-- daivata chavan-patil consumer behavior model of consumer behavior marketing and other...
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-- Daivata Chavan-Patil
Consumer Behavior
Model of Consumer Behavior
Marketing and
other stimuli Buyer’s black box Buyer’s responses
Product Economic Product choice
Price Technological Brand choice
Place Political Dealer choice
Promotion Cultural Buying Purchase timing
Buyer decision Purchase amount
Characteristics process
$
Factors Influencing Consumer Behavior
Cultural
Culture
Subculture
Social class
Social
Reference groups
Family
Roles and Status
Personal
Age & lifecycle stageOccupation
Economic situationLifestyle
Personality and self-concept
Psychological
MotivationPerceptionLearning
Beliefs & attitudes
BuyerBuyer
Cultural Factors It exert a broad and deep influence on consumer
behavior. Culture – the set of basic values, perceptions, wants,
and behaviors learned by a member of society from family and other important institutions.
Marketers are always trying to spot cultural shifts in order to discover new products that might be wanted.
Each culture contains smaller subcultures, or groups of people with shared value systems based on common life experiences and situations.
Subcultures includes nationalities, religions, racial groups, and geographic regions.
Social classes are society’s relatively permanent and ordered divisions whose members share similar values, interests, and behavior.
Social class is not determined by a single factor, such as income, but is measured as a combination of occupation, income, education, wealth, and other variables.
In some social systems, member of different classes are reared for certain roles and cannot change their social positions.
Marketers are interested in social class because people within a given social class tend to exhibit similar buying behavior.
Seven major American social classes: Upper uppers, Lower uppers, Upper middles, Middle class, Working class, Upper lowers, Lower lowers.
Social Factors Group – two or more people who interact to
accomplish individual or mutual goals. Membership groups – groups that have a direct
influence and to which a person belongs. Reference groups – serve as direct (face-to-face) or
indirect points of comparison or reference in forming a person’s attitudes or behavior.
People often are influenced by reference groups to which they do not belong. For example, an aspirational group is one to which the individual wishes to belong.
Opinion leaders – people within a reference group, who, because of special skills, knowledge, personality, or other characteristics, exert influence on others.
Family members can strongly influence buyer behavior.
Marketers are interested in the roles and influences of the husband, wife, and children on the purchase of different products and services.
Husband–wife involvement varies widely by product categories and by stage in the buying process.
A person belongs to many groups–family, clubs, organizations. The person’s position in each group can be defined in terms of both role and status.
A role consists of the activities people are expected to perform according to the persons around them.
Each role carries a status reflecting the general esteem given to it by society.
Personal Factors Tastes in food, clothes, furniture, and recreation are often
age related.
Buying is also shaped by the stage of the family life cycle – the stages through which families might pass as they mature over time.
Traditional family life-cycle stages include young singles and married couples with children.
Marketers try to identify the occupational groups that have an above-average interest in their products and services.
Computer software companies will design different products for brand managers, accountants, engineers, lawyers and doc.
A person’s economic situation will effect product choice.
Marketers of income-sensitive goods watch trends in personal income, savings, and interest rates.
People coming from the same subculture, social class, and occupation may have quite different lifestyles.
Lifestyle is a person’s pattern of living as expressed in his or her psychographics.
It involves measuring consumers’ major AIO dimensions – activities (work, hobbies, shopping, sports, social events), interests (food, fashion, family, recreation), and opinions (about themselves, social issues, business, products).
Several research firms have developed lifestyle classifications. The most widely used is SRI Consulting’s Values and Lifestyles (VALS) typology.
VALS classifies people according to how they spend their time and money. It divides consumers into eight groups based on two major dimensions: self-orientation and resources.
Personality refers to the unique psychological characteristics that lead to relatively consistent and lasting responses to one’s own environment.
Personality is usually described in terms of traits such as self-confidence, dominance, sociability, autonomy, defensiveness, adaptability, and aggressiveness. e.g. coffee & sociability.
The basic self-concept premise is that people’s possessions contribute to and reflect their identities; that is, “we are what we have.”
