CONSUMER ATTITUDE FORMATION AND CHANGE

A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

8-1

Chapter Outline
What Are Attitudes? Structural Models of Attitudes

Attitude Formation
Strategies of Attitude Changes Behavior Can Precede or Follow Attitude Formation
8-2

What Are Attitudes?

The attitude object Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation
8-3

Structural Models of Attitudes

Tricomponent Attitude Model Multiattribute Attitude Model The Trying-toConsume Model Attitude-Toward-theAd Model
8-4

A Simple Representation of the Tricomponent Attitude Model

Cognition

8-5

The Tricomponent Model

Components

Cognitive Affective Conative

The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources
8-6

The Tricomponent Model

Components

Cognitive Affective Conative

A consumers emotions or feelings about a particular product or brand

8-7

The Tricomponent Model

Components

Cognitive Affective Conative

The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object 8-8

Multiattribute Attitude Models

Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.

8-9

Multiattribute Attitude Models

Types
The attitude-towardobject model The attitude-towardbehavior model Theory-ofreasoned-action model Attitude is function of evaluation of productspecific beliefs and evaluations Useful to measure attitudes toward brands
8 - 10

Multiattribute Attitude Models

Types
The attitude-towardobject model The attitude-towardbehavior model Theory-ofreasoned-action model Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself Corresponds closely to actual behavior
8 - 11

Multiattribute Attitude Models

Types
The attitude-towardobject model The attitude-towardbehavior model Theory-ofreasoned-action model Includes cognitive, affective, and conative components Includes subjective norms in addition to attitude

8 - 12

A Simplified Version of the Theory of Reasoned Action

8 - 13

AttitudeToward-theAd 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 consumers attitude toward the ad and attitude toward the brand.

8 - 14

Attitude toward the ad model

Research Findings
Research among Asian Indian U.S immigrants have explored attitudes toward 12 advertisements and purchase intention of six different products that the ads feature. The study found a positive relationship between attitude toward the advertisement and purchase intention for each of the advertised products; that is , if consumer like the ad, they are more likely to purchase the product.
8 - 15

Issues in Attitude Formation

How attitudes are learned
Conditioning and experience Knowledge and beliefs

Sources of influence on attitude formation

Personal experience Influence of family Direct marketing and mass media

Personality factors

8 - 16

Attitude Formation
Research
Attitudes that develop through direct experience (eg. Product usage) tend to be more confidently held, more enduring, and more resistant to attack than those developed via indirect experience.

8 - 17

Strategies of Attitude Change

1. Changing the Basic Motivational Function 2. Associating the Product with an Admired Group or Event 3. Resolving Two Conflicting Attitudes (fair menz ) 4. Altering Components of the Multiattribute Model 5. Changing Beliefs about Competitors 8 - 18 Brands

Strategies of Attitude Change

6. Associating a product with a culture. 7. Celebrity Endorsement 8. Direct Marketing

8 - 19

Changing the Basic Motivational Function

Utilitarian
Basic Motivational Function

Brand Utility

Ego-defensive
Sense of personal confidence and security (cosmetics and personal care

Value-expressive
General values / lifestyle (new fashion, new gadgets)

Knowledge

8 - 20

Crest uses a knowledge appeal.

8 - 21

Why Might Behavior Precede Attitude Formation?

Behave (Purchase)

Form Attitude

Form Attitude

8 - 22

PRESENTATION

Presentation Buyology

8 - 23

NEXT SESSION
Communication and Persuasion Presentation Buyology Quiz

8 - 24