consumer attitude
TRANSCRIPT
CONSUMER
ATTITUDES
By: Ms. Caren Laveena Crasta
1
Attitudes
•A learned predisposition to behave in a
consistently favorable or unfavorable manner
with respect to a given object.
•How +ve or –ve ,favorable or unfavorable,
pro or con a person feels towards an object.
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Structural Models of Attitudes
Tri component Attitude Model
Multi attribute Attitude Model
Trying – to – Consume Model
Attitude – Toward – the – Ad Model
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1. TRICOMPONENT ATTITUDE MODEL
ConativeConative
AffectiveAffective
Cognitive
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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.
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AFFECTIVE COMPONENT A consumer’s emotions or feelings about a particular
product or brand.
Extent to which individual rates attitude object good or
bad.
e.g happiness, distress, guilt, anger, disgust, surprise
which may amplify /enhance the +ve or -ve experiences.
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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.
Expression of consumers intention to buy.
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2.MULTI ATTRIBUTE ATTITUDE MODELS
The attitude-toward-object Model
The attitude-toward-behavior Model
Theory of reasoned – action Model
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ATTITUDE TOWARD OBJECT MODEL
BRAND ATTRIBUTES BELIEFS EVALUATION
Cable Internet Access
Speed Faster than DSL ++++
DSL Internet Access
Speed Slower than Cable
-
Product: Broadband Internet Access
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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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Study on Online ShoppingConsumer behavior – Nine benefits Effectiveness and modern Purchase convenience Information abundance Multiform and safety Service quality Delivery speed Homepage design Selection freedom Company name familiarity
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Theory of Reasoned Action
A comprehensive theory of the
interrelationship among attitudes,
intentions, and behavior.
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Beliefs that relevant others think I should perform the behavior B
Motivation to comply with
relevant others
Behavior
Subjective norm about behavior B
Attitude toward
behavior B
Beliefs that behavior B leads
to salient consequences
Evaluation of salient
consequences
Intention
Fishbein’s Behavioral Intentions
Model
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3. THEORY OF TRYING TO CONSUME MODEL
Designed to account for many cases in
which the action or outcome is not certain
but instead reflects the consumer’s attempts
to consume
Personal impediments
Environmental impediments
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4. ATTITUDE TOWARD THE AD MODEL
Consumer forms various feelings
(affects) and judgments (cognition) as
the result of exposure to an ad.
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ATTITUDE FORMATION
How attitudes are learned
Sources of influence on attitude
formation
Impact of personality on attitude
formation
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STRATEGIES OF ATTITUDE CHANGE Changing the consumer’s basic motivational
function
Associating the product with an admired
group or event
Resolving two conflicting attitudes
Altering components of multi-attribute model
Changing consumer beliefs about
competitors brandMs. Caren Laveena Crasta 17
1. Changing Consumer’s Basic Motivational Function
Utilitarian Function
Ego – Defensive Function
Value – Expressive Function
Knowledge Function
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Utilitarian Function
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Ego defensive function
Attitudes that are
formed to protect the
person, either from
external threats or
internal feelings of
insecurity
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Value Expressive Function Attitudes are an expression or reflection of
consumers general values, lifestyle and outlook
A person forms a product attitude not because of
objective product benefits, but rather because of what
using the product says about him or her as a person
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Knowledge Function
Individuals need
to know and
understand the
people and things
they contact
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2. Associating the product with an admired group or event
Cause and Sponsor
Example: CRY greeting
cards is associated with a
cause and all contributions
go to UNICEF
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3. Resolving two conflicting attitudesMoving from negative to positive
attitudeExample: Conflicting attitude - Saffola
oil though healthy not tasty.
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4. Altering Components of Multi Attribute Model
Changing relative evaluation of
attributes
Changing brand beliefs
Adding an attribute
Changing the overall brand rating
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Changing relative evaluation of attributesDifferent consumer segments - Different
brands – Different features and benefits
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Changing brand beliefsChanging beliefs or perceptions about
the brandMore or better or best – product
attribute
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Adding an attribute
Previously ignored or one that represe4nts
an improvement or technological innovation
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Changing the overall brand rating
Company Punchlines
Amazon.com Earth’s biggest bookstore
HP invent Everything is possible
BMW The ultimate driving machine
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5. Changing consumer beliefs about competitors brands
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ELABORATION LIKELIHOOD MODEL (ELM)
Proposes the more global view that
consumers attitudes are changed by two
distinctly different routes to persuasion
Central route
Peripheral route
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CENTRAL ROUTE
Motivation or ability to assess the attitude
object is high i.e., seeks out information
careful scrutiny of a persuasive message
on the basis of the positive or negative
thoughts generated, attitude change may occur
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PERIPHERAL ROUTE
Outcome of secondary inducements i.e., free
samples, great packaging etc.
no careful scrutiny of persuasive message
look for “cues” in the persuasion context
• source expertise
• sheer number of arguments presented
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BEHAVIOR CAN PRECEDE OR FOLLOW ATTITUDE FORMATION
COGNITIVE DISSONANCE THEORY
ATTRIBUTION THEORY
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• Consumers experience a feeling of
doubt , discomfort or anxiety after a
relatively high involvement purchase
decision.
• Postpurchase dissonance occurs after the
purchase
COGNITIVE DISSONANCE THEORY
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COGNITIVE DISSONANCE THEORY
Tactics that consumers can use to reduce dissonance include
reduction:
By rationalizing the decision as being wise.
By seeking out advertisements that support the original
reason for choosing the product.
By trying to “sell” friends on the positive features of the
brand.
By looking to known satisfied owners for reassurance.
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Attribution theory attempts to explain
how people assign causality to events
on the basis of either their own behavior
or the behavior of others.
ATTRIBUTION THEORY
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ATTRIBUTION THEORY PERSPECTIVES
a) Self perception theory
b) Foot – in – the – door technique
c) Attributions toward others
d) Attributions toward things
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SELF PERCEPTION THEORY
Internal attribution—giving yourself credit for the
outcomes—your ability, your skill, or your effort.
External attribution—the purchase was good
because of factors beyond your control—luck, others
assistance etc.
Defensive attribution—consumers are likely to
accept credit personally for success, and to credit
failure to others or to outside events.
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FOOT IN THE DOOR TECHNIQUE
Based on the premise that individuals look
at their prior behavior (e.g., compliance
with a minor request) and conclude that
they are the kind of person who says “Yes”
to such requests (i.e., an internal
attribution).
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ATTRIBUTIONS TOWARD OTHERS
Every time you ask “Why?” about a
statement or action ofanother or “others”—
a family member, a friend, a salesperson,a
direct marketer, a shipping company—
attrib u tion towardoth ers theory is
relevant.
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It is in the area of judging product
performance that consumers are most likely
to form product attributions toward things.
Specifically, they want to find out why a
product meets or does not meet their
expectations.
ATTRIBUTIONS TOWARD THINGS
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HOW WE TEST OUR ATTRIBUTIONS
Criteria for collecting information
Distinctiveness
Consistency over time.
Consistency over modality
Consensus
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THANK
YOUMs. Caren Laveena Crasta 44