CHAPTER EIGHT Consumer Attitude Formation and Change 1

CHAPTER EIGHT Consumer Attitude: Formation and Change 1

Overview First: Definition of Attitude Second: Models of Attitudes Third: Attitude Change Chapter Eight Slide 2

First: Definition of Attitude Introduction • We have attitudes toward many things (objects): e. g. people, products, brands, advertisements, ideas, places, activities. • The attitudes have been learned and guide our behavior toward the attitude object. Chapter Eight Slide 3

What Is Your Attitude Toward the Product Advertised? What Is Your Attitude Toward the Ad Itself? Are the Two Attitudes Similar or Different? You May Have Liked the Product but Disliked the Ad or Vice Versa Chapter Eight Slide 4

Attitude definition Attitude is a learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. Chapter Eight Slide 5

Concepts of attiudes • The attitude is toward an object which may be a store, product category , brand or anything else. • Attitudes are a learned predisposition, either through direct experience or from others. This predisposition may lead to a favorable or unfavorable behavior toward the object. • Attitudes have consistency, but are not necessarily permanent and can change over time. • Attitudes occur within a situation. Chapter Eight Slide 6

What Information Does This Ad Provide to Assist Consumers in Forming Attitudes Toward the Saturn Vue Hybrid? It is Stylish, Safe, and Good for the Environment Chapter Eight Slide 7

Second: Models of Attitudes 1 -Tricomponent Attitude Model 2 - Multiattribute Attitude Model 3 - Attitude-Toward-the-Ad Model These are models that attempt to understand the relationships between attitude and behavior. Chapter Eight Slide 8

1 - Tricomponent Model The three components of attitude are consistent. This means that a change in one attitude component tends to produce related changes in the other components. Marketing mangers find it difficult to influence the consumer’s behavior (conation) directly to buy the product, instead, they influence the behavior indirectly by providing Cognition information, music or other stimuli that influence a belief (cognition) or feeling (affect) about the product. Chapter Eight Slide 9

1 - Tricomponent Model Components • Cognitive • Affective • Conative The knowledge and perceptions that are acquired by a combination of direct experience with the object and related information from various sources (what we learn from others) Chapter Eight Slide 10

1 - Tricomponent Model Components • Cognitive • Affective • Conative A consumer’s emotions or feelings about a particular product or brand or any other object. These feelings often tend to be good or bad feelings. Chapter Eight Slide 11

1 - Tricomponent Model Components • Cognitive • Affective • Conative The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object Example: tendency to buy a certain brand or from a specific store. Chapter Eight Slide 12

2 - Multiattribute Models Multiattribute Attitude Models Attitude models that examine the composition of consumer attitude in terms of selected product attributes or beliefs Chapter Eight Slide 13

2 - Multiattribute Attitude Models • The attitude-towardobject model • The attitude-towardbehavior model • Theory-of-reasonedaction model • Attitude is function of the presence of certain beliefs or attributes with respect to an object. • Consumers will like a brand or product that has an adequate level of attributes that the consumer thinks are important. • Example: if you are buying a home, there is a list of attributes that the home must have – 2 bedrooms, 2 bathrooms, air conditioning, and a back yard. With this model, an attitude is positive for the house that has the most of these attributes. Chapter Eight Slide 14

2 -Multiattribute Attitude Models • The attitude-towardobject model • The attitude-towardbehavior model • Theory-of-reasonedaction model • Is the attitude toward behaving with respect to an object, rather than the attitude toward the object itself • Corresponds closely to actual behavior • The question here is how likely are you to purchase brand X (behavior) rather than how highly do you rate brand X (object) Chapter Eight Slide 15

A study: factors the affect Attitude toward behavior of Online Shopping The attitude toward the behavior was measured by how consumers view nine benefits of online shopping, including: effectiveness, convenience, information, safety, service, delivery speed, web design, selection, and familiarity with company name. Actual behavior Chapter Eight Slide 16

2 - Multiattribute Attitude Models • The attitude-towardobject model • The attitude-towardbehavior model • Theory-of-reasonedaction model • Includes cognitive, affective, and conative components (attitude) • In addition to attitude, the model also Includes subjective norms (social pressure) on how a consumer is influenced by others. Chapter Eight Slide 17

A Simplified Version of the Theory of Reasoned Action Chapter Eight Slide 18

Applying the Theory of Reasoned Action to Change Intentions • It helps to identify those attributes most important in causing consumers to form positive (or negative) attitudes toward the purchase of a product – Changing attitude toward purchase • It helps to identify and helps to adjust sources of social pressure and their possible role in intention formation – Changing subjective norms Chapter Eight Slide 19

