consumer attitude & formation change
TRANSCRIPT
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Chapter 7Consumer Attitude Formation and ChangeConsumer BehaviourCanadian EditionSchiffman/Kanuk/Das
Copyright 2006 Pearson Education Canada Inc.
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Opening Vignette The impact of SARS on tourism- real risk was low, but perceived risk was high- led to negative attitude towards Canada, especially Toronto Attitude change through- value-expressive appeals- use of celebrities
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Attitudes
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object A positive attitude is generally a necessary, but not sufficient, condition for purchaseMercedes seen as top of class but intention to purchase was low
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Characteristics of AttitudesAttitudes have an objectAttitudes are learned Can unlearnAttitudes have behavioural, evaluative and affective componentsPredisposition to act Overall evaluationPositive or negative feelingscontinued
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Characteristics of AttitudesAttitudes have consistencyAttitudes have direction, degree, strength and centralityPositive or negativeExtent of positive or negative feelingsStrength of feelingsCloseness to core cultural valuesAttitudes occur within a situation
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Four Basic Functions of AttitudesThe Utilitarian FunctionHow well it performsThe Ego-defensive FunctionTo protect ones self-conceptThe Value-expressive FunctionTo convey ones values and lifestylesThe Knowledge FunctionA way to gain knowledge
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How are attitudes learned?Classical conditioning - through past associationsOperant conditioning - through trial and reinforcementCognitive learning through information processingCognitive dissonance theoryAttribution theory
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Attitude ModelsStructural Models of AttitudesTri-component Attitude ModelMulti-attribute Attitude ModelBoth assume a rational model of human behaviourOther models of attitude formationCognitive dissonance modelAttribution theory
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The Tri-component ModelCognitive Componentknowledge and perceptions acquired through direct experience and information from various sources.Affective componentEmotions and feelings about the objectConative or Behavioural ComponentAction tendencies toward the object
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ConationAffectCognition
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Multi-attribute Attitude ModelsAttitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.ExamplesAttitude-toward-object ModelAttitude-toward-behaviour ModelTheory-of-Reasoned-Action Model
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Attitude-toward-object modelAttitude is function of evaluation of product-specific beliefs and evaluationsAo=n WiXib i=1Where: Ao= Attitude towards the object O Wi = importance of attribute i Xib = belief that brand b has a certain level of attribute Icontinued
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Theory of Reasoned Action
A comprehensive theory of the interrelationship among attitudes, intentions, and behaviour
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Attitude-Toward-Behaviour Model
A consumers attitude toward a specific behaviour is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).
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Cognitive Dissonance TheoryHolds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.Post-purchase DissonanceCognitive dissonance that occurs after a consumer has made a purchase commitment
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Why Might Behaviour Precede Attitude Formation?Cognitive Dissonance TheoryAttribution TheoryBehave (Purchase)Form AttitudeForm Attitude
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Attribution TheoryExamines how people assign casualty to events and form or alter their attitudes as an outcome of assessing their own or other peoples behaviour.ExamplesSelf-perception TheoryAttribution toward others
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Self-Perception TheoryAttitudes developed by reflecting on their own behaviourJudgments about own behaviourInternal and external attributions
Continued
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Self-Perception Theory
Consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution).Foot-In-The-Door Technique
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How We Test Our Attributions
Distinctiveness Consistency over timeConsistency over modalityConsensus
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Attitudes and Marketing StrategyAppeal to motivational functions of attitudesAssociate product with a special group, cause or eventResolve conflicts among attitudesInfluence consumer attributionsContinued
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Attitudes and Marketing StrategyAlter components of the attitudeChange relative evaluation of attributesChange brand beliefsAdd an attribute Change overall brand evaluationChange beliefs about competitors brandsContinued
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Attitudes and Marketing StrategyChange affect first through classical conditioning Change behaviour first through operant conditioning