Attitude and CB 1

8/3/2019 Attitude and CB 1

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Key Concepts Beliefs, attitudes, &

behavioral intentions

Attributes Direct formation of

beliefs, etc.

Hierarchies of

effects The attitude-toward-

the-object model

The behavioralintentions model

The elaborationlikelihood model

Balance theory

Attitude toward ads

Behavioral influencetechniques ofpersuasion


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Consumer Beliefs About

Product Attributes Beliefs result from cognitive learning.

Beliefs are the knowledge and inferences that

a consumer has about objects, theirattributes, and their benefits provided.

Objects are the products, people, companies, andthings about which people hold beliefs and

attitudes. Benefits are the positive outcomes that attributes

provide to the consumer.

Attributes are the characteristics of an object


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Additional Info on Attributes

A halo effect occurswhen consumersassume that becausea product is good orbad on one productcharacteristic it is alsogood or bad on

another productcharacteristic.

Attribute importance

A persons assessment of thesignificance of an attribute.

Influenced by amount ofattention directed to thefeature.

A persons self-concept,advertising, and the salience

of the attribute can influencethe attention focused on thefeature.


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Consumer Attitudes

Attitude is the amount of affect or feeling for oragainst a stimulus

Attitudes are stored in long-term memory

Beliefs are the cognitive knowledge about an object

In high involvement situations, beliefs predict

attitudes.


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The Functions of Attitudes Utilitarian Function: use to obtain

rewards and avoid punishments.

Ego-Defensive Function: self-protection, e.g., smokers

Knowledge Function: simplifies

decisions, e.g., brand loyaltyValue-Expressive Function: express

identify to others. e.g., t-shirts.


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Behaviors & Intentions to Behave

Consumer behaviorsconsist of all the

actions taken byconsumers relatedto acquiring,disposing, and using

products andservices

Behavioral intentionsmay be defined asthe intentions ofconsumers tobehave.

Usually measured on

7 or 9 point scale:low likelihood ofperforming behaviorto high likelihood.


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Beliefs, Attitudes, and

Behaviors May Be Formedin Two Ways: Direct formation is when a belief, attitude, or

behavior is created without either of theother states occurring first.

Hierarchy of effects occurs after a belief,

attitude, or behavior is formed directly, thereis a tendency for the states to build uponeach other to create hierarchies


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Direct Formation of Beliefs,Attitudes, & Behaviors

Direct belief formation corresponds to thedecision-making perspective and cognitive

learning. The direct formation of attitudes is linked to

the experiential perspective.

The direct formation of behavior is linked to

the behavioral influence perspective.Operant conditioning and modeling.


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Forming Attitudes Directly Classical conditioning/associative learning--

positive affect is attached to object

Mere exposure--frequent exposure tostimulus increases liking for it. Derived fromButterfly effect.

Moods--mood at the time of exposure toobject influences feelings about object.


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Directly Forming Behavior Strong environmental forces can

directly influence behavior, such as

from the design of the physicalenvironment.

Operant conditioning can influence

behavior without the formation ofbeliefs or attitudes.


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Hierarchies of Beliefs,

Attitudes, and Behaviors

Decision-MakingHierarchies

ExperientialHierarchy

Behavioral InfluenceHierarchy


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Decision making hierarchies High involvement: beliefs attitudes

behavior

Low involvement: beliefs behaviorattitudes

Experiential

Affect behavior beliefs

Behavioral influence hierarchy

Behavior beliefs affect


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Predicting Consumer Attitudes

Multiattribute models identify how

consumers in high-involvementsituations (i.e. standard hierarchy ofeffects) combine their beliefs about

product attributes to form attitudesabout various brand alternatives,corporations, or other objects.


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Attitude-Toward-The-Object

ModelIdentifies three majorfactors that are

predictive of attitudes:

Salient Beliefs

Strength of the Belief

Evaluation

A b eo i i

i

n

1


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Measurement issues

bi: 1 = low probability that object

possesses attribute. 9=high likelihood.

ei: -3 = negative evaluation of attribute.+3 = positive evaluation of attribute.


