consumer attitude : formation and change

Consumer Attitude: Formation and Change

CHAPTEREIGHT

1

Overview

First: Definition of Attitude

Second: Models of Attitudes

Third: Attitude Change

2Chapter Eight Slide

First: Definition of Attitude


Introduction

•We have attitudes toward many things (objects): e.g. people, products, brands, advertisements, ideas, places, activities.

•The attitudes have been learned and guide our behavior toward the attitude object.

What Is Your Attitude Toward the Product Advertised? What Is Your Attitude Toward the Ad Itself? Are the Two Attitudes Similar or Different?


You May Have Liked the Product but

Disliked the Ad or Vice Versa

Attitudedefinition

Attitude is a learned predisposition to

behave in a consistently favorable or

unfavorable manner with respect to a

given object.


Concepts of attiudes

• The attitude is toward an object which may be a store, product category , brand or anything else.

• Attitudes are a learned predisposition, either through direct experience or from others. This predisposition may lead to a favorable or unfavorable behavior toward the object.

• Attitudes have consistency, but are not necessarily permanent and can change over time.

• Attitudes occur within a situation.


What Information Does This Ad Provide to AssistConsumers in Forming Attitudes Toward

the Saturn Vue Hybrid?


It is Stylish, Safe, and

Good for the Environment

Second: Models of Attitudes


1-Tricomponent Attitude Model

2- Multiattribute Attitude Model

3- Attitude-Toward-the-Ad Model

These are models that attempt to understand the relationships between attitude and behavior.

Cognition


1- Tricomponent ModelThe three components of attitude are consistent. This means that a change in one attitude component tends to produce related changes in the other components.

Marketing mangers find it difficult to influence the consumer’s behavior (conation) directly to buy the product, instead, they influence the behavior indirectly by providing information, music or other stimuli that influence a belief (cognition) or feeling (affect) about the product.

1- Tricomponent Model

• Cognitive• Affective• Conative

The knowledge and perceptions that are acquired by a combination of direct experience with the object and related information from various sources (what we learn from others)


Components



A consumer’s emotions or feelings about a particular product or brand or any other object.

Components


These feelings often tend to be good or bad feelings.



The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object

Components


Example: tendency to buy a certain brand or from a specific store.

Multiattribute Multiattribute Attitude Attitude ModelsModels

Attitude models that examine the

composition of consumer attitude in

terms of selected product attributes or

beliefs


2- Multiattribute Models

2- Multiattribute Attitude Models

• The attitude-toward-object model

• The attitude-toward-behavior model

• Theory-of-reasoned-action model

• Attitude is function of the presence of certain beliefs or attributes with respect to an object.

• Consumers will like a brand or product that has an adequate level of attributes that the consumer thinks are important.

• Example: if you are buying a home, there is a list of attributes that the home must have – 2 bedrooms, 2 bathrooms, air conditioning, and a back yard. With this model, an attitude is positive for the house that has the most of these attributes.


2-Multiattribute Attitude Models




• Is the attitude toward behaving with respect to an object, rather than the attitude toward the object itself

• Corresponds closely to actual behavior

• The question here is how likely are you to purchase brand X (behavior) rather than how highly do you rate brand X (object)


A study: factors the affect Attitude toward behavior of Online Shopping


The attitude toward the behavior was measured by how consumers view nine benefits of online shopping, including: effectiveness, convenience, information, safety, service, delivery speed, web design, selection, and familiarity with company name.

Actual behavior

2- Multiattribute Attitude Models




• Includes cognitive, affective, and conative components (attitude)

• In addition to attitude, the model also Includes subjective norms (social pressure) on how a consumer is influenced by others.


A Simplified Version of the Theory of Reasoned Action


Applying the Theory of Reasoned Action to Change Intentions

• It helps to identify those attributes most important in causing consumers to form positive (or negative) attitudes toward the purchase of a product– Changing attitude toward purchase

• It helps to identify and helps to adjust sources of social pressure and their possible role in intention formation– Changing subjective norms

Chapter Eight Slide 19

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

Ad ModelAd Model

A model that proposes that a consumer forms various

feelings (affects) and judgments (cognitions) as a result of exposure to an advertisement, which, in

turn, affect the consumer’s attitude toward the ad and attitude toward the brand.


