and behaviors We will change components to make them

consistent

8/4/2019 Solomon 08 07

16/34


7-16

Cognitive Dissonance and Harmony

Theory of cognitivedissonance: when aconsumer is confronted withinconsistencies among

attitudes or behaviors, he willtake action to resolve thedissonance

Example: Two cognitive elements about smoking:

I know smoking causes cancer I smoke cigarettes Consumer will resolve the dissonance by either

satisfying urge to smoke or stopping the behavior

8/4/2019 Solomon 08 07

17/34


7-17

Discussion

Interview a student next to you regarding a behavior that he or she has that is inconsistent with his or her attitudes (e.g., attitudes toward healthy eating or active lifestyle, attitudes toward materialism, etc.).

Ask the student to elaborate on why he or she does the behavior, then try to identify the way the person has resolved dissonant elements.

8/4/2019 Solomon 08 07

18/34


7-18

Self-Perception Theory

Self-perception theory: we use observations of ourown behavior to determine what our attitudes are.

DOOR-IN-THE-FACE TECHNIQUEPerson is first asked to do something extreme (which he

refuses), then asked to do something smaller.

LOW-BALL TECHNIQUEPerson is asked for a small favor and is informed after

agreeing to it that it will be very costly.

FOOT-IN-THE-DOOR TECHNIQUEConsumer is more likely to comply with a request if he has

first agreed to comply with a smaller request

8/4/2019 Solomon 08 07

19/34


7-19

Social Judgment Theory

Social judgment theory: we assimilate newinformation about attitude objects in light of what wealready know/feel

Initial attitude = frame of reference

Latitudes of acceptance and rejection Assimilation and contrast effects Example: Choosy mothers choose Jif Peanut

Butter

8/4/2019 Solomon 08 07

20/34


7-20

Balance Theory

Balance theory: considers relations among elementsa consumer might perceive as belonging together

Involves triad attitude structures: Person Perception of attitude object Perception of other person/object

Perception can be positive or negative

Balanced/harmonious triad elements Unit relation and sentiment relation

8/4/2019 Solomon 08 07

21/34


7-21Figure 7.2

Restoring Balance in a Triad

Alex wants to dateLarry; Alex haspositive sentimenttoward Larry

Larry wears earring;Larry has positiveattitude towardearring

Alex doesnt like

men who wearearrings; hasnegative sentimenttoward earrings

8/4/2019 Solomon 08 07

22/34


7-22

Marketing Applications of BalanceTheory

Basking in reflected glory:consumers want to showassociation with a positivelyvalued attitude object

Example: Consumers: collegefootball fans

Attitude object: winningcollege football team

Marketers use celebrityendorsers of products tocreate positive associations

8/4/2019 Solomon 08 07

23/34


7-23

Discussion

Students often bask in reflected glory of their colleges winning sportsteams by showing team

spirit or buying merchandise

How do colleges use similar techniques among

its alumni? What marketing strategies could be used to sell more merchandise?

Click photo for ou.edu
https://www.oualumnistore.com/cgi-bin/ou.sh

8/4/2019 Solomon 08 07

24/34


7-24

Multi-Attribute Attitude Models

Multi- attribute models: consumers attitudes towardan attitude object depends on beliefs she has aboutseveral or many attributes of the object

Three elements Attributes of AO (e.g., college)

Example: scholarly reputation Beliefs about AO

Example: University of North Carolina is strongacademically

Importance weights Example: stresses research over athletics

8/4/2019 Solomon 08 07

25/34


7-25

Fishbein Model

Measures three components ofattitudes: Salient beliefs about AO Object-attribute linkages Evaluation of each important

attribute Aijk = ijk I ik

Overall Attitude Score =(consumers rating of eachattribute for all brands) x(importance rating for thatattribute)

8/4/2019 Solomon 08 07

26/34


7-26

Saundras College Decision

Attribute

Beliefs ( )

Import (I) Smith Princeton Rutgers Northland

Academic reputation 6 8 9 6 3

All women 7 9 3 3 3

Cost 4 2 2 6 9Proximity to home 3 2 2 6 9

Athletics 1 1 2 5 1

Party atmosphere 2 1 3 7 9

Library facilities 5 7 9 7 2

Attitude Score 163 142 153 131

Table 7.1

8/4/2019 Solomon 08 07

27/34


7-27

Marketing Applications of Multi-AttributeModel

Capitalize on relative advantage: convinceconsumers that particular product attributes areimportant in brand choice

Strengthen perceived product/attribute linkages: if

consumers dont associate certain attributes withthe brand, make the relationship stronger

Add a new attribute: focus on unique positiveattribute that consumer has not considered

Influence competitors ratings: decrease theattributes of competitors

8/4/2019 Solomon 08 07

28/34


7-28

Extended Fishbein Model

Theory of reasoned action: considers other elementsof predicting behavior Intentions versus behavior: measure behavioral

intentions, not just intentions

Social pressure: acknowledge the power of otherpeople in purchasing decision Attitude toward buying: measure attitude toward

the act of buying, not just the product

8/4/2019 Solomon 08 07

29/34


7-29

Obstacles to Predicting Behavior

Fishbein models weaknesses include: Doesnt deal with outcomes of behavior, including

those beyond consumers control Doesnt consider unintentional behavior, such as

impulsive acts or novelty seeking Doesnt consider that attitudes may not lead to

consumption Doesnt consider the time frame between attitude

measurement and behavior Doesnt differentiate between consumers direct,

personal experience, and indirect experience

8/4/2019 Solomon 08 07

30/34


7-30

Theory of Trying

Figure 7.3

Theory of trying: measures the reasoned actionconsumers take to reach a goal

8/4/2019 Solomon 08 07

31/34


7-31

Theory of Trying: Example of ConsumerTrying to Lose Weight

Past frequency: How many times did he try to loseweight?

Recency: Did he try in the past week? Beliefs: Did he belief it would be healthier? Evaluation of consequences: Will his girlfriend be

happier if he succeeded in losing weight? Process: Would the diet make him feel depressed?

Expectations of success and failure: Did he believe itlikely that he would succeed? Subjective norms toward trying: Would loved ones

approve of his efforts to lose weight?

8/4/2019 Solomon 08 07

32/34


7-32

Tracking Attitudes over Time

Attitude-tracking program:increases predictability ofbehavior by analyzing attitudetrends during extended timeperiod

Ongoing tracking studies Gallup Poll Yankelovich Monitor

Click photofor Gallup.com
http://www.gallup.com/

8/4/2019 Solomon 08 07

33/34


7-33

Tracking Attitudes

Figure 7.4

Percentage of 16- to 24-year-olds who agreeWe must take radical action to cut down on how we use our cars.

8/4/2019 Solomon 08 07

34/34


Changes to Look For Over Time

Attitude tracking shouldinclude: Changes in different age

groups Scenarios about the future Identification of change

agents

solomon 08 07

Documents