schiffman chap-08
TRANSCRIPT
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ConsumerAttitudeFormation and
Change
CHAPTER
EIGHT
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Learning Objectives
1. To Understand What Attitudes Are, How They AreLearned, as Well as Their Nature andCharacteristics.
2. To Understand the Composition and Scope oSelected !odels o Attitudes.
". To Understand How #$perience Leads to the %nitial&ormation o Consumption'(elated Attitudes.
). To Understand the *arious Ways in Which
Consumers+ Attitudes Are Chaned.-. To Understand How Consumers+ Attitudes Can
Lead to eha/ior and How eha/ior Can Lead toAttitudes.
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What Is our Attitude To!ard the ProductAdvertised" What Is our Attitude To!ard the
Ad Itse#$" Are the T!o Attitudes %imi#ar or&i'erent"
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ou (a) Have Li*ed theProduct but &is#i*ed the Ad or
+ice +ersa
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Attitude
A learned predisposition to
behave in a
consistentlyfavorable or
unfavorable manner
with respect to a
given object.
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https://www.infosurv.com/consumer-attitude-survey.htm
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What Are Attitudes"
• The attitude 3o4ect5
• Attitudes are a learned
predisposition• Attitudes ha/e consistency
• Attitudes occur within a situation
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to Assist
Consumers in Forming Attitudes To!ard
the %aturn +ue H)brid"
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It is %t)#ish, %a$e, andGood $or the Environment
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%tructura# (ode#s o$Attitudes
• Tricomponent Attitude !odel
• !ultiattriute Attitude !odel
• The Tryin'to'Consume !odel• Attitude'Toward'the'Ad !odel
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Cognition
A %im-#e Re-resentation o$ theTricom-onent Attitude (ode# .
Figure /01
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The Tricom-onent (ode#
•
Coniti/e• A:ecti/e
• Conati/e
The ;nowledeand perceptions
that are ac
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The Tricom-onent (ode#
•
Coniti/e• A:ecti/e
• Conati/e
A consumer+semotions oreelins aout aparticular productor rand
Com-onents
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The Tricom-onent (ode#
•
Coniti/e• A:ecti/e
• Conati/e
The li;elihood or
tendency that anindi/idual willunderta;e aspeci=c action oreha/e in aparticular way
with reard to the
attitude o4ect
Com-onents
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&iscussion 2uestions
• #$plain your attitude toward yourcollee>uni/ersity ased on the
tricomponent attriute model.• e sure to isolate the coniti/e,
a:ecti/e, and conati/e elements.
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MultiattributeMultiattribute
AttitudeAttitude
ModelsModels
Attitude models that
examine the
composition of
consumer attitudes
in terms of selected
product attributes or
beliefs.
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(u#tiattribute Attitude(ode#s
• The attitude.to!ard.objectmode#
• The attitude.
to!ard.behaviormode#
• Theor).o$.reasoned.actionmode#
• Attitude is unctiono the presence ocertain elies orattriutes.
•
Useul to measureattitudes towardproduct andser/ice cateories
or speci=c rands.
T)-es
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(u#tiattribute Attitude(ode#s
• The attitude.to!ard.objectmode#
• The attitude.
to!ard.behaviormode#
• Theor).o$.reasoned.actionmode#
• %s the attitudetoward eha/in oractin with respectto an o4ect, rather
than the attitudetoward the o4ectitsel
• Corresponds
closely to actual
T)-es
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Consumer Characteristics,Attitude,
and On#ine %ho--ing
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(u#tiattribute Attitude (ode#s
• The attitude.to!ard.objectmode#
• The attitude.
to!ard.behaviormode#
• Theor).o$.reasoned.actionmode#
• %ncludes coniti/e,a:ecti/e, andconati/ecomponents
•
%ncludes su4ecti/enorms in additionto attitude
T)-es
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A %im-#i3ed +ersion o$ the
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A %im-#i3ed +ersion o$ theTheor) o$ Reasoned Action .
Figure /04
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&iscussion 2uestion
• Now use the theory o reasonedaction to descrie your attitude
toward your collee>uni/ersity whendecidin on which school to attend.
