CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE PART 2: Foundations of Customer Behavior CHAPTER 6 Customer Attitudes: Cognitive and Affective Copyright © 2002 1 All rights reserved.
Conceptual Framework PART 2 Customer Behavior: A Managerial Perspective CHAPTER 6 Attitude Change 1. 2. 3. 4. Psychological Processes Learning theories Attribution processes Cognitive Consistency theories High/Low Involvement Information Processing Attitudes • • Three-Component Model Cognition Affect Conation Buyer User Attitudes • Multiattribute Models • Functional Theory of Attitude Payer Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 2
Attitude: Definition and Characteristics Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 3
Attitudes as Evaluations Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Attitudes are our evaluations of: § § § Objects People Places Brands Products Organizations, etc. People evaluate these in terms of their goodness, likability, or desirability Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 4
Three Underlying Dimensions to Global Attitude Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Cognition § Knowledge Affect § Feeling Conation § Action Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 5
Brand Belief Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Beliefs are expectations as to what something is or is not or what something will or will not do Descriptive § Evaluative § Normative § Brand belief is a thought about a specific property or quality of the brand Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 6
Illustrative Measures of the Three. Component Model of Attitude Customer Behavior: A Managerial Perspective Attitude Component Cognitions or Beliefs Dhl, For Shipping A Business’s Small Packages • DHL is very reliable in its service. • DHL is more economical than other package carrier services. • DHL is able to customize its service to my shipping needs. Affect or Feelings • When I ship by DHL, I feel secure. • I am very happy to be suing DHL for my shipping needs. • I don’t care if DHL goes out of business. • I use DHL for my shipping more than I use other carriers. • I am often recommending DHL to other business associates. • I am looking for alternative carriers. Conations or Actions Copyright © 2002 All rights reserved. PART 2 Attitude Object CHAPTER 6 Shopping For Airline Tickets On The Internet • For my airline tickets, shopping on the internet is very convenient. • You can find the cheapest fares by shopping on the internet. • Internet based travel agents do not offer you a comprehensive set of airline and flight options. • Shopping on the Internet is: (please circle as many as apply) Totally cool Boring Confusing A pain in the neck Enjoyable Terrible • I have used Internet for my travel airline tickets recently. • I often search Internet for planning my travel itinerary. Copyright © 1999 by Thomas Southwestern. All rights reserved. 7
Hierarchies In Attitude Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Attitude hierarchy refers to the sequence in which the three components occur Learning § Emotional § Low Involvement § Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 8
Learning Hierarchy of Attitude PART 2 Customer Behavior: A Managerial Perspective LEARNING Cognitive (thoughts) Affective (feelings) CHAPTER 6 Conative (actions) Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 9
Emotional Hierarchy of Attitude PART 2 Customer Behavior: A Managerial Perspective Affect EMOTIONAL (feelings) Conation (actions) CHAPTER 6 Cognition (thoughts) Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 10
Low Involvement Hierarchy of Attitude PART 2 Customer Behavior: A Managerial Perspective LOW INVOLVEMENT Conation (actions) Affect (feelings) CHAPTER 6 Cognition (thoughts) Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 11
Degrees of Involvement and Types of Attitude Hierarchy PART 2 Customer Behavior: A Managerial Perspective CHAPTER 6 High Involvement Emotional Hierarchy Rational Hierarchy • Begins with intense emotions • Begins with consideration of multiple features • Begins with mood • Begins with consideration of one or two features Lowinvolvement hierarchy Low Involvement Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 12
Consistency Among the Three Components Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Consistency can be related to two factors: § Valence § § Attitude valence refers to favorable and unfavorable thoughts, feelings, and actions Intensity (strength) § Attitude strength refers to the degree of commitment one feels toward a cognition or feeling or action Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 13
Three Attitude Components in Mutual Interdependence PART 2 Customer Behavior: A Managerial Perspective CHAPTER 6 Affective (feelings) Conative (actions) Cognitive (thoughts) Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 14
Molding Customer Attitude Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Three avenues of attitude molding: Via cognitive change § Via affective change § Via behavior (conative) change § Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 15