Psychological Factors
A motive (or drive) is a need that is sufficiently pressing to direct the person to seek satisfaction.
Sigmund Freud assumed that people are largely unconscious about the real psychological forces shaping their behavior.
He saw the person as growing up and repressing many urges. These urges are never eliminated or under perfect control, they emerge inn dreams, in slips of the tongue, in neurotic and obsessive behavior, or ultimately in psychoses.
Thus, Freud suggested that a person does not fully understand his or her motivation.
Maslow’s hierarchy of needs
Self-actualization
needsSelf development
and realization
Esteem needsSelf-esteem, recognition, status
Social needsSense of belonging, love
Safety needsSecurity, protection
Physiological needsHunger, thirst
Self-actualization
needsSelf development
and realization
Esteem needsSelf-esteem, recognition, status
Social needsSense of belonging, love
Safety needsSecurity, protection
Physiological needsHunger, thirst
Marketing implications of Maslow For a brand to be considered it must satisfy
some need Hierarchical: lower needs met before upper
needs Countries, cultures, segments can differ in
focus on needs
Marketing
approaches
ProductsQuaker Oatmeal--”Oh, what those oats can do!”Boost nutritional drink--”Your body will thank you.”Kaiser-Permanente--”More people turn to us for good health.”Ginkoba ginseng--”The thinking person’s supplement.”Advil--”Advanced medicine for pain.”
Vitamins, herbal supplements, medicines, low-fat foods, exercise equipment, fitness clubs
PHYSIOLOGICAL NEEDS
Marketing implications of Maslow’s hierarchy(text: Table 8.1)
Marketing
approaches
Products
Allstate Insurance--”You’re in good hands with Allstate.”
Ford Motor Company--”Only your mother is more obsessed with your safety.”
Lysol Basin Tub & Tile Cleaner--”This is no place for germs.”
Merrill Lynch--”A tradition of trust.”
Car accessories, burglar alarm systems, retirement investments, insurance, smoke and carbon monoxide detectors
SAFETY NEEDS
Marketing
approaches
Products
Carnival Cruise Lines--”The most popular cruise line in the world.”
Sears Mainframe Junior Dept.--”Got to have the clothes.”
Lady Foot Locker--”One store. Every woman.”
Beauty aids, entertainment, clothing
BELONGINGNESS NEEDS
Marketing
approaches
Products
Jeep--”There’s only one.”Movado Museum Watch--”The making of a
legendary classic.”Bombay Sapphire Dry Gin--”Pour something
priceless.”BMW--”The ultimate driving machine.”
Clothing, cars, jewelry, liquors, hobbies, beauty spa services
ESTEEM NEEDS
Marketing
approaches
Products
Nike--”If you let me play, I will like myself more.”
Outward Bound Schools--”The adventure lasts a lifetime.”
Danskin--”Not just for dancing.”
Education, cultural events, sports, hobbies
SELF-ACTUALIZATION NEEDS
A motivated person is ready to act. How the person acts is influenced by his or her own perception of the situation.
All of us learn by the flow of information through our five senses: sight, hearing, smell, touch, and taste.
Perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world.
People can form different perceptions of the same stimulus because of three perceptual processes: selective attention, selective distortion, and selective retention.
Selective attention – the tendency for people to screen out most of the information to which they are exposed – means that marketers have to work especially hard to attract the consumer's attention.
Selective distortion – the tendency of people to interpret information in a way that will support what they already believe.
Selective retention – people tend to retain information that supports their attitudes and beliefs.
Learning describes changes in an individual’s behavior arising from experience.
Learning occurs through the interplay of drives, stimuli, cue, responses, and reinforcement.
A drive is strong internal stimulus that calls for action. Drive becomes a motive when it is directed toward a particular stimulus object.
Cues are minor stimuli that determine when, where, and how the person responds.
After buying if the experience is rewarding than consumer response to the selected good will be reinforced.
Through doing and learning, people acquire beliefs and attitudes.
A belief is a descriptive thought that a person has about something.
