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Consumer Attitude Formation and Change
CHAPTEREIGHT
Copyright 2010 Pearson Education, Inc.
Learning Objectives
1. To Understand What Attitudes Are, How They Are Learned, as Well as Their Nature and Characteristics.
2. To Understand the Composition and Scope of Selected Models of Attitudes.
3. To Understand How Experience Leads to the Initial Formation of Consumption‐Related Attitudes.
4. To Understand the Various Ways in Which Consumers’Attitudes Are Changed.
5. To Understand How Consumers’ Attitudes Can Lead to Behavior and How Behavior Can Lead to Attitudes.
2Chapter Eight Slide
What Is Your Attitude Toward the Product Advertised? What Is Your Attitude Toward the Ad Itself? Are the Two Attitudes Similar or Different?
3Chapter Eight Slide
You May Have Liked the Product but Disliked the Ad or Vice Versa
4Chapter Eight Slide
Attitude
A learned predisposition to
behave in a consistently favorable or
unfavorable manner with respect to a
given object.
5Chapter Eight Slide
These attitudes have been learned and guide our behavior toward the object
What Are Attitudes?
• The attitude “object”– first is that we must clearly define the object
which we are discussing or measuring the attitude toward
• Attitudes are a learned predisposition – attitudes are learned, either through direct
experience or from others
• Attitudes have consistency – not necessarily permanent and can change
over time
• Attitudes occur within a situation– some situations made you accommodate
your attitudes towards it
6Chapter Eight Slide
What Information Does This Ad Provide to AssistConsumers in Forming Attitudes Toward
the Saturn Vue Hybrid?
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It is Stylish, Safe, and Good for the Environment
8Copyright 2010 Pearson Education, Inc. Chapter Eight Slide
Structural Models of Attitudes
• Tri‐component Attitude Model
• Multi‐attribute Attitude Model
• The Trying‐to‐Consume Model
• Attitude‐Toward‐the‐Ad Model
Copyright 2010 Pearson Education, Inc. 9Chapter Eight Slide
Cognition
A Simple Representation of the Tricomponent Attitude Model ‐ Figure 8.3
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The Tri‐component Model
• Cognitive (think)
• Affective
• Conative
What you know or think about an object
The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources
The knowledge you form becomes a belief
Components
11Chapter Eight Slide
The Tricomponent Model
• Cognitive
• Affective (feel)
• Conative
A consumer’s emotions or feelings about a particular product or brand
How you feel about a brand, the emotions you have toward it. Good or Bad
Components
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The Tricomponent Model
• Cognitive
• Affective
• Conative (Do)
The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object
One of the most important is your intention to buy a certain object.
Components
13Copyright 2010 Pearson Education, Inc. Chapter Eight Slide
Discussion Questions
• Explain your attitude toward your college/university based on the tri‐component attribute model.
• Be sure to isolate the cognitive, affective, and conativeelements.
14Chapter Eight Slide
what do you like and not like?
how does this influence what you do?
MultiattributeMultiattributeAttitude Attitude ModelsModels
Attitude models that examine the
composition of consumer attitudes in terms of selected product attributes or
beliefs.
15Copyright 2010 Pearson Education, Inc. Chapter Eight Slide
Multiattribute Attitude Models
• The attitude‐toward‐object model
• The attitude‐toward‐behavior model
• Theory‐of‐reasoned‐action model
• Attitude is function of the presence of certain beliefs or attributes (features)– Buying a home.
• Useful to measure attitudes toward product and service categories or specific brands.
Types
16Chapter Eight Slide
Multiattribute Attitude Models
• The attitude‐toward‐object model
• The attitude‐toward‐behavior model
• Theory‐of‐reasoned‐action model
• Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself
• Corresponds closely to actual behavior
Types
17Chapter Eight Slide
Consumer Characteristics, Attitude, and Online Shopping
18Chapter Eight Slide
online shopping
experience
benefits of online shopping, including effectiveness,
convenience, information, safety, service, delivery
speed, web design, selection, and familiarity
with company name
Multi‐attribute Attitude Models
• The attitude‐toward‐object model
• The attitude‐toward‐behavior model
• Theory‐of‐reasoned‐action model
• Includes cognitive, affective, and conative components
• Includes subjective norms in addition to attitude
Types
19Copyright 2010 Pearson Education, Inc. Chapter Eight Slide
A Simplified Version of the Theory of Reasoned Action ‐ Figure 8.5
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consumer has beliefs about what others think they should do and also have differing levels of
how likely they will follow those beliefs
very influenced by the motivation to
comply with people in their group
Discussion Question
• Now use the theory of reasoned action to describe your attitude toward your college/university when deciding on which school to attend.
21Chapter Eight Slide
Theory of Trying Theory of Trying to Consumeto 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).
22Chapter Eight Slide
addresses the fact that many people may want to purchase but in many cases they cannot
Selected Examples of Potential Impediments That Might Impact Trying ‐ Table 8.7
23Copyright 2010 Pearson Education, Inc. Chapter Eight Slide
(Hindrance)
AttitudeAttitude--TowardToward--thethe--Ad ModelAd Model
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.