Methods of Influencing the Customer’s Behavior Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Incentives Structuring the physical environment Business procedures Government mandates Information structuring Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 16
The Psychological Processes Underlying Attitude Change Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Four major groups of theories: Learning theories § Attribution theory § Cognitive consistency theories § High- and low-involvement information processing § Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 17
Learning Theories Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Learning is a pathway to attitude change The four learning theories are: Classical conditioning § Instrumental conditioning § Modeling § Cognitive learning § Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 18
Attribution Processes Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Attribution processes are set in motion when the customer first engages in some behavior that is incongruent with his or her initial attitude Self-perception theory § Attribution theory § Foot-in-the-door strategy § Door-in-the-face strategy § § Norm of reciprocity Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 19
Cognitive Consistency Theories Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Concept: § Various cognitions people hold have to be consistent with one another Festinger’s cognitive dissonance theory Heider’s balance theory Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 20
Cognitive Dissonance Theory Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Buyer’s Remorse According to Festinger’s dissonance theory this happens because two cognitions are in dissonance: The cognition that the decision has been made § The cognition that the decision may not have been the best § Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 21
Heider’s Balance Theory Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Cognitive Consistency According to Heider’s balance theory, when a respected opinion leader endorses an issue not initially favored by a person: The person would either lower the opinion leader in his or her esteem or § Become more favorable toward the endorsed issue § Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 22
High- and Low-Involvement Information-Processing Modes Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Central processing route § The customer attends to and scrutinizes message content actively and thoughtfully Peripheral processing route § The consumer attends to the message only cursorily, and tends to make quick inferences by simply looking at the elements in the ad Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 23
Multiattribute Models of Attitude Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Overall attitude is based on the component beliefs about the object, weighted by the evaluation of those beliefs The Rosenberg model § The Fishbein model § The extended Fishbein model § Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 24
The Rosenberg Model PART 2 Customer Behavior: A Managerial Perspective CHAPTER 6 Ao is the overall attitude toward the object I is the importance of value j V is the instrumentality of the object in obtaining value j η is the number of values Copyright © 2002 All rights reserved. Ao = η Σ Ij ×V j=1 Copyright © 1999 by Thomas Southwestern. All rights reserved. j 25
The Fishbein Model PART 2 Customer Behavior: A Managerial Perspective CHAPTER 6 Ao is the overall attitude toward the object Bi is the belief that object i has a certain consequence Ei is the evaluation of that consequence η is the number of consequences Ao = Copyright © 2002 All rights reserved. η Σ Bi ×E i=1 Copyright © 1999 by Thomas Southwestern. All rights reserved. i 26
Example of Customer Attitudes: Two Internet Service Providers PART 2 Customer Behavior: A Managerial Perspective CHAPTER 6 EVALUATION OF ATTRIBUTE (UNLIKELY 1 2 3 4 5 LIKELY) Attribute America Online AT&T Evaluation of Consequences 1. Connection will be established successfully every time. 3 5 +3 2. The connection will be established speedily. 4 3 +2 3. The connection will be dropped in the middle of the session. 3 3 -3 4. The price (monthly fee) will be high. 2 5 -1 (Very bad -3 -2 -1 0 +1 +2 +3 Very good) Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 27
Schematic of Fishbein’s Extended Model PART 2 Customer Behavior: A Managerial Perspective Beliefs about consequences from behavior (Bi) Attitude (Aact) Evaluations of consequences from behavior (Ei) Normative Beliefs related to different sources (NBj) Motivation to comply with Copyright © 2002 subjective norms (MCj) All rights reserved. CHAPTER 6 Behavioral Intention (BI) Subjective Norms (SN) Behavior (B)
Social Norms Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Along with attitude, a person’s behavior depends on social norms § Subjective norms § Others’ desires or expectations from us Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 29
