Welcome to

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

Chapter No: 11of

MKT 425: Consumer Behavior

Chapter Name: Consumer Attitude Formation and Change

Modular:

Mr. Afjal Hossain

Lecturer

Department of Marketing, PSTU

Learning Objectives

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 02

1. Learn how attitudes relate to different objects.

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

• What we are actually doing?

• Are some learned behaviors that can be applied or not applied topurchase a product is called attitudes.

• In other sense, are some learned behaviors that are applied to do anaction.

• According to Psychology, An attitude is a learned predisposition tobehave in a consistently favorable or unfavorable way with respect to agiven object.

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

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

Definition: Attitude

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 03

• Attitudes relate to some things:

– The attitude “object”: The attitudes are normally creates upon a object andhere 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: ForDVD players you will make your decision on whether Sony or Panasonic orToshiba etc are objects.

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

– Attitudes are a learned predisposition: Attitudes are formed as a result ofdirect experience with the product, word-of-mouth information acquiredfrom others or exposure to mass-media advertising.

Attitude (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 04

– Attitudes have consistency: Attitudes would be consistent with theconcurrent event. Ex: A person will purchase the product when he/ sheobserve the product but not the based on the previous information. But it isnot always true.

• How attitudes are learned?

– Through Learning

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

– Following to others

The ad of Garu Marka Dhewtin.

– To solve a problem/ Just satisfy a need

If you hungry, then it is needed to feed.

Attitude (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 05

• Four theories of attitudes are:

– Tricomponent attitude model

(cognitive, affective & conative components)

– Mulattribute attitude model

attitude toward object, attitude toward behavior & response-action.

– Trying to consume model

– Attitude toward the ad model

Theories of Attitudes

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 06

1. Tricomponent attitude model: Three major components are:

– Cognitive component:

Theme: People initially show their attitudes based on their knowledge. Hereno interaction with other people.

What they think just observing/ hearing about an object?

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

Theories of Attitudes (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 07

1. Tricomponent attitude model: Three major components are:

– Affective component:

Theme: People initially think when they interact with others. It is emotionalbased.

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 thecomputer is consisting of all features or not? And is the computer is ofhighly configured or not?

Theories of Attitudes (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 08

1. Tricomponent attitude model: Three major components are:

– Conative component:

Theme: People normally perform an activity just observing the others. It isimitative theory.

What they do while observing others?

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

Theories of Attitudes (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 09

Reflection of Tricomponent attitude model:

Affective

Conative

Cognitive

Theories of Attitudes (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 10

2. Multiattribute attitude model: Three categories

– Attitude-toward-object model:

Theme: Consumers generally have favorable attitudes towards thoseproducts/ services/ brands that have an adequate level of attributes. On theother hand, Consumers generally have unfavorable attitudes towards thoseproducts/ services/ brands that haven’t an adequate level of attributes.Here the objects are – products, service, cause, 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 isobject related.

Theories of Attitudes (continued)

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 11

2. Multiattribute attitude model: Three categories

– Attitude-toward-behavior model:

Theme: Consumers show their attitude toward behaving or actingwith respect to an object rather than the attitude toward the objectitself. It is people related.

Satisfaction through the owner of the object

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

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 12

Theories of Attitudes (continued)

2. Multiattribute attitude model: Three categories

– Response - action model:

Theme: Consumers have had satisfaction if others show theirrespect toward himself.

Satisfaction through the eyes of other people

Example: A person will satisfy with a car when the people besideshimself/ herself think positively. An undergraduate student want topurchase a computer and he/ she will satisfy if the parents givesupports.

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 13

Theories of Attitudes (continued)

3. Trying to consume model:

Theme: Consumers don’t have the purchase if they had no reflectiveproducts. 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 allfeatures of the desktop computer or laptop computer.

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 14

Theories of Attitudes (continued)

4. Attitude toward the ad model:

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

Satisfaction through nice ad

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

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

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 15

Theories of Attitudes (continued)

Query?

Thank You

… For staying with me …

Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006 17