Slide 5 1 Attitudes Solomon Bamossy Askegaard Hogg

Slide 5. 1 Attitudes Στάσεις του Καταναλωτή Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 2 Περιεχόμενο Διάλεξης l Τι είναι οι Στάσεις; l Λειτουργίες που επιτελούν οι στάσεις l ABC model l Διαμόρφωση Στάσεων l Πως μετράμε τις στάσεις Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 4 Πως οι περιστάσεις μπορεί να επηρεάζουν τις στάσεις; 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. ” Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 5 Πως οι περιστάσεις μπορεί να επηρεάζουν τις στάσεις (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. ” Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 6 Functional Theory of Attitudes l Katz: attitudes exist because they serve some function UTILITARIAN FUNCTION: VALUE-EXPRESSIVE FUNCTION: Relates to rewards and punishments Expresses consumer’s values or self-concept EGO-DEFENSIVE FUNCTION: Protect ourselves from external threats or internal feelings KNOWLEDGE FUNCTION: Need for order, structure, or meaning Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 8 The ABC model: Διαστάσεις των Στάσεων • Affect – how a consumer feels about an attitude object. • Behaviour – the consumer’s intention to do something with regard to an attitude object. • Cognition – the beliefs a consumer has about an attitude object. The model emphasises the interrelationships between knowing, feeling, and doing. Ενώ όλες οι διαστάσεις των στάσεων είναι σημαντικές η σημασία/βαρύτητα που αποδίδουμε σε κάθε διάσταση μας βοηθα να καταλάβουμε το σχηματισμό των στάσεων Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 9 Three hierarchies of effects Figure 5. 1 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 11 Άλλες Θεωρίες (1 of 2) Θεωρία Αυτοαντίληψης – assumes that consumers use observations of their own behaviour to determine what their attitudes are, in the same way as we know the attitudes of others by watching what they do. Social judgement theory – assumes that people assimilate new information about attitude objects in the light of what they already know or feel. The initial attitude acts as a frame of reference, and new information is categorised in terms of this standard. Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 12 Other theories (2 of 2) Θεωρία Ισορροπίας – considers relations among elements a consumer might perceive as belonging together. This perspective involves relations among three elements (the triad): • a person and his/her perceptions. • an attitude object. • some other person or object. The theory specifies that consumers desire relations among elements in the triad to be harmonious or balanced. Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 13 Restoring Balance in a Triad Alex wants to date Larry; Alex has positive sentiment toward Larry l Larry wears earring; Larry has positive attitude toward earring l Alex doesn’t like men who wear earrings; has negative l sentiment toward earrings Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006 Figure 7. 2

Σοφία Slide 5. 14 - - Τατουάζ Γιώργος + Σοφία + Γιώργος + - + Γιώργος + Τατουάζ Σοφία + Γιώργος - ο Τατουάζ Σοφία Γιώργος Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, Τατουάζ 3 rd edition © Pearson Education Limited 2006

Slide 5. 15 Attitude Commitment Degree of commitment is related to level of involvement with attitude object INTERNALIZATION - ΕΣΩΤΕΡΙΚΕΥΣΗ Highest level: deep-seeded attitudes become part of consumer’s value system IDENTIFICATION-ΤΑΥΤΙΣΗ Mid-level: attitudes formed in order to conform to another person or group COMPLIANCE - ΣΥΜΟΡΦΩΣΗ Lowest level: consumer forms attitude because it gains rewards or avoids punishments Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 16 Πως μετράμε τις στάσεις του καταναλωτή; Αξιολόγηση του Προϊόντος 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 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 17 Πως μετράμε τις στάσεις του καταναλωτή ; Συναισθήματα 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 [] [] [] Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 18 Πως μετράμε τις στάσεις του καταναλωτή ; Πρόθεση Αγοράς 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 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 19 Μοντέλο Fishbein l Beliefs about a product l Object Attributes l Evaluation of each attribute lΗ στάση του καταναλωτή για κάποιο προϊόν Aijk= ΣBijk. Iik όπου i=attribute, j=brand, k=consumer και B= belief, I=importance weight given to an attribute Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006

Slide 5. 20 Στάση Καταναλωτή στη Διαφήμιση 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 Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3 rd edition © Pearson Education Limited 2006