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Key Concepts Beliefs, attitudes, &
behavioral intentions
Attributes Direct formation of
beliefs, etc.
Hierarchies of
effects The attitude-toward-
the-object model
The behavioralintentions model
The elaborationlikelihood model
Balance theory
Attitude toward ads
Behavioral influencetechniques ofpersuasion
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Consumer Beliefs About
Product Attributes Beliefs result from cognitive learning.
Beliefs are the knowledge and inferences that
a consumer has about objects, theirattributes, and their benefits provided.
Objects are the products, people, companies, andthings about which people hold beliefs and
attitudes. Benefits are the positive outcomes that attributes
provide to the consumer.
Attributes are the characteristics of an object
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Additional Info on Attributes
A halo effect occurswhen consumersassume that becausea product is good orbad on one productcharacteristic it is alsogood or bad on
another productcharacteristic.
Attribute importance
A persons assessment of thesignificance of an attribute.
Influenced by amount ofattention directed to thefeature.
A persons self-concept,advertising, and the salience
of the attribute can influencethe attention focused on thefeature.
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Consumer Attitudes
Attitude is the amount of affect or feeling for oragainst a stimulus
Attitudes are stored in long-term memory
Beliefs are the cognitive knowledge about an object
In high involvement situations, beliefs predict
attitudes.
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The Functions of Attitudes Utilitarian Function: use to obtain
rewards and avoid punishments.
Ego-Defensive Function: self-protection, e.g., smokers
Knowledge Function: simplifies
decisions, e.g., brand loyaltyValue-Expressive Function: express
identify to others. e.g., t-shirts.
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Behaviors & Intentions to Behave
Consumer behaviorsconsist of all the
actions taken byconsumers relatedto acquiring,disposing, and using
products andservices
Behavioral intentionsmay be defined asthe intentions ofconsumers tobehave.
Usually measured on
7 or 9 point scale:low likelihood ofperforming behaviorto high likelihood.
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Beliefs, Attitudes, and
Behaviors May Be Formedin Two Ways: Direct formation is when a belief, attitude, or
behavior is created without either of theother states occurring first.
Hierarchy of effects occurs after a belief,
attitude, or behavior is formed directly, thereis a tendency for the states to build uponeach other to create hierarchies
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Direct Formation of Beliefs,Attitudes, & Behaviors
Direct belief formation corresponds to thedecision-making perspective and cognitive
learning. The direct formation of attitudes is linked to
the experiential perspective.
The direct formation of behavior is linked to
the behavioral influence perspective.Operant conditioning and modeling.
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Forming Attitudes Directly Classical conditioning/associative learning--
positive affect is attached to object
Mere exposure--frequent exposure tostimulus increases liking for it. Derived fromButterfly effect.
Moods--mood at the time of exposure toobject influences feelings about object.
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Directly Forming Behavior Strong environmental forces can
directly influence behavior, such as
from the design of the physicalenvironment.
Operant conditioning can influence
behavior without the formation ofbeliefs or attitudes.
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Hierarchies of Beliefs,
Attitudes, and Behaviors
Decision-MakingHierarchies
ExperientialHierarchy
Behavioral InfluenceHierarchy
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Decision making hierarchies High involvement: beliefs attitudes
behavior
Low involvement: beliefs behaviorattitudes
Experiential
Affect behavior beliefs
Behavioral influence hierarchy
Behavior beliefs affect
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Predicting Consumer Attitudes
Multiattribute models identify how
consumers in high-involvementsituations (i.e. standard hierarchy ofeffects) combine their beliefs about
product attributes to form attitudesabout various brand alternatives,corporations, or other objects.
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Attitude-Toward-The-Object
ModelIdentifies three majorfactors that are
predictive of attitudes:
Salient Beliefs
Strength of the Belief
Evaluation
A b eo i i
i
n
1
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Measurement issues
bi: 1 = low probability that object
possesses attribute. 9=high likelihood.
ei: -3 = negative evaluation of attribute.+3 = positive evaluation of attribute.
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Fishbein Attitude Toward Object
Model: which college will be chosen by
Student Y?Ao = Sum (Bi x Ei)
Attribute Ivy State U Local U
Ei Bi Bi Bi
High Price -2 9 -18 2 -4 5 -10
Good Job 3 8 24 6 18 3 9
Easy entry -1 1 -3 4 -4 8 -1
Learn a lot 2 9 18 7 14 4 821 24 -1
University/College
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Global Attitude Measure:Direct measure of overall affect and
feelings regarding object.
