ch 8- consumer attitude
DESCRIPTION
Consumer Behavior by Shiffman & Kanuk Ch 8- Consumer AttitudeTRANSCRIPT
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Chapter 8
Consumer Behavior,Consumer Behavior,Eighth EditionEighth Edition
SCHIFFMAN & KANUK
Consumer Attitude Formation and Change
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Attitudes
A learned predisposition to
behave in a consistently favorable or
unfavorable manner with respect to a
given object.
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Attitudes
• Attitudes are not directly observable
• Attitude must be inferred from what people say or what they do
• Example : determining that a consumer is specifically using a product and even recommends it to friends. Here the consumer possesses a positive attitude
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What are Attitudes?
• The attitude “object”• Attitudes are a learned predisposition• Attitudes have consistency• Attitudes occur within a situation
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The attitude “OBJECT”
• It include specific consumption-or marketing related concepts such as product, product category ,brand, service, possessions, product use, causes or issues, people, ads, internet site, price, medium
• Example: in conducting attitude research we tend to be object specific. i.e consumer attitude towards three major brands of cell phones
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ATTITUDES ARE LEARNED PREDISPOSITIONS
• Attitudes are always learned
• Attitudes are relevant to purchase behavior
• Attitudes reflect either favorable or an unfavorable evaluation of the attitude object
• Attitudes have a motivational quality
• Attitudes may repel the consumer away from a particular behavior
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ATTITUDES HAVE CONSISTENCY
• Attitudes are relatively consistent with the behavior they reflect
• Attitudes are not necessarily permanent
• possible situational influences on consumer attitudes and behavior must be considered
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Figure 8.1 Wendy’s
Offers Salads To
Differentiate Itself
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Structural Models of Attitudes
• Tricomponent Attitude Model• Muliattribute Attitude Model• The Trying-to-Consume Model• Attitude-toward-the-Ad Model
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Figure 8.2 A Simple Representation of the Tricomponent Attitude Model
ConationConation
AffectAffect
Cognition
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The Tricomponent Model
• 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.
• This knowledge and resulting perceptions commonly take the form of beliefs.
• The consumer believes that the attitude object possesses various attributes and that specific behavior will lead to a specific outcomes.
• Example. A consumer's belief system for two methods of broad band internet access
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The Tricomponent Model
• Affective Component– A consumer’s emotions or feelings about a
particular product or brand.– The extent to which the individual rates the
attitude object as “favorable or unfavorable”, “good or bad”
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The Tricomponent Model
• 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.
– Conative component is an expresssion of consumer's intention to buy.
– Examples: I definitely/probably/am uncertain whether will buy it etc
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Multiattribute Multiattribute Attitude Attitude ModelsModels
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– Attitude is function of evaluation of product-
specific beliefs and evaluations.– Consumers generally have favorable attitudes
towards those brands that they believe have an adequate level of attributes that they evaluate as +ive, otherwise -ive.
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Multiattribute Attitude Models
• The attitude-toward-behavior model– Is the attitude toward behaving or acting with
respect to an object, rather than the attitude toward the object itself
• Theory-of-reasoned-action model– A comprehensive, integrative model of
attitudes
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Attitude-Toward-Behavior
Model
A model that proposes that a consumer’s attitude toward a
specific behavior is a function of how
strongly he or she believes that the action will lead to a specific
outcome (either favorable or
unfavorable).
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Theory of Reasoned
Action
A comprehensive theory of the interrelationship
among attitudes,intentions, and
behavior.
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Figure 8.4 A Simplified Version of the Theory of Reasoned Action
Beliefs that the behavior
leads to certain
outcomes
Beliefs that the behavior
leads to certain
outcomes
Evaluation of the
outcomes
Evaluation of the
outcomes
Beliefs that specific
referents think I
should or should not
perform the behavior
Beliefs that specific
referents think I
should or should not
perform the behavior
Motivation to comply with the specific
referents
Motivation to comply with the specific
referents
Subjective norm
Subjective norm
Attitude toward the behavior
Attitude toward the behavior
IntentionIntention
BehaviorBehavior
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Theory of Trying to Consume
An attitude theory designed to account for the many cases where the action or
outcome is not certain but instead reflects
the consumer’s attempt to consume
(or purchase).
