Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth Edition Copyright© 2001 by Harcourt, Inc. All rights reserved. Consumer.
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Roger D. Blackwell, Paul W. Miniard, and James F. Engel, Consumer Behavior, Ninth EditionCopyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Intentions, Attitudes, Beliefs, and Feelings
CHAPTER 10
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Intentions
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Intentions
How much existing product should be produced to meet demand?
How much demand will there be for a new product?
Useful for firms when predicting how people will act as consumers
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Intentions
How much existing product should be produced to meet demand?
How much demand will there be for a new product?
Useful for firms when predicting how people will act as consumers
Firms interested in where consumers will buy, when they will buy, and how much they will buy
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Intentions
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Firms Can Predict Behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Firms Can Predict Behavior
Rely on past behavior to predict future behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Firms Can Predict Behavior
Rely on past behavior to predict future behavior
Problems:Situations change (changes in market can cause unpredictable changes in demand)
Sales trends are sometimes erratic
Past behaviors not available for new products or first-time behaviors
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Firms Can Predict BehaviorIntentions: subjective judgments about how we will behave in the future
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Firms Can Predict BehaviorIntentions: subjective judgments about how we will behave in the future
Purchase intentions
Shopping intentions
Spending intentions
Search intentions
Consumption intentions
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
How Firms Can Predict BehaviorIntentions: subjective judgments about how we will behave in the future
Purchase intentions
Shopping intentions
Spending intentions
Search intentions
Consumption intentions
People often do what they intend
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Constraints on Predictive Power of Intentions
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Constraints on Predictive Power of Intentions
Intentions can change
Intend to do something and don’t
Intend not to do something and do
Can’t control whether consumers act upon intentions
Can influence predictive accuracy
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Constraints on Predictive Power of Intentions
Measuring intentions may be less predictive of future behavior than measuring what they expect to do
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Constraints on Predictive Power of Intentions
Measuring intentions may be less predictive of future behavior than measuring what they expect to do
Behavioral expectations: represent perceived likelihood of performing a behavior
(Although smokers may intend to quit smoking, they may report more moderate expectations due to past failures)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Constraints on Predictive Power of Intentions
Accuracy of forecasts also depends on when intentions are measured
How far into the future is being predicting?
Accuracy depends on what the to-be-predicted behavior is (behaviors repeated with regularity are easier to predict)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Constraints on Predictive Power of Intentions
Volitional control: the degree to which a behavior can be performed at will
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Constraints on Predictive Power of Intentions
Volitional control: the degree to which a behavior can be performed at will
Existence of uncontrollable factors interfere with the ability to do as intended
Perceived behavioral control: the person’s belief about how easy it is to perform the behavior
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Intentions: Other UsesIndicator of the possible effects of certain marketing activities
Intentions may provide an informative indication of a company’s likely success in retaining customers
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Repurchase Intentions for Personal Computers
Repurchase IntentionRepurchase IntentionPC VendorPC Vendor
Source: Bruce Brown, “Home PCs,” PC Magazine, December 15, 1998, 120.
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Repurchase Intentions for Personal Computers
Apple Below Average
Compaq Above Average
Dell Above Average
Gateway Above Average
Hewlett-Packard Above Average
IBM Above Average
Micron Above Average
MidWest Micro Average
Repurchase IntentionRepurchase IntentionPC VendorPC Vendor
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer Attitudes
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer AttitudesAttitudes: represent what we like and dislike
Attitudes determine intentions
Holding a favorable attitude toward a product is often prerequisite for holding a favorable purchase or consumption intention
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer AttitudesAttitudes: represent what we like and dislike
Attitudes determine intentions
Holding a favorable attitude toward a product is often prerequisite for holding a favorable purchase or consumption intention
Preferences: represent attitudes toward one object in relation to another (way to measure attitudes)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumer AttitudesJust because consumers prefer brand X, doesn’t mean they will necessarily buy brand X
Having a favorable attitude toward a product is not the same as having a favorable attitude toward its purchase or consumption
How can attitudes and preferences be measured?
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Attitude toward the object:How much do you like/dislike IBM computers?
Like very much 1 2 3 4 5 Dislike very much
Attitude toward the behavior:Buying an IBM personal computer would be:
Very good 1 2 3 4 5 Very badVery rewarding 1 2 3 4 5 Very punishing Very wise 1 2 3 4 5 Very foolish
Preference:Compared to Apple personal computers, how much do you like IBM personal computers?