24Chapter Eight Slide
A Conception of the Relationship Among Elements in an Attitude‐Toward‐the‐Ad Model ‐ Figure 8.6
25Chapter Eight Slide
Attitude‐Toward‐the‐Ad Model(An event poster)
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Issues in Attitude Formation
• How attitudes are learned
– Conditioning and experience • two stimuli can be paired or linked together to form a learned response (classical / operant conditioning)
• personal experience or from experiences with friends or exposureto marketing influences
– Knowledge and beliefs• form attitudes based on the information that best suits them, information for the high need for cognition consumer, and imagesand spokespeople for the low need for cognition.
28Chapter Eight Slide
How Does a Favorably Known Brand Name Impact the Formation of Consumer Attitudes
Toward a New Product?
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There is Stimulus Generalization From the Lean Cuisine Brand Names to the New Product.
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Issues in Attitude Formation
• Sources of influence on attitude formation– Personal experience
– Influence of family
– Direct marketing and mass media
• Personality factors
31Chapter Eight Slide
How Does a Cents‐ Off Coupon Impact Consumers’ Attitudes?
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New Customers Will Try the Product,Existing Customers will be Rewarded.
33Chapter Eight Slide
Strategies of Attitude Change
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Attitudes & Formation : They are both learned, they are both influenced by personal experience,
personality affects both of them.
Changing the Basic Motivational Function
35Chapter Eight Slide
to change the basic need that a consumer is trying to fulfill
how the product is useful to us
how the product would make them feel more secure and confident
positively reflect the consumer’s values,
lifestyle, and outlook
satisfy the consumer’s “need to know” and help them understand more
Why and How Does This Ad Appeal to the Utilitarian Function?
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The Product is Green and Works as Well or Better than Other Products.
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Which Lifestyle‐ Related Attitudes Are Expressed or Reflected in This Ad?
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Healthy Eating and Snacking Lifestyle
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How Does This Ad Provide Information to Establishor Reinforce Consumer Attitudes?
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It Raises the Question About UVA Rays and then Provides Information on Sun Protection.
41Copyright 2010 Pearson Education, Inc. Chapter Eight Slide
Discussion Questions
• What products that you purchase associate themselves with an Admired Group or Event?
• When does it personally influence your purchasing?
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How Is Fiji Water’s Link to an Environmental Cause Likely to Impact Consumers’
Attitudes Toward Its Product?
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They Might Have a More Favorable Attitude.
44Chapter Eight Slide
Attitude Change
• Altering Components of the Multi‐attribute Model– Changing relative evaluation of attributes
– Changing brand beliefs
– Adding an attribute • There may be an attribute that does not even exist (gummy vites)
– Changing the overall brand rating• a brand rates on a certain attribute. Maybe a consumer thinks a brand is very expensive when in fact it is less expensive then several other brands.
• Changing Beliefs about Competitors’ Brands
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How Is This New Benefit Likely to Impact Consumers’ Attitudes Toward the Product?
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The Consumer Will Have a More Positive Attitude Overall from the New Attribute.
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How Is the Absence of an Ingredient Likely to Lead to a Favorable Attitude Toward a Product?
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When It Was An Unfavorable Attribute
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Which Attitude Change Strategy Is Depicted in This Ad?
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Changing the Overall Brand Rating
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How Is Valvoline’s Attempt to Change Attitudes Toward a Competing Brand Likely to Impact Attitudes Toward Its Own Brand?
52Chapter Eight Slide
By Showing Better Wear Protection
53Copyright 2010 Pearson Education, Inc. Chapter Eight Slide
Elaboration Elaboration Likelihood Likelihood
Model (ELM)Model (ELM)
Customer attitudes are changed by two
distinctly different routes to persuasion: a central route or a peripheral route.
54Copyright 2010 Pearson Education, Inc. Chapter Eight Slide
Elaboration Likelihood Model
55Chapter Eight Slide
effective on highly-motivated consumers. They will do the thinking
necessary to understand the information they are presented
including music, spokespeople, and bright packaging, work on lower-involvement consumers. Together, or alone, they create an attitude change
that results in a certain behavior.
Behavior Can Precede or Follow Attitude Formation
56Chapter Eight Slide
occurs after the consumer has done something
create an attitude around their behavior which is often based on dissonance or discomfort
related to the question we have after a behavior of
“Why did I do that?”
Issues in Attribution Theory
• Self‐Perception Theory– is the inferences or judgment as to the causes of your behavior
(like winning an award)– Foot‐in‐the‐Door Technique
• the fact that if you say yes to something, you will probably say yes to a similar act later on to remain consistent in your behavior.
• Attributions toward Others – always ask ourselves “why” about other’s act, we question their motives
• Attributions toward Things – Do you sometimes ask yourself, “Why do I like this software or that movie so much?”
57Chapter Eight Slide
Issues in Attribution Theory
• How We Test Our Attributions
– Distinctiveness • decide that if something happens when we use this product
– Consistency over time • see if we have the same reaction to behavior over time
– Consistency over modality• in different situations
– Consensus • if others agree
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