CBA Consumer Formating Attitude and Change
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ConsumerAttitudeFormation andChange
CHAPTEREIGHT
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Learning Objectives
1. To Understand What Attitudes Are, How They AreLearned, as Well as Their Nature and Characteristics.
2. To Understand the Composition and Scope o
Selected !odels o Attitudes.". To Understand How #$perience Leads to the %nitial&ormation o Consumption'(elated Attitudes.
). To Understand the *arious Ways in WhichConsumers+ Attitudes Are Chan ed.
-. To Understand How Consumers+ Attitudes Can Leadto eha/ior and How eha/ior Can Lead toAttitudes.
Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall 2 Chapter #i htSlide
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"
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What Is our Attitude To!ard the ProductAdvertised" What Is our Attitude To!ard theAd Itse#$" Are the T!o Attitudes %imi#ar or&i'erent"
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ou (a) Have Li*ed theProduct but &is#i*ed the Ad or
+ice +ersa
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Attitude
A learned predisposition to
behave in a
consistentlyfavorable or
unfavorable mannerwith respect to a
given object.
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What Are Attitudes"
• The attitude 4o 5ect6• Attitudes are a learned
predisposition• Attitudes ha/e consistency• Attitudes occur within a situation
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to AssistConsumers in Forming Attitudes To!ard
the %aturn +ue H)brid"
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It is %t)#ish, %a$e, andGood $or the Environment
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%TR-CT-RAL (O&EL% OF ATTIT-&E
Tricomponent Attitude !odel
!ultiattri ute Attitude !odel The Tryin 'to'Consume !odelAttitude'Toward'the'Ad !odel
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Cognition
A %im.#e Re.resentation o$ theTricom.onent Attitude (ode# / Figure 012
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THE TRICO(PO3E3T (O&EL
Co niti/e• A:ecti/e• Conati/e
The ;nowled eand perceptions
that are ac
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THE TRICO(PO3E3T (O&EL
•
Co niti/eA:ecti/e• Conati/e
A consumer+semotions or
eelin s a out aparticular
product orrand
Com.onents
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THE TRICO(PO3E3T (O&EL
•
Co niti/e• A:ecti/eConati/e
The li;elihood ortendency that anindi/idual willunderta;e a speci=caction or eha/e in a
particular way withre ard to the attitudeo 5ect
Com.onents
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&iscussion 4uestions
#$plain your attitude toward yourcolle e>uni/ersity ased on thetricomponent attri ute model.
e sure to isolate the co niti/e,a:ecti/e, and conati/e elements.
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MultiattributeAttitudeModels
Attitude models thatexamine the
composition ofconsumer attitudesin terms of selected
product attributes or
beliefs.
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(u#tiattribute Attitude(ode#s
• The attitude/to!ard/objectmode#
• The attitude/
to!ard/behaviormode#
• Theor)/o$/reasoned/actionmode#
• Attitude is unctiono the presence ocertain elie s orattri utes.
•
Use ul to measureattitudes towardproduct andser/ice cate ories
or speci=c rands.
T).es
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(u#tiattribute Attitude(ode#s
• The attitude/to!ard/objectmode#
• The attitude/
to!ard/behaviormode#
• Theor)/o$/reasoned/actionmode#
• %s the attitudetoward eha/in oractin with respectto an o 5ect, rather
than the attitudetoward the o 5ectitsel
• Correspondsclosely to actual
T).es
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Consumer Characteristics, Attitude,and On#ine %ho..ing
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• /iew nine ene=ts o onlineshoppin , includin e:ecti/eness,
con/enience, in ormation, sa ety,ser/ice, deli/ery speed, we desi n,selection, and amiliarity withcompany name
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(u#tiattribute Attitude (ode#s
• The attitude/to!ard/objectmode#
• The attitude/
to!ard/behaviormode#
• Theor)/o$/reasoned/actionmode#
• %ncludes co niti/e,a:ecti/e, andconati/ecomponents
•
%ncludes su 5ecti/enorms in additionto attitude
T).es
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A %im.#i5ed +ersion o$ the Theor)o$ Reasoned Action / Figure 016
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&iscussion 4uestion
• Now use the theory o reasonedaction to descri e your attitude
toward your colle e>uni/ersity whendecidin on which school to attend.
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Theory ofTrying toConsume
An attitude theorydesigned to accountfor the many caseswhere the action or
outcome is not certain but instead reflects
the consumer’s
attempt to consume(or purchase).
2)Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide
$
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%e#ected E7am.#es o$ Potentia#Im.ediments That (ight Im.act
Tr)ing / Tab#e 018
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Attitude-
Toward-the-Ad Model
A model that proposesthat a consumer forms
various feelings (affects)and judgments
(cognitions) as the resultof exposure to an
advertisement, which, inturn, affect the
consumer’s attitudetoward the ad andattitude toward the
brand.
