UNIT UNIT 22

Consumer Attitude Consumer Attitude Formation and Formation and

ChangeChange

AttitudesAttitudes

A learned predisposition to

behave in a consistently favorable or

unfavorable manner with respect to a

given object.

WHAT ARE ATTITUDES?WHAT ARE ATTITUDES?

• The attitude “object”• Product , Brand, Service, Product category

• Attitudes are a learned predisposition• Are formed as a direct experience with the

product / service• They have a motivational quality

• Might propel a consumer towards a particular behavior• Might repel a consumer away from a particular

behavior• Attitudes have consistency

• Relatively consistent with behavior • Not necessarily permanent

• do change by situational influences• Attitudes occur within a situation

• Events that at a particular time effect attitude & behavior

THE NATURE OF THE NATURE OF ATTITUDESATTITUDES

• Attitudes vary in their strength

• Attitudes reflect a consumer’s values

• Attitudes are learned

• Different situations influence attitudes

STRUCTURAL MODELS OF STRUCTURAL MODELS OF ATTITUDESATTITUDES

• Tricomponent Attitude Model

• Muliattribute Attitude Model

• The Trying-to-Consume Model

• Attitude-toward-the-Ad Model

Representation of the Representation of the Tricomponent Attitude ModelTricomponent Attitude Model

ConationConation

AffectAffect

Cognition

WHAT’S THE BIG DEAL WHAT’S THE BIG DEAL ABOUT ATTITUDES?ABOUT ATTITUDES?

• Attitudes……

• Guide our thoughts (cognitive function)

• Influence our feelings (affective function)

• Affect our behavior (conative function)

THE TRICOMPONENT THE TRICOMPONENT MODELMODEL

• 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.

MultiattriMultiattri--bute --bute

Attitude Attitude ModelsModels

Attitude models that examine the composition of

consumer attitudes in

terms of selected product

attributes or beliefs.

MULTIATTRIBUTE MULTIATTRIBUTE ATTITUDE MODELSATTITUDE 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 towards behaving or acting

with respect to an object, rather than the attitude towards the object itself

• Theory-of-reasoned-action model• A comprehensive theory of the

interrelationship among attitudes , intentions, and behavior.

A Simplified Version of the A Simplified Version of the Theory of Reasoned ActionTheory of Reasoned Action

Beliefs that the behavior

leads to certain

outcomes

Beliefs that the behavior

leads to certain

outcomes

Evaluation of the

outcomes

Evaluation of the

outcomes

Beliefs that specific

referents think I

should or should not

perform the behavior

Beliefs that specific

referents think I

should or should not

perform the behavior

Motivation to comply with the specific

referents

Motivation to comply with the specific

referents

Subjective norms

Subjective norms

Attitude toward the behavior

Attitude toward the behavior

IntentionIntention

BehaviorBehavior

Influence individual

s intention

to act

ADVANTAGES OF ADVANTAGES OF MULTIATTRIBUTE MODELMULTIATTRIBUTE MODEL

• Clearly shows what is important to

consumers about a given product.

• Shows how well brands do, relative to each

other.

• Shows how well a specific brand does with

respect to attributes perceived as important

to consumers.

WEAKNESS OF WEAKNESS OF MULTIATTRIBUTE MODELMULTIATTRIBUTE MODEL• Not a perfect predictor of consumer

behavior• Lots of variables determine behavior in

addition to attitude:• Involvement• Friends• Family• Financial resources• Availability of product

Theory Theory of of

Trying Trying to to

ConsumConsumee

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).

Potential Impediments That Might Potential Impediments That Might Impact TryingImpact TryingPOTENTIAL PERSONAL IMPEDIMENTSPOTENTIAL PERSONAL IMPEDIMENTS“I want to try to lose fifteen pounds by next summer.”“I’m 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 a week.”

“Tonight, I’m 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.”“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.”

AttitudeAttitude--

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.

ATTITUDE-TOWARD-THE-ATTITUDE-TOWARD-THE-AD MODELAD MODEL• Very specific to understanding the

impact of advertising on consumer attitudes about a particular product or brand.

• Exposure to advertising directly affects beliefs about the ad and brand, and feelings about the ad.

• Exposure to advertising indirectly affects attitude toward the brand and attitude toward the ad.

A Conception of the Relationship A Conception of the Relationship among Elements in an Attitude-among Elements in an Attitude-

Toward-the-Ad ModelToward-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)

ATTITUDE FORMATIONATTITUDE FORMATION

• How attitudes are learned

• Purchase, knowledge, beliefs

• Sources of influence on attitude

formation

• Personal experience, family & friends, media,

• Personality factors

HOW DO WE FORM HOW DO WE FORM ATTITUDES?ATTITUDES?

Three different paths to attitude formation:

• Attitudes are created by first creating

beliefs.

• Consumer beliefs are the knowledge that a

consumer has about objects, their attributes,

and the benefits provided by the objects.

• Consumer beliefs are created by processing

information--cognitive learning.

FORMING ATTITUDES, FORMING ATTITUDES, CONT…CONT…

• Attitudes are created directly.• Behavioral learning• Mere exposure

• Attitudes are created by first creating behaviors.

• Consumers respond to strong situational or environmental forces, and after engaging in the behavior, form attitudes about the experience.

