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Prof.C.Vignali PhD
Consumer Attitude Formation and Change
AttitudesAttitudes
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a
given object.
What are Attitudes?
• The attitude “object”• Attitudes are a learned predisposition• Attitudes have consistency• Attitudes occur within a situation
Table 8.1 Examples of How Situations Might Influence Attitudes
Coppertone Oil Free Sunscreen
“It sounds like a good idea to use an oil free sunscreen when involved in summer sports activities.”
Active sports in the sun
Cannon Color Printers
“Now that they have gone down in price so much, it’s time for me to buy a color printer.”
Old PC printer ceases to work
Hilton Resorts and Casinos
“I worked hard; I earned a couple of days away to relax.”
Exhausted, time or a weekend get-a-way
Altoids Mints “I really need a strong mint after I drink a large cup of coffee.”
Bad taste in one’s mouth
PRODUCT/SERVICEPRODUCT/SERVICE ATTITUDEATTITUDESITUATIONSITUATION
Table 8.1 continued
Sports Illustrated for Kids
“He loves sports; I should get a one-year subscription.”
It’s my nephew’s birthday
Omega Seamaster Professional
“Now I have an opportunity to get the watch James Bond wears.”
Old wristwatch is lost
Claritin-D 24 Hour “I need something that really works. I’ve heard good things about Claritin.”
Summer allergy
PRODUCT/SERVICEPRODUCT/SERVICE ATTITUDEATTITUDESITUATIONSITUATION
Kraft Free Salad Dressing
“I really should try using more fat-free products.”
Going on a diet
Structural Models of Attitudes
• Tricomponent Attitude Model• Muliattribute Attitude Models• The Trying-to-Consume Model• Attitude-toward-the-ad Model
Figure 8.1 A Simple Representation of the Tricomponent Attitude Model
ConationConation
AffectAffect
Cognition
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.
• Affective Component– A consumer’s emotions or feelings about a particular
product or brand.
• 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
Figure 8.2 A Consumer’s Belief System for Two Brands of Pocket Digital Organizers
PRODUCT
BRAND
ATTRIBUTES
BELIEFS
EVALUATIONS
POCKET DIGITAL ORGANIZERS
3Com PalmPilot
Ease of use Handwriting feature
PC backup Other features
Known to be a snap to use
A little effort to learn a few rules
Simple one button
Doesn’t have built-in drawing feature
(++++) (+++) (++) (-)
Figure 8.2 continued
PRODUCT
BRAND
ATTRIBUTES
BELIEFS
EVALUATIONS
POCKET DIGITAL ORGANIZERS
Casio Cassiopeia
Ease of use Handwriting feature
PC backup Other features
A longer learning curve
Easy, but a little learning
Some learning Has drawing and voice-record features
(+) (++) (++) (+++)
Table 8.2 Selected Evaluations Scale Used to Gauge Consumers’ Attitudes
toward Old Spice After Shave
GoodPositivePleasantAppealing
[1][1][1][1]
BadNegativeUnpleasantUnappealing
[2][2][2][2]
[3][3][3][3]
[4][4][4][4]
[5][5][5][5]
[6][6][6][6]
[7][7][7][7]
Compared to other after shave products,Old Spice is:
Table 8.3 Measuring Consumers’ Feelings and Emotions with Regard to Using Old Spice After
Shave
My face felt relaxedMy face felt handsomeMy face felt tightMy face felt smoothMy face felt suppleMy face felt cleanMy face felt refreshedMy face felt revivedMy face felt pamperedMy face felt renewed
[ ][ ][ ][ ][ ][ ][ ][ ][ ][ ]
[ ][ ][ ][ ][ ][ ][ ][ ][ ][ ]
[ ][ ][ ][ ][ ][ ][ ][ ][ ][ ]
[ ][ ][ ][ ][ ][ ][ ][ ][ ][ ]
For the past 10 days you have had a chance to try Old Spice After Shave. We would appreciate it if you would identify how your face felt after using the product during this 10-day trial period. For each of the words below, we would appreciate it if you would mark with an “X” in the box corresponding to how your face felt after using Old Spice during the past 10 days.
