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Copyright 2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumr !ha"iour #y $arn %##&lids r ard # &arah 'ltchr and Morna

AT

TITUDES

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Attitudes

At the end of this session, you should understand:• The nature and characteristics of attitudes and their influence

over consumer behaviour

• The ways in which consumer attitudes are formed

• The application of attitude theories to consumer behaviour

• The functions of attitudes

• How consumer attitudes can be measured

• The processes and methods used to change consumer

attitudes

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Attitudes - defned

• An attitude may be defined as a learned predispositionto respond in a consistently favourable or unfavourable

manner with respect

to a given object

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The nature o attitudes

• Attitudes vary in their strength

• Attitudes reflect a consumer’s values

• Attitudes are learned

• Different situations influence attitudes

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Consumer attitude trends

• y !eeping in touch with changing consumer

attitudes, mar!eters are better able to appeal to

consumers through their mar!eting messages

and appeals

• "hec! out the #$ye on Australia’ report at

www%greyglobalgroup%com for information on

changing consumer trends

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How are attitudes ormed?

• "onditioning & 'earning can occur from repeated e(posure to stimuli

& )e are more li!ely to develop a positive attitude towards

behaviour that continually brings rewards

• *odelling & Develop attitudes by watching others that we trust or

respect

• "ognitive 'earning

& +nvolves problem solving or reaching logical conclusionsbased on information

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Attitude models

• Two main attitude models:

& Tricomponent model

& -ishbein’s multiattribute model

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The tri-component model oattitudes

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The tri-component model oattitudes

• Attitudes are generally considered to be made up

of three elements: & Affective component

-eelings

ased on physiological nervous reactions to an object

& Cognitive component eliefs

)hat a person believes to be true about an idea, event,

person, activity or object

& Behavioural intentions An observable reaction

e%g% to purchase a particular brand

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Fishein!s multi-attriutemodel o attitudes

• Assumes that attitudes often have many attributes

that influence them

• .The tricomponent model assesses a person’s

attitude to only one attribute of the attitude/

• Differs from tricomponent model in 0 main areas: & -ocuses mainly on the affect component

& "onsiders the strength of multiple attributes

& 1uggests that attitude affects intentions and this leads

to behaviour

& *easures strength of attributes

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Fishein!s multi-attriutemodel o attitudes

Attitude identification involves:

2% +dentifying the attitude

3% Determining consumer intention, based on their attitudes

4% 5redicting behaviour based on intentions

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Functions o attitudes

Attitudes have 0 main functions:

1. Adjustment function & Attitudes help consumers adjust to situations

& 5eople see! out group acceptance in order to gain praise orrewards and avoid punishment

2. Ego defensive function & Attitudes are formed to protect the #ego’

3. Value expressive function &

A consumer’s attitudes are often a reflection of their values4. no!ledge function

& Attitudes help consumers ma!e decisions and process andfilter information

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Attitude measurement• +dentify consumer’s salient .most important/ beliefs about the

object in 6uestion

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Attitude measurement tools

• 'i!ert scales & 7sed to measure attitudes by offering respondents a list

of attitude statements, for e(ample:

Colgate is a "rand # can trust.

2% 1trongly Disagree

3% Disagree

4% 8either Agree nor Disagree

0% Agree

9% 1trongly Agree

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• 1emantic differential scales & 7ses a point rating scale with bipolar labels at the end

points

& Tends to measure a person’s beliefs about a product, for

e(ample:

5leasant taste

'ow priced

7npleasant taste

High priced

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• *easuring purchase intention & 7sed to measure whether a consumer is li!ely to

purchase a particular product, for e(ample

1. $o! often do %ou usuall% purchase Colgate toothpaste&

)ee!ly

;nce a month

;nce every few months

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Attitude chan"e

• Two conditions must e(ist to allow for attitude

change: & The object of the attitude must no longer provide the

satisfaction that it once did

& Attitudes can change when the consumer’s aspirationschange

• Attitude change occurs when one of the three

elements of attitude .affect, cognition, behaviour/undergoes a change

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Attitude chan"e #ia a$ect%in&uencin" eelin"s'

• "onditioning & uild up positive feelings through rewards, positive music

or emotive symbols

• -eelings towards advertisement=communication & +f you li!e the advertisement, there is a greater chance

you’ll li!e the product

& 7sing wellli!ed celebrities

• *ere e(posure & >ust showing an advertisement or communication to

consumers can lead to a positive attitude

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Attitude chan"e #ia co"nitions%in&uencin" elies'

• "hanging consumer’s

beliefs about the

attributes of a brand & 5roviding information

about the brand

(ee E)$#B#* +., Dairy Australia and The

Wiggles work together to reinforce the

need for children to have three serves of

dairy every day - page 2,,.

o!eroint slides supplied on the

#nstructor /esource C0 to accompan%

Consumer Behaviour include

advertisement images.

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• +nfluencing consumers

to change the

importance of beliefs

about the product & "ommunicate the

importance of other

attributes

(ee E)$#B#* +. Nutella is positioned

as an ‘energy’ food rather than just a

tasty spread - page 2,,.





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• "hanging consumer

beliefs about the #ideal’

brand & 1pecify what should be

most important aboutthe brand

(ee E)$#B#* +. Blackmores is the ‘ideal’

rand! according to this advertisement - page

2,.

o!eroint slides supplied on the #nstructor

/esource C0 to accompan% Consumer

Behaviour include advertisement images.

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• Adding new beliefs

about the brand & #Did you !now that?%@’

(ee E)$#B#* +.+ "ost front loaders are

small! ut #$ front loaders have a very

large capacity - page 2,.





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Chan"in" attitudes (encoura"in" a chan"e in

eha#iour• Attitudes can change as a result of behaviour

• $ncourage consumers to try your product% -or

e(ample, with samples or tastings

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Chan"in" attitudes (chan"in" what is )normal!

• "hanging what is viewed as normal in a situation

• -or e(ample, attitudes to red meat have changed

as a result of campaigns emphasising the benefitsof eating red meat

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PPTs t/a Consumr !ha"iour #y $arn %##&lid d # & h 'l t h d M

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In&uences on attitudeormation and chan"e

• 1ource credibility & Attractiveness

& $(pertise

& Trustworthiness

• *essage characteristics

• *edia characteristics

• eceiver characteristics

Documents

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