Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 1 Attitude and Attitude Change Chapter 11 What attitudes are The main components of attitudes The strategies that can be used to change attitudes The effect of marketing communication on attitudes
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 2 Attitudes Attitude components ôcognitive ôaffective ôbehavioural Component consistency Measurement of attitude components
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 3 Attitude Components and Manifestations
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 4 Attitude-component Consistency
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 5 Attitude-change Strategies Changing and the affective component ôclassical conditioning ôaffect towards the advertisement ômere exposure Changing the behaviour component Changing the cognitive component ôfour basic strategies
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 6 Attitude-change Strategy Focusing on Affect Positive marketing stimuli (advertisement, package) Increased affective response (liking) towards product Overall attitude change Increased positive beliefs Behaviour (purchase) Behaviour (purchase) Increased positive beliefs
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 7 Attitude-change Strategy Focusing on Behaviour Marketing or situational stimuli (free sample, guests) Behaviour (purchase, consumption) Overall attitude change Increased affect (liking) Increased positive beliefs Increased positive beliefs Increased affect (liking)
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 8 Attitude-change Strategy Focusing on Cognitions Marketing stimuli (advertisement, package) Cognitions (beliefs) Overall attitude change Increased affect (liking) Behaviour (purchase) Behaviour (purchase) Increased affect (liking)
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 9 Strategies used for Altering the Cognitive Component Change the beliefs about the attributes of the brand Change the relative importance of these beliefs Add new beliefs Change the beliefs about the attribute of the ideal brand
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 1010 Strategies Based on Attitudes Market segmentation ôbenefit segmentation Product development
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 11 Communication and Attitude Source characteristics ôsource credibility—trustworthiness and expertise ôcelebrity sources Appeal characteristics ôfear ôhumorous ôcomparative advertisement ôemotional Message-structure characteristics ôone-sided versus two-sided messages ônon-verbal components
Copyright 2002 McGraw-Hill Australia Pty Ltd. PPTs t/a Consumer Behaviour: Implications for Marketing Strategy 3e by Neal, Quester and Hawkins 12 Matching Endorser with Product and Target Audience