cb 6+ +attitudes
TRANSCRIPT
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CONSUMER ATTITUDE
FORMATION AND CHANGE
A learned predisposition to behave in a
consistently favorable or unfavorable manner
with respect to a given object.
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Chapter Outline
What Are Attitudes?
Structural Models of Attitudes
Attitude Formation
Strategies of Attitude Changes
Behavior Can Precede or Follow
Attitude Formation
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What Are Attitudes?
The attitude object
Attitudes are a
learnedpredisposition
Attitudes have
consistency
Attitudes occurwithin a situation
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Structural Models of Attitudes
Tricomponent AttitudeModel
Multiattribute AttitudeModel
The Trying-to-
Consume Model
Attitude-Toward-the-Ad Model
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Cognition
A Simple Representation of the
Tricomponent Attitude Model
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The Tricomponent Model
Cognitive Affective
Conative
The knowledge and
perceptions that are
acquired by a
combination of direct
experience with theattitude object and
related information
from various sources
Components
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The Tricomponent Model
Cognitive Affective
Conative
A consumersemotions or feelings
about a particular
product or brand
Components
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The Tricomponent Model
Cognitive Affective
Conative
The likelihood ortendency that an
individual will
undertake a specific
action or behave in a
particular way with
regard to the attitude
object
Components
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Multiattribute
Attitude
Models
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
The attitude-toward-
behavior model
Theory-of-reasoned-action
model
Attitude is function of
evaluation of product-
specific beliefs and
evaluations
Useful to measureattitudes toward
brands
Types
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Multiattribute Attitude Models
The attitude-toward-
object model
The attitude-toward-
behavior model
Theory-of-reasoned-action
model
Is the attitude toward
behaving or acting
with respect to an
object, rather than the
attitude toward theobject itself
Corresponds closely
to actual behavior
Types
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Multiattribute Attitude Models
The attitude-toward-
object model
The attitude-toward-
behavior model
Theory-of-reasoned-action
model
Includes cognitive,
affective, and
conative components
Includes subjective
norms in addition toattitude
Types
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A Simplified Version of the Theory
of Reasoned Action
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Attitude-
Toward-the-Ad Model
A model that proposes
that a consumer formsvarious feelings (affects)
and judgments
(cognitions) as the result
of exposure to anadvertisement, which, in
turn, affect the
consumers attitude
toward the adand attitudetoward the brand.
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Issues in Attitude Formation
How attitudes are learned
Conditioning and experience
Knowledge and beliefs
Sources of influence on attitude formation Personal experience
Influence of family
Direct marketing and mass media Personality factors
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Attitude Formation
Research
Attitudes that develop through direct
experience (eg. Product usage) tend to bemore confidently held, more enduring, andmore resistant to attack than thosedeveloped via indirect experience.
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Strategies of Attitude Change
1. Changing the Basic Motivational
Function
2. Associating the Product with an Admired
Group or Event
3. Resolving Two Conflicting Attitudes (fair
menz )
4. Altering Components of the Multiattribute
Model
5. Changing Beliefs about Competitors
Brands
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Strategies of Attitude Change
6. Associating a product with a culture.
7. Celebrity Endorsement
8. Direct Marketing
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Changing the Basic Motivational
Function
Utilitarian Brand Utility
Ego-defensive Sense of personal confidence
and security (cosmetics and
personal care
Value-expressive General values / lifestyle (new
fashion, new gadgets)
Knowledge
Basic
Motivational
Function
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Crest uses
aknowledge
appeal.
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Why Might Behavior Precede
Attitude Formation?
Behave (Purchase)
Form AttitudeForm Attitude
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