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Consumer Decision Making Model
MemoryProduct
knowledgeand involvement
Information in the environment
InterpretationExposure, Attention, and Comprehension
Knowledge, meanings and beliefs
IntegrationAttitudes and
intentions
Behavior
Attitudes & Intentions
PBB#5 1
Cb8 - 2
AttitudesOverall evaluation of a concept represented as general feelings of favorability or unfavorability
The goal of the integration process is to analyze the personal relevance of the
concept and determine whether it is favorable or unfavorable
Whether a given attitude will affect interpretation or integration processes
depends on its accessibility in memory (probability of activation)PBB#5 2
Cb8 - 3
Level of Specificity of a Attitude ConceptLevels of
attitude concept Examples
Pizza restaurants
Fast-food restaurants
Burger King
Hamburger restaurants
Grant Street McDonald’s
McDonald’s
McDonald’s at Chester Mall
Eating lunch with friends at Grant Street McDonald’s
Eating dinner with kids at Grant Street McDonald’s
Eating dinner with kids at Grant Street McDonald’s
after soccer game
Eating dinner with kids at Grant Street McDonald’s
for a birthday party
Product class
Product form
Brand
Model
Brand/model/ general situation
Brand/model/ specific situation
PBB#5 3
Cb8 - 4
Attitude-Toward-Object Model
n
AO = bi ei
i = 1
where: Ao = the person’s overall attitude toward the object
bi = the strength of his belief that the object is related to attribute i
ei = his evaluation or intensity of feelings toward attribute i
n = the number of relevant beliefs for that personPBB#5 4
Cb8 - 5
7UPAo = 27
Lemon-lime flavor
e3 = -1
All natural ingredients
e2 = +1
No caffeinee1 = +3
Multi-Attribute Attitude Model
b2 = 5
b1 = 10
b3 = 8
AO (7 UP) = (10 x +3) + (5 x +1) + (8 x -1) = 27PBB#5 5
Cb8 - 6
Diet Pepsi
Ao = 4
Cola flavor
e3 = +1
Caffeinee2 = -3
No caloriese1 = +2
Multi-Attribute Attitude Model
b2 = 6
b1 = 6
b3 = 10
AO ( Diet Pepsi) = (6 x +2) + (6 x -3) + (10 x +1) = 4PBB#5 6
Cb8 - 7
Theory of Reasoned Action
Beliefs that relevant others think I should perform the behavior B
Motivation to comply with
relevant others
Intention to
perform behavior
Subjective norm about behavior B
Attitude toward
behavior B
Beliefs that behavior B leads
to salient consequences
Evaluation of salient
consequences
Relative weighting
for importance
Fishbein’s Behavioral Intentions Model
PBB#5 7
Cb8 - 8
Fishbein’s Behavioral Intentions Model
B ~ BI = w1 (AB) + w2 (SN)
where: B =the person’s actual behavior, which is approximately equal to BI
BI =his intention to behave in a specific manner
AB =his attitude toward performing that behavior
SN =the subjective norm regarding this behaviorw1, w2 =weights representing the relative influence of AB
and SN, respectively, on behavioral intentions
PBB#5 8
Cb8 - 9
Attitude Toward Behavior Component
B ~ BI = w1 (AB) + w2 (SN)
n
AB = bi ei
i = 1
where: AB =the individual’s overall attitude toward performing the specific behavior
bi =the person’s belief that performing that behavior results in consequence i
ei =the person’s evaluation of consequence i
n =the number of relevant behavioral beliefs
PBB#5 9
Cb8 - 10
Subjective Norm Component
B ~ BI = w1 (AB) + w2 (SN)j
SN = bk mkk = 1
where: SN =the individual’s subjective norm regarding the specific behavior
bk =his normative belief that reference group or person k thinks he should or should not perform the behavior
mk =his motivation to comply with the thoughts of referent k
j =the number of relevant referentsPBB#5 10
Cb8 - 11
Calculating Attitude Toward Purchasing Vacations
n
Overall attitude toward purchase: AB = bi ei = +2 +7i = 1
Salient beliefs England Japan Evaluation England Japanabout consequences Trip Trip Score (ei) Trip Trip
Belief Strengths (bi) Product (bi ei)
Taking the England/Japanvacation package in July will:
Increase my social contacts +4 +2 +3 +12 +6
Provide a restful vacation +2 +1 +1 +2 +1
Improve my mental attitude +2 +3 +2 +4 +6
Be expensive +3 +3 -2 -6 -6
Make me more interesting +1 +3 +2 +2 +6
Involve difficult language skills +4 +2 -3 -12 -6
PBB#5 11
Cb8 - 12
Calculating Subjective Norm
England Japan Motivation to England JapanSalient Referents Trip Trip Comply (mi) Trip Trip
Brother +2 +1 +1 +2 +1
Special Friend +2 +2 +3 +6 +6
Boss +1 +2 -2 -2 -4
3
Subjective norm: SN =bk mk = +6 +3k = 1
PBB#5 12
Cb8 - 13
Theory of Reasoned Action TotalsExpression of the Weighted Relationship
between Attitude Toward Behavior, Subjective Norm,and Behavioral Intention in Fishbein’s
Behavioral Intentions Model
B ~ BI = w1(AB) + w2(SN)
w1 = .7 w2 = .3
England Trip Japan Trip
w1 (AB) (0.7) (2) = 1.4 (0.7) (7)= 4.9w2 (SN) (0.3) (6) = 1.8 (0.3) (3)= 0.9Total 3.2
5.8
PBB#5 13
Cb8 - 14
Factors that Weaken Behavioral Intentions -- Observed Behavior Relationships
1. Intervening timeOpportunity for more factors to occur
2. Different levels Measured intention should be of specificity specified at the same level as the observed behavior
3. Unforeseen Out-of-stockenvironmental event
4. UnforeseenSituation different that the situation context of when it was context measured
PBB#5 14
Cb8 - 15
Factors that Weaken Behavioral Intentions -- Observed Behavior Relationships
5. Degree of voluntaryUncontrollable events
control6. Stability of
Intentions founded onintentions
only a few weakly held beliefs
7. New informationChange in beliefs
because of new information about the salient consequencesPBB#5 15
Cb8 - 16
Comes in a pump
Gets teeth cleanIs more expensive than store brands
Has a red, white, and blue package
Freshens breath
Has a tartar-control formula
Has fluoride
Prevents cavities
Is made by Procter & Gamble
Approved by the American Dental
Association
Is what my parents use
Has mint flavor
Comes in a gel
Comes in tubes
No mess
Tastes good
Crest
Salient Beliefs (Activated and consciously considered beliefs at a particular time and in a specific context)
PBB#5 16
Cb8 - 17
Brand EquityA strong, positive brand attitude
(favorable evaluation of the brand) based onfavorable meanings and beliefs that areaccessible in memory (easily activated).
Measures:• Substitutability• Repeat Purchase Rate• Concentration• Demand Elasticity
PBB#5 17
Cb8 - 18
Acquisition of Brand Equity
• Build by ensuring that the brand actually delivers positive consequences and by consistently advertising these important consequences
• Borrow by extending a positive brand name to other products
• Buy by purchasing brands that already have equity
PBB#5 18