OVERSEAS BUYING BEHAVIOUR

A favorable or unfavorable evaluative reaction toward

something or someone, exhibited in ones beliefs, feelings, or
intended behavior
It is a social orientation - an underlying inclination to respond
to something either favorably or unfavorably
 Cognitive - our thoughts, beliefs, and ideas about something.
When a human being is the object of an attitude, the
cognitive component is frequently a stereotype

Affective - feelings or emotions that something evokes. e.g.

fear, sympathy, hate.

Conative or Behavioral - tendency or disposition to act in

certain ways toward something. Emphasis is on the tendency
to act, not the actual acting; what we intend and what we do
may be quite different.
1. Functionalist Theory
-Attitudes are determined by the functions they serve for us.
People hold given attitudes because these attitudes help
them achieve their basic goals.

-Four types of psychological functions that attitudes meet:

Instrumental
Knowledge
Value-expressive
Ego-defensive
2. Learning theory
-There are several means by which we learn attitudes:
Classical conditioning
Instrumental or operant conditioning
Behaviors or attitudes that are followed by positive
consequences are reinforced and are more likely to be
repeated than are behaviors and attitudes that are followed
by negative consequences.
Observational learning

3. Cognitive dissonance theory

- stresses attitude change - and that behaviors can
determine attitudes.
 NATURE OF ATTITUDES

Attitudes vary in their strength

Attitudes reflect a consumers values

Attitudes are learned

Different situations influence attitudes

 Two main attitude models:

1. Tri-component model
Attitudes are generally considered to be made up of three
elements:
Affective component
Feelings
Based on physiological nervous reactions to an object

Cognitive component
Beliefs
What a person believes to be true about an idea, event, person,
activity or object

Behavioral intentions
An observable reaction
e.g. to purchase a particular brand
2. Fishbeins multi-attribute model of attitudes

Attitude identification involves:

Identifying the attitude

Determining consumer intention, based on their attitudes

Predicting behaviour based on intentions

Attitudes have 4 main functions:

1. Adjustment function
Attitudes help consumers adjust to situations
People seek out group acceptance in order to gain praise or rewards and
avoid punishment

2.Ego defensive function

Attitudes are formed to protect the ego

3.Value expressive function

A consumers attitudes are often a reflection of their values

4.Knowledge function
Attitudes help consumers make decisions and process and filter information
 Likert scales

Used to measure attitudes by offering respondents a

list of attitude statements, for example:

Colgate is a brand I can trust.

1. Strongly Disagree
2. Disagree
3. Neither Agree nor Disagree
4. Agree
5. Strongly Agree

9-
10
 Semantic differential scales

- Uses a 7-point rating scale with bipolar labels at the end

points
- Tends to measure a persons beliefs about a product,
for example:

Pleasant taste Unpleasant taste

Low priced High priced

9-
11
 Measuring purchase intention
- Used to measure whether a consumer is likely
to purchase a particular product, for example

1. How
1. often
Howdooften
youdo
usually
you usually
purchase
purchase
Colgate
Colgate
toothpaste?
toothpaste?

WeeklyWeekly
aOnce
Once montha month
every
Once Oncefew
every
months
few months
occasionally
Very Very occasionally

2. How
2. likely
How are
likely
youareto you
buy to
Colgate
buy Colgate
toothpaste
toothpaste
in the next
in the3 next
months?
3 months?
Highly Highly
likely tolikely
buy to buy
Probably
Probably
will buywill buy
Might buy
Might buy
Probably
Probably
will notwill
buynot buy
Definitely
Definitely
will notwill
buynot buy

9-
1
2
 Two conditions must exist to allow for
attitude change:
The object of the attitude must no longer provide the
satisfaction that it once did
Attitudes can change when the consumers
aspirations change

Attitude change occurs when one of the three

elements of attitude (affect, cognition,
behaviour) undergoes a change

9-
13
End!