3- Attitude toward-the-ad model

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



Attitude change and formation are not all that different. They are both learned, they are both influenced by many factors such as: personal experience, personality effects, family influence, and marketing communications.

Third: Attitude Change

Strategies of Attitude Change


1- Changing the Basic Motivational Functions


An effective way to change consumer attitudes toward a product or brand is to change his four motivational functions:


• Utilitarian function is how the product is useful to us. A marketer might want to create a more consumer positive attitude toward a brand by showing utilities the brand can do.

• ego-defensive function would show how the product would make them feel more secure and confident (e.g. cosmetics that defense women’s appearance).

• value-expressive function would more positively reflect the consumer’s values or lifestyle.

• knowledge function would satisfy the consumer’s “need to know” and help them understand more.

It is important for marketers to realize that they might have to combine functions because different customers are motivated to purchase their products for different reasons. Someone might buy a product because it tastes good and fills them up (utilitarian), while another thinks it is low fat and will make them healthy and therefore look better (ego-defensive).

1- Changing the Basic Motivational Functions

Why and How Does This Ad Appeal to the Utilitarian Function?


The Product is Green and

Works as Well or Better than

Other Products.

Which Lifestyle- Related Attitudes (value expressive) Are Expressed or Reflected in This Ad?


Healthy Eating and Snacking Lifestyle

How Does This Ad Provide Information to Establishor Reinforce Consumer Attitudes?


It Raises the Question About UVA Rays and

then Provides Information

(knowledge) n Sun Protection.


• Attitudes are related, at least in part, to certain groups, social events, or causes.

• It is possible to alter (change) attitudes toward companies and their products by pointing out their relationships to these groups, events, or causes.

• Example: advertisement around the playground in football matches or events sponsorships.

2- Associating the Product with an Admired Group or Event


The Fiji water’s link to Environmental Cause

Likely to Impact Consumers’

Attitudes Toward Its Product. Accordingly,

they Might Have a More Favorable Attitude

toward the company and its product.

2- Associating the Product with an Admired Group or Event

3- Altering Components of the Multiattribute Model

– Changing consumer’s evaluation of attributes. Example: Perhaps the consumer thinks that the product fine to be inexpensive, but a marketer might be able to point out that it is often worth paying a bit more for better quality.

– Changing brand beliefs. Example: Maybe a consumer thinks a brand is very expensive when in fact it is less expensive than several other brands.

– Adding an attribute. Example: Who thought chewiness was an attribute that could even exist for a vitamin until Gummy Vites came along?

– Changing the overall brand rating, not a single attribute of it. Example: using statements like: “ the one all others try to imitate” or “ the largest selling brand”.


How Is This New Benefit Likely to Impact Consumers’ Attitudes Toward the Product?


The ad states that there is a link between

one’s mouth health and the health of one’s whole body, changing

the overall brand rating in the minds of target

consumers

How Is the Absence of an Ingredient Likely to Lead to a Favorable Attitude Toward a Product?


Adding an attribute

(chewiness) to vitamins

4- Changing beliefs about the attributes of competitors’ brands


How Is Valvoline’s Attempt to Change Attitudes Toward a Competing Brand Likely to

Impact Attitudes Toward Its Own Brand?

By Showing Better Wear Protection

Elaboration Elaboration Likelihood Likelihood

Model Model (ELM)(ELM)

Customer attitudes are changed by two

distinctly different routes to persuasion:

a central route or a peripheral route.


Central and peripheral routes of changing attitudes (Elaboration likelihood model)

Elaboration Likelihood Model


High Involvement

Low Involvement

consumer attitude : formation and change

Documents

components of attitude

attitude change

attitude objectcomponents

attitude component

object modelthe attitude

particular product

attitudes similar

given object