Consumer Attitude Formation and change

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Chapter 8

Consumer Attitude

Formation and Change

Prepared By:

Mr. Nishant Agrawal

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Chapter Outline

• What Are Attitudes?

• Structural Models of Attitudes

• Attitude Formation

• Strategies of Attitude Changes

• Behavior Can Precede or Follow Attitude Formation

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Attitude

A learned

predisposition /

tendency to behave

in a consistently

favorable or

unfavorable manner

with respect to a

given object.

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A Company Which Specializes in Attitude Measurement

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What Are Attitudes?

• The Attitude “Object”

– Attitude should be interpreted broadly to include specific consumption

• Attitudes are a learned predisposition

– Attitude relevant to purchase are formed as a result of direct experience

with the product

• Attitudes have consistency

– Attitude is relatively consistent with behavior they reflect.

• Attitudes occur within a situation

– Consumer can have variety of attitude towards particular object.

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This attempts to

change the

attitude toward

calcium in a soft

drink situation.

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Structural Models of Attitudes

• Tricomponent Attitude Model

• Multiattribute Attitude Model

• The Trying-to-Consume Model

• Attitude-Toward-the-Ad Model

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Cognition

Tricomponent Attitude Model Figure 8.2

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The Tricomponent Model

• Cognitive• Affective• Conative

Components•The knowledge and perceptions that

are acquired by a combination of direct

experience with the attitude object and

related information from various sources.

Ex. LCD Vs LED

•It is important from viewpoint of

developing brand and new product are

launched.

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•A consumer’s emotions or

feelings about a particular product

or brand

•This emotions are treated by

consumer researches as primarily

evaluation in nature.

Components

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Broadband Internet AccessFigure 8-3

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•The tendency that an individual

will undertake a specific action or

behave in a particular way with

regard to the attitude object.

•It is frequently treated as an

expression of consumer’s

intention to buy.

Components

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Discussion Question

• Explain your attitude toward your college/university

based on the tricomponent attribute model.

Be sure to isolate the cognitive, affective, and

conative elements

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Multiattribute Multiattribute Attitude Attitude ModelsModels

Attitude models that

examine the work

of consumer

attitudes in terms of

selected product

attributes or beliefs.

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Multiattribute Attitude Models

• The attitude-toward-object model

• The attitude-toward-behavior model

• Theory-of-reasoned-action model

• Attitude is function of evaluation

of product-specific beliefs and

evaluations

• Useful to measure attitudes

toward brands or product.

• What customer feel are important

feature.

• Ex. LCD Vs LED

Types

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Positive attitudes

toward brands

help with brand

extensions

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• Theory-of-reasoned-action model

• Is the attitude toward behaving

or acting with respect to an

object, rather than the attitude

toward the object itself

• Corresponds closely to actual

behavior.

• Ex. BMW

Types

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• Theory-of-reasoned-action model (TRA)

• Includes cognitive, affective,

and conative components

• Includes subjective norms in

addition to attitude

• Arrange in the different

pattern than tricomponent

model.

Types

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A Simplified Version of the Theory of Reasoned Action - Figure 8.5

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Discussion Question

• Now use the theory of reasoned action to describe

your attitude toward your college/university when

deciding on which school to attend.

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Subjective Norms Are Extremely Important for Teens

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Theory of

Trying to

Consume

An attitude theory

designed to account for

the many cases where the

action or outcome is not

certain but instead

reflects the consumer’s

attempt to consume (or

purchase).

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Ad illustrating the

theory of trying

to consume

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Table 8.6 Selected Examples of Potential Impediments That Might Impact Trying

POTENTIAL PERSONAL IMPEDIMENTS“I wonder whether my hair will be longer by the time of my wedding.”“I want to try to lose two inches off my waist by my birthday.”“I’m going to try to get tickets for the Rolling Stones concert for our anniversary.”“I’m going to attempt to give up smoking by my birthday.”“I am going to increase how often I run two miles from three to five times a week.”

“Tonight, I’m not going to have dessert at the restaurant.”

POTENTIAL ENVIRONMENTAL IMPEDIMENTS“The first 1,000 people at the baseball game will receive a team cap.”“Sorry, the car you ordered didn’t come in from Japan on the ship that docked yesterday.”

“There are only two cases of chardonnay in our stockroom. You better come in sometime today.”

“I am sorry. We cannot serve you. We are closing the restaurant because of an electrical problem.”

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Attitude-Attitude-Toward-the-Toward-the-

Ad ModelAd Model

A model that proposes that a

consumer forms various

feelings (affects) and

judgments (cognitions) as the

result of exposure to an

advertisement, which, in turn,

affect the consumer’s attitude

toward the ad and attitude

toward the brand.

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A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model -

Figure 8.7

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Issues in Attitude Formation

• How attitudes are learned

– Conditioning and experience

– Knowledge and beliefs

• Sources of influence on attitude formation

– Personal experience

– Influence of family, friend ,Direct marketing & mass media

• Personality factors

– Celebrity personality

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Strategies of Attitude Change

1. Changing the Basic Motivational Function

2. Associating the Product with an Admired Group or

Event

3. Resolving Two Conflicting Attitudes

4. Altering Components of the Multiattribute Model

5. Changing Beliefs about Competitors’ Brands

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Discussion Question

• A local pizza restaurant is having a hard time

attracting customers due to a poor image. Explain

how they can change people’s attitudes

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Changing the Basic Motivational Function

1. Utilitarian

– Consumer value a particular brand because of its valuable function.

When a consumer is having an experience of using a product in

past, he will tend to have positive opinion about it.

– So marketer can change the attitude of consumer by focusing on

the useful function which the consumers are not aware of.

– Eg: Hit which can be used to kill mosquito and cockroach.

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Continue…2. Ego-defensive

– It is natural that most of the consumer wants to protect their self

images and they want to feel secure and safe about the product

which they are going to buy.

– Many advertisements helps the consumer to feel secure and

confident by which the marketer tries to changes the attitude by

offering reassurance to the consumers self concept. Eg: Bolero

advertisement.

3. Knowledge

– Customers always have the advise of knowing more about the

products. This “need to know” is considered to be important while

positioning the product..

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Continue…

4. Value-expressive

– Attitudes are an expression or reflection of the consumer’s general

values, lifestyles, and outlook.

– If a consumer segment generally holds a positive attitude toward

owning the latest designer jeans, then their attitudes toward new

brands of designer jeans are likely to reflect that orientation.

– Thus by knowing target consumers attitudes, marketers can better

anticipate their values, lifestyles or outlook and can reflect these

characteristics in their advertising and direct marketing efforts.

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Swiffer Appeals to Utilitarian Function

weblink

http://www.homemadesimple.com/swiffer/usenglish/index.shtml

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Crest uses a

knowledge appeal.

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Elaboration Elaboration Likelihood Likelihood

Model Model (ELM)(ELM)

A theory that suggests that a person’s level

of involvement during message processing is

a 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

/ disagreement

Theory

There is a tendency for

individuals to seek

consistency among their

beliefs, opinions. When there

is an inconsistency between

attitudes or behaviours

something must change to

eliminate the conflict.

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Attribution Attribution TheoryTheory

A theory concerned

with how people assign

causalty to events and

form their attitudes as

an outcome of

assessing their own or

other people’s

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

– Distinctiveness

– Consistency over time

– Consistency over modality

– Consensus

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End of Session

"I have not failed. I’ve just found 10,000

ways that won’t work."

Consumer Attitude Formation and change

Education