Beliefs may be based on real knowledge, opinion, or faith, and may or may not carry an emotional charge.
Marketers are interested in the beliefs that people formulate about specific products and services, because these beliefs make up product and brand images that affect buying behavior.
Attitude describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or idea.
Attitude are difficult to change. A person’s attitudes fit into a pattern, and to change one attitude may require difficult adjustments in many others.
Buyer Decision Process
Need recognition
Need recognition
Informationsearch
Informationsearch
Evaluation ofalternatives
Evaluation ofalternatives
Purchasedecision
Purchasedecision
Postpurchasebehavior
Postpurchasebehavior
Need Recognition & Information Search
The need can be triggered by internal stimuli when one of the person’s normal needs – hunger, thirst, sex – rises to a level high enough to become a drive.
A need can also be triggered by external stimuli. e.g. word-of-mouth, advertisements.
The consumer can obtain information from any of several sources. These include personal sources, commercial sources, public sources and experiential sources.
Commercial sources normally inform the buyer, but personal sources legitimize or evaluate products for the buyer.
Evaluation of Alternatives & Purchase Decision
The consumer arrives at attitudes toward different brands through some evaluation procedure.
How consumer go about evaluating purchase alternatives depends on the individual consumer and the specific buying situation.
In some cases, consumers use careful calculations and logical thinking.
At other times, the same consumers do little or no evaluating; instead they buy on impulse and rely on intuition.
Two factors that affects the consumer’s purchase decision. Attitudes of others. Unexpected situational factors.
Postpurchase Behavior The answer to whether the buyer is satisfied or dissatisfied
with a purchase lies in the relationship between the consumer’s expectations and the product’s perceived performance.
Almost all major purchases result in cognitive dissonance, or discomfort caused by postpurchase conflict.
Company’s sales come from two basic groups – new customers and retained customers.
A satisfied customer tell 3 people about a good product experience, a dissatisfied customer gripes to 11 people.
Some 96 percent of unhappy customers never tell the company about their problem.
The Buyer Decision Process For New Products
A good, service or idea that is perceived by some potential customers as new.
Adoption process – the mental process through which an individual passes from first hearing about an innovation to final adoption.
Consumers go through five stages in the process of adopting a new product: Awareness Interest Evaluation Trial Adoption
Individual Differences in Innovativeness
2.5% Innovators
13.5% Early adopters
34% Early
majority
34% Late majority
16% Laggards
Time of adoption of innovation
X – 2a X – a
X X + 2a
Influence of Product Characteristics on Rate of Adoption
Five characteristics are especially important in influencing an innovation’s rate of adoption.
For example, consider the characteristics of HDTV (High-definition television) in relation to the rate of adoption.
Relative advantage (superior to existing products)
Compatibility (fits the values and experiences of potential customers)
Complexity (difficult to understand or use)
Divisibility (tried on a limited basis but still very expensive)
Communicability (results of using can be observed or described to others)
Business Markets The business market is huge. Many sets of business purchases were made for only
one set of consumer purchases. The main differences between business markets and
consumer markets are following. Market structure and demand (derived demand)Far fewer but far larger buyers; more geographically concentrated
Nature of the buying unitMore decision participants; more professional purchasing effort
Types of decisions and the decision processMore complex; more formalized; more dependent.
Business Buyer Behavior
The Environment
Marketing Stimuli
Other Stimuli
ProductPricePlacePromotion
EconomicTechnologicalPoliticalCulturalCompetitive
Major Types of Buying Situation
Straight rebuy – a business buying situation in which the buyer routinely reorders something without any modifications.
Modified rebuy – a business buying situation in which the buyer wants to modify product specifications, prices, terms, or suppliers.
New task – a business buying situation in which the buyer purchases a product or service for the first time.
