CB 9 Attitude Formation and Change

Slide 1: 

Consumer Attitudes- Formation and Change

Attitudes : 

Attitudes What is an attitude? “enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment” “the way we think, feel, and act toward some aspect of our environment” Hawkins, Best and Coney “a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object” Fishbein & Ajzen

What are Attitudes? : 

What are Attitudes? The attitude “object” Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation

Structural Models of Attitudes : 

Structural Models of Attitudes Tricomponent Attitude Model Multiattribute Attitude Model The Trying-to-Consume Model Attitude-Toward-the-Ad Model

A Simple Representation of the Tricomponent Attitude Model : 

Cognition A Simple Representation of the Tricomponent Attitude Model

The Tricomponent Model : 

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.

Attitude Components and Manifestations : 

Attitude Components and Manifestations

Attitude Component Consistency : 

Attitude Component Consistency

Attitude Component Consistency : 

Attitude Component Consistency All 3 components tend to be consistent. Very important in marketing strategy. Research often finds only a Limited relationship

Measuring Attitude Components : 

Measuring Attitude Components Cognitive Component (Measuring Beliefs about Specific Attributes using the Semantic Differential Scale) Diet Coke Strong taste —— —— —— —— —— —— —— Mild taste Low priced —— —— —— —— —— —— —— High priced Caffeine free —— —— —— —— —— —— —— High in caffeine Distinctive in —— —— —— —— —— —— —— Similar in taste totaste most

Measuring Attitude Components : 

Measuring Attitude Components Affective Component (Measuring Feelings about Specific Attributes Using Likert Scales) Neither Agree Strongly nor Strongly Agree Agree Disagree Disagree Disagree I like the taste of Diet Coke. —— —— —— —— —— I like Diet Coke. —— —— —— —— ——

Measuring Attitude Components : 

Measuring Attitude Components Behavioral Component (Measuring Actions or Intended Actions) The last soft drink I consumed was a ___________________. I usually drink________________soft drinks. What is the likelihood you will buy Diet Coke  Definitely will buy the next time you purchase a soft drink?  Probably will buy  Might buy  Probably will not buy  Definitely will not buy

Multi-Attribute Attitude Model : 

Multi-Attribute Attitude Model What is a multi-attribute attitude model? It is a mathematical representation of the nonconscious process consumers go through in evaluating the overall cognitive component of an attitude toward a particular object. Its elements include: Beliefs about an object’s attributes. Ideal performance levels for each attribute. Relative importance attached to each attribute.

Slide 14: 

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

Multiattribute Attitude Models : 

Multiattribute Attitude Models The attitude-toward-object model The attitude-toward-behavior model Theory-of-reasoned-action model Attitude is function of evaluation of product-specific beliefs and evaluations Useful to measure attitudes toward brands Types

Multiattribute Attitude Models : 

Multiattribute Attitude Models The attitude-toward-object model Attitude is function of evaluation of product-specific 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

FISHBEIN’S ATTITUDE MODEL : 

FISHBEIN’S ATTITUDE MODEL Fishben’s attitude model can be expressed in equation form as: A0=  biei Where A0 = the person’s overall attitude toward the object bi = the strength of his belief that the object is related to ` attribute i (such as the strength of the belief that Wrangler jeans are durable) ei = his evaluation or intensity of feelings( liking or disliking) toward attribute i n = the number of relevant attributes for that person i=1 n

CALCULATING A CONSUMER’S ATTITUDE TOWARD A BRAND OF WRISTWATCH : 

CALCULATING A CONSUMER’S ATTITUDE TOWARD A BRAND OF WRISTWATCH i=1 5

Slide 19: 

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).

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

Slide 21: 

A Simplified Version of the Theory of Reasoned Action

Slide 22: 

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).

