Chapter 8 Consumer Attitude Formation and Change Consumer

Chapter 8 Consumer Attitude Formation and Change Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall

Chapter Outline • • • What Are Attitudes? Structural Models of Attitudes Attitude Formation Strategies of Attitude Changes Behavior Can Precede or Follow Attitude Formation Copyright 2007 by Prentice Hall 8 -2

Attitude Copyright 2007 by Prentice Hall A learned predisposition (Tendency) to behave in a consistently favorable or unfavorable manner with respect to a given object. 8 -3

What Are Attitudes? • • The attitude “object” Product Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation Copyright 2007 by Prentice Hall 8 -4

This attempts to change the attitude toward calcium in a soft drink situation. Copyright 2007 by Prentice Hall 8 -5

Structural Models of Attitudes • • Tricomponent Attitude Model Multiattribute Attitude Model The Trying-to-Consume Model Attitude-Toward-the-Ad Model Copyright 2007 by Prentice Hall 8 -6

A Simple Representation of the Tricomponent Attitude Model Figure 8. 2 Cognition Copyright 2007 by Prentice Hall 8 -7

The Tricomponent Model Components • Cognitive • Affective • Conative Copyright 2007 by Prentice Hall The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources 8 -8

The Tricomponent Model Components • Cognitive • Affective • Conative A consumer’s emotions or feelings about a particular product or brand Starbucks Coffee Copyright 2007 by Prentice Hall 8 -9

The Tricomponent Model Components • Cognitive • Affective • Conative Copyright 2007 by Prentice Hall The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object 8 - 10

Multiattribute Attitude Models Copyright 2007 by Prentice Hall Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs. 8 - 11

Multiattribute Attitude Models Types • The attitude-towardobject model • The attitude-towardbehavior model • Theory-of-reasonedaction model Copyright 2007 by Prentice Hall • Attitude is function of evaluation of product-specific beliefs and evaluations • Useful to measure attitudes toward brands 8 - 12

Positive attitudes toward brands help with brand extensions Copyright 2007 by Prentice Hall 8 - 13

Multiattribute Attitude Models Types • The attitude-towardobject model • The attitude-towardbehavior model • Theory-of-reasonedaction model Copyright 2007 by Prentice Hall • Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself • Corresponds closely to actual behavior 8 - 14

Multiattribute Attitude Models Types • The attitude-towardobject model • The attitude-towardbehavior model • Theory-of-reasonedaction model Copyright 2007 by Prentice Hall • Includes cognitive, affective, and conative components • Includes subjective norms in addition to attitude 8 - 15

Theory of Trying to Consume Copyright 2007 by Prentice Hall 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). 8 - 16

Attitude. Toward-the. Ad Model Copyright 2007 by Prentice Hall 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. 8 - 17

Issues in Attitude Formation • How attitudes are learned – Conditioning and experience – Knowledge and beliefs • Sources of influence on attitude formation – Personal experience – Influence of family – Direct marketing and mass media • Personality factors Copyright 2007 by Prentice Hall 8 - 18

Changing the Basic Motivational Function Approach • Utilitarian function: Through showing people that our product can serve a utilitarian purposes that may not have considered it • Ego-defensive function: protect their self- image from feeling uncertainty (teenage acne) advertising • Value-expressive function: Attitudes are expression or reflection of the consumer general values. • Knowledge function: a cognitive needs Copyright 2007 by Prentice Hall 8 - 19

Crest uses a knowledge appeal. Copyright 2007 by Prentice Hall 8 - 20

Why Might Behavior Precede Attitude Formation? • Cognitive Dissonance Theory • Attribution Theory Form Attitude Copyright 2007 by Prentice Hall Behave (Purchase) Form Attitude 8 - 21

Cognitive Dissonance Theory Copyright 2007 by Prentice Hall Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object. 8 - 22

Attribution Theory Copyright 2007 by Prentice Hall A theory concerned with how people assign causality to events and form or alter their attitudes as an outcome of assessing their own or other people’s behavior. 8 - 23