Stages of the Business Buying Process
Problemrecognition
Supplier search
Product specification
General need description
Proposal solicitation
Supplierselection
Order-routinespecification
Performancereview
Stages in the Adoption Process
AwarenessAwareness
InterestInterest
EvaluationEvaluation
TrialTrial
AdoptionAdoption
Adoption of InnovationsP
erce
nta
ge
of
Ad
op
ters
Time of AdoptionEarly Late
Inn
ova
tors
Early Adopters
Early Majority
2.5%
13.5%
34% 34%
16%
Laggards
Late Majority
Influences on the Rate of Adoptionof New Products
DivisibilityCan the innovation
be used on a trial basis?
CompatibilityDoes the innovation
fit the values and experience of the
target market?Complexity
Is the innovation difficult to
understand or use?
Relative AdvantageIs the innovation
superior to existing products?
Communicability Can results be easily
observed or described to others?
ProductCharacteristics
Albert Bandura’s Social Cognitive Theory (SCT): His Agentic Perspective
Intellectual Developments The point: humans can learn by observing and
modeling others, especially those that they identify with.
His most famous experimental research studies at the time were his “Bobo doll” studies which showed observational learning and the impact it can have on violent behavior in children.
(Isom, 1998)
Bandura’s Theory Human beings have
specific abilities related to learning that sets them apart from other species.
Social cognitive theory states that there are three characteristics that are unique to humans: Vicarious consequences
(Model and imitate others) Self–efficacy (self reflection) Performance standards and
moral conduct (Ability to regulate one’s own behavior)
(Albert Bandura: Biographical Sketch, n.d.)
(Albert Bandura, Francis Marion University, n.d.)
Bandura’s Theory (cont) Bandura believed that a person’s level of
motivation is an affective state and actions are based more on what they believe. Bandura believed that motives included: past reinforcement or more traditional
behaviorism the promise of reinforcement or incentives and also vicarious reinforcement or modeling.
These beliefs define what is learned. According to Bandura, in order to learn, one must
pay attention be able to retain or remember have the ability to reproduce the behavior.
Bobo doll experiment
During the 1960s and 1970s, Bandura called his theory observational learning or social learning theory.
(Peebles, 2003)
The Bobo Doll Study Albert Bandura’s Bobo doll study in 1961 was a
classic study that demonstrates the social learning theory. The study showed that after viewing adults strike and kick a Bobo doll, children would imitate the behavior in another environment. This was important, as it suggests that the violence could be imitated by viewers.
Results showed 88% of the children imitated aggressive behavior following the viewing of the tape of adults acting aggressively toward the doll.
8 months later 40% of the same children reproduced the violent behavior observed in the Bobo doll experiment.
(Albert Bandura: Biographical Sketch, n.d.)
The children were shown three different endings to the video. The video first showed that the adults were praised for their aggressive behavior. The second group the adult was told to sit in a corner. The third group showed the adult walk out of the room. While controversial, Bandura maintained that his experiment demonstrated that children are influenced by witnessing or modeling of aggression in others.
The Bobo Doll Study (cont.)
(Isom, 1998)
Beliefs Bandura believed that psychological research
should be conducted in a laboratory to control factors that determined behavior.
(Isom, 1998)
Beliefs (cont.) Albert Bandura believed that aggression
reinforced by family members was the most prominent source of behavior modeling. He reports that children use the same aggressive tactics that their parents illustrate when dealing with others. In order to control aggression, Bandura stated that the problem should be diagnosed and treated during one’s childhood. Children learn to act aggressive when they model their behavior after violent acts of adults, especially family members.
(Isom, 1998)
Beliefs (cont.) There are four component processes
influenced by the observer’s behavior following exposure to models. These components include: attention; retention; motor reproduction; and motivation.
He believes that people acquire behaviors through the observation of others, then imitate what they have observed. Several studies involving television commercials and videos containing violent scenes have supported this theory of modeling.
Albert Bandura believed television was a source of behavior modeling.
Observational Learning
Bandura’s earlier work on observational learning set the stage for his work in social cognition.
Observational (or social) learning proposed two primary modes of learning:
• Modeling
• Imitation
Observational Learning
Bandura hypothesized a four-step pattern that combined a
cognitive and operant view of learning.
