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Consumer Attitude
Formation and Change
30th Sept, 2011
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Attitude
A learnedpredisposition to
behave in a
consistentlyfavorable or
unfavorable manner
with respect to a
given object.
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What are Attitudes?
The attitude objectspecific consumption ormarketing related concepts
A learned predispositionresult of a direct experiencewith product, word of mouth, exposure to advertising
Attitudes have consistencywith the behavior
Attitudes occur within a situationcould be inconsistentwith behavior
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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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A Simple Representation of the
Tricomponent Attitude Model
Conation
Affect
Cognition
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The Tricomponent Model
Cognitive Component
The knowledge and perceptions that are acquired by acombination ofdirect experience with the attitudeobject and related information from various sources.
Affective Component
A consumers emotions or feelings about a particularproduct or brand.
Conative Component
The likelihood or tendency that an individual willundertake a specific action or behave in a particularway with regard to the attitude object.
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Multiattribute
Attitude
Models
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-specificbeliefs 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 objectitself
Theory-of-reasoned-action model
A comprehensive, integrative model of attitudes
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Theory ofReasoned
Action
Subjective
Norm
To understand intention, we
also need to measure thesubjective norms that
influence an individuals
intention to act
Measured directly by
assessing a consumers
feelings as to what relevantothers would think of the
action being contemplated
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A Simplified Version of the Theory of
Reasoned Action
Beliefs that
the behavior
leads to
certainoutcomes
Evaluation
of the
outcomes
Beliefs that
specific
referents
think I
should or
should not
perform the
behavior
Motivation
to comply
with the
specificreferents
Subjective
norm
Attitude toward
the behavior
Intention
Behavior
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Theory of
Trying to
Consume
An attitude theorydesigned to account
for the many cases
where the action or
outcome is not certain
but instead reflects
the consumers
attempt to consume(or purchase).
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Selected Examples of PotentialImpediments That Might Impact Trying
POTENTIAL PERSONAL IMPEDIMENTS
Im going to try to get tickets for a Broadway show for your birthday.
Im 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, Im not going to have dessert at the restaurant.
POTENTIAL ENVIRONMENTAL IMPEDIMENTS
The first ten people to call in will receive a free T-shirt.
Sorry, the shoes didnt come in this shipment from Italy.
There are only three bottles of champagne in our stockroom. You bettercome 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-
Toward-the-Ad
Model
A model that proposes that
a consumer forms variousfeelings (affects) and
judgments (cognitions) as
the result of exposure toan advertisement, which,
in turn, affect the
consumers attitude
toward the adand attitude
toward the brand.
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A Conception of the Relationship amongElements 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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Attitude Formation
How attitudes are learned Shift from no attitude to attitude is a result of learning
Only 2 or 3 important beliefs likely to dominate attitude
formation
Sources of influence on attitude formation Personal experience, influence of family and friends,
direct marketing, mass media, internet
Impact of Personality Need for cognition
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Strategies of Attitude Change
Changing the Basic Motivational Function
Associating the Product With an Admired
Group, Event or Cause Resolving Two Conflicting Attitudes
Altering Components of the Multiattribute
Model Changing Beliefs About Competitors
Brands
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Changing the basic
Motivational Function The Utilitarian Function
Showing people that it has a utilitarian function that they maynot have considered
The Ego-defensive Function Offering reassurance to consumers self concept
The Value-expressive Function Overall attitude to category a reflection of attitude to product
The Knowledge Function Based on the consumers need to know
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Strategies for Attitude Change
Associating the Product With an Admired
Group, Event or Cause
Mention of philanthropic acts in ads
Sponsorship of worthy causes
Resolving two conflicting attitudes
Natural products are not as effective
Changing beliefs about Competitors Brands
Avoid giving undue visibility to competitors brands
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Altering components of a
Multiattribute Model Changing the relative evaluation of attributes
When the category is divided on benefits, consumers can be
persuaded to cross over
Changing brand beliefs Most common form...repositioning
Adding an attribute Either previously ignored or an improvement
Changing the overall brand rating Alter consumers overall assessment of the brand than a particular
attribute
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Elaboration
LikelihoodModel
(ELM)
A theory that suggests
that a persons level ofinvolvement during
message processing is
a critical factor indetermining which
route to persuasion is
likely to be effective
e.g. the central route
or he peripheral route
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Elaboration Likelihood Model
(ELM) Central Route
Relevant when consumer involvement is high
Learning through information relevant to theattitude object itself
Peripheral route
When consumer motivation is lowAttitude change through secondary
inducements
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Why Might Behavior Precede
Attitude Formation?
Cognitive DissonanceTheory
Attribution Theory
Behave (Purchase)
Form AttitudeForm Attitude
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Cognitive
DissonanceTheory
Holds that discomfort or
dissonance occurs when
a consumer holds
conflicting thoughts
about a belief or anattitude object.
- When they think of the unique,positive qualities of the brands
not selected, after commitment to
buy a selected brand
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Reducing
Cognitive
Dissonance
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PostpurchaseDissonance
Cognitive dissonance thatoccurs after a consumer
has made a purchase.
Consumers resolve thisdissonance through a
variety of strategies
designed to confirm the
wisdom of their choice.
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AttributionTheory
A theory concerned
with how people assign
causality (blame or
credit) to events and
form or alter theirattitudes as an outcome
of assessing their own
or other peoplesbehavior.
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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-
PerceptionTheory
A theory that suggests
that consumers
develop attitudes byreflecting on their own
behavior.
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DefensiveAttribution
A theory that suggests
consumers are likely
to accept credit for
successful outcomes
(internal attribution)and to blame other
persons or products for
failure (externalattribution).
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Criteria for Causal Attributions
Distinctiveness
Consistency Over Time
Consistency Over Modality Consensus