attitudes, intentions, and behavior mkt 750 dr. west

Attitudes, Intentions, and Behavior

MKT 750

Dr. West

Agenda

• These slides are to help as you go over Chapters 11 in the book.

• Before printing the slides view the slideshow on the website so that you can watch the commercials on your own.

• An attitude is an enduring response to some aspect of our environment or construct in the mind.– It represent what we like and dislike– It can be characterized as how we think and feel

about an attitude object– Attitudes contain motivational, emotional,

perceptual, and cognitive processes– They influence our tendency to act toward an

attitude object

Consumer Attitudes

Attitude Components

How Attitudes Influence Actions

Social NormsSocial Norms

Attitudes

Preferences

Intentions

Behavior

• While attitudes represent a consumer’s orientation toward an object, they influence action through judgment and choice– Attitudes affect our preference, which is a consumer’s

evaluation or judgment of one object in relation to another object (e.g., I prefer Diet Coke to Diet Pepsi)

– In turn, consumer preferences affect our intention to act and ultimately our behavior

– Social norms, or how we perceive others will respond to our actions, can either stimulate a us to take an action that is preference inconsistent


• Just because consumers prefer the taste of Kellogg’s Frosted Flakes doesn’t mean they will necessarily buy them– They may think it is a cereal

for kids and worry that other will think they haven’t grown up.


CLICK ON PACKAGE TO VIEW COMMERCIAL

How to Measure Attitudes

• Attitudes vary in direction, intensity, and the degree of confidence with which they are held

• To measure consumer attitudes a scale should be used that allows the consumer to express the nature of their attitude appropriately…

• How do you feel toward Dell Computers?

Dislike Like very very much much

Neutral Point

Intensity

Negative vs Positive

• To understand consumer attitudes you have to dig deeper than simply asking how much they like an object…you should ask them to report their beliefs, feelings and intentions

– Here is a sample of how to measure beliefs about specific attributes using “Semantic Differential Scales”

Please tell us how you would rate Diet Coke by answering the following

Strong taste —— —— —— —— —— —— —— Mild taste

Low priced —— —— —— —— —— —— —— High priced

Caffeine free —— —— —— —— —— —— —— High in caffeine

Distinctive in —— —— —— —— —— —— —— Similar in taste totaste most colas

Measuring Attitudes


– Here is a sample of how to measure consumer feelings toward a product using “Likert scales”

Please tell us how you feel about Diet Coke by answering the following

Strongly Neither agree StronglyDisagree Disagree nor disagree Agree Agree

I like the taste —— —— —— —— ——

It is my favorite soft drink —— —— —— —— ——

Measuring Attitudes


• Here is a sample of how to measure consumer intentions and actions

Please answer the following questions about your soft drinking habits

The last soft drink I consumed was ____________I usually drink ____ soft drinks per weekWhat is the likelihood you will buy Diet Coke Definitely will buy

the next time you purchase a soft drink? Probably will buy Might buy Probably will not buy Definitely will not buy

Measuring Attitudes

Measuring Attitudes

• What questions would you like to ask current and potential fans about their attitude toward baseball in general and the Columbus Clippers in particular?– Remember that you should be thinking about

measuring the cognitive (beliefs), affective (feelings), and behavioral (intention & actions) components.

Social Norms

Social Norms

Multi-Attribute Model:

Evaluation ofProduct Attributes

BrandBeliefs

OverallProduct

Evaluation

Intentionto

BuyBehavior

n

Ao = bi ei + SN i =1

(ei) (bi) (Ao) (BI) (B)

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

Brand Brand BrandAttribute Evaluation (ei) A B C

Beliefs (bi)

Running Shoes


Beliefs (bi)

Running Shoes: Ordered by Importance


Comfort +3 +2 +3 +1





Total score


Beliefs (bi)

Running Shoes:Computing Expected Brand Rating


Comfort +3 +2 +3 +1





Total score +29 +22 - 6

(9) (3) (-3)

(6) (9) (3)

(4) (2) (-2)

(6) (2) (-4)

(7) (3) (3)

(3) (3) (-3)

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

Benefits of Multi-attribute Model• It offers diagnostic power by examining WHY

consumers like/dislike your product• It can be used to segment consumers based on

attribute importance• It is useful for competitive analysis purpose

because you know where your brand is strong and weak relative to its competitors

• It can also be used for forecasting sales, new product development, provides insights for changing attitudes

• The multi-attribute model offers routes for persuasion by changing the cognitive component of consumers attitudes:– Change beliefs (bi) about your brand or the

competition • Cadillac (Heritage Reborn)

– Change attribute importance (ei)• Airbags & Safety, Antibacterial soap

– Add a new attribute• Carbohydrates in beer?