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Fishbein Attitude Toward Object

Model: which college will be chosen by

Student Y?Ao = Sum (Bi x Ei)

Attribute Ivy State U Local U

Ei Bi Bi Bi

High Price -2 9 -18 2 -4 5 -10

Good Job 3 8 24 6 18 3 9

Easy entry -1 1 -3 4 -4 8 -1

Learn a lot 2 9 18 7 14 4 821 24 -1

University/College


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Global Attitude Measure:Direct measure of overall affect and

feelings regarding object.

Use multiple scales to measure

Bad 1 2 3 4 5 Good

Negative 1 2 3 4 5 PositiveDislike 1 2 3 4 5 Like

Compare results of global measure to results of Attitude-

toward-the-object measure.


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The Behavioral Intentions Model .

. .. . . was developed by Fishbein and hiscolleagues to improve on the ability of theattitude-toward-the-object model to predictconsumer behavior

Included subjective norms: how other people feel

about the behavior.

Assesses the consumers attitude toward the overt

behavior of purchasing the product rather than

toward the object itself. Use consequences of the

behavior rather than attributes of object.


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When Do Attitudes Predict Behavior?

When consumer involvement is high. measurement must at proper level of abstraction.

Cannot predict whether someone will go to church onSunday by asking them about overall attitude towardchurch.

Must consider subjective norms

Situational factors

Other brands/objects

Attitude strength

Mere measurement effect: just asking intention tobuy increases likelihood of buying.

When measured close in hierarchy to behavior.Surface traits are much like global attitude measures.


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Persuasion . .

.Persuasion is the explicitattempt to influence beliefs,attitudes, and/or behaviors.

Communication is defined broadly toinclude all aspects of the message,including the source of themessage, the type of message

given, and through what channel itmoved (e.g., television, radio, orprint media)


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The Elaboration Likelihood

Model: a decision making approachto persuasion. . . is an approach

to understandingthe persuasionprocess whichillustrates the

decision-makingpath to belief,attitude, andbehavior change

Central Peripheral

Routes to Persuasion


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Belief and Attitude Change

May Take One of Two Routes The Central Route to persuasion is

when the consumer has high-

involvement information processing The Peripheral Route to persuasion is

when the consumer has low-

involvement information processing


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The Central Route to

Persuasion Moves through the high involvement hierarchy.

The consumer attends more carefully to themessage being received and compares it to his or

her own attitudinal position.

Likely to generate a number of cognitiveresponses to the communication

Central Cues refer to ideas and supporting data

that bear directly upon the quality of thearguments developed in the message


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The Peripheral Route toPersuasion

Consumer moves through the low involvementhierarchy.

Cognitive responses are much less likely to occur,because the consumer is not carefully consideringthe pros and cons of the issue.

Peripheral persuasion cues include such factors asthe attractiveness and expertise of the source, themere number of the arguments presented, andthe positive or negative stimuli that form thecontext within which the message was presented(e.g., pleasant music, source attractiveness,source trustworthiness, etc.)

Truth effect. Repeat something often enough,people will come to believe it.


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Individual Differences inRoute to Persuasion: theNeed for Cognition

High

Low

Low High

Need for cognition

Strong arguments

Weak arguments

AttitudeToward

Ad


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Experiential Path to Attitude Change

Balance Theory

Attitudes Toward the Advertisement


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Balance Theory . . .

. . . proposes that people have a

preference to maintain a

balanced state among the

cognitive elements if theseelements are perceived as

forming a system

.basic rule: multiplication of

the signs of the relations must

come out with a positive sign.


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Attitudes Toward the

Advertisement . . .. . . are a consumers general liking ordisliking for a particular advertising

stimulus during a particular advertisingexposure. Will influence attitudetoward brand.

Measurement: like a global attitude.


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Behavioral Influence Techniques:

Ingratiation. . . refers to self-serving

tactics engaged in by one person to makehimself or herself more attractive to another.

*Similarity *conforming to wishes

*offering gifts *express liking

*ask advice


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Some Managerial Implications Positioning/differentiation: position brands based upon

key attributes.

Environmental analysis: assess and manipulateenvironment to implement behavioral influence approach.

Market research: employ to identify salient attributes andkey benefits, measure attitudes, and predict behavioralintentions

Marketing mix: identify benefits sought by consumers anddevelop products to provide them. Develop promotions to

communicate to consumers key attributes, to influencebeliefs, attitudes, and behaviors.

Segmentation: Employ benefit segmentation byidentifying target markets desiring specific productbenefits.

Attitude and CB 1

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