attitudes, intentions, and behavior mkt 750 dr. west
TRANSCRIPT
Attitudes, Intentions, and Behavior
MKT 750
Dr. West
Agenda
• These slides are to help as you go over Chapters 11 in the book.
• Before printing the slides view the slideshow on the website so that you can watch the commercials on your own.
• An attitude is an enduring response to some aspect of our environment or construct in the mind.– It represent what we like and dislike– It can be characterized as how we think and feel
about an attitude object– Attitudes contain motivational, emotional,
perceptual, and cognitive processes– They influence our tendency to act toward an
attitude object
Consumer Attitudes
Attitude Components
How Attitudes Influence Actions
Social NormsSocial Norms
Attitudes
Preferences
Intentions
Behavior
• While attitudes represent a consumer’s orientation toward an object, they influence action through judgment and choice– Attitudes affect our preference, which is a consumer’s
evaluation or judgment of one object in relation to another object (e.g., I prefer Diet Coke to Diet Pepsi)
– In turn, consumer preferences affect our intention to act and ultimately our behavior
– Social norms, or how we perceive others will respond to our actions, can either stimulate a us to take an action that is preference inconsistent
How Attitudes Influence Actions
• Just because consumers prefer the taste of Kellogg’s Frosted Flakes doesn’t mean they will necessarily buy them– They may think it is a cereal
for kids and worry that other will think they haven’t grown up.
How Attitudes Influence Actions
CLICK ON PACKAGE TO VIEW COMMERCIAL
How to Measure Attitudes
• Attitudes vary in direction, intensity, and the degree of confidence with which they are held
• To measure consumer attitudes a scale should be used that allows the consumer to express the nature of their attitude appropriately…
• How do you feel toward Dell Computers?
Dislike Like very very much much
Neutral Point
Intensity
Negative vs Positive
• To understand consumer attitudes you have to dig deeper than simply asking how much they like an object…you should ask them to report their beliefs, feelings and intentions
– Here is a sample of how to measure beliefs about specific attributes using “Semantic Differential Scales”
Please tell us how you would rate Diet Coke by answering the following
Strong taste —— —— —— —— —— —— —— Mild taste
Low priced —— —— —— —— —— —— —— High priced
Caffeine free —— —— —— —— —— —— —— High in caffeine
Distinctive in —— —— —— —— —— —— —— Similar in taste totaste most colas
Measuring Attitudes
• To understand consumer attitudes you have to dig deeper than simply asking how much they like an object…you should ask them to report their beliefs, feelings and intentions
– Here is a sample of how to measure consumer feelings toward a product using “Likert scales”
Please tell us how you feel about Diet Coke by answering the following
Strongly Neither agree StronglyDisagree Disagree nor disagree Agree Agree
I like the taste —— —— —— —— ——
It is my favorite soft drink —— —— —— —— ——
Measuring Attitudes
• To understand consumer attitudes you have to dig deeper than simply asking how much they like an object…you should ask them to report their beliefs, feelings and intentions
• Here is a sample of how to measure consumer intentions and actions
Please answer the following questions about your soft drinking habits
The last soft drink I consumed was ____________I usually drink ____ soft drinks per weekWhat is the likelihood you will buy Diet Coke Definitely will buy
the next time you purchase a soft drink? Probably will buy Might buy Probably will not buy Definitely will not buy
Measuring Attitudes
Measuring Attitudes
• What questions would you like to ask current and potential fans about their attitude toward baseball in general and the Columbus Clippers in particular?– Remember that you should be thinking about
measuring the cognitive (beliefs), affective (feelings), and behavioral (intention & actions) components.
