Consumer attitudes Patrizia de Luca University of Trieste

Consumer attitudes Patrizia de Luca University of Trieste (Italy) 2015

Agenda Definition and nature of consumer attitudes Relationship among attitudes, beliefs, intentions and behaviour Explicit and implicit attitudes Measurements of attitudes Attitude change Some examples and applications Page 2

Defining attitudes “Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way” (Allport G, 1935). • Attitude is a predisposition to evaluate a specific concept positively or negatively. • Attitude is lasting because it tends to endure over time. • Attitude is general because it applies to more than a momentary event. • . . . But Attitudes can change. Page 3

Neutral response Sometimes consumers do not have either a positive or negative attitude, due to: Indifference which is a truly neutral response Ambivalence which is a consequence of conflict (between positive and negative evaluation). Page 4

Attitude Towards Objects: Actions: • Product (carbonated drinks) • Brand (Coke) • Company (Coca-Cola) • Product attributes (sugar content) • Retailer (Wal Mart) • Store format (hard discount) • … • Buying • Renting • Using • Eating • Stealing, • Saving • Downloading • … Page 5

Why do we study attitudes? Because attitudes should be strongly connected with behaviour… ATTITUDE INTENTION BEHAVIOUR … but sometimes the relationship is weak. Page 6

Attitude Components: ABC Model how a consumer feels about an attitude object Affect Behaviour the consumer’s intention to do something with regard to an attitude object. Cognition the beliefs a consumer has about an attitude object: how he/she explains his/her attitude The model emphasises the interrelationships between Page 7 knowing, feeling, and doing.

What do you think about oranges? Cognitive component: Affect component: Oranges contain a lot of I like them. I like their taste vitamin C: they are healthy … Behaviour component: … I try to eat at least one daily … Page 8

The Cognitive Component (Beliefs) 1/2 A consumer belief is a psychological association between a product or brand an attribute or feature of that product or brand. Beliefs are cognitive (based on knowledge). The stronger the association of features or attributes with the product or brand, the stronger the consumer’s belief. Note that beliefs that consumers hold need not be accurate. Page 9

The Cognitive Component (Beliefs) 2/2 A consumer may hold both positive or negative beliefs toward an object. Some beliefs may be neutral (coffee is black) Some beliefs may be differ in depending: – on the person (the same coffee could be hot for a person and cold for another); – on the situation (coffee is hot and stimulates good on a cold morning but not good on a hot summer evening) Page 10

The Cognitive Component: Vocabulary of brand beliefs for a soft drink product (an example) Product Attributes Consumer Benefits Caloric content Restores energy Vitamin content Nutritional Natural ingredients Good for the whole family Sweetness Gives a lift Aftertaste Good at mealtimes Carbonation Thirst quenching Page 11

The Affective component Purchase decisions are continually influenced by affective response. Affect – the way in which we feel in response to marketplace stimuli. It is emotive rather than cognitive (beliefs) It is comprised of both our knowledge of stimuli and our evaluation of them. Affective responses can be very general or very specific. Page 12

The Hierarchy of Effects (Mower, Minor, 2001) The relationship between the three components of attitudes (responses) is known as the hierarchy of effects Type of hierarchy Sequence High. Involvement Beliefs Low. Involvement Beliefs Behavior Affective, Experiential Affect Behavior Beliefs Attitude based on hedonic consumption Behavioral Behavior Beliefs Affect Attitude based on behavioral learning process Page 13 Affect Nature of information processing Behavior Attitude based on cognitive information processing (Mower, Minor, 2001)

Cognitive Hierarchy A “think before you act” process But we have to distinguish between… High-involvement hierarchy: – Active, purchase-specific processing Low-involvement hierarchy: – Passive, purchase-specific processing (often, an “act before you think” process) Page 14

The low-involvement, passive consumer vs the high-involvement, active consumer (1/2) Low-Involvement View of a Passive Consumer High-Involvement View of an Active Consumers learn information at random. Consumers are information processors. Consumers are information gatherers. Consumers are information seekers. Consumers represent a passive audience for advertising. As a result, the effect of advertising on the consumers is strong. Consumers represent an active audience for advertising. As a result, the effect of advertising on the consumer is weak. Consumers buy first. If they do Consumers evaluate brands before evaluate brands, it is done after the buying. purchase. Source: Assael, 1998; p. 155 Page 15