Chapter 10 Reference Groups and Family References Consumer Behavior, Ninth Edition Schiffman & Kanuk Copyright 2007 by Prentice Hall

Chapter Outline • What Is a Group? • Categories of Reference Groups • Selected Consumer-Related Reference Groups • Reference Group Appeals • The Changing U. S. Family • Consumer Socialization • Family Decision Making • The Family Life Cycle Copyright 2007 by Prentice Hall 8 - 25

What Is a Group? • Two or more people who interact to accomplish either individual or mutual goals • A membership group is one to which a person either belongs or would qualify for membership • A symbolic group is one in which an individual is not likely to receive membership despite acting like a member Copyright 2007 by Prentice Hall 8 - 26

Reference Group Copyright 2007 by Prentice Hall A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior. 8 - 27

Broad Categories of Reference Groups • Normative Reference Groups Family • Comparative Reference Groups (benchmark) Copyright 2007 by Prentice Hall 8 - 28

Indirect Reference Groups Copyright 2007 by Prentice Hall Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities. 8 - 29

Major Consumer Reference Groups - Figure 10. 1 Copyright 2007 by Prentice Hall 8 - 30

Table 10. 1 Positive Influences on Conformity (Compliance) Group Characteristics • Attractiveness • Expertise • Credibility • Past Success • Clarity of Group Goals Copyright 2007 by Prentice Hall Personal Characteristics • Tendency to Conform (Agree) • Need for Affiliation • Need to be Liked • Desire for Control • Fear of Negative Evaluation 8 - 31

Factors Encouraging Conformity: A Reference Group Must. . . • Inform or make the individual aware of a specific product or brand • Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the group • Influence the individual to adopt attitudes and behavior that are consistent with the norms of the group • Legitimize the decision to use the same products as the group Copyright 2007 by Prentice Hall 8 - 32

Selected Consumer-Related Reference Groups • Friendship groups: Informal group unstructured • Shopping groups: friendship or family • Work groups: Formal group& informal coffee break • Virtual groups or communities: Adult or children turned their computers • Consumer-action groups: correct the consumer abuse and solve it Copyright 2007 by Prentice Hall 8 - 33

Households Family Households: Married couple, Nuclear family Households Nonfamily Households: Unmarried couples, Friends/ Roommates, Copyright 2007 by Prentice Hall 8 - 34

The Changing U. A. E Family • Increase in childless women • More working mothers • Changes in household spending patterns Copyright 2007 by Prentice Hall 8 - 35

Consumer Socialization Copyright 2007 by Prentice Hall The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers. 8 - 36

Other Functions of the Family • Economic well-being (Welfare) • Emotional support • Suitable family lifestyles Copyright 2007 by Prentice Hall 8 - 37

Table 10. 7 Eight Roles in the Family Decision-Making Process ROLE Influencers Gatekeepers Deciders Buyers Preparers Users DESCRIPTION Family member(s) who provide information to other members about a product or service Family member(s) who control the flow of information about a product or service into the family Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service Family member(s) who make the actual purchase of a particular product or service Family member(s) who transform the product into a form suitable for consumption by other family members Family member(s) who use or consume a particular product or service Maintainers Family member(s) who service or repair the product so that it will provide continued satisfaction. Disposers Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service Copyright 2007 by Prentice Hall 8 - 38

Dynamics of Husband-Wife Decision Making • Husband-Dominated • Wife-Dominated • Joint – Equal – Synchronic (Occur in the same time) • Autonomic (Independence) – Solitary (Alone) – Unilateral (One-side) Copyright 2007 by Prentice Hall 8 - 39

Expanding Role of Children In Family Decision Making • Choosing restaurants and items in supermarkets • Pester power Copyright 2007 by Prentice Hall 8 - 40

The Family Life Cycle • Traditional Family Life Cycle – Stage I: Bachelorhood – Stage II: Honeymooners – Stage III: Parenthood – Stage IV: Postparenthood – Stage V: Dissolution Copyright 2007 by Prentice Hall 8 - 41