Fishbein’s Extended Model of Behavior Customer Behavior: A Managerial Perspective B where B BI Aact SN w 1 and w 2 Aact where Bi Copyright © 2002 All rights reserved. PART 2 CHAPTER 6 = = = = overt behavior (I. e. , brand purchase) behavioral intention or purchase intention attitude toward purchase of brand subjective norm empirically determined evaluation weights = belief that performance of a certain behavior-brand purchase-will lead to an anticipated outcome
Fishbein’s Extended Model of Behavior (cont’d) Customer Behavior: A Managerial Perspective Ei i SN where SN NBj MCj j PART 2 CHAPTER 6 = evaluation of an anticipated outcome, either a positive benefit or the avoidance of a negative consequence = anticipated outcome 1, 2, …m = = subjective norm-the motivation toward an act as determined by the influence of significant others = normative beliefs-belief that significant others (j) expect the consumer to engage in an action = motivation to comply-the extent to which the consumer is motivated to realize the expectations of significant others (j) = significant other 1, 2, …n Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 31
Use of Multiattribute Models Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 According to the multiattribute model, we can change customer attitudes in three ways: By changing a specific component belief, which can be done by changing the perception of the corresponding attribute level or associated consequence § By changing the importance customers assign to an attribute or the evaluation of that consequence § By introducing a new attribute into customers’ evaluation process § Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 32
The Functional Theory of Attitude Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Utilitarian Ego defense Value expressive Knowledge Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 33
Functions of Attitudes Customer Behavior: A Managerial Perspective FUNCTION PART 2 CHAPTER 6 DEFINITION EXAMPLE Utilitarian Related to whether the object serves some utility I prefer no-crease jeans because they are easy to care for. Egodefensive Held to protect a person’s ego My income may not be high, but I can buy this luxury car. Knowledge Related to whether the object adds to a person’s knowledge I like to work with this salesperson, because he spends a lot of time learning my needs and explaining how his company’s products will help our company. Valueexpressive Manifesting one’s existing values Every year I donate to the art institute and a local dance theater because the arts are a vital part of this community. Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 34
Applying the Theory of Attitudes: Planned Social Change Customer Behavior: A Managerial Perspective PART 2 CHAPTER 6 Eight strategies of planned social change: § § § § Informing and educating Persuasion and propaganda Social controls Delivery systems Economic incentives Economic disincentives Clinical counseling and behavior modification Mandatory rules and regulations Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 35
A Typology of Strategy Mix for Planned Social Change PART 2 Customer Behavior: A Managerial Perspective CHAPTER 6 ATTITUDE POSITIVE Cell 1 NONENGAGED Cell 3 Reinforced Strategy (Behavioral or Psychological) Rationalization Strategy Attitude Change (Psychological) Cell 2 ENGAGED NEGATIVE Cell 4 Inducement Strategy (Behavioral) Confrontation Process Strategy (Behavioral or Psychological) Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. 36
Attitudes and the Three Customer Roles PART 2 Customer Behavior: A Managerial Perspective USER PAYER CHAPTER 6 BUYER Customer attitudes • Users like products/services • Payers have attitude they use, and dislike towards credit. products they avoid. • Buyers like some vendors more than others. Threecomponentmodel • Users hold beliefs about products and services, have feelings toward them, and manifest approach or avoidance behavior. • Payers have beliefs, feelings, and behaviors toward specific credit cards, and other forms of payment methods. • Buyers have beliefs about the attributes of vendors, have feelings of like or dislike toward them, and patronize or ignore them, accordingly. Fishbein’s extended model • Subjective norms dictate customer use or nonuse of many products/services. • Subjective norms influence a person’s debt behavior, and also spending norms for specific purchases. • Subjective norms influence one’s choice of vendors. Government has list of approved vendors. High and low involvement • Users are very involved with • Payers differ in their some products, exhibiting concern with what fanatic consumption. happens to the money they pay. Copyright © 2002 All rights reserved. Copyright © 1999 by Thomas Southwestern. All rights reserved. • Some buyers are highly involved, others not. 37
Скачать презентацию CUSTOMER BEHAVIOR A MANAGERIAL PERSPECTIVE PART 2 Foundations
0ceaa3274ef89e78751163aeca572746.ppt