CBA Consumer Formating Attitude and Change

8/17/2019 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"

)Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide


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ou (a) Have Li*ed theProduct but &is#i*ed the Ad or

+ice +ersa

-Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide


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Attitude

A learned predisposition to

behave in a

consistentlyfavorable or

unfavorable mannerwith respect to a

given object.

3Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide


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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"

8Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide


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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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•

Co niti/eA:ecti/e• Conati/e

A consumer+semotions or

eelin s a out aparticular

product orrand

Com.onents

1"Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide


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•

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

1)Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide


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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.

1-Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide


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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/



• %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/



• %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.

2"Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide


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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

2-Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide


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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.


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


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

"1Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide

Ho! &oes a Cents/ O'


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Ho! &oes a Cents/ O'Cou.on Im.act Consumers=

Attitudes"

"2Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide


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Product,E7isting Customers !i## beRe!arded1

""Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide


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%trategies o$ AttitudeChange

")Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide


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Changing the ;asic (otivationa#Function

"-Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide


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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"


The Product is Green and


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The Product is Green andWor*s as We## or ;etter

than Other Products1


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

)0Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide

$


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Ho! &oes This Ad Provide In$ormationto Estab#ishor Rein$orce Consumer Attitudes"


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"

))Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide


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The) (ight Have a (ore Favorab#eAttitude1

)-Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide


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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"


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"

-0Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide


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When It Was An-n$avorab#e Attribute


Which Attitude Change


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Which Attitude Change%trateg) Is &e.icted in This

Ad"


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

--Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i htSlide


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Elaboration

LikelihoodModel(ELM)

Customer attitudes arechanged by two

distinctly differentroutes to persuasiona central route or a peripheral route.

-3Copyri ht 2010 earson #ducation, %nc. u lishin as rentice Hall Chapter #i ht Slide

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.

Copyri ht E 2010 earson #ducation, %nc.u lishin as rentice Hall

CBA Consumer Formating Attitude and Change

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