Consumer Attitudes -2

8/8/2019 Consumer Attitudes -2

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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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What are Attitudes?

The attitude object

Attitudes are a learned predisposition

Attitudes have consistency

Attitudes occur within a situation


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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.The knowledge and resulting perceptions take the formof beliefs that is the consumer believes that the attitudeobject possesses various attributes and that specific

behavior will lead to specific outcomes.


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Broadband Internet Access


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Affective Component A consumers emotions or feelings about a particular

product or brand.

Ex: Evaluative scale


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Evaluative scale Compared to other moisturizing lotions Nivea skin

therapy lotion is:

Good [1] [2] [3] [4] [5] [6] [7] Bad

Positive [1] [2] [3] [4] [5] [6] [7] Negative

Pleasant [1] [2] [3] [4] [5] [6] [7] Unpleasant

Appealing [1] [2] [3] [4] [5] [6] [7] Unappeali


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Conative Component The likelihood or tendency that an individual will

undertake a specific action or behave in a particularway with regard to the attitude object.

In marketing and consumer research conative

component is frequently treated as an expression

of the consumers intention to buy. Example: Intention to buy scale


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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 attributes

In general consumers will have favorableattitudes towards those brands that they believehave an adequate level of attributes that theyevaluate as positive and unfavorable attitudes

towards those brands that do not possess toomany attributes they evaluate as positive


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The attitude-toward-behavior model

Is the attitude toward behaving or acting with

respect to an object, rather than the attitudetoward the object itself


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Theory-of-reasoned-action model

A comprehensive, integrative model of attitudes

Similar to tricomponent model of attitudes butthe components are arranged in a differentmanner.

To understand intention we need to measure

subjective norms that influence an individualsintention. It can be measured by assessing aconsumers feelings as to what relevant otherswould think of the action.


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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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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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Attitude towards the ad model Eg: Research among Asian Indian US

Immigrants. Study found a positive

relationship between attitude towards the

advertisement and purchase intention of the

advertised products.

Eg: Additional research on consumerattitudes for novel products

Consumer socialization: African Americans

and women


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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

The shift from no attitude towards a productto some attitude for a product is called

attitude formation. How attitudes are learned

Sources of influence on attitude formation

Personality factors


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How attitudes are learneda. Consumers often purchase products that are

associated with a favorably viewed brand

name. The favorable attitude towards thebrand name is a result of repeated

satisfaction with other products by the same

company.


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How attitudes are learnedb. Sometimes attitudes follow the purchase

consumption and of products.

1. only product of its kind

2. trial purchase

c. Sometimes attitudes are formed about

products on the basis of information

exposure and the consumers own

cognitions


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Sources of Influence on attitude

formation 1. Personal experience-marketers

implication is by way of free samples or

coupons for first purchase.

Others-family, friends, people we admire

Direct marketing programs-to target small

consumer niches with products and servicesthat fit their interests and lifestyles.


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Sources of Influence on attitude

formation Mass media communications provide an

important source of information that

influences attitude formation.

Other research indicated that no direct

experience will develop an attitude towards

an emotionally appealing advertisement. Level of realism-direct experience v/s

indirect experience , television v/s print or

radio


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Personality factors Personality factors play a critical role in

attitude formation. Individuals with High

NFC (need for cognition) will have positiveattitudes to advertisements rich in product

related information


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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 UsesEgo Defensive

Appeal

In a 24-7world, your

antiperspiran

does not getto knock off

early


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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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Strategies of Attitude Change Associating the product with a special

group, event or change-

Attitudes are related ,at least in part to

certain groups, events or causes. It is

possible to alter attitudes by pointing out the

relationship of products, services andbrands to particular groups, events or

causes. Eg: sponsors


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Resolving 2 conflicting attitudes Attitude change strategies can sometimes

resolve actual or potential conflict between

2 attitudes.

Move from negative-positive


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Altering components of

Multiattribute model 1. Changing the relative evaluation of

attributes-overall marketdifferent

consumer segments different brands-different features or benefits.

When a product category is naturally

divided acc to distinct product features orbenefits that appeal to a particular segment,

marketers have an opportunity to persuade

consumers to cross over.


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2. Changing Brand Beliefs Most common advertising appeal

Changing beliefs or perceptions about the

brand itself.

Eg: Pantene hair products challenge the

notion that you have to be stuck with flat

hair. Pantene suggests when consumersuse its volume care products, they can

increase volume by as much as 80%


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3. Adding an attribute

This can be achieved in two ways

1. by adding an attribute previously ignored

eg: yogurt

2. by adding an attribute that represents an

improvement or technological innovation

eg: Dove nutrium


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4. Changing the overall brand

rating This strategy aims at attempting to alter

consumers overall assessment of the brand

directly without attempting to improve orchange the evaluation of any single brand

attribute.

Such a strategy frequently relies on someglobal statements such as this is the largest

selling brand, the one all others try to

imitate Eg: Honda


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Changing beliefs about

Competitor Brands Another attitude change strategy is to

change consumer beliefs about attributes of

competitor brands.

Eg: Oracle small business suite v/s

Quickbooks Premier

Oracle small business suite is easy to usetotal complete system to run your entire

company more efficiently. It has accounting

and payroll, Sales force automation,


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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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ELMWhen consumers are willing to understand,

learn or evaluate the available information

about the attitude object learning andattitude change occur via the central route.

In contrast when consumers assessment skill

are low, learning and attitude change occurvia the peripheral route.


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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 concernedwith how people assign

causality to events (eg

blame or credit) and

form or alter their

attitudes as an outcome

of assessing their own

or other peoplesbehavior.


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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. Eg: a girl

who buys gulf news

daily while commuting


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Internal and External attributions

Eg: John presentation which is well

received by the audience.


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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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Marketing application of

Defensive Attribution Marketers need to offer uniformly high

quality products that allow consumers to

perceive themselves as the reasons for thesuccess.

Moreover the companys advertising should

serve to reassure consumers particularly theinexperienced ones that its products will not

let them down but will make them feel

good.


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Foot in the door Technique

It is based on the premise that individuals

look at their prior behavior (eg compliance

with a minor request) and conclude thatthey are the kind of person who says yes

to such requests.(an internal attribution)

Such self attribution serves to increase thelikelihood that they will agree to a similar

more substantial request.


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Marketing Implication of Foot-

in- the-door technique How specific incentives(coupons of varying

amounts) ultimately influence consumer

attitudes and subsequent expected it is notthe biggest incentive that is most likely to

lead to positive attitude change.

Bigger the incentive-they will externalizethe cause of the behavior and less likely to

change their attitudes and make future

purchases.


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Attributions towards things

Products ad services are things. It is in the

area of judging product performance that

consumers are most likely to form productattributions.

They want to find out why products are a

success or failure (expectations). They could attribute successful performance

or failure to the product itself, to

themselves, to others, to situations or a


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Criteria for Causal Attributions

Distinctiveness

Consistency Over Time

Consistency Over Modality

Consensus


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How we test our attributions

Distinctiveness-the consumer attributes an

action to a particular product or person if

the action occurs when the product (orperson) is present and does not occur in its

absence

Consistency over time-whenever a personor product is present the consumers

inference or reaction is the same.


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Consistency over modality-inference or

reaction must be the same even when the

situation in which it occurs varies.

Consensus-action is perceived in the same

way by other consumers.

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Consumer Attitudes -2