Like IBM much 1 2 3 4 5 Like Apple much more than Apple more than IBM
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Variety of Consumer Attitudes
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Variety of Consumer Attitudes
Attitudes toward product
Attitudes toward company
Attitudes toward a retailer
Attitudes toward product attributes
Attitudes toward various types of brand associations (logos, symbols, and product endorsers)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Variety of Consumer Attitudes
Attitudes toward product
Attitudes toward company
Attitudes toward a retailer
Attitudes toward product attributes
Attitudes toward various types of brand associations (logos, symbols, and product endorsers)
Attitudes toward advertising and spokespersons
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Consumers form a variety of attitudes toward this type of Benetton ad
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Attitude Formation
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Attitude Formation
The Role of Beliefs
The Role of Feelings
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Role of Beliefs in Attitude Formation
Beliefs: subjective judgments about the relationship between two or more things
Beliefs are based on knowledge
Multiattribute attitude models show that beliefs about a product’s attributes determine favorability of one’s attitude toward the product
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Role of Beliefs in Attitude Formation
The Fishbein Model
n
Ao = Σ bi ei
i =1Ao = attitude toward object
bi = strength of the belief that object has attribute i
ei = evaluation of attribute i
n = number of salient or important attributes
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Role of Beliefs in Attitude Formation
The Fishbein Model
Model proposes that attitude toward an object is based on the summed set of beliefs about the object’s attributes weighted by the evaluation of these attributes
Attributes can be any product or brand association
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Fishbein Model: Sample Results
Shock absorbent +2 +2 +1 -1
Price less than $50 -1 -3 -1 +3
Durability +3 +3 +1 -1
Comfort +3 +2 +3 +1
Desired color +1 +1 +3 +3
Arch support +2 +3 +1 -2
Total score +29 +20 -6
Brand Brand BrandAttribute Evaluation A B C
Beliefs
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Role of Beliefs in Attitude Formation
The Fishbein Model
Companies want consumers to perceive their products as:
Possessing desirable attributes (when ei positive; bi should be positive)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Communicating the Presence of Desirable Attributes
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Role of Beliefs in Attitude Formation
The Fishbein Model
Companies want consumers to perceive their products as:
Possessing desirable attributes (when ei positive; bi should be positive)
Not possessing undesirable attributes (when ei is negative; bi should be negative)
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Communicating the Absence of Undesirable Attributes
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Role of Beliefs in Attitude Formation
The Ideal-Point Model
AP = Σ Wi (Ii - Xi)
AP = attitude toward product
Wi = importance of attribute i
Ii = ideal performance on attribute i
Xi = belief about product’s actual performance on attribute i
n = number of salient attributes
i = 1
n
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Role of Beliefs in Attitude Formation
The Ideal-Point ModelConsumers indicate where they believe a product is located on scales representing the various levels of salient attributes
Also report where ideal products would fall on these scales
The closer ideal and actual ratings are, the more favorable the attitude
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Ideal-Point Model: Sample Results
Taste: sweet (1) - bitter (7)
Carbonation: high (1) - low (7)
Calories: high (1) - low (7)
Fruit juices: high (1) - low (7)
Price: high (1) - low (7)
Total Score
6 2 2 3
3 3 2 6
4 5 4 5
4 1 2 2
5 5 4 3
16 29
Impor- Ideal Brand BrandAttribute tance Point A B
Beliefs
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Benefits of Using Multiattribute Attitude Models
Diagnostic power: examine why consumers like or dislike products
Simultaneous importance-performance grid
Marketing implications for each cell
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Stimulus Importance-Performance Grid
HIGH
LOW
POOR
GOOD
POOR
GOOD
Neglected Opportunity
Competitive Disadvantage
Competitive Advantage
Head-to-head competition
Null Opportunity
False Alarm
False Advantage
False Competition
Poor
Good
Poor
Good
Poor
Good
Poor
Good
Attribute Our Competitor’s Simultaneous Importance Performance Performance Result
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Benefits of Using Multiattribute Attitude Models
Can provide information for segmentation (based on importance of specific attributes)
Useful in new product development
Forecast performance of specific brands and attributes in market
Guidance in development of attitude change strategies
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Role of Feelings in Attitude Formation
Feelings: an affective state (such as mood you currently are in) or reaction (such as feelings experienced during product consumption or when processing an advertisement)
Can be positive or negative and range from overwhelming to virtually nonexistent
Types of Feelings (Partial List)
NegativeNegative WarmWarmUpbeatUpbeat
Source: Julie A. Edell and Marian Chapman Burke, “The Power of Feelings in Understanding Advertising Effects,” Journal of Consumer Research, 14 (December 1987), 421-433.
