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Chapter 8
Consumer Behavior,Consumer Behavior,
Eighth EditionEighth Edition
SCHIFFMAN & KANUK
Consumer Attitude
Formation and Change
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Attitudes
A learned
predisposition to
behave in a
consistentlyfavorable or
unfavorable manner
with respect to agiven object.
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Attitudes
Attitudes are not directly observable
Attitude must be inferred from what peoplesay or what they do
Example : determining that a consumer is
specifically using a product and even
recommends it to friends. Here the
consumer possesses a positive attitude
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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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The attitude OBJECT It include specific consumption-or marketing
related concepts such as product, product category
,brand, service, possessions, product use, causes orissues, people, ads, internet site, price, medium
Example: in conducting attitude research we tend
to be object specific. i.e consumer attitude towards
three major brands of cell phones
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ATTITUDES ARE LEARNED
PREDISPOSITIONS
Attitudes are always learned
Attitudes are relevant to purchase behavior
Attitudes reflect either favorable or an
unfavorable evaluation of the attitude object
Attitudes have a motivational quality
Attitudes may repel the consumer away
from a particular behavior
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ATTITUDES HAVE
CONSISTENCY
Attitudes are relatively consistent with the
behavior they reflect
Attitudes are not necessarily permanent
possible situational influences on consumer
attitudes and behavior must be considered
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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
ConationConation
AffectAffect
Cognition
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The Tricomponent Model Cognitive Component
The knowledge and perceptions that are acquired by acombination of direct experience with the attitude
object and related information from various sources.
This knowledge and resulting perceptionscommonly take the form of beliefs.
The consumer believes that the attitude object
possesses various attributes and that specificbehavior will lead to a specific outcomes.
Example. A consumer's belief system for twomethods of broad band internet access
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The Tricomponent Model
Affective Component
A consumers emotions or feelings about a
particular product or brand.
The extent to which the individual rates the
attitude object as favorable or unfavorable,
good or bad
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The Tricomponent Model
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.
Conative component is an expresssion of
consumer's intention to buy. Examples: I definitely/probably/am uncertain
whether will buy it etc
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MultiattributeMultiattribute
AttitudeAttitude
ModelsModels
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 product-specific beliefs and evaluations.
Consumers generally have favorable attitudestowards those brands that they believe have anadequate level of attributes that they evaluate as+ive, otherwise -ive.
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Multiattribute Attitude Models 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
Theory-of-reasoned-action model
A comprehensive, integrative model of attitudes
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Attitude-
Toward-Behavior
Model
A model that proposes
that a consumersattitude toward a
specific behavior is a
function of how
strongly he or she
believes that the action
will lead to a specific
outcome (eitherfavorable 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 orshould not
perform the
behavior
Motivation
to comply
with the
specific
referents
Subjective
norm
Attitude toward
the behavior
Intention
Behavior
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Theory of
Trying to
Consume
An attitude theorydesigned 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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Figure 8.5
Ad
Illustratingthe Theory
of Trying to
Consume
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Table 8.6 Selected Examples of Potential
Impediments That Might Impact TryingPOTENTIAL PERSONAL IMPEDIMENTSPOTENTIAL 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 aweek.
Tonight, Im not going to have dessert at the restaurant.
POTENTIAL ENVIRONMENTAL IMPEDIMENTSPOTENTIAL 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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AttitudeAttitude--
TowardToward--thethe--AdAd
ModelModel
A model that proposes that
a consumer forms various
feelings (affects) and
judgments (cognitions) as
the result of exposure toan advertisement, which,
in turn, affect the
consumers attitude
toward the adand attitude
toward the brand.
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Figure 8.6 A Conception of the
Relationship among Elements in anAttitude-Toward-the-Ad Model
Exposure to an Ad
Judgments about
the Ad (Cognition)
Beliefs about the
Brand
Attitude toward
the Brand
Attitude toward
the Ad
Feelings from the
Ad (Affect)
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Issues in Attitude Formation
How attitudes are learned
Sources of influence on attitude formation
Personality factors
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Figure 8.8
EncouragingTrial
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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-defensiveFunction
The Value-expressiveFunction
The Knowledge Function
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Figure 8.9
Clorox Uses AUtilitarian
Appeal
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Figure 8.10
Suave Uses
Ego Defensive
Appeal
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Figure 8.11
AC Delco Uses
a Value-Expressive
Appeal
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Figure 8.12
A Knowledge
Appeal
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ElaborationElaboration
LikelihoodLikelihoodModelModel
(ELM)(ELM)
A theory that suggests
that a persons level of
involvement during
message processing isa critical factor in
determining which
route to persuasion is
likely to be effective.
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Why Might Behavior Precede
Attitude Formation?
Cognitive Dissonance
Theory Attribution Theory
Behave (Purchase)Behave (Purchase)
Form AttitudeForm AttitudeForm Attitude
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Cognitive
Dissonance
Theory
Holds that discomfort or
dissonance occurs when
a consumer holdsconflicting thoughts
about a belief or an
attitude object.
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Figure 8.17
Reducing
CognitiveDissonance
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PostpurchaseDissonance
Cognitive dissonance
that occurs after aconsumer has made a
purchase
commitment.
Consumers resolve
this dissonance
through a variety of
strategies designed toconfirm the wisdom
of their choice.
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AttributionAttributionTheoryTheory
A theory concerned
with how people assign
casualty to events and
form or alter theirattitudes 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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SelfSelf--
PerceptionPerception
TheoryTheory
A theory that suggests
that consumers
develop attitudes by
reflecting on their own
behavior.
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DefensiveDefensiveAttributionAttribution
A theory that suggestsconsumers are likely
to accept credit for
successful outcomes
(internal attribution)
and to blame other
persons or products for
failure (externalattribution).
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Criteria for Causal Attributions
Distinctiveness
Consistency Over Time
Consistency Over Modality
Consensus