Chapter 8 Consumer Attitude Formation and Change Attitudes

Chapter 8 Consumer Attitude Formation and Change

Attitudes A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. © 2000 Prentice Hall

What are Attitudes? • • The attitude “object” Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation © 2000 Prentice Hall

Table 8. 1 Examples of How Situations Might Influence Attitudes PRODUCT/SERVICE SITUATION ATTITUDE Coppertone Oil Free Sunscreen Active sports in the sun “It sounds like a good idea to use an oil free sunscreen when involved in summer sports activities. ” Cannon Color Printers Old PC printer ceases to work “Now that they have gone down in price so much, it’s time for me to buy a color printer. ” Hilton Resorts and Casinos Exhausted, time or a weekend get-a-way “I worked hard; I earned a couple of days away to relax. ” Altoids Mints Bad taste in one’s mouth “I really need a strong mint after I drink a large cup of coffee. ” © 2000 Prentice Hall

Table 8. 1 continued PRODUCT/SERVICE SITUATION ATTITUDE Sports Illustrated for Kids It’s my nephew’s birthday “He loves sports; I should get a oneyear subscription. ” Omega Seamaster Professional Old wristwatch is lost “Now I have an opportunity to get the watch James Bond wears. ” Claritin-D 24 Hour Summer allergy “I need something that really works. I’ve heard good things about Claritin. ” Kraft Free Salad Dressing Going on a diet “I really should try using more fat-free products. ” © 2000 Prentice Hall

Structural Models of Attitudes • • Tricomponent Attitude Model Muliattribute Attitude Models The Trying-to-Consume Model Attitude-toward-the-ad Model © 2000 Prentice Hall

Figure 8. 1 A Simple Representation of the Tricomponent Attitude Model Conation Affect Cognition © 2000 Prentice Hall

The Tricomponent Model • Cognitive Component – The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. • Affective Component – A consumer’s emotions or feelings about a particular product or brand. • Conative Component – The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object © 2000 Prentice Hall

Figure 8. 2 A Consumer’s Belief System for Two Brands of Pocket Digital Organizers PRODUCT POCKET DIGITAL ORGANIZERS BRAND 3 Com Palm. Pilot ATTRIBUTES Ease of use BELIEFS Handwriting feature Known to be a A little effort snap to use to learn a few rules EVALUATIONS (++++) (+++) PC backup Other features Simple one button Doesn’t have built-in drawing feature (++) (-) © 2000 Prentice Hall

Figure 8. 2 continued PRODUCT POCKET DIGITAL ORGANIZERS BRAND Casio Cassiopeia ATTRIBUTES Ease of use BELIEFS A longer learning curve EVALUATIONS (+) Handwriting feature Easy, but a little learning (++) PC backup Other features Some learning Has drawing and voicerecord features (++) (+++) © 2000 Prentice Hall

Table 8. 2 Selected Evaluations Scale Used to Gauge Consumers’ Attitudes toward Old Spice After Shave Compared to other after shave products, Old Spice is: Good Positive Pleasant Appealing [1] [1] [2] [2] [3] [3] [4] [4] [5] [5] [6] [6] [7] [7] Bad Negative Unpleasant Unappealing © 2000 Prentice Hall

Table 8. 3 Measuring Consumers’ Feelings and Emotions with Regard to Using Old Spice After Shave For the past 10 days you have had a chance to try Old Spice After Shave. We would appreciate it if you would identify how your face felt after using the product during this 10 -day trial period. For each of the words below, we would appreciate it if you would mark with an “X” in the box corresponding to how your face felt after using Old Spice during the past 10 days. My face felt relaxed My face felt handsome My face felt tight My face felt smooth My face felt supple My face felt clean My face felt refreshed My face felt revived My face felt pampered My face felt renewed VERY [] [] [] [] [] [] [] [] [] [] NOT AT ALL [] [] [] © 2000 Prentice Hall

Table 8. 4 Two Examples of Intention-to. Buy Scales Which of the following statements best describes the chance that you will buy Old Spice the next time you purchase an after shave product? ___I definitely will buy it. ___I probably will buy it. ___I am uncertain whether I will buy it. ___I probably will not buy it. ___I definitely will not buy it. How likely are you to buy Old Spice After Shave during the next three months? ___Very likely ___Likely ___Unlikely ___Very unlikely © 2000 Prentice Hall

Multiattribute Attitude Models Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs. © 2000 Prentice Hall

Multiattribute Attitude Models • The attitude-toward-object model – Attitude is function of evaluation of productspecific beliefs 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 object itself • Theory-of-reasoned-action model – A comprehensive, integrative model of attitudes © 2000 Prentice Hall

Attitude. Toward. Behavior Model A model that proposes that a consumer’s attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable). © 2000 Prentice Hall