Attention
Retention
Motor Reproduction
Motivation
remembers what was noticed
produces an action that is a copy of what
was noticed
consequence changes the probability the behavior will be emitted again
notices something in the environment
Four key processes or steps to observational learning:
1. Attention 2. Symbolic representation and retention 3. Transformation to action or production 4. Motivation
Four core features of human agency:
1. Intentionality. 2. Forethought. 3. Self-Reactiveness. 4. Self-Reflectiveness.
Observational Learning
In a set of well-known experiments, called the "Bobo doll" studies, Bandura showed that children (ages 3 to 6) would change their behavior by simply watching others.
• One group of children saw the child praised for aggressive behavior
He observed three different groups of children:
Observational Learning
In a set of well-known experiments, called the "Bobo doll" studies, Bandura showed that children (ages 3 to 6) would change their behavior by simply watching others.
• A second group saw the child told to go sit down in a corner and was not allowed to play with the toys.
He observed three different groups of children:
Observational Learning
In a set of well-known experiments, called the "Bobo doll" studies, Bandura showed that children (ages 3 to 6) would change their behavior by simply watching others.
• A third group group saw a film with the child simply walking out of the room.
He observed three different groups of children:
Observational Learning
Observational Learning
Bandura and his colleagues also demonstrated that viewing aggression by cartoon characters produces more aggressive behavior than viewing live or filmed aggressive behavior by adults.
Additionally, they demonstrated that having children view prosocial behavior can reduce displays of aggressive behavior.
Observational Learning
Bandura landmarks One of many landmark works of Bandura’s is
his 1986 book entitled Social Foundations of Thought and Action: A Social Cognitive Theory.
In this book Bandura formally broadened social learning theory into a fuller theory of human behavior (not just learning).
He also presented his triadic reciprocality model.
Triadic Reciprocality Model
Triadic Reciprocality Model (cont.)
Here is a depiction of his triadic reciprocality model of social and person causes.
Triadic Reciprocality Model (cont.)
three bi-directional arrows
depicts a dynamic reality Within this system, self
efficacy helps determine what people decide to do (based on their capability beliefs) and self-regulation helps them to set, monitor, and control their goals and motivation.
What is implicit is Bandura’s agentic perspective of human behavior.
Social Cognition
Bandura believes that human beings have specific abilities and that only reciprocal determinism can explain their operation and interaction:
• Model and imitate
• Regulate own behavior
• Self-reflect
Motivation Bandura integrates many different theories of
motivation into his SCT, but what is most prominent in his theory is the agentic perspective which involves personal goal setting, self-reflection, self-regulation, and self-development. His idea of collective agency also is important (where social groups and cultures also set goals, monitor, and attempt to develop).
Fortuity Fortuity or chance plays an important role in
Bandura’s model of human behavior Bandura points out, however, that agency
even plays a role in fortuity. He is fond of the quote by Pasteur: “Chance
favors only the prepared mind.”
Key Concept in SCT: Self-Efficacy Self-efficacy, as a refined construct, came
relatively late in Bandura’s thinking. Bandura’s noticed a characteristic of
successful people in all phases of life. It was various self-efficacy beliefs that let to their successes.
“Self-efficacy is a person’s belief in their ability to produce desired results by their own actions.”
Successful people usually have high self-efficacy.
Self-Efficacy
Self-reflection is a second human quality and is expressed in the concept of self-efficacy.
“Self-efficacy is the belief in one’s capabilities to organize and execute the sources of action required to manage prospective situations.” (Bandura, 1986)
Self-Efficacy
Self-efficacy impacts:
• The choices we make
• The effort we put forth
• How long we persist when we confront obstacles (especially in the face of failure)
• How we feel about ourselves, others, the task, etc.
