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one may like ‘Nike’ but don’t like ‘Adidas’. The term ‘object’
includes specific consumption- or marketing-related concepts,
such as product, product category, brand, service, possessions,
product use, advertisement, price, medium, or retailer.
.
• Internal and external information sources
Information about a specific product class or brand is
gathered from a variety of sources. Some information is
already stored in our memory as a result of past cognitions or
experiences. Other information we gather ourselves, either
through conscious information gathering.
• Belief base
All this information forms our belief base — called cognitions —
about the particular product. Marketing researchers are
constantly amazed by the volume of information consumers have
about different products, from price variability, to product
packaging details, to store shelf position.
• Salient beliefs
Only a small number of beliefs are significant enough to an
individual consumer to be used in forming the attitude. These are
referred to as salient beliefs. Imagine the potential information
overload if all the beliefs about a product had to be internally
evaluated before an attitude was formed! It is important to
recognise that those beliefs considered salient can change over
time and are individual in nature. What one consumer considers to
be a salient belief may not be considered as such by another.
Many marketing strategies are designed to introduce new salient
beliefs or change the importance of existing salient beliefs.
• Attitude
Salient beliefs are evaluated as either positive or negative, and
then bundled together to form the attitude. Obviously, some
weighting occurs. Even though you may be evaluating five
salient beliefs, perhaps you consider one of them to be more
important, and therefore, your evaluation of that salient belief
will carry more weight in the ultimate attitude.
• Set placement
Overall attitude determines set placement within the awareness
set. Products we have a favourable attitude towards form the
evoked set, from which purchase decisions are made. For truly
brand loyal consumers, often there is only one product in the
evoked set, or possibly a backup, in case of emergencies like
stock-outs. Other consumers may have a number of products in
the evoked set which are prioritised depending on availability —
first, second and third choice, or on situational variables.
For example, one may buy a Cadbury Dairy Milk for eating a
chocolate on regular basis but for giving someone one may buy a
bar of Lintz chocolates..
This model presents a one way flow with feedback loops, which
assumes that attitudes are initiated from beliefs. However, many
would argue that behaviour can precede attitude.
For example, one may buy a new brand of shampoo because of a
special coupon promotion; one may like its built-in conditioner, and
thus develop a positive attitude towards it.
Models assist us in describing attitudes. Once we have a
framework to use in describing attitudes, we are in a better
position, as marketers, to explain, and hopefully predict the
attitudes of our target consumer, and ultimately their purchase
behaviour.
•
• Single-component attitude model:
Rel
models are based on the belief that consumers develop attitudes
A
towards the advertisement in addition to their attitude towards
the product. These models focus primarily on the influence of
advertising, cognitive and affective components are addressed.
Behavioural intent, the conative component, is not formally
addressed in these models.
Knowing how attitudes are formed is the first step. However, in
developing marketing strategies, more information is required.
We review classical and operant conditioning and cognitive
learning theories to determine how the process of learning
attitudes can be applied to attitude formation and change in our
marketing strategies. We then look at various general attitude
change strategies and some specific to the Fishbein attitude-
towards-object model.
One of the key characteristics of attitude is ‘learned’. If
attitudes are learned, then obviously marketers are interested in
how attitudes are learned. Again, you can see the
interdisciplinary nature of the study of consumer behaviour as
marketers use the information gained from psychologists and
educators, and apply the learning theories to the learning of
attitudes.
•
• Classical conditioning
Marketers use this learning theory when they associate their
product with a stimulus which elicits a favourable response with
their target market. They hope for a positive attitude towards
the product, increasing the chance of purchase.
Utilitarian
For Example:
Clorex disinfecting spray works for 24hrs and kills
99.99%bacteria.
Ego-defensive:
Many people want to protect their self image and want to replace
their uncertainty with a sense of security and personal
confidence.
For example:
Ads for cosmetics and personal care products come under this
category.
value-expressive
It is an expression of the consumers general values , culture
lifestyle and outlook. It reflects their orientation.
For example : Nike shoes are very expensive but also durable and
effective if this two attitude were to compete in a
consumers mind and the durability factor would be a
concern for the consumer the it is possible to change his
attitude towards the brand from negative to positive.
UNIT SUMMARY
MANSI MATHUR
RN 26