Slide 23: 

Selected Examples of Potential Impediments That Might Impact Trying POTENTIAL PERSONAL IMPEDIMENTS “I wonder whether my fingernails will be longer by the time of my wedding.” “I want to try to lose ten kgs by next summer.” “I’m going to try to get tickets for a play 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 copies of this book 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 in the kitchen.”

Slide 24: 

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.

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Attitude Change Strategy Focusing on Affect Positive marketing stimuli (ad, package) Overall attitude change Behavior (purchase) Increased positive beliefs Increased affective response (liking) toward product Increased positive beliefs Behavior (purchase)

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Attitude Change StrategyFocusing on Behavior Marketing or situational stimuli (free sample, guests) Overall attitude change Increased positive beliefs Increased affect (liking) Behavior (purchase, consumption) Increased affect (liking) Increased positive beliefs

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Attitude Change StrategyFocusing on Cognitions Marketing stimuli (advertisement, package) Overall attitude change Behavior (purchase) Increased affect (liking) Cognitions (beliefs) Increased affect (liking) Behavior (purchase)

Slide 28: 

A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model Exposure to an Ad Judgments about the Ad (Cognition) Beliefs about the Brand Attitude toward the Brand Attitude toward the Ad Feelings from the Ad (Affect)

Issues in Attitude Formation : 

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

Strategies of Attitude Change : 

Strategies of Attitude Change Changing the Basic Motivational Function Associating the Product with an Admired Group or Event Resolving Two Conflicting Attitudes Altering Components of the Multiattribute Model Changing Beliefs about Competitors’ Brands

Four Basic Attitude Functions : 

Four Basic Attitude Functions The Utilitarian Function The Ego-defensive Function The Value-expressive Function The Knowledge Function

Clorox Uses A Utilitarian Appeal : 

Clorox Uses A Utilitarian Appeal

Suave Uses Ego Defensive Appeal : 

Suave Uses Ego Defensive Appeal

AC Delco Uses a Value-Expressive Appeal : 

AC Delco Uses a Value-Expressive Appeal

A Knowledge Appeal : 

A Knowledge Appeal

Associating the Product with a Special Group, Event or Cause : 

Associating the Product with a Special Group, Event or Cause Red & White Bravery Awards ITC with Sports Safal Eye Donation and Ashiwarya Rai

Resolving Two Conflicting Attitudes : 

Resolving Two Conflicting Attitudes By making consumers see that their negative attitudes towards a product, a specific brand or its attributes is really not in conflict with another attitude, they may be induced to change their evaluation of the brand. Eg. – Tea Consumption

Altering Components of the Multi-Attribute Model : 

Altering Components of the Multi-Attribute Model (1) Changing the relative Evaluation of the Attributes: Persuade consumers to view a attribute in a more positive/negative light. (2) Changing Brand Beliefs: Most common form of advertising appeal. Reminding consumers that the brand/product has “more” of a certain attribute or is “ better” (3) Adding an Attribute: Adding an attribute that has been previously ignored or one that reflects an improvement or technological innovation

Altering Components of the Multi-Attribute Model (contd…) : 

(4) Changing the Overall Brand Rating: Changing overall assessment of a brand directly without attempting to improve or change their evaluation of any single brand attribute Use of global statements such as “the largest selling brand” or “desh ka pyala”. Altering Components of the Multi-Attribute Model (contd…)

Slide 40: 

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.

The Elaboration Likelihood Model : 

The Elaboration Likelihood Model

Reducing Cognitive Dissonance : 

Reducing Cognitive Dissonance

Slide 43: 

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.

Slide 44: 

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.

Issues in Attribution Theory : 

Issues in Attribution Theory Self-perception Theory Foot-In-The-Door Technique Attributions Toward Others Attributions Toward Things How We Test Our Attributions

Slide 46: 

Self-Perception Theory A theory that suggests that consumers develop attitudes by reflecting on their own behavior.

Slide 47: 

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).

Criteria for Causal Attributions : 

Criteria for Causal Attributions Distinctiveness Consistency Over Time Consistency Over Modality Consensus