Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK

Chapter 8
Consumer Attitude Formation and Change

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Attitudes

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

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What are Attitudes?

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

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Figure 8.1 Wendys Offers Salads To Differentiate Itself

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Structural Models of Attitudes

Tricomponent Attitude Model Muliattribute Attitude Model The Trying-to-Consume Model Attitude-toward-the-Ad Model

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Figure 8.2 A Simple Representation of the Tricomponent Attitude Model

Conation

Affect

Cognition

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The Tricomponent Model

Cognitive Component
The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. The knowledge and resulting perceptions take the form of beliefs that is the consumer believes that the attitude object possesses various attributes and that specific behavior will lead to specific outcomes.

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Broadband Internet Access

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 Affective Component
A consumers emotions or feelings about a particular product or brand.

Ex: Evaluative scale

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Evaluative scale
Compared to other moisturizing lotions Nivea skin therapy lotion is: Good [1] [2] [3] [4] [5] [6] [7] Bad Positive [1] [2] [3] [4] [5] [6] [7] Negative Pleasant [1] [2] [3] [4] [5] [6] [7] Unpleasant Appealing [1] [2] [3] [4] [5] [6] [7] Unappeali

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

In marketing and consumer research conative component is frequently treated as an expression of the consumers intention to buy. Example: Intention to buy scale

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Multiattribute Attitude Models

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

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Multiattribute Attitude Models

The attitude-toward-object model
Attitude is function of evaluation of productspecific beliefs and attributes In general consumers will have favorable attitudes towards those brands that they believe have an adequate level of attributes that they evaluate as positive and unfavorable attitudes towards those brands that do not possess too many attributes they evaluate as positive

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 The attitude-toward-behavior model

Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself

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 Theory-of-reasoned-action model
A comprehensive, integrative model of attitudes Similar to tricomponent model of attitudes but the components are arranged in a different manner. To understand intention we need to measure subjective norms that influence an individuals intention. It can be measured by assessing a consumers feelings as to what relevant others would think of the action.
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AttitudeTowardBehavior Model

A model that proposes that a consumers attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).

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Theory of Reasoned Action

A comprehensive theory of the interrelationship among attitudes,intentions, and behavior.

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Figure 8.4 A Simplified Version of the Theory of Reasoned Action

Beliefs that the behavior leads to certain outcomes Evaluation of the outcomes Beliefs that specific referents think I should or should not perform the behavior Motivation to comply with the specific referents

Attitude toward the behavior

Intention Behavior
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Subjective norm

Theory of Trying to Consume

An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumers attempt to consume (or purchase).

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Table 8.6 Selected Examples of Potential Impediments That Might Impact Trying
POTENTIAL PERSONAL IMPEDIMENTS I wonder whether my fingernails will be longer by the time of my wedding. I want to try to lose fifteen pounds by next summer. Im going to try to get tickets for a Broadway show for your birthday. Im going to attempt to give up smoking by my birthday. I am going to increase how often I go to the gym from two to four times a week. Tonight, Im not going to have dessert at the restaurant. POTENTIAL ENVIRONMENTAL IMPEDIMENTS The first ten people to call in will receive a free T-shirt. Sorry, the shoes didnt come in this shipment from Italy. There are only three bottles of champagne in our stockroom. You better come in sometime today. I am sorry. We cannot serve you. We are closing the restaurant because of a problem with the oven.

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AttitudeTowardthe-Ad 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.

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Attitude towards the ad model

Eg: Research among Asian Indian US Immigrants. Study found a positive relationship between attitude towards the advertisement and purchase intention of the advertised products. Eg: Additional research on consumer attitudes for novel products Consumer socialization: African Americans and women 8-22

Figure 8.6 A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model

Exposure to an Ad Judgments about the Ad (Cognition) Feelings from the Ad (Affect)

Beliefs about the Brand

Attitude toward the Ad

Attitude toward the Brand

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Issues in Attitude Formation

The shift from no attitude towards a product to some attitude for a product is called attitude formation. How attitudes are learned Sources of influence on attitude formation Personality factors

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How attitudes are learned

a. Consumers often purchase products that are associated with a favorably viewed brand name. The favorable attitude towards the brand name is a result of repeated satisfaction with other products by the same company.

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How attitudes are learned

b. Sometimes attitudes follow the purchase consumption and of products. 1. only product of its kind 2. trial purchase c. Sometimes attitudes are formed about products on the basis of information exposure and the consumers own cognitions
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Sources of Influence on attitude formation

1. Personal experience-marketers implication is by way of free samples or coupons for first purchase. Others-family, friends, people we admire Direct marketing programs-to target small consumer niches with products and services that fit their interests and lifestyles.
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Sources of Influence on attitude formation

Mass media communications provide an important source of information that influences attitude formation. Other research indicated that no direct experience will develop an attitude towards an emotionally appealing advertisement. Level of realism-direct experience v/s indirect experience , television v/s print or radio 8-28

Personality factors
Personality factors play a critical role in attitude formation. Individuals with High NFC (need for cognition) will have positive attitudes to advertisements rich in product related information

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Figure 8.8 Encouraging Trial

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Strategies of Attitude Change

