CB 8 Consumer Attitude

8/2/2019 CB 8 Consumer Attitude

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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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Attitudes

Attitudes are not directly observable

Attitude must be inferred from what peoplesay or what they do

Example : determining that a consumer is

specifically using a product and even

recommends it to friends. Here the

consumer possesses a positive attitude


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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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The attitude OBJECT It include specific consumption-or marketing

related concepts such as product, product category

,brand, service, possessions, product use, causes orissues, people, ads, internet site, price, medium

Example: in conducting attitude research we tend

to be object specific. i.e consumer attitude towards

three major brands of cell phones


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ATTITUDES ARE LEARNED

PREDISPOSITIONS

Attitudes are always learned

Attitudes are relevant to purchase behavior

Attitudes reflect either favorable or an

unfavorable evaluation of the attitude object

Attitudes have a motivational quality

Attitudes may repel the consumer away

from a particular behavior


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ATTITUDES HAVE

CONSISTENCY

Attitudes are relatively consistent with the

behavior they reflect

Attitudes are not necessarily permanent

possible situational influences on consumer

attitudes and behavior must be considered


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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.

This knowledge and resulting perceptionscommonly take the form of beliefs.

The consumer believes that the attitude object

possesses various attributes and that specificbehavior will lead to a specific outcomes.

Example. A consumer's belief system for twomethods of broad band internet access


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The Tricomponent Model

Affective Component

A consumers emotions or feelings about a

particular product or brand.

The extent to which the individual rates the

attitude object as favorable or unfavorable,

good or bad


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The Tricomponent Model

Conative Component

The likelihood or tendency that an individual

will undertake a specific action or behave in a

particular way with regard to the attitude object.

Conative component is an expresssion of

consumer's intention to buy. Examples: I definitely/probably/am uncertain

whether will buy it etc


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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 evaluations.

Consumers generally have favorable attitudestowards those brands that they believe have anadequate level of attributes that they evaluate as+ive, otherwise -ive.


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Multiattribute Attitude Models The attitude-toward-behavior model

Is the attitude toward behaving or acting with

respect to an object, rather than the attitude

toward the object itself

Theory-of-reasoned-action model

A comprehensive, integrative model of attitudes


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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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Figure 8.5

Ad

Illustratingthe Theory

of Trying to

Consume


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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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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

How attitudes are learned

Sources of influence on attitude formation

Personality factors


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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 Uses

Ego Defensive

Appeal


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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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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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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 concerned

with how people assign

casualty to events and

form or alter theirattitudes as an outcome

of assessing their own

or other peoples

behavior.


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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.


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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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Criteria for Causal Attributions

Distinctiveness

Consistency Over Time

Consistency Over Modality

Consensus

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