STRATEGIES OF ATTITUDE STRATEGIES OF ATTITUDE CHANGECHANGE

• 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

FOUR BASIC ATTITUDE FOUR BASIC ATTITUDE FUNCTIONSFUNCTIONS

Attitudes have 4 main functions:• Utilitarian function

– Attitudes are also formed because of brand’s utility– Attitude can be changed by showing people what

they might have not considered yet• Ego defensive function

– Attitudes are formed to protect the ‘ego’• Value expressive function

– Consumers attitudes are often a reflection of their values

• Knowledge function– Attitudes help consumers make decisions and

process and filter information

FIGURE 8.9 FIGURE 8.9 CLOROX CLOROX USES A USES A UTILITARIAN UTILITARIAN APPEALAPPEAL

BACK

FIGURE FIGURE 8.10 8.10 SUAVE SUAVE USES EGO USES EGO DEFENSIVDEFENSIVE APPEALE APPEAL

BACK

FIGURE FIGURE 8.11 8.11 AC DELCO AC DELCO USES A USES A VALUE-VALUE-EXPRESSIVEXPRESSIVE APPEALE APPEAL

BACK

FIGURE FIGURE 8.12 8.12 A A KNOWLEDGKNOWLEDGE APPEALE APPEAL

BACK

STRATEGIES OF STRATEGIES OF ATTITUDE CHANGE ATTITUDE CHANGE CONT…CONT…

• Alter components of multi-attribute model

• Changing brand beliefs

• Increase the importance of a key attribute

• Decrease the importance of a weak attribute

• Add an entirely new attribute

• Decrease belief ratings for competitive brands

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.

Motivationto

Elaborate

PeripheralRoute to

Persuasion

CentralRoute to

Persuasion

Abilityto

Elaborate

Amountof

Elaboration

MessageArgumentsDeterminepersuasion

PeripheralCues

Determinepersuasion

High Low

BEHAVIOR PRECEDES BEHAVIOR PRECEDES ATTITUDE FORMATIONATTITUDE FORMATION

• Cognitive Dissonance Theory

• Attribution Theory

Cognitive Dissonance

Theory

Holds that discomfort or dissonance occurs when

a consumer holds conflicting thoughts about a belief or an

attitude object.

COGNITIVE DISSONANCE COGNITIVE DISSONANCE THEORYTHEORY• Consumers begin to feel cognitive

dissonance when they think of the unique, positive qualities of the brands not selected.

• Leave consumers with an uneasy feeling about their prior beliefs or actions

Postpurchase Dissonance

Cognitive dissonance that occurs after a

consumer has made a purchase

commitment. Consumers resolve

this dissonance through a variety of

strategies designed to confirm the wisdom

of their choice.

REDUCING REDUCING COGNITIVE COGNITIVE DISSONANDISSONANCECE

Attribution Attribution TheoryTheory

A theory concerned with how people assign

casualty(blame or credit) to events on the

basis of their own behavior or other

people’s behavior.

ATTRIBUTION THEORYATTRIBUTION THEORY• Consumers make inferences about

behaviors, assign causality--blame or credit--to events on the basis of their or others’ behaviors.

• In the process of assigning causality, they form attitudes.

• Marketing implications:• Offer high quality products• Advertising should emphasize quality.• Moderate-sized incentives.

ISSUES IN ATTRIBUTION ISSUES IN ATTRIBUTION THEORYTHEORY

• Self-perception Theory• Foot in the door technique

• Attributions Toward Others

• Attributions Toward Things

Self-Self-Perception Perception

TheoryTheory

A theory that suggests that consumers

develop attitudes by reflecting on their own

behavior.

Foot in the Foot in the door door

techniquetechnique

I buy this brand because I like it.

This theory is based on the premise that

individuals look to the prior behavior before

conclusions.

Defensive Defensive AttributionAttribution

A theory that suggests consumers are likely to accept credit for

successful outcomes (internal attribution) and to blame other

persons or products for failure (external

attribution).

Attributions Attributions Toward Toward OthersOthers

If the salespersons motives are viewed as

favorable to the consumer, the

response is also favorable.

Pay extra for prompt service - FedEx

Attributions Attributions Toward Toward ThingsThings

Things – product / Service

Judging product performance based on product, self, others,

situation, or some combination of these

factors

CRITERIA FOR CAUSAL CRITERIA FOR CAUSAL ATTRIBUTIONSATTRIBUTIONS

• Distinctiveness• Consistency Over Time• Consistency Over Modality• Consensus

AttitudeAttitude--

Toward-Toward-BehavioBehavior Modelr 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).

Theory Theory of of

ReasoneReasoned Action d Action (TORA)(TORA)

A comprehensive theory of the

interrelationship among

attitudes , intentions, and

behavior.

THEORY OF REASONED THEORY OF REASONED ACTIONACTION• Extends multiattribute model; tries to

compensate for the inability of the multiattribute model to predict behavior.

• Assumes that consumers consciously consider the consequences of alternative behaviors under consideration and choose the one that leads to the most desirable consequences.

• The outcomes of this reasoned choice process is an intention to engage in a selected behavior--behavioral intention.

BALANCE THEORYBALANCE THEORY• Consumers strive for consistency

between interconnected attitudes.

• Marketers can influence attitudes by creating imbalance within the target of persuasion--motivates consumer to change one or more of the interconnected attitudes to restore balance.

SOCIAL JUDGMENT SOCIAL JUDGMENT THEORYTHEORY

• Consumers use attitudes as a frame of reference to judge new information.

• If high involvement:• Narrow latitude of acceptance• Wide latitude of rejection• Assimilation effect• Contrast effect

• If low involvement:• Wide latitude of acceptance• Wide latitude of non-commitment