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CONTENTSCONTENTS
Definition
Need to study
Importance of studying consumers
attitudeMeasuring consumers attitude
Tools for measuring consumers attitude
Marketing implicationsCase study
Conclusions
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DEFINITIONSDEFINITIONS
the strength of the consumers' belief withregard to the company image or brand
positive
negative
Neutral
3 components
cognition (knowledge)
affectivity (emotions and feelings)
conation intention (behaviour).
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NEED TO STUDYNEED TO STUDY
To influence consumer purchasingbehavior.
Creating advertising campaigns.
Predicting brand preferences.
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IMPORTANCE OF STUDYING CONSUMERSIMPORTANCE OF STUDYING CONSUMERSATTITUDEATTITUDE
Improving targeting
Restraining market entry
Advertising and price elasticity
Remain competitive
For positioning and repositioning
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Tools for measuringattitude
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BALANCE THEORYBALANCE THEORY. . .. . .
. . . proposes that people have a. . . proposes that people have a
preference to maintain apreference to maintain a
balanced state among thebalanced state among the
cognitive elements if thesecognitive elements if these
elements are perceived aselements are perceived as
forming a systemforming a system
.basic rule: multiplication of.basic rule: multiplication of
the signs of the relations mustthe signs of the relations must
come out with a positive sign.come out with a positive sign.
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MARKETING APPLICATIONS OFMARKETING APPLICATIONS OFBALANCE THEORYBALANCE THEORY
Basking in reflectedglory: consumers want toshow association with apositively valued attitudeobject.
Example: Consumers: college
football fans Attitude object: winning
college football team
Marketers use celebrityendorsers of products tocreate positiveassociations
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Person
Endorser
Product
++ Unit connection
?? to +
Sentiment
Connection
Sentiment
Connection
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ATTITUDEATTITUDE--TOWARDTOWARD--THETHE--OBJECTOBJECT
MOD
ELMOD
ELIdentifies threemajor factors that
are predictive ofattitudes:
Salient Beliefs
Strength of theBelief
Evaluation
A b eo i ii
n
!!1
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Fishbein Attitude Toward Object
Model: which college will be chosen by
Student Y?
Ao = Sum (Bi x Ei)
A
ttribute Ivy State U Local UEi 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 8
21 24 -1
University/College
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THE IDEALTHE IDEAL--POINT MODELPOINT MODEL
A: attitude towards the product
Wi: weight (importance) of attribute i
Ii: ideal performance on attribute i
Xi: belief about actual performance onattribute i
n: number of salient attributes
!
!n
i
iiiXIWA
1
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MARKETING APPLICATIONS OFMARKETING APPLICATIONS OFMULTIMULTI--ATTRIBUTE MODELATTRIBUTE MODEL
Capitalize on relative advantage: convinceconsumers that particular product attributes areimportant in brand choice.
Strengthen perceived product/attribute linkages:if consumers dont associate certain attributeswith the brand, make the relationship stronger.
Add a new attribute: focus on unique positiveattribute that consumer has not considered.
Influence competitors ratings: decrease the
attributes of competitors
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case studycase study
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SOME MANAGERIALSOME MANAGERIAL
IMPLICATIONSIMPLICATIONS
Positioning/differentiation: position brands based upon key
attributes.
Environmental analysis: assess and manipulate environment to
implement behavioral influence approach.
Market research: employ to identify salient attributes and key
benefits, measure attitudes, and predict behavioral intentions
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CONT..CONT..
Marketing mix: identify benefits sought by consumers
and develop products to provide them. Developpromotions to communicate to consumers key attributes,
to influence beliefs, attitudes, and behaviors.
Segmentation: Employ benefit segmentation by
identifying target markets desiring specific product
benefits.
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ConclusionsConclusions
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Questions?Questions?