The low-involvement, passive consumer vs the high-involvement, active consumer (2/2) Low-Involvement View of a Passive Consumer High-Involvement View of an Active Consumers seek some acceptable level of satisfaction. As a result, consumers buy the brand least likely to give them problems and buy based on a few attributes. Familiarity is the key. Consumers seek to maximize expected satisfaction. As a result, consumers compare brands to see which provide the most benefits related to needs and buy based on multi-attribute comparisons of brands Personality and lifestyle characteristics are not related to consumer behavior because the product is not closely tied to the consumer’s identity and belief system. Personality and lifestyle characteristics are related to consumer behaviour because the product is closely tied to the consumer’s identity and belief system. Reference groups exert little influence on product choice because products are unlikely to be related to group norms and values. Reference groups influence consumer behavior because of the importance of the product to group norms and values. Page 16

The Experiential Hierarchy (1/2) It is based primarily on a consumer’s emotional response to a brand or product. Consumers first evaluate an object on an overall bases by relying on thier feelings, emotions, and fantasies and then act on this basis. The consumer’s primary purchase motive is the anticipated experience of enjoying the object, not the projected performace of the object based on evaluative product criteria. Page 17

The Experiential Hierarchy (2/2) Beliefs about the attributes and characteristics of an object may be formed after the fact. It shows that when a product is perceived as pleasurable or expressive, cognitive processes do not have to be central. As a result, marketers can directly appeal to brand evaluations - without necessarily influencing beliefs - using symbols and imagery to evoke positive feelings and emotions about the brand. Page 18

The Behavioural Hierarchy – An “act before you think” process. – In some cases, consumers evaluate brands or products after buying. Page 19

Can you find any examples? Page 20

Just because consumers prefer brand A, doesn’t mean they will necessarily buy brand A. Having a favorable attitude toward a product is not the same as having Do positive attitudes translate into purchase and a favorable attitude toward its purchase or consumption? It depends… – For example, consumers may think that eating fish is good for their health, but that does not mean that they will eat fish rather than red meat! WHY? Try to find the reason why! Page 21

Factors inhibiting the relationship between beliefs, attitudes, and behavior Lack of involvement Lack of purchase feasibility Lack of direct product experience Lack of relation between values and beliefs Changing market conditions Page 22

LET US PLAY: FIND OUT YOUR ATTITUDE TOWARD THE OBJECT/ACTION… You can use a “short” in-depth interview to know (defining your main questions): - Do you like/dislike …? - Why? (Use abc model) - Do you usually buy or use …? - Would you like to buy/use/do…? - And so on! … AND THEN EXPLAIN IT TO OTHERS. Page 23

Measuring the Attitudinal Components Using colas as an example, the following table* shows one or more rating scales° to measure the attitudinal components°: – Brand Beliefs – Attribute Evaluations – Overall Brand Evaluation – Intention to Buy °Scales for brand beliefs and attribute evaluations are developed for a number of characteristics such as sweet, carbonated, good to serve guests, and so forth. * Source: Assael, 1998, p. 290 Page 24

Measures of attitudinal components (1/4) Brand Beliefs How likely is it that I will get a highly carbonated cola if I buy Brand A? Very likely - - - Very unlikely Rate Brand A by the following characteristics: Highly carbonated - - - - Not at all carbonated Indicate how well Brand A is described by the following characteristics: Highly carbonated Describes very well - - - - Does not describe at all Page 25

Measures of attitudinal components (2/4) Attribute Evaluations How important is buying a cola that is highly carbonated? Very important - - - - Not at all important Indicate the degree of satisfaction you would get from the following: Highly carbonated Very satisfying - - - - Not at all satisfying Think of your ideal brand of cola and rate it on the characteristics listed below: Highly carbonated - - - - Not at all carbonated Page 26