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Figure 8.5 Ad
Illustrating the Theory of Trying to
Consume
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Table 8.6 Selected Examples of Potential Impediments That Might Impact Trying
POTENTIAL PERSONAL IMPEDIMENTSPOTENTIAL PERSONAL IMPEDIMENTS“I wonder whether my fingernails will be longer by the time of my wedding.”“I want to try to lose fifteen pounds by next summer.”“I’m going to try to get tickets for a Broadway show for your birthday.”“I’m going to attempt to give up smoking by my birthday.”“I am going to increase how often I go to the gym from two to four times a
week.”“Tonight, I’m not going to have dessert at the restaurant.”
POTENTIAL ENVIRONMENTAL IMPEDIMENTSPOTENTIAL ENVIRONMENTAL IMPEDIMENTS“The first ten people to call in will receive a free T-shirt.”“Sorry, the shoes didn’t come in this shipment from Italy.”“There are only three bottles of champagne in our stockroom. You better
come in sometime today.”“I am sorry. We cannot serve you. We are closing the restaurant because of a
problem with the oven.”
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Attitude-Attitude-Toward-Toward-the-Ad the-Ad ModelModel
A model that proposes that a consumer forms
various feelings (affects) and judgments
(cognitions) as the result of exposure to an
advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.
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Figure 8.6 A Conception of the Relationship among Elements in an
Attitude-Toward-the-Ad Model
Exposure to an Ad
Judgments about the Ad (Cognition)
Beliefs about the Brand
Attitude toward the Brand
Attitude toward the Ad
Feelings from the Ad (Affect)
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Issues in Attitude Formation
• How attitudes are learned• Sources of influence on attitude formation• Personality factors
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Figure 8.8Encouraging
Trial
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Strategies of Attitude Change
• Changing the Basic Motivational Function• Associating the Product With an Admired
Group or Event• Resolving Two Conflicting Attitudes• Altering Components of the Multiattribute
Model• Changing Beliefs About Competitors’
Brands
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Four Basic Attitude Functions
• The Utilitarian Function• The Ego-defensive
Function• The Value-expressive
Function• The Knowledge Function
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Figure 8.9 Clorox Uses A
Utilitarian Appeal
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Figure 8.10 Suave Uses
Ego Defensive Appeal
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Figure 8.11 AC Delco Uses
a Value-Expressive
Appeal
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Figure 8.12 A Knowledge
Appeal
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Elaboration Elaboration Likelihood Likelihood
Model Model (ELM)(ELM)
A theory that suggests that a person’s level
of involvement during message processing is
a critical factor in determining which
route to persuasion is likely to be effective.
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Why Might Behavior Precede Attitude Formation?
• Cognitive Dissonance Theory
• Attribution Theory
Behave (Purchase)Behave (Purchase)
Form AttitudeForm AttitudeForm Attitude
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Cognitive Dissonance
Theory
Holds that discomfort or dissonance occurs when
a consumer holds conflicting thoughts about a belief or an
attitude object.
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Figure 8.17 Reducing Cognitive
Dissonance
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Postpurchase Dissonance
Cognitive dissonance that occurs after a
consumer has made a purchase
commitment. Consumers resolve
this dissonance through a variety of
strategies designed to confirm the wisdom
of their choice.
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Attribution Attribution TheoryTheory
A theory concerned with how people assign casualty to events and
form or alter their attitudes as an outcome of assessing their own
or other people’s behavior.
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Issues in Attribution Theory
• Self-perception Theory– Foot-In-The-Door Technique
• Attributions Toward Others• Attributions Toward Things• How We Test Our Attributions
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Self-Self-Perception Perception
TheoryTheory
A theory that suggests that consumers
develop attitudes by reflecting on their own
behavior.
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Defensive Defensive AttributionAttribution
A theory that suggests consumers are likely to accept credit for
successful outcomes (internal attribution) and to blame other
persons or products for failure (external
attribution).
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Criteria for Causal Attributions
• Distinctiveness• Consistency Over Time• Consistency Over Modality• Consensus