leon g. schiffman & leslie lazar kanuk “consumer behavior” 8 th edition, prentice hall –...

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 01

Chapter No: 10

Chapter Name: Consumer Attitude Chapter Name: Consumer Attitude Formation and ChangeFormation and Change

Learning Objectives


1. Learn how attitudes relate to different objects.

2. Learn how the theories of attitudes relate to the different environment.

AttitudesAttitudes

A learned predisposition (tendency) to behave in a consistently favorable or unfavorable manner with respect to a given object.

What are Attitudes?• The attitude “object”• Attitudes are a learned predisposition (tendency)• Attitudes have consistency (regularity)• Attitudes occur within a situation

• What we are actually doing?• Are some learned behaviors that can be applied or not applied to

purchase a product is called attitudes.• In other sense, are some learned behaviors that are applied to do an

action.• According to Psychology, An attitude is a learned predisposition

(tendency) to behave in a consistently (time after time) favorable or unfavorable way with respect to a given object.

• Attitudes are not directly observable, but must be inferred from what people say or what they do.

• A whole universe of consumer behaviors – consistency of purchases, recommendations to others, top rankings, beliefs, evaluations and intentions are related to attitudes.

Definition: Attitude


• Attitudes relate to some things:– The attitude “object”: The attitudes are normally creates upon a object and

here object means product, product category, brand, service, possessions, product use, cause, issue, people, advertisement, internet site, price, medium etc.

In other words, object means upon which you make your decision. Ex: For DVD players you will make your decision on whether Sony or Panasonic or Toshiba etc are objects.

Another Ex: You will make decision on PBL/ IBBL/ DBBL to open a savings account are objects.

Attitude (continued)


• Attitudes are a learned predisposition(tendency): Attitudes are formed as a result of direct experience with the product, word-of-mouth information acquired from others or exposure to mass-media advertising.

• Attitudes have consistency: Attitudes would be consistent with the concurrent event. • Ex: if a French consumer reported preferring Japanese over Korean

electronics, we would expect that the individual would be more likely to buy a Japanese brand when his current VCD player needed to be replaced.

• How attitudes are learned?– Through Learning

with the help of ad, from family, observing, others using etc.

– Following to othersThe ad of Garu Marka Dhewtin.

– To solve a problem/ Just satisfy a needIf you hungry, then it is needed to feed.

Attitude (continued)


Table 8.1 Examples of How Situations Might Influence Attitudes

Delta Life Insurance “If anything happens to my spouse, I’ve got to have enough money to get the kids through college.”

Financial planning

Cannon Color Printers

“Now that they have gone down in price so much, it’s time for me to buy a color printer.”

Old PC printer ceases to work

Hilton Resorts and Casinos

“I worked hard; I earned a couple of days away to relax.”

Exhausted, time or a weekend get-a-wayDove shop My skin gets dry in winter, so I

want to use a soap with moisturizer in it.”

Rough skin

PRODUCT/SERVICEPRODUCT/SERVICE ATTITUDEATTITUDESITUATIONSITUATION

Table 8.1 continued

Sports Illustrated for Kids

“He loves sports; I should get a one-year subscription.”

It’s my nephew’s birthday

Omega Seamaster Professional

“Now I have an opportunity to get the watch James Bond wears.”

Old wristwatch is lostClaritin-D 24 Hour “I need something that really

works. I’ve heard good things about Claritin.”

Summer allergy

PRODUCT/SERVICEPRODUCT/SERVICE ATTITUDEATTITUDESITUATIONSITUATION

Kraft Free Salad Dressing

“I really should try using more fat-free products.”

Going on a diet

• Four theories of attitudes are:

– Tricomponent attitude model(cognitive, affective & conative components)

– Mulattribute attitude modelattitude toward object, attitude toward behavior & response-action.

– Trying to consume model

– Attitude toward the ad model

Theories of Attitudes


1. Tricomponent attitude model: Three major components are:

– Cognitive component: – Model consists of a person’s cognitions, that is , the knowledge and

perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.

– Theme: People initially show their attitudes based on their knowledge. Here no interaction with other people.

What they think just observing/ hearing about an object?

Example: When a person hear about Pencil computer, they may be think that the computer is operated by pencil or the computer is similar to a pencil. This theory is totally brainstorming based.

Theories of Attitudes (continued)



– Affective component: Theme: People initially think when they interact with others. It is emotional based.

What they think just talking about an object with others?

Example: When a person talking about Pencil computer with other person, they may be think that while the computer is about pencil sized, then is the computer is consisting of all features or not? And is the computer is of highly configured or not?




– Conative component: Theme: People normally perform an activity just observing the others. It is imitative theory.

What they do while observing others?

Example: When a person see that the other people break-down his/ her computer, then he/ she also break-down his/ her computer but it actually shouldn’t be because you are not an expert to assembly the computer.



Reflection of Tricomponent attitude model:

Affective

Conative

Cognitive



2. Multi attribute (quality) attitude model: Three categories

– Attitude-toward-object model: Theme: Consumers generally have favorable attitudes towards those products/ services/ brands that have an adequate level of attributes (quality). On the other hand, Consumers generally have unfavorable attitudes towards those products/ services/ brands that haven’t an adequate level of attributes. Here the objects are – products, service, brand etc.

Satisfaction through the features of the object

Example: A person will satisfy with a car when it is of speed, reliability, cost – effective, availability of 24/ 7 technical assistance, etc. This theory is object related.



2. Multi attribute attitude model: Three categories

– Attitude-toward-behavior model: Theme: Consumers show their attitude toward behaving or acting with respect to an object rather than the attitude toward the object itself. It is people related.

Satisfaction through the owner of the object

Example: A person will satisfy with a car when the seller of the car provide 24/ 7 technical assistance.



2. Multiattribute attitude model: Three categories

– Response - action model: Theme: Consumers have had satisfaction if others show their respect toward himself.

Satisfaction through the eyes of other people

Example: A person will satisfy with a car when the people besides himself/ herself think positively. An undergraduate student want to purchase a computer and he/ she will satisfy if the parents give supports.



3. Trying to consume model:

Theme: Consumers don’t have the purchase if they had no reflective /thoughtful/philosophical products. They will have the product which have the attributes to fulfill his/ her satisfaction.

Satisfaction through desire

The application may be through permission marketing.

Example: A person will have the product pencil computer if it is of all features of the desktop computer or laptop computer.



4. Attitude toward the ad model:

Theme: Consumer will purchase the product through his/ her feelings and judgments.

Satisfaction through nice ad

The application should be of informative or reminding advertising and obviously of providing all (negative and positive impacts) information.

Example: A person will have the product pencil computer if it is of all features of the desktop computer or laptop computer.



Query?

Thank You… For staying with me …


leon g. schiffman & leslie lazar kanuk “consumer behavior” 8 th edition, prentice hall –...

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