Theory of Reasoned Action A comprehensive theory of the interrelationship among attitudes, intentions, and behavior. © 2000 Prentice Hall

Figure 8. 3 A Simplified Version of the Theory of Reasoned Action Beliefs that the behavior leads to certain outcomes Evaluation of the outcomes Beliefs that specific referents think I should or should not perform the behavior Attitude toward the behavior Motivation to comply with the specific referents Subjective norm Intention Behavior © 2000 Prentice Hall

Theory of Trying to Consume An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumer’s attempt to consume (or purchase). © 2000 Prentice Hall

Table 8. 5 Selected Examples of Potential Impediments That Might Impact on Trying POTENTIAL PERSONAL IMPEDIMENTS “I wonder whether my fingernails will be longer by the time of my wedding. ” “I want to try to lose fifteen pounds by next summer. ” “I’m going to try to get tickets for a Broadway show for your birthday. ” “I’m 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, I’m 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 didn’t come in this shipment from Italy. ” “There are only three bottles of champagne in our stockroom. You better come in sometime today. ” “I am sorry. We cannot serve you. We are closing the restaurant because of a problem with the oven. ” © 2000 Prentice Hall

Attitude. Toward-the. Ad Model A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand. © 2000 Prentice Hall

Figure 8. 4 A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model Exposure to an Ad Judgments about the Ad (Cognition) Feelings from the Ad (Affect) Beliefs about the Brand Attitude toward the Ad Attitude toward the Brand © 2000 Prentice Hall

Issues in Attitude Formation • How attitudes are learned • Sources of influence on attitude formation • Personality factors ct Cognition e f f A Attitude © 2000 Prentice Hall

Strategies of Attitude Change • Changing the Basic Motivational Function • Associating the Product With a Special Group, Event, or Cause • Resolving Two Conflicting Attitudes • Altering Components of the Multiattribute Model • Changing Beliefs About Competitors’ Brands • The Elaboration Likelihood Model (ELM) © 2000 Prentice Hall

Functional Approach An attitude-change theory that classifies attitudes in terms of four functions: utilitarian, ego-defensive value-expressive, and knowledge functions. © 2000 Prentice Hall

Four Basic Motivational Functions • The Utilitarian Function • The Ego-defensive Function • The Value-expressive Function • The Knowledge Function © 2000 Prentice Hall

Utilitarian Function A component of the functional approach to attitude-change theory that suggests consumers hold certain attitudes partly because of the brand’s utility. © 2000 Prentice Hall

Ego-Defensive Function A component of the functional approach to attitude-change that suggests that consumers want to protect their self-concepts from inner feelings of doubt. © 2000 Prentice Hall

Value. Expressive Function A component of the functional approach to attitude-change theory that suggests that attitudes express consumers’ general values, lifestyles, and outlook. © 2000 Prentice Hall

Knowledge Function A component of the functional approach to attitude-change theory that suggests that consumers have a strong need to know and understand the people and things with which they come into contact. © 2000 Prentice Hall

Altering Components of the Multiattribute Model • Changing the Relative Evaluation of Attributes • Changing Brand Beliefs • Adding an Attribute • Changing the Overall Brand Rating © 2000 Prentice Hall

Elaboration Likelihood Model (ELM) A theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective. © 2000 Prentice Hall

The Elaboration Likelihood Model (ELM) Involvement HIGH LOW Central Route Peripheral Route Message Arguments Influence Attitudes Peripheral Cues Influence Attitudes © 2000 Prentice Hall

Why Might Behavior Precede Attitude Formation? • Cognitive Dissonance Theory • Attribution Theory Form Attitude Behave (Purchase) Form Attitude © 2000 Prentice Hall

Cognitive Dissonance Theory Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object. © 2000 Prentice Hall

Postpurchase Dissonance Cognitive dissonance that occurs after a consumer has made a purchase commitment. Consumers resolve this dissonance through a variety of strategies designed to confirm the wisdom of their choice. © 2000 Prentice Hall

Attribution Theory A theory concerned with how people assign casualty to events and form or alter their attitudes as an outcome of assessing their own or other people’s behavior. © 2000 Prentice Hall

Issues in Attribution Theory • Self-perception Theory – Foot-In-The-Door Technique • Attributions Toward Others • Attributions Toward Things • How We Test Our Attributions © 2000 Prentice Hall

Self. Perception Theory A theory that suggests that consumers develop attitudes by reflecting on their own behavior. © 2000 Prentice Hall

Defensive Attribution A theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution). © 2000 Prentice Hall

Foot-in-the. Door Technique A theory of attitude change that suggests individuals form attitudes that are consistent with their own prior behavior. © 2000 Prentice Hall

Criteria for Causal Attributions • • Distinctiveness Consistency Over Time Consistency Over Modality Consensus © 2000 Prentice Hall