Changing the Basic Motivational Function Associating the Product With an Admired Group or Event Resolving Two Conflicting Attitudes Altering Components of the Multiattribute Model Changing Beliefs About Competitors Brands
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Four Basic Attitude Functions

The Utilitarian Function The Ego-defensive Function The Value-expressive Function The Knowledge Function

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Figure 8.9 Clorox Uses A Utilitarian Appeal

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Figure 8.10 Suave Uses Ego Defensive Appeal In a 24-7 world, your antiperspiran does not get to knock off early
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Figure 8.11 AC Delco Uses a ValueExpressive Appeal

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Figure 8.12 A Knowledge Appeal

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Strategies of Attitude Change

Associating the product with a special group, event or change Attitudes are related ,at least in part to certain groups, events or causes. It is possible to alter attitudes by pointing out the relationship of products, services and brands to particular groups, events or causes. Eg: sponsors
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Resolving 2 conflicting attitudes

Attitude change strategies can sometimes resolve actual or potential conflict between 2 attitudes. Move from negative-positive

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Altering components of Multiattribute model

1. Changing the relative evaluation of attributes-overall market different consumer segments different brandsdifferent features or benefits. When a product category is naturally divided acc to distinct product features or benefits that appeal to a particular segment, marketers have an opportunity to persuade consumers to cross over. 8-39

2. Changing Brand Beliefs

Most common advertising appeal Changing beliefs or perceptions about the brand itself. Eg: Pantene hair products challenge the notion that you have to be stuck with flat hair. Pantene suggests when consumers use its volume care products, they can increase volume by as much as 80%
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3. Adding an attribute
This can be achieved in two ways 1. by adding an attribute previously ignored eg: yogurt 2. by adding an attribute that represents an improvement or technological innovation eg: Dove nutrium

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4. Changing the overall brand rating

This strategy aims at attempting to alter consumers overall assessment of the brand directly without attempting to improve or change the evaluation of any single brand attribute. Such a strategy frequently relies on some global statements such as this is the largest selling brand, the one all others try to imitate Eg: Honda 8-42

Changing beliefs about Competitor Brands

Another attitude change strategy is to change consumer beliefs about attributes of competitor brands. Eg: Oracle small business suite v/s Quickbooks Premier Oracle small business suite is easy to use total complete system to run your entire company more efficiently. It has accounting and payroll, Sales force automation, 8-43

Elaboration Likelihood Model (ELM)

A theory that suggests that a persons level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.

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ELM
When consumers are willing to understand, learn or evaluate the available information about the attitude object learning and attitude change occur via the central route. In contrast when consumers assessment skill are low, learning and attitude change occur via the peripheral route.
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Why Might Behavior Precede Attitude Formation?

Cognitive Dissonance Theory Attribution Theory
Behave (Purchase)

Form Attitude

Form Attitude

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Cognitive Dissonance Theory

Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

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Figure 8.17 Reducing Cognitive Dissonance

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Postpurchase Dissonance

Cognitive dissonance that occurs after a consumer has made a purchase commitment. Consumers resolve this dissonance through a variety of strategies designed to confirm the wisdom of their choice.

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Attribution Theory

A theory concerned with how people assign causality to events (eg blame or credit) and form or alter their attitudes as an outcome of assessing their own or other peoples behavior.

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Issues in Attribution Theory

Self-perception Theory
Foot-In-The-Door Technique

Attributions Toward Others Attributions Toward Things How We Test Our Attributions

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SelfPerception Theory

A theory that suggests that consumers develop attitudes by reflecting on their own behavior. Eg: a girl who buys gulf news daily while commuting

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Internal and External attributions

Eg: John presentation which is well received by the audience.

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Defensive Attribution

A theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution).

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Marketing application of Defensive Attribution

Marketers need to offer uniformly high quality products that allow consumers to perceive themselves as the reasons for the success. Moreover the companys advertising should serve to reassure consumers particularly the inexperienced ones that its products will not let them down but will make them feel good. 8-55

Foot in the door Technique

It is based on the premise that individuals look at their prior behavior (eg compliance with a minor request) and conclude that they are the kind of person who says yes to such requests.(an internal attribution) Such self attribution serves to increase the likelihood that they will agree to a similar more substantial request.
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Marketing Implication of Footin- the-door technique

How specific incentives(coupons of varying amounts) ultimately influence consumer attitudes and subsequent expected it is not the biggest incentive that is most likely to lead to positive attitude change. Bigger the incentive-they will externalize the cause of the behavior and less likely to change their attitudes and make future purchases. 8-57

Attributions towards things

Products ad services are things. It is in the area of judging product performance that consumers are most likely to form product attributions. They want to find out why products are a success or failure (expectations). They could attribute successful performance or failure to the product itself, to themselves, to others, to situations or a 8-58

Criteria for Causal Attributions

Distinctiveness Consistency Over Time Consistency Over Modality Consensus

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How we test our attributions

Distinctiveness-the consumer attributes an action to a particular product or person if the action occurs when the product (or person) is present and does not occur in its absence Consistency over time-whenever a person or product is present the consumers inference or reaction is the same.
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 Consistency over modality-inference or reaction must be the same even when the situation in which it occurs varies. Consensus-action is perceived in the same way by other consumers.

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