Consm Attitude & Behavr

8/2/2019 Consm Attitude & Behavr

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Consumer beliefs, feelings,attitudes and intentions

CHAPTER 10


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AttitudesGlobal evaluative judgments

IntentionsSubjective judgments by people about how they will

behave in the future

BeliefsSubjective judgments about the relationship

between two or more things

FeelingsAn affective state (e.g. current mood state) or

reaction (e.g. emotions experienced during product

consumption)


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Relationships betweenconsumer beliefs, feelings,attitudes and intentions


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Consumer beliefsA sampling of consumer beliefs

If a deal seems to good to be true, it probably is.

You cant believe what most advertising says these days.

Auto repair shops take advantage of women.

People need less money to live on once they retire.

Its not safe to use credit cards on the Internet.

Appliances today are not as durable as they were 20

years ago.

Extended warranties are worth the money.

You get what you pay for: lower price means lower

quality.

Changing the oil in your car every three thousand miles

is a waste of money.


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Consumer beliefsExpectations

Brand distinctiveness

Inferential beliefs

Consumer confusion


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Consumer expectations

Consumers willingness to spend is influenced by

beliefs about their financial future

Expectations are beliefs about the future


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Why should a consumer

want to buy your brand

instead of the

competitors?

The desirability of

products havingsomething unique to

offer to their consumers

is also known as the

Unique SellingProposition (USP)

Brand distinctiveness


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Inferential beliefs

Consumers use

information about one

thing to form beliefs about

something else

Beliefs are often inferred

when product informationis incomplete

Also undertaken when

consumers interpret

certain product attributesas signals of product

quality, e.g. price-qualityinferential beliefs


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Consumer confusionSometimes consumers do not know what to

believe due to many different reasons

May arise due to conflicting information and

knowledge

Mistaking one companys product for the product of

another company Due to changes in a products position and image

Consumers respond to confusion by:

Undertaking further information search

Basing their decision on things that are perfectly

clear, e.g. price

Deferring product purchase indefinitely


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Types of consumer feelings

NegativeNegative WarmWarmU

pbeatU

pbeat

AngryAnnoyedBad

BoredCriticalDefiantDisgustedFed-upInsulted

IrritatedRegretful

AffectionateCalmConcerned

ContemplativeEmotionalHopefulKindPeacefulPensive

TouchedWarm-hearted

ActiveAdventurousAliveAttractive

ConfidentCreativeElatedEnergeticGood

HappyPleased


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Consumer feelings

Feelings as part of the advertising experience

Feelings as part of the shopping experience

Feelings as part of the consumption experience


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Consumer feelings

Feelings activated by the advertisement have the potential to

influence attitudes formed about the featured product

The program in which advertising appears can induce

feelings and affect post-message attitudes

Feelings as part of the advertising experience


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Consumer feelings

The retail environment elicits different feelings in consumers

ultimately affecting their attitudes and behaviours in the store

The shopping environment can evoke pleasure, arousal, or

dominance in consumers

Feelings as part of the shopping experience

Some consumption experiences are liked primarily for the

feelings they induce

Feelings during consumption will influence post-consumptionevaluations

Consumers are more satisfied when product consumption

leads to positive feelings while avoiding negative ones

Feelings as part of the consumption experience


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Valence:Whether the attitude is positive, negative or neutral Extremity: The intensity of liking or disliking Resistance: Degree to which the attitude is immune tochange

Confidence: Belief that attitude is correct Accessibility: How easily the attitude can be retrieved frommemory

Properties of attitudes:

Consumer attitudes


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Attitude towards the object (Ao

) represents the

evaluation of the attitude object

Attitude towards the advertisement (Aad)represents the global evaluation of an advertisement

Types of attitudes

Attitude towards the behaviour(Ab)represents the evaluation of performing a

particular behaviour involving the attitude

object

Preferences represent attitudes towardone object in relation to another


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Attitude toward the object:

How much do you like/dislike Dell computers?

Like very much 1 2 3 4 5 Dislike very much

Attitude toward the behaviour:

Buying a Dell 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, howmuch do you like Dell personal computers?