Self-Efficacy Versus Other Constructs “Self-efficacy as a judgment of personal
capability is not self-esteem, which is a judgment of self-worth, nor is it locus of control, which is a belief about whether outcomes flow from behavior or from extraneous forces” (2005)
Personal efficacy beliefs Teaching efficacy, Learning efficacy, Writing
efficacy Parenting efficacy I can quit smoking. (You can start naming
them) I can learn Spanish I can get over my phobias
Collective efficacy beliefs Sports team members’ collective or team
efficacy Our COE can produce good teachers Our organization can make a profit in a
competitive and changing environment
Ways that self-efficacy beliefs are developed:
1. Enactive mastery. 2. Social modeling or vicarious experience. 3. Social persuasion. 4. Physical and emotional states.
“There is much talk about the validity of theories, but surprisingly little attention is developed to their social utility…Theories are predictive and operative tools. In the final analysis, the evaluation of a scientific enterprise in the social sciences will rest heavily on its social utility.” (2005)
Attitude Formation and Change
What is an attitude? A learned predisposition to respond to an
object or a class of objects in a consistently favorable or unfavorable way.
Attitudes are relatively enduring.
Attitudes are situation-related.
What Are Attitudes?
In a consumer behavior context, they are learned predispositions to behave in a consistently favorable or unfavorable way with respect to a given object (e.g., people, places, products, services or events)
Attitudes are not observable; thus attitude research is important for marketers
Attitudes are Learned
We are not born with attitudes Attitudes relative to purchase behavior are
formed as a result of 1. direct experience with the product2. word-of-mouth3. exposure to mass media advertising, the
internet, and direct marketing Attitudes are not synonymous with behavior Attitudes may result from behavior
Attitudes Have Consistency Attitudes are not permanent and can and do
change Once attitudes develop, they are not always
easy to change Often the goal of marketing is to change
attitudes about a product or company Circumstances sometimes preclude
consistency between attitudes and behavior
Attitudes Occur Within a Situation How attitudes affect behavior depends on the
situation in which the behavior occurs Thus a specific situation may cause
consumers to behave in ways that are inconsistent with their attitudes
From a marketer’s perspective, it is important to consider the situation in which the behavior takes place, or one might misinterpret the relationship between attitude and behavior
How do we form 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, continued 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.
Sources of Attitudes Three Major Influences on Attitude
Formation1. Personal experience2. Influence of family and friends3. Exposure to direct marketing and mass-
media
1. Personal Experience The primary basis on which attitudes towards
goods and services are formed Free products, cents-off promotions, etc. Marketer’s goal is to get consumers to try a
product and, hopefully, develop a positive attitude towards it
2. Influence of Family & Friends Family and friends are a major influence on
our values, beliefs and attitudes We carry over into adulthood many of the
attitudes we developed as children Our peer and social groups also influence our
attitudes
3. Direct Marketing & Mass Media Direct marketers are able to use new
technologies to target smaller and smaller market segments
As a result, many solicitations are highly personalized and have the capacity to create favorable attitudes towards their products
Television, radio, newspapers and magazines provide marketers with unlimited opportunities to create positive attitudes towards their products
The Functions of Attitudes Attitudes can be classified into four
functions:1. Utilitarian Function2. Ego-defensive Function3. Value-expressive Function4. Knowledge Function
1. Utilitarian Function We have a favorable attitude towards a
product because it has been useful in the past Marketers may stress the utilitarian feature or
may suggest uses of the product that may not be obvious
2. Ego-defensive Function Products that we purchase to protect our self-
images, to replace our sense of insecurity with personal confidence
3. Value-expressive Function We often express our personal values through
the brands we purchase and own Marketers often attempt to identify their
brands with these values
4. Knowledge Function Consumers generally have a strong need to
know and understand the people and things they come in contact with
Many product and brand positioning strategies are based on an attempt to satisfy this “need to know”
Relation Between Attitude and Behavior It is fair to say that attitudes at least
sometimes guide behavior Thus it is important for marketers to
understand the role of attitudes in purchase situations
Structural Models of Attitudes
In order to understand the link between attitude and behavior, psychologists have developed models to help understand attitude
The focus has been on specifying the composition of an attitude to better explain or predict behavior.
They have identified the following attitude models: The traditional/tricomponent model The multi-attribute model The theory of reasoned action (TORA)
Tricomponent Model According to this model, attitude consists of three
components: 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 The emotions or feelings associate with 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.