[ ][ ][ ][ ][ ][ ][ ][ ][ ][ ]
VERY NOT AT ALL
Table 8.4 Two Examples of Intention-to-Buy Scales
Which of the following statements best describes the chance that you will buy Old Spice the next time you purchase an after shave product?___I definitely will buy it.___I probably will buy it.___I am uncertain whether I will buy it.___I probably will not buy it.___I definitely will not buy it.How likely are you to buy Old Spice After Shave during the next three months?___Very likely___Likely___Unlikely___Very unlikely
Multiattribute Multiattribute Attitude Attitude ModelsModels
Attitude models that examine the composition of consumer attitudes in terms
of selected product attributes or beliefs.
Multiattribute Attitude Models
• The attitude-toward-object model– Attitude is function of evaluation of product-specific
beliefs and evaluations
• 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
Attitude-Attitude-Toward-Toward-Behavior Behavior
ModelModel
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).
Theory of Theory of Reasoned Reasoned
ActionAction
A comprehensive theory of the interrelationship among
attitudes,intentions, and behavior.
Figure 8.3 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
Theory of Theory of Trying to Trying to ConsumeConsume
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).
Table 8.5 Selected Examples of Potential Impediments That Might Impact on 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.”
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.
Figure 8.4 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)
Issues in Attitude Formation
• How attitudes are learned• Sources of influence on attitude formation• Personality factors
Cognition Affect
Attitude
Strategies of Attitude Change
• Changing the Basic Motivational Function• Associating the Product With a Special Group,
Event,or Cause• Resolving Two Conflicting Attitudes• Altering Components of the Multiattribute Model• Changing Beliefs About Competitors’ Brands• The Elaboration Likelihood Model (ELM)
Functional Functional ApproachApproach
An attitude-change theory that classifies attitudes in terms of four functions: utilitarian, ego-defensive
value-expressive, and knowledge functions.
Four Basic Motivational Functions
• The Utilitarian Function• The Ego-defensive
Function• The Value-expressive
Function• The Knowledge Function
Utilitarian Utilitarian FunctionFunction
A component of the functional approach to
attitude-change theory that suggests consumers hold
certain attitudes partly because of the brand’s
utility.
Ego-Defensive Ego-Defensive FunctionFunction
A component of the functional approach to
attitude-change that suggests that consumers want to
protect their self-concepts from inner feelings of doubt.
Value-Value-Expressive Expressive FunctionFunction
A component of the functional approach to
attitude-change theory that suggests that attitudes
express consumers’ general values, lifestyles, and
outlook.
Knowledge Knowledge FunctionFunction
A component of the functional approach to
attitude-change theory that suggests that consumers
have a strong need to know and understand the people and things with which they
come into contact.
Altering Components of the Multiattribute Model
• Changing the Relative Evaluation of Attributes
• Changing Brand Beliefs• Adding an Attribute• Changing the Overall
Brand Rating
Elaboration Elaboration Likelihood Likelihood
Model (ELM)Model (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.
The Elaboration Likelihood Model (ELM)
Involvement
Central Route
Peripheral Route
Peripheral Cues
Influence Attitudes
Message Arguments Influence Attitudes
HIGH LOW
Why Might Behavior Precede Attitude Formation?
• Cognitive Dissonance Theory
• Attribution Theory
Behave (Purchase)Behave (Purchase)
Form AttitudeForm AttitudeForm AttitudeForm Attitude
Cognitive Cognitive Dissonance Dissonance
TheoryTheory
Holds that discomfort or dissonance occurs when a
consumer holds conflicting thoughts about a belief or an
attitude object.
Postpurchase Postpurchase DissonanceDissonance
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.
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.
Issues in Attribution Theory
• Self-perception Theory– Foot-In-The-Door Technique
• Attributions Toward Others• Attributions Toward Things• How We Test Our Attributions
Self-Self-Perception Perception
TheoryTheory
A theory that suggests that consumers develop attitudes by reflecting on their own
behavior.
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).
Foot-in-the-Foot-in-the-Door Door
TechniqueTechnique
A theory of attitude change that suggests individuals
form attitudes that are consistent with their own
prior behavior.
Criteria for Causal Attributions
• Distinctiveness• Consistency Over Time• Consistency Over
Modality• Consensus