Consumer Behaviour - 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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Attitude

A learned predisposition to

behave in a consistently favorable or

unfavorable manner with respect to a

given object.

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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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Structural Models of Attitudes

• Tricomponent Attitude Model• Multiattribute 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 a

combination of direct experience with the attitude object and related information from various sources.

• Affective Component– A consumer’s emotions or feelings about a particular

product or brand.

• 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.

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Multiattribute Multiattribute Attitude Attitude 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

• 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 consumer’s attitude toward a

specific behavior is a function of how

strongly he or she believes that the action will lead to a specific

outcome (either favorable 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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Theory of Trying to Consume

An attitude theory designed to account for the many cases where the action or

outcome is not certain but instead reflects

the consumer’s attempt to consume

(or purchase).

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Attitude-Attitude-Toward-Toward-the-Ad the-Ad ModelModel

A model that proposes that a consumer forms

various feelings (affects) and judgments

(cognitions) as the result of exposure to an

advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.

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Issues in Attitude Formationor Barriers to changing consumer

attitude

• How attitudes are learned• Sources of influence on attitude formation• Personality factors

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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 Multi-attribute

Model• Changing Beliefs About Competitors’

Brands

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Four Basic Attitude Functions

• The Utilitarian Function• The Ego-defensive

Function• The Value-expressive

Function• The Knowledge Function

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Elaboration Elaboration Likelihood Likelihood

Model Model (ELM)(ELM)

A theory that suggests that a person’s level

of involvement during message processing is

a 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