1. Cognitive Component The knowledge and perceptions we have
about the object Based on personal experience with the object
and information from various sources (e.g., opinions of others, ads, articles, etc.)
This knowledge and perceptions commonly take the form of beliefs
2. Affective Component A consumer’s emotions or feelings about a
particular product or brand Generally a reaction to the cognitive aspect of
the attitude Our emotional state may amplify positive or
negative experiences, which then have an effect on our attitude
3. Behavioral/Conative Component Is concerned with the likelihood or tendency
that a consumer will undertake a specific action or behave in a particular way regarding the attitude object
Frequently treated as a consumer’s intention to buy
Implications for Marketing Strategy When marketers use the traditional model to
create or change attitudes, they use the various components as follows:
1. At the cognitive level with information2. At the affective level with emotionally toned
messages3. At the behavioral level with incentives (samples,
coupons, rebates)
The Multi-Attribute Model of Attitudes There are many variations on this model They include:
1. The attitude toward the object model
2. The attitude toward the behavior model
3. The theory of reasoned action model
1. Attitude toward the object model Model is especially suitable for measuring
attitudes toward a product or service category or specific brands
Holds that a consumer’s attitude towards a product or brands of a product is a function of the presence (or absence), and an evaluation of, certain product-specific beliefs or attributes
Consumers generally have favorable attitudes toward brands they believe have an adequate level of attributes they evaluate as positive
Consumers have negative attitudes toward brands they feel do not have an adequate level of desired attributes or have too many negative or undesired attributes
2. Attitude toward behavior model A person’s attitude toward behaving or acting
with respect to an object, rather than toward the object itself
Not uncommon for consumers to have a positive attitude toward an object but a negative attitude toward purchasing it
3. The Theory of Reasoned Action (TORA) According to this model, behavior is
determined by a person’s intention to behave To understand intention, we also need to
measure the subjective norms that influence an individual’s intention to act
A subjective norm can be measured directly by assessing a consumer’s feelings as to what relevant others (family, friends, co-workers) would think of the action contemplated
Attitude-toward-the-Ad Model Very specific to understanding the impact of
advertising on consumer attitudes about a particular product or brand.
Exposure to advertising affects attitude-toward-the ad and attitude-toward-the brand.
Attitude-toward-the-Ad 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.
Exposure to ad
Attitude towardthe brand
Attitude towardthe ad
Feelings fromthe ad (affect)
Beliefs aboutthe brand
Judgments aboutthe ad (cognition)
Attitude Change Attitude change is an issue for every marketer New entrants into the market need to change
the attitude of consumers that support purchases from market leaders
Market leaders need to strengthen the positive attitudes of their customers to retain their market share
Attitude change strategies Competitors can try to change the attitudes
of the market leaders’ customers in several ways:
1. Comparative advertising2. Emphasizing brand attributes3. Adding new attributes4. Providing knowledge of alternatives5. Changing the relative value of attributes
1. Comparative Advertising Identifying a major competitor and explaining
why your product is superior in one or more ways
2. Emphasizing Brand Attributes Identifies and highlights features of the
product that consumers may not be familiar with or that may be new or innovative
3. Adding attributes Can involve
Stressing an attribute that has been ignored; or Adding an attribute that represents an
improvement or technological innovation
4. Providing knowledge of alternatives or consequences Providing consumers with evidence, facts or
figures enable them to make informed choices between competing brands
5. Changing the relative value of attributes Often a market for a particular type of product
is divided so that different market segments are offered different brands, each with different features or benefits
When this occurs, marketers have an opportunity to persuade consumers to “cross over” to their brand
How Can Marketers Change Attitudes? Alter components of multiattribute model
Increase belief ratings for the brand 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
Changing attitudes…. Change beliefs and attitudes through
persuasion
Elaboration likelihood model of persuasion (ELM)
Motivationto
Elaborate
PeripheralRoute to
Persuasion
CentralRoute to
