7) Consumer Belief and Attitude

7/25/2019 7) Consumer Belief and Attitude

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Consumer Behavior: A FrameworkJohn C. Mowen & Michael Minor

Chapter 7:Consumer Belief, Attitude,

& Behavior Formation andChange


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e! Concepts Beliefs, attitudes, &

"ehavioralintentions

Attri"utes #irect formation of

"eliefs, etc. $ierarchies of

e%ects he attitude'toward'

the'o"(ect model

he "ehavioralintentions model

he ela"orationli)elihood model Balance theor! Attitude toward ads

Behavioralin*uencetechni+ues ofpersuasion


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Consumer Beliefs A"out

roduct Attri"utes Beliefs result from cognitive learning.

Beliefs are the )nowledge and inferences

that a consumer has a"out o"(ects, theirattri"utes, and their "ene-ts provided. "(ects are the products, people, companies,

and things a"out which people hold "eliefs

and attitudes. Bene-ts are the positive outcomes that

attri"utes provide to the consumer. Attri"utes are the characteristics of an o"(ect


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Additional /nfo on

Attri"utes A halo e%ect occurs

when consumersassume that"ecause a productis good or "ad onone productcharacteristic it is

also good or "ad onanother productcharacteristic.

Attri"ute importance A persons assessment of

the signicance of an

attribute. Inuenced by amount of

attention directed to thefeature.

A persons self-concept,advertising, and thesalience of the attributecan inuence the attentionfocused on the feature.


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Consumer Attitudes

Attitude is the amount of a%ect or feeling foror against a stimulus

Attitudes are stored in long'term memor!

Beliefs are the cognitive )nowledge a"out an

o"(ect

/n high involvement situations, "eliefs predict

attitudes.


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he Functions of Attitudes 0tilitarian Function: use to o"tain

rewards and avoid punishments. 1go'#efensive Function: self'

protection, e.g., smo)ers nowledge Function: simpli-es

decisions, e.g., "rand lo!alt! 2alue'13pressive Function: e3press

identif! to others. e.g., t'shirts.


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Behaviors & /ntentions to

Behave Consumer

"ehaviors consist

of all the actionsta)en "!consumers relatedto ac+uiring,

disposing, andusing products andservices

Behavioralintentions ma! "ede-ned as the

intentions ofconsumers to"ehave.

0suall! measured on

7 or 4 point scale:low li)elihood ofperforming "ehaviorto high li)elihood.


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Beliefs, Attitudes, and

Behaviors Ma! BeFormed in wo 5a!s:

#irect formation is when a "elief,

attitude, or "ehavior is created withouteither of the other states occurring -rst.

$ierarch! of e%ects occurs after a "elief,

attitude, or "ehavior is formed directl!,there is a tendenc! for the states to "uildupon each other to create hierarchies


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#irect Formation of

Beliefs, Attitudes, &Behaviors #irect "elief formation corresponds to

the decision'ma)ing perspective and

cognitive learning. he direct formation of attitudes is

lin)ed to the e3periential perspective.

he direct formation of "ehavior is

lin)ed to the "ehavioral in*uenceperspective. perant conditioning andmodeling.


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Forming Attitudes #irectl! Classical conditioning6associative

learning''positive a%ect is attached to

o"(ect Mere e3posure''fre+uent e3posure to

stimulus increases li)ing for it. #erivedfrom Butter*! e%ect.

Moods''mood at the time of e3posure too"(ect in*uences feelings a"out o"(ect.


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#irectl! Forming Behavior trong environmental forces can

directl! in*uence "ehavior, such as

from the design of the ph!sicalenvironment.

perant conditioning can in*uence

"ehavior without the formation of"eliefs or attitudes.


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$ierarchies of Beliefs,

Attitudes, andBehaviors

#ecision'Ma)ing$ierarchies

13periential$ierarch!

Behavioral/n*uence $ierarch!


