Attitudes, Intentions, and Behavior MKT 750 Dr. West

Predicting Behavior Attitudes Preferences Intentions Behavior Social Norms

Consumer Attitudes Attitudes: represent what we like and dislike Preferences: represent attitudes toward one object in relation to another

Consumer Attitudes Just because consumers prefer brand X doesn’t mean they will necessarily buy brand X

Attitude toward the behavior: Buying a Dell personal computer would be: Good        Bad Rewarding        Punishing Wise        Foolish Semantic Differential Scale Coding Options: (3, 2, 1, 0,-1, -2, -3)

Attitude toward the object: How do you feel about Dell computers? Dislike very much        Like very much Neutral Point Unfavorabl e Attitude Favorable Attitude

Consumer Preference: Compared to Gateway personal computers, how much do you like Dell personal computers? Like Dell much        Like Gateway much more than much more than Gateway Dell How much do you like/dislike Dell computers? Like very much        Dislike very much How much do you like/dislike Gateway computers? Like very much        Dislike very much Measuring Preference vs. Attitude

Attitude Objects: A o Product Company Retailer Product attributes Brand associations (logo, symbol) Advertising and spokespersons

AntecedentsConsequences A company A brand A product Intention Behavior A store A ad A attributes

Elements of Attitudes Beliefs are subjective judgments about the relationship between two or more things e.g. Product Quality, Reliability, Nutritional Value Beliefs about a product’s attributes and their evaluation determine the favorability of one’s attitude toward the product

Theory of Reasoned Action: Evaluation of Product Attributes Brand Beliefs Overall Product Evaluation Intention to Buy Behavior n A o =  b i e i + SN (Fishbein & Azjen) i =1 (e i )(b i )(A o )(BI)(B) Social Norms

Running Shoes Shock absorbent Price less than $ Durability Comfort Desired color Arch support Total score Brand Brand Brand Attribute Evaluation (e i ) A B C Beliefs (b i )

Running Shoes Durability Comfort Shock absorbent Arch support Desired color Price less than $ Total score Brand Brand Brand Attribute Evaluation (e i ) A B C Beliefs (b i ) (9) (3) (-3) (6) (9) (3) (4) (2) (-2) (6) (2) (-4) (1) (3) (3) (3) (3) (-3)

Stimulus Importance-Performance Grid HIGH LOW POOR GOOD POOR GOOD Neglected Opportunity Competitive Disadvantage Competitive Advantage Head-to-head competition Null Opportunity False Alarm False Advantage False Competition Poor Good Poor Good Poor Good Poor Good Attribute Our Competitor’sSimultaneous Importance Performance Performance Result

Benefits Diagnostic power-- examines WHY consumers like/dislike your product Segmentation based on attribute importance Competitive analysis Forecasting sales, new product development, persuasion strategies

Implications for Attitude Change Changing beliefs (b i ) Cadillac (Heritage Reborn) Changing attribute importance (e i ) Airbags & Safety Antibacterial soap

Implications for Attitude Change Add a new attribute Cottonelle’s “Cushy Ripples”

Influencing Consumer Attitudes: Beliefs (b i ) are easier to change than desired benefits (e i ). Attitudes are easier to change when Involvement with the product category is low because attitudes are help with less confidence and commitment They are based on subjective or second hand information rather than personal experience

Assignment Read Chapters 10 & 15 Use your time wisely to work on your team project!