Persuasion
Abilityto
Elaborate
Amountof
Elaboration
MessageArgumentsDeterminepersuasion
PeripheralCues
Determinepersuasion
High Low
Communication(source,message,
channel)
Low-involvementprocessing
High-involvementprocessing
Attention andcomprehension
Cognitiveresponses
Beliefchange
Belief andattitudechange
Behaviorchange
Behaviorchange
Attitudechange
Central route
Peripheral route
Family
How does the family affect consumer behavior?(consumer socialization)
Family Life Cycle Who is the Decision Maker
(Husband dominant, wife dominant, and joint decision making)
Differences between families and other groups
Family Formation by marriage or birth More permanent relationship More interpersonal relations-oriented More intrinsic value seeking Group-oriented (co-operative)
Other groups Formation by job or task More contractual relationship More goal-oriented More rational-oriented ties Self-oriented (competitive)
Family functions
Socialization (imparting to children the basic values and modes of behaviour consistent with the culture)
Consumer socialization (the process by which children acquire the skills, knowledge and attitudes necessary to function as consumers) Intergenerational brand transfer – specific brand
preferences for products like peanut butter, coffee and ketchup are frequently “passed on” from one generation to another
Economic well-being (e.g. life insurance) Emotional support (e.g. Mother’s day cards) Suitable family lifestyles (e.g. the allocation of
time)
Family life cycle
YoungYoungsinglesingle
Newly Newly MarriedMarried
Full Full NestNest
EmptEmpty Nesty Nest
SolitaSolitary ry SurvivSurvivoror
Traditional Family Life Cycle
Stage I: Bachelorhood – Young single adult living apart from parents
Stage II: Honeymooners – Young married couple Stage III: Parenthood – Married couple with at
least one child living at home Stage IV: Postparenthood – An older married
couple with no children living at home Stage V: Dissolution – One surviving spouse
Non-traditional Family Life Cycle
Family households Childless couples Couples who marry later in life Single parents Extended family
Non-family households Unmarried couples Divorced persons Single persons Widowed persons
Roles in the family decision-making process(Instrumental, expressive and decision roles)
Influencers Gatekeepers Deciders Buyers Preparers Users Maintainers Disposers
Roles That Household Members Play
The Roles of Spouses Husband-Dominant Decision Wife-Dominant Decision Autonomic Decision Syncratic Decision
Examining family purchasing decisions
Four perspectives Role structure
Instrumental and expressive roles Power structure
Patriarchal, matriarchal and equalitarian family Child-centered family
Stage in the decision-making process In some purchases, the wives are involved more in the
initiation, information-seeking and purchasing stages Family-specific characteristics
Culture Social class Stage in life cycle
Marketing Implications Development of ads and personal selling messages
Wives are often the purchasers of their husband’s clothing Ads for products in which are children are significantly involved in the
purchase decision Depending on the target market, portraying women as decorative or equal
partner or “successful and dominant” is appropriate Development of products
Working women place a premium on youthful appearance and on the “maintenance of self”
Distinction between men’s and women’s work in the home has blurred, forcing many appliances to take on a unisex image
Smaller cars are the big sellers, with emphasis on styling and hedonic options (Porsche estimated that in a recent year, 50% of their cars were bought by singles)
Pricing implications Price for some products may become less important than convenience,
availability, service and time savings Channel implications
Longer store hours and weekend shopping Establish and promote children’s sections ( as well as supervised play areas)
Dual roles, role-switching (cross-sex marketing) and role-blending
More examples Age-friendly shopping environment with easier-to-read labels,
well-lighted parking lots, comfortable seating throughout the store, …
41% of the primary decision makers for interior design are women. Glidden introduced Dulux paints with more colourful and stylish packaging to attract this market
BMW directly targeted professional women by running ads in Martha Stewart’s Living, along with a mail-in card for a test drive and free video
Cause marketing, which focuses on critical women’s issues (such as breast cancer and AIDS) is a particularly effective way to reach women
Hallmark has developed greeting cards that deal with a variety of step-relationships (e.g. “Happy birthday step-father”
In England, Shell Oil sponsored women’s workshops to teach women how to perform routine maintenance on their cars
Because of dual-career families, the need for child care services has been rapidly on the increase