Attitudes

Spotlights The tri-component theory/ model of attitude Beliefs: cognitive (psychological process) component of consumer attitude e.g. beliefs about Thumbs up like lot caff., mod. sweet, compet. Priced, mkt.’ed or Licel Herbal Oil Affect: Feelings and emotive component of consumer attitude e.g. Thumbs Up shall keep me awake with its caffaine content a student prep. For exam may say Intention: behavioral intention component of consumer attitude e.g. a series of decicions to purchase or not to purchase a canon ptinter or a decrease in the price may induce a trial for less expensive brand

The Three Component Theory of Attitude Cognitive component: consumer belief(s) about a brand, outlet, product, action, etc., that is based on personal knowledge, actual experience, the knowledge or experience of others, or perception e.g. Beliefs about Thumbs-up sweet, has caffaine, competitively priced, mkt’ed by MNC. Affective component: consumer feelings/ reactions (e.g. likes, dislikes, or neutrality) about a brand, outlet, product, action, etc. flowing from beliefs e.g. I like Thumbs up or I Don’t like thumbs up

The Three Component Theory of Attitude Intention component (“behavior” or “behavioral intention”): consumer’s intention to act positively, negatively, or neutrally toward a brand, outlet, product, action e.g. spl. deal may be liked by the consumers to purchase a less favoured brand

Beliefs: Cognitive Component of Consumer Attitude A consumer belief is a psychological association between a product, brand, outlet, action, etc. and an attribute or feature (and associated benefits) of such Beliefs are cognitive (based on knowledge, experience, perception, etc.) The stronger the association of features or attributes (and associated benefits) with the product, brand, outlet, action, etc., the stronger the consumer’s belief

Strategies To Change Consumer Beliefs Positioning by Product attributes Consumer benefits Intangible attributes Price Application Brand user Celebrity recognition Brand personality Product category Association with competitors Country or geographic area

Affect: Emotive Component of Attitude Purchase decisions are typically influenced by affective response Affect—the way in which we feel (e.g. like, dislike, neutral) in response to marketplace stimuli It is emotive rather than cognitive (beliefs) It is comprised of both our knowledge of stimuli and our evaluations of them Affective responses can be very general or very specific

Functional Theory of Attitude Affective responses help consumers reach purchase decisions in four ways: Utilitarian: developing affective responses that lead to perceived rewards quick relief criteria like j&j, coldarin, Ego defense: means through which people try to realize personal goals and images e.g. personal care like mouthwsh, cremes,cosmetics, tthpste, deos have social acceptance, confidence and appreciation Value expression: displaying consumers’ own values to the external world e.g. aggressiveness in buying, royal enfield or bajaj pulsar, colorplus sweaters Knowledge Function: may lead to both positive and negative effects on affective response e.g. advertizing f knowledge.

The Fishbein Model Affective responses to a brand consist of: The strength or weakness of a consumer’s beliefs about the brand and its attributes The consumer’s evaluation of or feelings toward those attributes

The Fishbein Model where, A = Attitude towards a brand Bi = Belief that the brand possesses attribute i Ei = Evaluation or desirability of attribute i I = attribute 1, 2, … m

An Application of the Fishbein Model Research Question: What is the listeners’ attitude towards WXYZ radio station? Measurement scales: Beliefs about specific attributes: For example: Do you believe that radio station WXYZ plays lots of music? Yes +3 +2 +1 0 -1 -2 -3 No Evaluation weights for each attribute: For example: How appealing is it to you when a radio station plays lots of music? Very appealing +3 +2 +1 0 -1 -2 -3 Not appealing

An Application of the Fishbein Model ATTRIBUTE Bi Ei Bi x Ei Plays lots of music +3 +9 Plays lots of commercials -3 -9 Gives news updates +1 Has interesting DJs +2 +6 SUM +7

The Fishbein Model—Changing Affective Responses Change Bi Change Ei Add a new Bi/Ei combination

Belief-Importance Model The Fishbein model looks at brands in isolation Evoked set of brands—a list of brands we consider prior to making a decision

The Belief-Importance Model where, Ao = Attitude toward brand (o) Bio = Belief that brand (o) does well or poorly when its attribute (i) is compared with those of competitors Ii = Importance of attribute (i) in selecting the brand i = attribute 1, 2, … m

Theory of Reasoned Action Behavior is a direct result of intention Two factors involved in behavioral intention: Attitude toward an act Subjective norm (family, friends and others feel about you)

Attitude toward the Act where, Aact = Attitude toward the act of purchasing a particular brand Bi = Belief that performance of a certain behavior—brand purchase—will lead to an anticipated outcome Ei = Evaluation of an anticipated outcome, either a positive benefit or the avoidance of a negative consequence i = anticipated outcome 1, 2, … m

Subjective Norm SN refers to the perception of what other people think we should do with respect to a certain behavior, such as brand purchase, and what the response to this pressure will be SN consists of Normative beliefs: the perceived expectations that significant others think the consumer should or should not behave in a certain way (buy the brand) Motivation to comply: the extent to which the consumer considers the possible opinions of significant others when forming an intent to purchase

Attitude toward the Act where, SN = Subjective norm—the motivation toward an act as determined by the influence of significant others NBj = Normative beliefs—belief that significant others (j) expect the consumer to engage in an action MCj = Motivation to comply—the extent to which the consumer is motivated to realize the expectations of significant others (j) j = significant other 1, 2, … n

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

Theory of Trying—Application Intention to try with a perspective of personal, environmental, , intentions and performance Frequency of trying Social norms toward trying Attitude toward trying Attitude toward success together with the expectations of success Attitude toward failure together with expectation of failure Attitude toward the process Attitude toward consumption: Beliefs about consequences Evaluation of consequences Frequency of past trying Recency of past trying

Theory of Trying Model Attitudes toward success Frequency and Recency of Past Trying Expectations to Success Recency of Past Trying Intention to Try Attitude towards Failures Attitudes Towards Trying Trying Expectation of Failures Social Norms Towards Trying Attitudes towards Process

Applying the Theory of Trying to Change Consumption Behavior Understanding consumption behavior is necessary in order to establish long-term relationships with customers Marketers must encourage, support, and reward the consumption act It helps marketers understand: How people consume products and services Why they consume them or not What will make them consume products in the future If they will consume product in the future What they need to stimulate long-term consumption