Vous êtes sur la page 1sur 35

Consumer Behavior: A Framework

John C. Mowen & Michael Minor


Chapter 7:
Consumer Belief, Attitude,
& Behavior Formation and Change
Key Concepts
Beliefs, attitudes, &
behavioral intentions
Attributes
Direct formation of
beliefs, etc.
Hierarchies of
effects
The attitude-toward-
the-object model
The behavioral
intentions model
The elaboration
likelihood model
Balance theory
Attitude toward ads
Behavioral influence
techniques of
persuasion
Consumer Beliefs About
Product Attributes
Beliefs result from cognitive learning.
Beliefs are the knowledge and inferences that
a consumer has about objects, their
attributes, and their benefits provided.
Objects are the products, people, companies, and
things 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
Additional Info on Attributes
A halo effect occurs
when consumers
assume that because
a product is good or
bad on one product
characteristic it is also
good or bad on
another product
characteristic.
Attribute importance
A persons assessment of the
significance of an attribute.
Influenced by amount of
attention directed to the
feature.
A persons self-concept,
advertising, and the salience
of the attribute can influence
the attention focused on the
feature.
Consumer Attitudes
Attitude is the amount of affect or feeling for or
against a stimulus
Attitudes are stored in long-term memory
Beliefs are the cognitive knowledge about an object
In high involvement situations, beliefs predict
attitudes.


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 loyalty
Value-Expressive Function: express
identify to others. e.g., t-shirts.
Behaviors & Intentions to Behave
Consumer behaviors
consist of all the
actions taken by
consumers related
to acquiring,
disposing, and using
products and
services
Behavioral intentions
may be defined as
the intentions of
consumers to
behave.
Usually measured on
7 or 9 point scale:
low likelihood of
performing behavior
to high likelihood.
Beliefs, Attitudes, and
Behaviors May Be Formed
in Two Ways:
Direct formation is when a belief, attitude, or
behavior is created without either of the
other states occurring first.

Hierarchy of effects occurs after a belief,
attitude, or behavior is formed directly, there
is a tendency for the states to build upon
each other to create hierarchies
Direct Formation of Beliefs,
Attitudes, & Behaviors
Direct belief formation corresponds to the
decision-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.
Forming Attitudes Directly
Classical conditioning/associative learning--
positive affect is attached to object
Mere exposure--frequent exposure to
stimulus increases liking for it. Derived from
Butterfly effect.
Moods--mood at the time of exposure to
object influences feelings about object.
Directly Forming Behavior
Strong environmental forces can
directly influence behavior, such as
from the design of the physical
environment.
Operant conditioning can influence
behavior without the formation of
beliefs or attitudes.
Hierarchies of Beliefs,
Attitudes, and Behaviors
Decision-Making
Hierarchies

Experiential
Hierarchy

Behavioral Influence
Hierarchy
Decision making hierarchies
High involvement: beliefs attitudes
behavior
Low involvement: beliefs behavior
attitudes
Experiential
Affect behavior beliefs
Behavioral influence hierarchy
Behavior beliefs affect
Predicting Consumer Attitudes
Multiattribute models identify how
consumers in high-involvement
situations (i.e. standard hierarchy of
effects) combine their beliefs about
product attributes to form attitudes
about various brand alternatives,
corporations, or other objects.
Attitude-Toward-The-Object
Model
Identifies three major
factors that are
predictive of attitudes:
Salient Beliefs

Strength of the Belief

Evaluation
A be o i i
i
n

1
Measurement issues
bi: 1 = low probability that object
possesses attribute. 9=high likelihood.

ei: -3 = negative evaluation of attribute.
+3 = positive evaluation of attribute.
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 8
21 24 -1
University/College
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 Positive
Dislike 1 2 3 4 5 Like
Compare results of global measure to results of Attitude-
toward-the-object measure.
The Behavioral Intentions Model .
. .
. . . was developed by Fishbein and his
colleagues to improve on the ability of the
attitude-toward-the-object model to predict
consumer 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.
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 on
Sunday by asking them about overall attitude toward
church.
Must consider subjective norms
Situational factors
Other brands/objects
Attitude strength
Mere measurement effect: just asking intention to
buy increases likelihood of buying.
When measured close in hierarchy to behavior.
Surface traits are much like global attitude measures.
Persuasion . .
.
Persuasion is the explicit
attempt to influence beliefs,
attitudes, and/or behaviors.