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#ecision ma)ing hierarchies $igh involvement: "eliefs

attitudes "ehavior

8ow involvement: "eliefs "ehaviorattitudes

13periential A%ect "ehavior "eliefs

Behavioral in*uence hierarch! Behavior "eliefs a%ect


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redicting Consumer

Attitudes

Multiattri"ute models identif! how

consumers in high'involvementsituations 9i.e. standard hierarch! ofe%ects com"ine their "eliefs a"out

product attri"utes to form attitudesa"out various "rand alternatives,corporations, or other o"(ects.


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Attitude'oward'he'"(ect

Model/denti-es three ma(orfactors that are

predictive ofattitudes:

alient Beliefs

trength of the Belief

1valuation

A b eo i i

i

n

==

1


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Measurement issues "i: ; < low pro"a"ilit! that o"(ect

possesses attri"ute. 4


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Fishbein Attitude Toward Object

Model: which college will be chosen by

Student Y?Ao = Sum (i ! "i#

Attribute Ivy State U Local U

Ei Bi Bi Bi

High Price -2 9 -18 2 -4 5 -1

!oo" #ob $ 8 24 % 18 $ 9

Ea&y e'try -1 1 -$ 4 -4 8 -1

Lear' a lot 2 9 18 ( 14 4 8 21 24 -1

0niversit!6College


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?lo"al Attitude Measure:

#irect measure of overall a%ect andfeelings regarding o"(ect.

U&e )ulti*le &cale& to )ea&ure

Ba" 1 2 $ 4 5 !oo"

+egative 1 2 $ 4 5 Po&itive,i&lie 1 2 $ 4 5 Lie

.o)*are re&ult& o/ global )ea&ure to re&ult& o/ Attitu"e-

to0ar"-the-obect )ea&ure


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he Behavioral /ntentions

Model . . .. . . was developed "! Fish"ein and hiscolleagues to improve on the a"ilit! of theattitude'toward'the'o"(ect model topredict consumer "ehavior /ncluded su"(ective norms: how other people

feel a"out the "ehavior.

Assesses the consumer@s attitude toward the

overt "ehavior of purchasing the product

rather than toward the o"(ect itself. 0se

conse+uences of the "ehavior rather than

attri"utes of o"(ect.


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5hen #o Attitudes redict

Behavior

5hen consumer involvement is high. measurement must at proper level of a"straction.

Cannot predict whether someone will go to church onunda! "! as)ing them a"out overall attitude towardchurch.

Must consider su"(ective norms ituational factors ther "rands6o"(ects Attitude strength Mere measurement e%ect: (ust as)ing intention to

"u! increases li)elihood of "u!ing. 5hen measured close in hierarch! to "ehavior.

urface traits are much li)e glo"al attitude measures.


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ersuasion .

. .ersuasion is the e3plicitattempt to in*uence "eliefs,attitudes, and6or "ehaviors.

Communication is de-ned "roadl!to include all aspects of themessage, including the source ofthe message, the t!pe ofmessage given, and through

what channel it moved 9e.g.,television, radio, or print media


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he 1la"oration 8i)elihood

Model: a decision ma)ingapproach to persuasion

. . . is an approach

to understandingthe persuasionprocess whichillustrates the

decision'ma)ingpath to "elief,attitude, and"ehavior change

Central eripher

outes to ersuasion


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Belief and Attitude Change

Ma! a)e ne of woouteshe Central oute to persuasion is

when the consumer has high'

involvement informationprocessing

he eripheral oute to persuasion

is when the consumer has low'involvement informationprocessing


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he Central oute to

ersuasion Moves through the high involvement

hierarch!.

he consumer attends more carefull! to the

message "eing received and compares it tohis or her own attitudinal position.

8i)el! to generate a num"er of cognitiveresponses to the communication

Central Cues refer to ideas and supportingdata that "ear directl! upon the +ualit! ofthe arguments developed in the message


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he eripheral oute to

ersuasion

Consumer moves through the low involvementhierarch!. Cognitive responses are much less li)el! to occur,

"ecause the consumer is not carefull!considering the pros and cons of the issue.

eripheral persuasion cues include such factorsas the attractiveness and e3pertise of the source,the mere num"er of the arguments presented,and the positive or negative stimuli that form theconte3t within which the message was presented9e.g., pleasant music, source attractiveness,source trustworthiness, etc.

ruth e%ect. epeat something often enough,people will come to "elieve it.


