Consumer Belief, Attitude,

& Change

Components of Attitude
Cognitive or belief (eg towards an automobile: horse power, air pollution, mileage, road conditions etc) Affective or feeling : (good-bad, hate-love, like-dislike,

positive-negetive)
Conative or action-tendency: behaviour or readiness to respond (attack, destroy, punish or help, reward, purchase, recommend)

Influences on Attitude
Family Influences: Political party, religion, personal hygiene, food, Peer and group influence: acceptance of a belief

pattern
The influence of Personality: aggressiveness, introvertextrovertism, submissiveness, conservativeness Internet / mass media

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

Formation of Attitudes
Positive Reinforcement: brand trial, family branding eg Philips, Vediocon Cognitive learning: Oriented towards problem solving eg Surf Excel Role of beliefs in attitude formation: Zero B, Kellogg's, Tang Orange juice, Maggie

Consumer Attitude towards Product Categories

Attitude
Usage Consumer familiarity Time

Brands

Creating or changing of Attitudes

Utilitarian Function: Highlight the utility aspect creating new belief: Amway, washing machinespower, water Ego-Defensive Function: protection of self image eg personal and cosmetic products Knowledge Function: the need to know; durables like TV, washing machine, refregerators Value-Expressive Function: Deals with values and attitudes of consumers eg lifestyle associations of Raymonds

Other methods of Creating or Changing of Attitudes

Association with events: sports, beauty pageant Dealing with conflicting Attitudes: Soya drinks

Changing the relative Evaluation of attributes: LG- preserve nutrition Changing Brand Beliefs: Parachute lite

Other methods of Creating or Changing of Attitudes

Using a new attribute: Gogrej PUF, Oral B brushes Overall attitude towards the brand: Kingfisher good times Focusing on Competitive brands: Kinetic

Honda, Savlon, Moov

Fishbein Attitude-Toward-The-Object Model

Identifies three major factors that are predictive of attitudes: Salient Beliefs
Strength of the Belief

Ao biei
i 1

Evaluation

 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)
University/College State U Bi 2 -4 6 18 4 -4 7 14 24 Attribute IIM Bi 9 8 1 9 Private U Bi 5 -10 3 9 8 -1 4 8 -1

High Price Good Job Easy entry Learn a lot

Ei -2 3 -1 2

-18 24 -3 18 21

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: issue relevant

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

 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.

The Peripheral Route to Persuasion: non-issue relevant