Communication is defined broadly to
include all aspects of the message,
including the source of the
message, the type of message
given, and through what channel it
moved (e.g., television, radio, or
print media)

The Elaboration Likelihood
Model: a decision making approach
to persuasion
. . . is an approach
to understanding
the persuasion
process which
illustrates the
decision-making
path to belief,
attitude, and
behavior change
Central Peripheral
Routes to Persuasion
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
The Central Route to
Persuasion
Moves through the high involvement hierarchy.
The consumer attends more carefully to the
message being received and compares it to his or
her own attitudinal position.
Likely to generate a number of cognitive
responses to the communication
Central Cues refer to ideas and supporting data
that bear directly upon the quality of the
arguments developed in the message
The Peripheral Route to
Persuasion
Consumer moves through the low involvement
hierarchy.
Cognitive responses are much less likely to occur,
because the consumer is not carefully considering
the pros and cons of the issue.
Peripheral persuasion cues include such factors as
the attractiveness and expertise of the source, the
mere number of the arguments presented, and
the positive or negative stimuli that form the
context 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.
Individual Differences in
Route to Persuasion: the
Need for Cognition
High




Low
Low High
Need for cognition
Strong arguments
Weak arguments
Attitude
Toward
Ad
Multiattribute Models and
the Decision-Making Path
A-T-O model:
Change the perceived evaluation of an attribute
Change the belief that an object has a
particular attribute
add an attribute
Behavioral Intentions Model:
Influence consumer perceptions of the
consequences of a behavior.
Influence perceptions of normative influence
Experiential Path to Attitude Change
Balance Theory
Attitudes Toward the Advertisement
Balance Theory . . .
. . . proposes that people have a
preference to maintain a
balanced state among the
cognitive elements if these
elements are perceived as
forming a system
.basic rule: multiplication of
the signs of the relations must
come out with a positive sign.
Person
Endorser
Product
+
+ Unit connection
?? to +
Sentiment
Connection
Sentiment
Connection
Sentiment connection: feeling toward evaluative objects
Unit connection: psychological linkage between two
evaluative objects. Enhance by increasing the
association via attribution and Gestalt principles.
Attitudes Toward the
Advertisement . . .
. . . are a consumers general liking or
disliking for a particular advertising
stimulus during a particular advertising
exposure. Will influence attitude
toward brand.

Measurement: like a global attitude.
The Behavioral Influence
Route to Behavior Change
The ecological design of buildings and spaces
can strongly affect the behavior of people
without them being aware of the influence
Strong reinforcers or punishers in the
environment can induce people to take
actions that they would prefer to avoid.
Behavioral influence techniques employ
strong norms to influence behavior directly.
Behavioral Influence Techniques:

Ingratiation. . . refers to self-serving
tactics engaged in by one person to make
himself or herself more attractive to another.
*Similarity *conforming to wishes
*offering gifts *express liking
*ask advice
Additional Behavioral Influence Tactics
Foot in the door: small request and then
large request. Uses self-perception and
self-consistency.
Door in the face: large request and then
small request. Uses the norm of
reciprocity.
even a penny will help. Based upon desire
to present self positively to others.
Ethical issues??
Never, ever lie to consumers.
Some Managerial Implications
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
Marketing mix: identify benefits sought by consumers and
develop products to provide them. Develop promotions to
communicate to consumers key attributes, to influence
beliefs, attitudes, and behaviors.
Segmentation: Employ benefit segmentation by
identifying target markets desiring specific product
benefits.

Vous aimerez peut-être aussi