Types of Feelings (Partial List)
NegativeNegative WarmWarmUpbeatUpbeat
AngryAnnoyedBadBoredCriticalDefiantDisgustedFed-upInsultedIrritatedRegretful
AffectionateCalmConcerned ContemplativeEmotional HopefulKindPeacefulPensiveTouchedWarm-hearted
ActiveAdventurousAliveAttractiveConfidentCreativeElatedEnergeticGoodHappyPleased
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Role of Feelings in Attitude Formation
Feelings As Part of The Consumption Experience
Consumption often evokes a wide range of feelings (relaxation at a spa or frustration with an airline)
Feelings may influence post-consumption evaluations and product attitudes
How often, if at all, do you experience the following feelings as a result of eating chocolate?
Happy never _:_:_:_:_:_:_:_:_ very often
Excited never _:_:_:_:_:_:_:_:_ very often
Delighted never _:_:_:_:_:_:_:_:_ very often
Joyous never _:_:_:_:_:_:_:_:_ very often
Satisfied never _:_:_:_:_:_:_:_:_ very often
Proud never _:_:_:_:_:_:_:_:_ very often
Annoyed never _:_:_:_:_:_:_:_:_ very often
Depressed never _:_:_:_:_:_:_:_:_ very often
Guilty never _:_:_:_:_:_:_:_:_ very often
Regretful never _:_:_:_:_:_:_:_:_ very often
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Role of Feelings in Attitude Formation
Feelings As Part of The Advertising Experience
Some ads may amuse while others annoy consumers
Feelings experienced during ad processing may influence postmessage evaluations
Products attitudes are influenced by feelings evoked during ad
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Role of Feelings in Attitude Formation
Mood State
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
The Role of Feelings in Attitude Formation
Mood State
Some feelings are carried into purchase and consumption situations
Mood states can influence attitude formation (when consumers feel positive, the mood is often transferred to product attitude)
Sometimes more intense feelings from consumption overpower the influence of preconsumption mood states
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Attitude ChangeAttitudes are dynamic
Both positive and negative attitudes may become more neutral as time passes
Attitude persistence: an attitude’s immunity to corrosion
Consumers may expect high quality and form a certain product attitude, but have a bad experience and change their attitude accordingly
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Attitude ChangeChanging consumer attitudes is a frequent business objective
Attitude adjustment is often required when turning product nonusers into users
Need to change preferences when recruiting competitors’ customers
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Attitude ChangeAttitude resistance: the degree to which an attitude is immune to change
The more resistant consumers’ product attitudes are, the more difficult it is for competitors to recruit them
A strong foundation and direct experience enhance resistance
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Attitude Change Implications from Multiattribute Attitude Models
Three primary ways for changing consumer attitudes:
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Attitude Change Implications from Multiattribute Attitude Models
Three primary ways for changing consumer attitudes:
Changing beliefs
Changing attribute importance
Changing ideal points
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Changing Consumer Attitudes: Changing Beliefs
Firms hope that changing beliefs about products will result in more favorable product attitudes and influence what consumers buy
If beliefs are false, they need to be brought into harmony with reality
If beliefs are accurate, it may be necessary to change the product
Comparative advertising helps reduce beliefs about a competitive brand
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Changing Consumer Attitudes: Changing Attribute Importance
Changing an attribute’s importance is more difficult than changing a belief
How is a brand perceived relative to ideal performance?
Increasing attribute importance is desirable when the competitor’s brand is farther from the ideal point than your product
Firms may add a new attribute
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Estimating the Attitudinal Impact of Alternative Changes
Blackwell, Miniard, and Engel, Consumer Behavior, Ninth Edition, Copyright© 2001 by Harcourt, Inc. All rights reserved.
Estimating the Attitudinal Impact of Alternative Changes
How expensive are the product modifications required to change attitude?
Are they possible to accomplish?
How resistant to change are consumers?
What are the potential attitudinal payoffs each change might deliver?
Roger D. Blackwell Paul W. Miniard James F. Engel
Consumer Behavior
Requests for permission to make copies of any part of the work should be mailed to the following address:
Permissions Department, Harcourt, Inc. 6277 Sea Harbor Drive Orlando, Florida 32887-6777
Copyright© 2001 by Harcourt, Inc. All rights reserved.
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