Measures of attitudinal components (3/4) Overall Brand Evaluations (Affective Component) Rate Brand A as follows: I like it very much - - - - I don’t like it at all Which of the following brands do you prefer most? Which of the brands do you prefer second, third (and so forth)? (Key brands of cola would you be listed) Rate Brand A as follows: Very favourable - - - - Very unfavourable Suppose you could pick ten free cans of cola and had the choice of any combination of brands. Which brands would you pick? How many of each brand? (Make sure the total adds up to ten cans). (Key brands would be listed and respondents instructed to place any number of cans next to each brand so the total allocated equal ten). Page 27

Measures of attitudinal components (4/4) Intention to Buy What is the likelihood you would buy Brand A the next time you purchase cola? • Definitely will buy • Probably will buy • Might buy • Probably will not buy • Definitely will not buy (Key cola brands will be listed and respondents asked their intention to buy) Page 28

Attitude Development Attitudes develop over time through a learning process affected by: Family influences Peer group influences Information Experience Personality Page 29

Family Influences The family is an important influence factor on purchase decisions. Regardless of their tendency to rebel in teenage years, many studies have shown a high correlation between children’s attitudes and those of their parents towards numerous objects/actions (personal hygiene, preferences for food items, boiled vegetables or fried food, and so on) The influence is demonstrated in some advertising theme. Page 30

Peer Group Influences Many studies have shown pervasive group influence on purchasing behaviour. Peer groups seem to be much more likely than advertising to influence attitudes and purchasing behaviour. Page 31

Information and Experience Information is an important attitude determinant. Consumers’ past experiences also influence their brand attitudes. Such experiences condition future behaviour. Page 32

Personality Consumers’ personalities affect their attitudes: – Aggression – Extroversion – Submissiveness – Authoritarianism –. . . These traits may influence attitudes toward brands and products. Page 33

Functions of Attitudes Understanding the funcions of attitudes means understanding how they serve the individual. Attitudes can fulfill more than one function. A classification of attitude functions (Katz, 1960): – Utilitarian function – Value-expressive function – Ego-defensive function – Knowledge function Page 34

Utilitarian Function The utilitarian function of attitudes guides consumers in achieving desired benefits. An example: auto advertising reflects the utilitarian function of attitudes when it features performance characteristics. Page 35

Value-Expressive Function Attitudes can express consumers’ self-images and value systems, particularly for a high-involvement product. Page 36

Ego-Defensive Function Attitudes protect the ego from anxieties and threats. Consumers purchase many product to avoid anxiety-producing situations. Consumers develop positive attitudes toward products and brands associated with social acceptance, confidence and desirability. Contact lens Page 37

Knowledge Function Attitudes help consumers organize the mass of information they are exposed to daily. Consumers sort all of the messages, ignoring the less relevant information. The knowledge function also reduces uncertainty and confusion. Page 38

Forming attitudes Attitudes can form in different ways: – Classical conditioning – Instrumental conditioning – Complex cognitive process Page 39

Relationship of Behavior to Attitudes Not only do consumer attitudes influence behavior, but behavior can also influence attitudes: – Cognitive Dissonance – Passive Learning – Disconfirmation of Expectations Page 40

Cognitive Dissonance According to dissonance theory, consumer attitudes sometimes change to conform to previous behavior, thus reducing post-purchase conflict. Individuals tend to reinforce their decision after the fact by changing their attitudes in favor of the chosen brand. Page 41

Passive Learning Under conditions of low involvement, a change in attitude is not necessary to influence a change in behavior. The awareness of a new brand may be sufficient reason for consumers to switch in a search for variety, and consumers may form attitudes toward the new brand after using it. Page 42

Disconfirmation of Expectations When expectations regarding product performance are not met (disconfirmation of expectations), consumers may have more negative attitudes toward the product after the purchase. When consumers are very disappointed, a negative change in attitudes is likely to occur after the purchase, and they may exaggerate this change (negative word of mouth). Page 43

Attitude Reinforcement and Change Beliefs are easier to change than desired benefits Brand beliefs are easier to change than brand attitudes For hedonic products, attitudes are a more relevant vehicle for change than beliefs. Attitudes are easier to change when there is a low level of involvement with the product. Weak attitudes are easier to change than strong ones. Attitudes held by consumers who have less confidence in their brand evaluations are easier to change. Attitudes are easier to change when they are based on ambiguous information. Page 44