Implications for Attitude Change

CLICK ON PICTURE TO VIEW COMMERCIAL

Changing Attitudes

• The next several slides contain print ads

• As you view each ad ask yourself “what is the message”?– How is the ad trying to shape consumer

attitudes? – Which cognitive route to persuasion is being

used?

The rest of the story…

• What’s missing from Fishbein’s “Multiattribute Model”?– Attitudes = F(Beliefs, Evaluations, Social Norms)

• Where do our attitudes come from?– Friends and family

– Personal experience

– Observation

– Media & Advertising

How are attitudes formed?

• Attitudes are shaped through the various “touch points” associated with the brand– By adopting a “customer-centric” perspective

we can gain a deeper understanding of how consumers think and feel about our brand and why.

– Consumers are exposed to more than our products and the ads we run

– It is important to ask them their impressions and strive to understand where they came about

Examining Touch Points

Announcers

NYYankees

Ads

ClipperAssociates

Events

Fans

Location

CooperStadium

Players

ColumbusClippers

Measuring Consumer Perceptions• Oftentimes consumer attitudes are based

on associations of the brand that are difficult to uncover even through carefully designed questioning– Alternative ways to get at how consumers

perceive your brand include “free-association tasks” or “projection tasks”

Free-Association Tasks

• Ask a respondent to write down everything that comes to mind in an ordered list when you mention the brand or company name– This ordered list is a reflection of how information about the

brand is stored in memory– Those things that are mentioned first represent the strongest

associations with the brand, whereas later words are less directly connected to the brand

– As you compare lists among different respondents you can get an idea a better idea of how people perceive your brand, some of the mentions may be idiosyncratic and shouldn’t be given too much attention but if you hear the same things mentioned by multiple people then it is important

Associative Network for Fast Food

hungry

food

energy junk food convenience

fast food take-out

hamburger the Colonel friedchicken

Burger McDonald’s Kentucky King Fried Chicken

Ronald french McDonald fries hearty

meal greasy fast cleanservice

Associative Network for Perfume

Projection Task

• Ask respondents – If (brand or product name) were a (noun) what would

it be?

For example:

If Holiday Inn were…– a celebrity who would it be?– an automobile what would it be?– an animal what would it be?– a magazine what would it be?– a vegetable what would it be?

Implications for Attitude Change• We’ve already looked at ways to change

the cognitive component of attitudes…how about the affective part?– Classical conditioning can be used to build

favorable associations with your brand• Examples include using familiar music or faces

(celebrity endorsers) that tend to evoke positive feeling

– Mere exposure to the brand can breed liking too

Implications for Attitude Change• Many “tricks” can be used to influence the

behavioral component of attitudes…including– Principle of Reciprocity – by doing a favor or giving

someone a token gift they will feel indebted and want to reciprocate.

– Scarcity – everyone want something that’s “hard to get”

– Authority - expert endorsers

Implications for Attitude Change• Many “tricks” can be used to influence the

behavioral component of attitudes…including– Commitment – by getting someone to commit to a

small thing they are much more likely to agree to a large request

– Liking/compliments – persuade by using a likeable message source and showing an interest in the person

– Social validation – cite statistics showing how many others have adopted the product

Summary

• Better serving your customers requires understanding:– What people currently think about your brand– How they feel toward the brand and why– Finally, what their intentions and what can be

done to stimulate desire and encourage favorable actions toward the brand

attitudes, intentions, and behavior mkt 750 dr. west

Documents

attitudes attitudes

measure consumer attitudes

choice attitudes

attitude object attitudes

consumer intentions

consumer feelings

west slide

commercial slide