Social Norms
Social Norms
Multi-Attribute Model:
Evaluation ofProduct Attributes
BrandBeliefs
OverallProduct
Evaluation
Intentionto
BuyBehavior
n
Ao = bi ei + SN i =1
(ei) (bi) (Ao) (BI) (B)
Shock absorbent +2 +2 +1 -1
Price less than $50 -1 -3 -1 +3
Durability +3 +3 +1 -1
Comfort +3 +2 +3 +1
Desired color +1 +1 +3 +3
Arch support +2 +3 +1 -2
Total score
Brand Brand BrandAttribute Evaluation (ei) A B C
Beliefs (bi)
Running Shoes
Brand Brand BrandAttribute Evaluation (ei) A B C
Beliefs (bi)
Running Shoes: Ordered by Importance
Durability +3 +3 +1 -1
Comfort +3 +2 +3 +1
Shock absorbent +2 +2 +1 -1
Arch support +2 +3 +1 -2
Desired color +1 +1 +3 +3
Price less than $50 -1 -3 -1 +3
Total score
Brand Brand BrandAttribute Evaluation (ei) A B C
Beliefs (bi)
Running Shoes:Computing Expected Brand Rating
Durability +3 +3 +1 -1
Comfort +3 +2 +3 +1
Shock absorbent +2 +2 +1 -1
Arch support +2 +3 +1 -2
Desired color +1 +1 +3 +3
Price less than $50 -1 -3 -1 +3
Total score +29 +22 - 6
(9) (3) (-3)
(6) (9) (3)
(4) (2) (-2)
(6) (2) (-4)
(7) (3) (3)
(3) (3) (-3)
Importance-Performance Grid
HIGH
LOW
POOR
GOOD
POOR
GOOD
Neglected Opportunity
Competitive Disadvantage
Competitive Advantage
Head-to-head competition
Null Opportunity
False Alarm
False Advantage
False Competition
Poor
Good
Poor
Good
Poor
Good
Poor
Good
Attribute Our Competitor’s Simultaneous Importance Performance Performance Result
Benefits of Multi-attribute Model• It offers diagnostic power by examining WHY
consumers like/dislike your product• It can be used to segment consumers based on
attribute importance• It is useful for competitive analysis purpose
because you know where your brand is strong and weak relative to its competitors
• It can also be used for forecasting sales, new product development, provides insights for changing attitudes
• The multi-attribute model offers routes for persuasion by changing the cognitive component of consumers attitudes:– Change beliefs (bi) about your brand or the
competition • Cadillac (Heritage Reborn)
– Change attribute importance (ei)• Airbags & Safety, Antibacterial soap
– Add a new attribute• Carbohydrates in beer?
Implications for Attitude Change
CLICK ON PICTURE TO VIEW COMMERCIAL
Changing Attitudes
• The next several slides contain print ads
• As you view each ad ask yourself “what is the message”?– How is the ad trying to shape consumer
attitudes? – Which cognitive route to persuasion is being
used?
The rest of the story…
• What’s missing from Fishbein’s “Multiattribute Model”?– Attitudes = F(Beliefs, Evaluations, Social Norms)
• Where do our attitudes come from?– Friends and family
– Personal experience
– Observation
– Media & Advertising
How are attitudes formed?
• Attitudes are shaped through the various “touch points” associated with the brand– By adopting a “customer-centric” perspective
we can gain a deeper understanding of how consumers think and feel about our brand and why.
– Consumers are exposed to more than our products and the ads we run
– It is important to ask them their impressions and strive to understand where they came about
Examining Touch Points
Announcers
NYYankees
Ads
ClipperAssociates
Events
Fans
Location
CooperStadium
Players
ColumbusClippers
Measuring Consumer Perceptions• Oftentimes consumer attitudes are based
on associations of the brand that are difficult to uncover even through carefully designed questioning– Alternative ways to get at how consumers
perceive your brand include “free-association tasks” or “projection tasks”
Free-Association Tasks
• Ask a respondent to write down everything that comes to mind in an ordered list when you mention the brand or company name– This ordered list is a reflection of how information about the
brand is stored in memory– Those things that are mentioned first represent the strongest
associations with the brand, whereas later words are less directly connected to the brand
– As you compare lists among different respondents you can get an idea a better idea of how people perceive your brand, some of the mentions may be idiosyncratic and shouldn’t be given too much attention but if you hear the same things mentioned by multiple people then it is important
Associative Network for Fast Food
hungry
food
energy junk food convenience
fast food take-out
hamburger the Colonel friedchicken
Burger McDonald’s Kentucky King Fried Chicken
Ronald french McDonald fries hearty
meal greasy fast cleanservice
Associative Network for Perfume
Projection Task
• Ask respondents – If (brand or product name) were a (noun) what would
it be?
For example:
If Holiday Inn were…– a celebrity who would it be?– an automobile what would it be?– an animal what would it be?– a magazine what would it be?– a vegetable what would it be?
Implications for Attitude Change• We’ve already looked at ways to change
the cognitive component of attitudes…how about the affective part?– Classical conditioning can be used to build
favorable associations with your brand• Examples include using familiar music or faces
(celebrity endorsers) that tend to evoke positive feeling
– Mere exposure to the brand can breed liking too
Implications for Attitude Change• Many “tricks” can be used to influence the
behavioral component of attitudes…including– Principle of Reciprocity – by doing a favor or giving
someone a token gift they will feel indebted and want to reciprocate.
– Scarcity – everyone want something that’s “hard to get”
– Authority - expert endorsers
Implications for Attitude Change• Many “tricks” can be used to influence the
behavioral component of attitudes…including– Commitment – by getting someone to commit to a
small thing they are much more likely to agree to a large request
– Liking/compliments – persuade by using a likeable message source and showing an interest in the person
– Social validation – cite statistics showing how many others have adopted the product
Summary
• Better serving your customers requires understanding:– What people currently think about your brand– How they feel toward the brand and why– Finally, what their intentions and what can be
done to stimulate desire and encourage favorable actions toward the brand