3 - Attitude toward-the-ad model Attitude. Toward-the. Ad Model A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as a result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand. Chapter Eight Slide 20

A Conception of the Relationship Among Elements in an Attitude-Toward-the-Ad Model Chapter Eight Slide 21

Third: Attitude Change Attitude change and formation are not all that different. They are both learned, they are both influenced by many factors such as: personal experience, personality effects, family influence, and marketing communications. Chapter Eight Slide 22

Strategies of Attitude Changing the Basic Motivational Functions Associating the Product with an Admired Group or Event Altering Components of the Multiattribute Model Changing Beliefs about Competitors’ Brands Chapter Eight Slide 23

1 - Changing the Basic Motivational Functions An effective way to change consumer attitudes toward a product or brand is to change his four motivational functions: Utilitarian Egodefensive Valueexpressive Knowledge Chapter Eight Slide 24

1 - Changing the Basic Motivational Functions • Utilitarian function is how the product is useful to us. A marketer might want to create a more consumer positive attitude toward a brand by showing utilities the brand can do. • ego-defensive function would show the product would make them feel more secure and confident (e. g. cosmetics that defense women’s appearance). • value-expressive function would more positively reflect the consumer’s values or lifestyle. • knowledge function would satisfy the consumer’s “need to know” and help them understand more. It is important for marketers to realize that they might have to combine functions because different customers are motivated to purchase their products for different reasons. Someone might buy a product because it tastes good and fills them up (utilitarian), while another thinks it is low fat and will make them healthy and therefore look better (ego-defensive). Chapter Eight Slide 25

Why and How Does This Ad Appeal to the Utilitarian Function? The Product is Green and Works as Well or Better than Other Products. Chapter Eight Slide 26

Which Lifestyle- Related Attitudes (value expressive) Are Expressed or Reflected in This Ad? Healthy Eating and Snacking Lifestyle Chapter Eight Slide 27

How Does This Ad Provide Information to Establish or Reinforce Consumer Attitudes? It Raises the Question About UVA Rays and then Provides Information (knowledge) n Sun Protection. Chapter Eight Slide 28

2 - Associating the Product with an Admired Group or Event • Attitudes are related, at least in part, to certain groups, social events, or causes. • It is possible to alter (change) attitudes toward companies and their products by pointing out their relationships to these groups, events, or causes. • Example: advertisement around the playground in football matches or events sponsorships. Chapter Eight Slide 29

2 - Associating the Product with an Admired Group or Event The Fiji water’s link to Environmental Cause Likely to Impact Consumers’ Attitudes Toward Its Product. Accordingly, they Might Have a More Favorable Attitude toward the company and its product. Chapter Eight Slide 30

3 - Altering Components of the Multiattribute Model – Changing consumer’s evaluation of attributes. Example: Perhaps the consumer thinks that the product fine to be inexpensive, but a marketer might be able to point out that it is often worth paying a bit more for better quality. – Changing brand beliefs. Example: Maybe a consumer thinks a brand is very expensive when in fact it is less expensive than several other brands. – Adding an attribute. Example: Who thought chewiness was an attribute that could even exist for a vitamin until Gummy Vites came along? – Changing the overall brand rating, not a single attribute of it. Example: using statements like: “ the one all others try to imitate” or “ the largest selling brand”. Chapter Eight Slide 31

How Is This New Benefit Likely to Impact Consumers’ Attitudes Toward the Product? The ad states that there is a link between one’s mouth health and the health of one’s whole body, changing the overall brand rating in the minds of target consumers Chapter Eight Slide 32

How Is the Absence of an Ingredient Likely to Lead to a Favorable Attitude Toward a Product? Adding an attribute (chewiness) to vitamins Chapter Eight Slide 33

4 - Changing beliefs about the attributes of competitors’ brands How Is Valvoline’s Attempt to Change Attitudes Toward a Competing Brand Likely to Impact Attitudes Toward Its Own Brand? By Showing Better Wear Protection Chapter Eight Slide 34

Central and peripheral routes of changing attitudes (Elaboration likelihood model) Elaboration Likelihood Model (ELM) Customer attitudes are changed by two distinctly different routes to persuasion: a central route or a peripheral route. Chapter Eight Slide 35

Elaboration Likelihood Model High Involvement Low Involvement Chapter Eight Slide 36