Strategies to Change Attitudes (Repositioning) Changing Attitudes of Existing Users – Companies faced with declining sales often attempt to reposition their offerings to existing users. Changing Attitudes of Nonusers – In an attempt to appeal to new segments of the market, companies often attempt to change attitudes among nonusers. Often these changes are necessary for the company to ensure future sales. Page 45

Strategies to change consumer beliefs Positioning by: – product attributes, – intangible attributes, – consumer benefits, – price, – brand user, – celebrity recognition, – brand personality, – product category, – association with competitors, – country or geographic area. Page 46

Every man has reminiscences which he would not tell to everyone but only his friends. He has other matters in his mind which he would not reveal even to his friends, but only to himself, and that in secret. But there are other things which a man is afraid to tell even to himself, and every decent man has a number of such things stored away in his mind. (F. Dostoevskij, 1821 -1881) Page 47

Attitude manifestation Attitude do not have to be consciously accessible to produce evalutative reaction to an object. The mere presence of the attitude object is often sufficient to activate the associated attitude automatically, often without awareness. In short, attitudes may be implicit as well as explicit. Explicit Attitude consciousness Implicit Attitude unconsciousness Page 48

Measurement of explicit attitudes Multi-attribute models Theory of Reasoned Action Page 49

Multi-attribute model As a simple response does not always provide all the information, we need to know about why a consumer has certain feelings towards a product or about what marketers can do to change consumers’ attitudes. Fishbein’s multi-attribute model describes attitude formation as a function of consumer beliefs about the attributes and benefits of a brand. Elements of the models: – Attributes – characteristics that consumers consider when evaluating the attitude object. – Beliefs – cognitions about the specific attitude object. – Importance weights – these reflect the relatived priority of an attribute to the consumer. Page 50

Fishbein’s Multiattribute Model e b A BI B Page 51 • Evaluation of Product Attributes • Brand Beliefs • Overall Brand Evaluations • Intention to Buy • Behaviour

Theory of Reasoned Action Intentions versus behavior: – The Fishbein’s theory of reasoned action aims to measure behavioral intentions, recognising that certain uncontrollable factors inhibit prediction of actual behavior. Social pressure: – The power of other people in influencing behavior. Attitude towards buying: – Focusing on the perceived consequences of a purchase. (Ajzen, Fishbein, 1980) Page 52

Fishbein’s Theory of Reasoned Action e b A SN BI B Page 53 • Evaluation of Product Attributes • Brand Beliefs (perceived consequences of actions) • Overall Evaluation of Action • Social Norms (Normative Beliefs / Motivation to Comply) • Intention to Buy • Behaviour

Measuring social elements Normative beliefs My family thinks I Should buy Brand X - - - - Should not buy Brand X Motivation to comply I want to do what my family thinks I should do - - - regarding Brand X Page 54 I do not want to do what my family thinks I should do regarding Brand X

Problems in predicting behavior Outcomes beyond consumers’ control. Behavior is not always intentional. Measures of attitude often do not really correspond to the behavior they are supposed to predict. Page 55

Implicit Attitudes Many cognitive process that affect behavior are unconscious in nature and are inaccessible to observation by the actor. These implicit processes affect perception, influence behavior, and color interpretation of past events. Page 56

Measurement of Implicit Attitudes IAT - Implicit Attitude Test: – It is an experimental method within social psychology designed to measure the strength of automatic association between mental representations of objects (concepts) in memory. – It requires the rapid categorization of various stimulus objects, such that easier pairings (and faster responses) are interpreted as being more strongly associated in memory than more difficult pairings (slower responses). Page 57

IAT – Implicit Attitude Test The IAT was introduced in 1998 by Anthony Greenwald, Debbie Mc. Ghee, and Jordan Schwartz. Project Implicit, a research and educational outreach program that allows individuals to take the test over the web, is run by social psychologists (Greenwald, Mahzarin Banaji, and Brian Nosek). https: //implicit. harvard. edu/implicit/ Page 58

Thank you very much for your attention Patrizia de Luca, Ph. D. E-mail: patrizia. deluca@econ. units. it