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Theory ofTheory of
Trying toTrying to
ConsumeConsume
An attitude theorydesigned 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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% # t d E # $ P t ti #
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%e#ected E5am-#es o$ Potentia#Im-ediments That (ight Im-act
Tr)ing . Tab#e /06
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Attitude-Attitude-
Toward-the-Toward-the-Ad ModelAd Model
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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A Conce-tion o$ the Re#ationshi-
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A Conce-tion o$ the Re#ationshi-Among E#ements in an Attitude.
To!ard.the.Ad (ode# . Figure /07
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Issues in AttitudeFormation
• How attitudes are learned
– Conditionin and e$perience
–
?nowlede and elies
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Ho! &oes a Favorab#) 8no!n 9rand
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Ho! &oes a Favorab#) 8no!n 9rand:ame Im-act the Formation o$
Consumer Attitudes
To!ard a :e! Product"
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There is %timu#us Genera#i;ationFrom the Lean Cuisine 9rand:ames to the :e! Product0
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Issues in AttitudeFormation
• Sources o in@uence on attitudeormation
–
ersonal e$perience – %n@uence o amily
– irect mar;etin and mass media
•
ersonality actors
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Ho! &oes a Cents O'
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Ho! &oes a Cents. O'Cou-on Im-act Consumers<
Attitudes"
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Product,
E5isting Customers !i## be
Re!arded0
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%trategies o$ AttitudeChange
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Changing the 9asic(otivationa# Function
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Wh) and Ho! &oes This Ad
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Wh) and Ho! &oes This AdA--ea# to the =ti#itarian
Function"
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The Product is Green and
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The Product is Green andWor*s as We## or 9etter
than Other Products0
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Which Li$est)#e. Re#ated
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Which Li$est)#e. Re#atedAttitudes Are E5-ressed or
Re>ected in This Ad"
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Hea#th) Eating and%nac*ing Li$est)#e
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H & Thi Ad P id I $ i
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Ho! &oes This Ad Provide In$ormationto Estab#ish
or Rein$orce Consumer Attitudes"
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It Raises the 2uestion About =+A
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It Raises the 2uestion About =+ARa)s and then Provides
In$ormation on %un Protection0
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&iscussion 2uestions
• What products thatyou purchaseassociate
themsel/es with anAdmired Broup or#/ent
• When does it
personally in@uenceyour purchasin
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Ho! Is Fiji Water
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Ho! Is Fiji Water s Lin* to anEnvironmenta# Cause Li*e#) to Im-act
Consumers<
Attitudes To!ard Its Product"
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The) (ight Have a (ore Favorab#eAttitude0
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Attitude Change
• Alterin Components o the!ultiattriute !odel
– Chanin relati/e e/aluation o
attriutes – Chanin rand elies
– Addin an attriute
– Chanin the o/erall rand ratin
• Chanin elies aoutCompetitors+ rands
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Ho! Is This :e! 9ene3t Li*e#) to
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Ho! Is This :e! 9ene3t Li*e#) toIm-act Consumers< Attitudes
To!ard the Product"
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The Consumer Wi## Have a
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The Consumer Wi## Have a(ore Positive Attitude Overa##
$rom the :e! Attribute0
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o! s e sence o an
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o! s e sence o anIngredient Li*e#) to Lead to aFavorab#e Attitude To!ard a
Product"
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Wh I W A
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When It Was An=n$avorab#e Attribute
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Which Attitude Change
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Which Attitude Change%trateg) Is &e-icted in This
Ad"
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Ch i th O ## 9 d
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Changing the Overa## 9randRating
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Ho! Is +a#vo#ine
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- gAttitudes To!ard a Com-eting 9randLi*e#) to Im-act Attitudes To!ard Its
O!n 9rand"
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9 %h i 9 tt W
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9) %ho!ing 9etter WearProtection
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ElaborationElaboration
LikelihoodLikelihoodModelModel
(ELM)(ELM)
Customer attitudes are
changed by two
distinctly differentroutes to persuasion
a central route or a
peripheral route.
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E# b ti Li* #ih d
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E#aboration Li*e#ihood(ode#
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9ehavior Can Precede or
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9ehavior Can Precede orFo##o!
Attitude Formation
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Issues in Attribution Theor)
• Sel'erception Theory – &oot'in'the'oor Techni
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any orm or y any means, electronic, mechanical,photocopyin, recordin, or otherwise, without the priorwritten permission o the pulisher. rinted in the United
States o America.
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