Like IBM much 1 2 3 4 5 Like Apple muchmore than Apple more than IBM


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The Fishbein MultiattributeAttitude Model

n

Ao = bi ei

i=1

Ao = attitude toward the object

bi = strength of the belief that object has attribute i

ei = evaluation of attribute i

n = number of salient or important attributes


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Model proposes that attitude toward an object

is based on the summed set of beliefs about

the objects attributes weighted by the

evaluation of these attributes

Attributes can be any product or brand

association

The Fishbein MultiattributeAttitude Model


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Consumer attitudes

Companies want

consumers to perceivetheir products as: possessing desirable

attributes (when ei positive,

bi should be positive)

not possessingundesirable attributes

(when ei is negative, bishould be negative)


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AP = Wi Ii - Xi

n

i =1

AP = attitude toward product

Wi = importance of attribute i

Ii = ideal performance on attribute i

Xi = belief about products actual performance onattribute i

n = number of salient attributes

The Ideal-Point MultiattributeAttitude Model


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Consumers indicate

where they believe a

product is located on

scales representing the

various levels of salientattributes

Also report where ideal

product would fall on

these scalesThe closer the ideal and

actual ratings, the more

favorable the attitude

The Ideal-Point MultiattributeAttitude Model


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Benefits of using multiattributeattitude models

Diagnostic power: examine whyconsumers like or

dislike products

Simultaneous importance-performance grid with

marketing implications for each cell

Can provide information for segmentation (based

on importance of product attributes)

Useful in new product development

Guidance in identifying attitude change strategies


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Stimulus Importance-Performance Grid

HIGH

LOW

POOR

GOOD

POOR

GOOD

Neglected Opportunity

Competitive Disadvantage

CompetitiveAdvantageHead-to-head competition

Null Opportunity

FalseA

larm

FalseAdvantage

False Competition

Poor

Good

PoorGood

Poor

Good

Poor

Good

Attribute Our Competitors SimultaneousImportance Performance Performance Result


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Attitude change implications frommultiattribute attitude models

Three primary ways for changing consumer

attitudes:

Change beliefs

Change attribute importance

Change ideal points


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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 intoharmony with reality

If beliefs are accurate, it may be necessary to

change the product

Comparative advertising can hurt beliefs about acompetitive brand


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Changing consumer attitudes:Changing attribute importance

Changing an attributes importance is more difficult

than changing a belief

How is a brand perceived relative to ideal

performance?Increasing attribute importance is desirable when

the competitors brand is farther from the ideal

point than your product

Firms may add a new attribute


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Changing consumer attitudes:Changing ideal points

Altering consumers preferences for what the ideal

product should look like


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Estimating the attitudinal impactof alternative changes

How expensive are the product modifications

required to change attitude?

Are they possible to accomplish?

How resistant to change are consumers?

What is the potential attitudinal payoff each change

might deliver?


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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 many types of consumer

intentions


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Types of intentions

Spending intentionsPurchase intentions

Repurchase intentions

Shopping intentions

Search intentions

Consumption intentions


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Types of intentions

Spending intentions reflect how much moneyconsumers think they will spend

No chance 1 2 3 4 5 6 7 I definitely will

Will you spend at least $1,000 on Christmas gifts this year?

Purchase intentions represent what consumersthink they will buy


Will you buy a Mercedes-Benz automobile during the next12 months?


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Types of intentions

Repurchase intentions indicate whetherconsumers anticipate buying the same product or

brand again


The next time you purchase coffee, will you buy the samebrand?

Shopping intentions capture where consumersplan on making their product purchases


Will you shop at Wal*Mart during the next 30 days?


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Types of intentions

Search intentions indicate consumers intentionsto engage in external search


The next time you need to be hospitalised, will you speakto your doctor before choosing a hospital?

Consumption intentions represent consumersintentions to engage in a particular consumption

activity


Will you watch the next Super Bowl?


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How firms can predict behaviour

Rely on past behaviour to predict future behaviour

Problems:

Situations change (changes in market can cause

unpredictable changes in demand)

Sales trends are sometimes erratic

Past behaviours not available for new products or first-

time behaviours

Rely on consumers reported intentions

People often do what they intend


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Constraints on predictive powerof intentions

Intentions can change Intend to do something and dont

Intend not to do something and do

Cant control whether consumers act upon their

intentions

Can influence predictive accuracy

Intentions predictive accuracy strongly depends

on how they are measuredThe more closely intention measures correspond

to the to-be-predicted behaviour, the greater the

predictive accuracy


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Constraints on predictive powerof intentions

Measuring intentions may be less predictive offuture behaviour than measuring what they expect

to do

behavioural expectations: represent perceived

likelihood of performing a behaviour. (Althoughsmokers may intend to quit smoking, they may report more

moderate expectations due to past failures)

Accuracy of forecasts also depends on when

intentions are measured

How far into the future is being predicted?

Accuracy depends on the to-be-predicted

behaviour (behaviours repeated with regularity are

easier to predict)


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Constraints on predictive powerof intentionsVolitional control: the degree to which a behaviourcan be performed at will

Existence of uncontrollable factors interfere with

the ability to do as intended

Perceived behavioural control: the personsbelief about how easy it is to perform the behaviour


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Consumer intentions: Other uses

Indicator of the possible effects of certain marketingactivities

Intentions may provide an informative indication of a

companys likely success in retaining customers

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