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A C ti $ th R # ti hi
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A Conce.tion o$ the Re#ationshi.Among E#ements in an Attitude/To!ard/the/Ad (ode# / Figure 019
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Issues in AttitudeFormation• How attitudes are learned
– Conditionin and e$perience –
?nowled e and elie s
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Ho! &oes a Favorab#) :no!n ;rand
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Ho! &oes a Favorab#) :no!n ;rand3ame Im.act the Formation o$Consumer Attitudes
To!ard a 3e! Product"
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There is %timu#us Genera#i
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Issues in AttitudeFormation• Sources o in@uence on attitude
ormation –
ersonal e$perience – %n@uence o amily – irect mar;etin and mass media
• ersonality actors
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Ho! &oes a Cents/ O'
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Ho! &oes a Cents/ O'Cou.on Im.act Consumers=
Attitudes"
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Product,E7isting Customers !i## beRe!arded1
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%trategies o$ AttitudeChange
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Changing the ;asic (otivationa#Function
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• -ti#itarian unction is how the product is use ulto us. A mar;eter mi ht want to create a morepositi/e attitude toward a rand y showin all itcan do.
• ego/de$ensive unction would show how theproduct would ma;e them eel more secure andcon=dent.
• A va#ue/e7.ressive unction would morepositi/ely re@ect the consumer+s /alues, li estyle,and outloo;.
• *no!#edge unction would satis y theconsumer+s 4need to ;now6 and help themunderstand more a out the world around them. "3
Wh) and Ho! &oes This Ad
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Wh) and Ho! &oes This AdA..ea# to the -ti#itarian
Function"
"7Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide
The Product is Green and
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The Product is Green andWor*s as We## or ;etter
than Other Products1
"8Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide
Which Li$est)#e/ Re#ated
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Which Li$est)#e/ Re#atedAttitudes Are E7.ressed or
Re>ected in This Ad"
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Hea#th) Eating and%nac*ing Li$est)#e
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$
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Ho! &oes This Ad Provide In$ormationto Estab#ishor Rein$orce Consumer Attitudes"
)1Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide
It R i th 4 ti Ab t +A
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It Raises the 4uestion About -+ARa)s and then ProvidesIn$ormation on %un Protection1
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&iscussion 4uestions
• What productsthat youpurchaseassociatethemsel/es withan Admired
Broup or #/ent• When does it
personally
in@uence your)"Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide
Ho! Is Fiji Water=s Lin* to an
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Ho! Is Fiji Water s Lin to anEnvironmenta# Cause Li*e#) to Im.actConsumers=
Attitudes To!ard Its Product"
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The) (ight Have a (ore Favorab#eAttitude1
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Attitude Change
• Alterin Components o the!ultiattri ute !odel
– Chan in relati/e e/aluation oattri utes
– Chan in rand elie s – Addin an attri ute – Chan in the o/erall rand ratin
• Chan in elie s a outCompetitors+ rands
)3Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide
Ho! Is This 3e! ;ene5t Li*e#) to
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Ho! Is This 3e! ;ene5t Li*e#) toIm.act Consumers= AttitudesTo!ard the Product"
)7Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide
The Consumer Wi## Have a
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The Consumer Wi## Have a(ore Positive Attitude Overa##$rom the 3e! Attribute1
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)9
o! s e sence o an
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o! s e sence o anIngredient Li*e#) to Lead to aFavorab#e Attitude To!ard a
Product"
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When It Was An-n$avorab#e Attribute
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Which Attitude Change
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Which Attitude Change%trateg) Is &e.icted in This
Ad"
-2Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide
h h d
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Changing the Overa## ;randRating
-"Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide
Ho! Is +a#vo#ine=s Attem.t to Change
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gAttitudes To!ard a Com.eting ;randLi*e#) to Im.act Attitudes To!ard ItsO!n ;rand"
-)Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide
) %h !i W
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;) %ho!ing ;etter WearProtection
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Elaboration
LikelihoodModel(ELM)
Customer attitudes arechanged by two
distinctly differentroutes to persuasiona central route or a peripheral route.
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E# b i Li* #ih d
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E#aboration Li*e#ihood(ode#
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Central /aria les, leadS to the centralroute, will e e:ecti/e on hi hly'moti/ated consumers. They will dothe thin;in necessary to understandthe in ormation they are presented.
eripheral /aria les, includin music,spo;espeople, and ri ht pac;a in ,wor; on lower'in/ol/ementconsumers. To ether, or alone, they
create an attitude chan e that -8
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;ehavior Can Precede or Fo##o!Attitude Formation
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Issues in Attribution Theor)
• Sel ' erception Theory – &oot'in'the' oor Techni
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All ri hts reser/ed. No part o this pu lication may ereproduced, stored in a retrie/al system, or transmitted, inany orm or y any means, electronic, mechanical,photocopyin , recordin , or otherwise, without the priorwritten permission o the pu lisher. rinted in the UnitedStates o America.
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