consumer attitude change

8/3/2019 Consumer Attitude Change

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Consumer Attitude

Formation and Change

30th Sept, 2011


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Attitude

A learnedpredisposition to

behave in a

consistentlyfavorable or

unfavorable manner

with respect to a

given object.


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What are Attitudes?

The attitude objectspecific consumption ormarketing related concepts

A learned predispositionresult of a direct experiencewith product, word of mouth, exposure to advertising

Attitudes have consistencywith the behavior

Attitudes occur within a situationcould be inconsistentwith behavior


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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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A Simple Representation of the

Tricomponent Attitude Model

Conation

Affect

Cognition


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The Tricomponent Model

Cognitive Component

The knowledge and perceptions that are acquired by acombination ofdirect experience with the attitudeobject and related information from various sources.

Affective Component

A consumers emotions or feelings about a particularproduct or brand.

Conative Component

The likelihood or tendency that an individual willundertake a specific action or behave in a particularway with regard to the attitude object.


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Multiattribute

Attitude

Models

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-specificbeliefs and evaluations

The attitude-toward-behavior model Is the attitude toward behaving or acting with respect to

an object, rather than the attitude toward the objectitself

Theory-of-reasoned-action model

A comprehensive, integrative model of attitudes


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Theory ofReasoned

Action

Subjective

Norm

To understand intention, we

also need to measure thesubjective norms that

influence an individuals

intention to act

Measured directly by

assessing a consumers

feelings as to what relevantothers would think of the

action being contemplated


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A Simplified Version of the Theory of

Reasoned Action

Beliefs that

the behavior

leads to

certainoutcomes

Evaluation

of the

outcomes

Beliefs that

specific

referents

think I

should or

should not

perform the

behavior

Motivation

to comply

with the

specificreferents

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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Selected Examples of PotentialImpediments That Might Impact Trying

POTENTIAL PERSONAL IMPEDIMENTS

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 a

week.Tonight, Im not going to have dessert at the restaurant.

POTENTIAL 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 bettercome 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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Attitude-

Toward-the-Ad

Model

A model that proposes that

a consumer forms variousfeelings (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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A Conception of the Relationship amongElements in an Attitude-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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Attitude Formation

How attitudes are learned Shift from no attitude to attitude is a result of learning

Only 2 or 3 important beliefs likely to dominate attitude

formation

Sources of influence on attitude formation Personal experience, influence of family and friends,

direct marketing, mass media, internet

Impact of Personality Need for cognition


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Strategies of Attitude Change

Changing the Basic Motivational Function

Associating the Product With an Admired

Group, Event or Cause Resolving Two Conflicting Attitudes

Altering Components of the Multiattribute

Model Changing Beliefs About Competitors

Brands


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Changing the basic

Motivational Function The Utilitarian Function

Showing people that it has a utilitarian function that they maynot have considered

The Ego-defensive Function Offering reassurance to consumers self concept

The Value-expressive Function Overall attitude to category a reflection of attitude to product

The Knowledge Function Based on the consumers need to know


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Strategies for Attitude Change

Associating the Product With an Admired

Group, Event or Cause

Mention of philanthropic acts in ads

Sponsorship of worthy causes

Resolving two conflicting attitudes

Natural products are not as effective

Changing beliefs about Competitors Brands

Avoid giving undue visibility to competitors brands


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Altering components of a

Multiattribute Model Changing the relative evaluation of attributes

When the category is divided on benefits, consumers can be

persuaded to cross over

Changing brand beliefs Most common form...repositioning

Adding an attribute Either previously ignored or an improvement

Changing the overall brand rating Alter consumers overall assessment of the brand than a particular

attribute


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Elaboration

LikelihoodModel

(ELM)

A theory that suggests

that a persons level ofinvolvement during

message processing is

a critical factor indetermining which

route to persuasion is

likely to be effective

e.g. the central route

or he peripheral route


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Elaboration Likelihood Model

(ELM) Central Route

Relevant when consumer involvement is high

Learning through information relevant to theattitude object itself

Peripheral route

When consumer motivation is lowAttitude change through secondary

inducements


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Why Might Behavior Precede

Attitude Formation?

Cognitive DissonanceTheory

Attribution Theory

Behave (Purchase)

Form AttitudeForm Attitude


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Cognitive

DissonanceTheory

Holds that discomfort or

dissonance occurs when

a consumer holds

conflicting thoughts

about a belief or anattitude object.

- When they think of the unique,positive qualities of the brands

not selected, after commitment to

buy a selected brand


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Reducing

Cognitive

Dissonance


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PostpurchaseDissonance

Cognitive dissonance thatoccurs after a consumer

has made a purchase.

Consumers resolve thisdissonance through a

variety of strategies

designed to confirm the

wisdom of their choice.


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AttributionTheory

A theory concerned

with how people assign

causality (blame or

credit) to events and

form or alter theirattitudes as an outcome

of assessing their own

or other peoplesbehavior.


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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
http://psych.athabascau.ca/html/aupr/personality.shtml


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Self-

PerceptionTheory


that consumers

develop attitudes byreflecting on their own

behavior.


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DefensiveAttribution


consumers 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

consumer attitude change

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