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/ndividual #i%erences inoute to ersuasion: theeed for Cognition

High

Lo0

Lo0 High

+ee" /or cog'itio'

Stro'g argu)e't&

3ea argu)e't&

Attitudeoward

Ad


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Multiattri"ute Models

and the #ecision'Ma)ingath

A'' model: Change the perceived evaluation of an

attri"ute

Change the "elief that an o"(ect has aparticular attri"ute

add an attri"ute

Behavioral /ntentions Model: /n*uence consumer perceptions of the

conse+uences of a "ehavior. /n*uence perceptions of normative in*uence


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13periential ath to Attitude

Change

Balance heor!

Attitudes oward theAdvertisement


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Bala'ce heory Bala'ce heory

*ro*o&e& that *eo*le have a *ro*o&e& that *eo*le have a

*re/ere'ce to )ai'tai' a*re/ere'ce to )ai'tai' a

bala'ce" &tate a)o'g thebala'ce" &tate a)o'g the

cog'itive ele)e't& i/ the&ecog'itive ele)e't& i/ the&eele)e't& are *erceive" a&ele)e't& are *erceive" a&

/or)i'g a &y&te)/or)i'g a &y&te)

ba&ic rule6 )ulti*licatio' o/ba&ic rule6 )ulti*licatio' o/the &ig'& o/ the relatio'& )u&tthe &ig'& o/ the relatio'& )u&t

co)e out 0ith a *o&itive &ig'co)e out 0ith a *o&itive &ig'


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Per&o'

E'"or&er

Pro"uct

77 U'it co''ectio'

to

7

Se'ti)e't.o''ectio'

Se'ti)e't

.o''ectio'

Se'ti)e't co''ectio'6 /eeli'g to0ar" evaluativeobect&

U'it co''ectio'6 *&ychological li'age bet0ee' t0o

evaluative obect& E'ha'ce by i'crea&i'g the

a&&ociatio' via attributio' a'" !e&talt *ri'ci*le&


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Attitudes oward the

Advertisement . . .. . . are a consumer@s general li)ing ordisli)ing for a particular advertising

stimulus during a particularadvertising e3posure. 5ill in*uenceattitude toward "rand.

Measurement: li)e a glo"al attitude.


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he Behavioral /n*uenceoute to BehaviorChange he ecological design of "uildings andspaces can strongl! a%ect the "ehavior ofpeople without them "eing aware of thein*uence

trong reinforcers or punishers in theenvironment can induce people to ta)e

actions that the! would prefer to avoid. Behavioral in*uence techni+ues emplo!

strong norms to in*uence "ehavior directl!.


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Behavioral /n*uence echni+ues:

/ngratiation. . . refers to self'servingtactics engaged in "! one person toma)e himself or herself more attractiveto another.

Dimilarit! Dconforming to wishes

Do%ering gifts De3press li)ingDas) advice


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Additional Behavioral /n*uence actics Foot in the door: small re+uest and then

large re+uest. 0ses self'perception andself'consistenc!.

#oor in the face: large re+uest and thensmall re+uest. 0ses the norm of

reciprocit!. even a penn! will help. Based upon

desire to present self positivel! to others.

1thical issues ever, ever lie to consumers.


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ome Managerial

/mplications ositioning6di%erentiation: position "rands "ased upon

)e! attri"utes. 1nvironmental anal!sis: assess and manipulate

environment to implement "ehavioral in*uence approach. Mar)et research: emplo! to identif! salient attri"utes and

)e! "ene-ts, measure attitudes, and predict "ehavioralintentions

Mar)eting mi3: identif! "ene-ts sought "! consumers anddevelop products to provide them. #evelop promotions tocommunicate to consumers )e! attri"utes, to in*uence

"eliefs, attitudes, and "ehaviors. egmentation: 1mplo! "ene-t segmentation "!

identif!ing target mar)ets desiring speci-c product"ene-ts.

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7) Consumer Belief and Attitude