Use multiple scales to measure
Bad 1 2 3 4 5 Good
Negative 1 2 3 4 5 PositiveDislike 1 2 3 4 5 Like
Compare results of global measure to results of Attitude-
toward-the-object measure.
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The Behavioral Intentions Model .
. .. . . was developed by Fishbein and hiscolleagues to improve on the ability of theattitude-toward-the-object model to predictconsumer behavior
Included subjective norms: how other people feel
about the behavior.
Assesses the consumers attitude toward the overt
behavior of purchasing the product rather than
toward the object itself. Use consequences of the
behavior rather than attributes of object.
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When Do Attitudes Predict Behavior?
When consumer involvement is high. measurement must at proper level of abstraction.
Cannot predict whether someone will go to church onSunday by asking them about overall attitude towardchurch.
Must consider subjective norms
Situational factors
Other brands/objects
Attitude strength
Mere measurement effect: just asking intention tobuy increases likelihood of buying.
When measured close in hierarchy to behavior.Surface traits are much like global attitude measures.
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Persuasion . .
.Persuasion is the explicitattempt to influence beliefs,attitudes, and/or behaviors.
Communication is defined broadly toinclude all aspects of the message,including the source of themessage, the type of message
given, and through what channel itmoved (e.g., television, radio, orprint media)
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The Elaboration Likelihood
Model: a decision making approachto persuasion. . . is an approach
to understandingthe persuasionprocess whichillustrates the
decision-makingpath to belief,attitude, andbehavior change
Central Peripheral
Routes to Persuasion
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Belief and Attitude Change
May Take One of Two Routes The Central Route to persuasion is
when the consumer has high-
involvement information processing The Peripheral Route to persuasion is
when the consumer has low-
involvement information processing
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The Central Route to
Persuasion Moves through the high involvement hierarchy.
The consumer attends more carefully to themessage being received and compares it to his or
her own attitudinal position.
Likely to generate a number of cognitiveresponses to the communication
Central Cues refer to ideas and supporting data
that bear directly upon the quality of thearguments developed in the message
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The Peripheral Route toPersuasion
Consumer moves through the low involvementhierarchy.
Cognitive responses are much less likely to occur,because the consumer is not carefully consideringthe pros and cons of the issue.
Peripheral persuasion cues include such factors asthe attractiveness and expertise of the source, themere number of the arguments presented, andthe positive or negative stimuli that form thecontext within which the message was presented(e.g., pleasant music, source attractiveness,source trustworthiness, etc.)
Truth effect. Repeat something often enough,people will come to believe it.
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Individual Differences inRoute to Persuasion: theNeed for Cognition
High
Low
Low High
Need for cognition
Strong arguments
Weak arguments
AttitudeToward
Ad
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Experiential Path to Attitude Change
Balance Theory
Attitudes Toward the Advertisement
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Balance Theory . . .
. . . proposes that people have a
preference to maintain a
balanced state among the
cognitive elements if theseelements are perceived as
forming a system
.basic rule: multiplication of
the signs of the relations must
come out with a positive sign.
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Attitudes Toward the
Advertisement . . .. . . are a consumers general liking ordisliking for a particular advertising
stimulus during a particular advertisingexposure. Will influence attitudetoward brand.
Measurement: like a global attitude.
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Behavioral Influence Techniques:
Ingratiation. . . refers to self-serving
tactics engaged in by one person to makehimself or herself more attractive to another.
*Similarity *conforming to wishes
*offering gifts *express liking
*ask advice
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Some Managerial Implications Positioning/differentiation: position brands based upon
key attributes.
Environmental analysis: assess and manipulateenvironment to implement behavioral influence approach.
Market research: employ to identify salient attributes andkey benefits, measure attitudes, and predict behavioralintentions
Marketing mix: identify benefits sought by consumers anddevelop products to provide them. Develop promotions to
communicate to consumers key attributes, to influencebeliefs, attitudes, and behaviors.
Segmentation: Employ benefit segmentation byidentifying target markets desiring specific productbenefits.