8-1 Chapter 8 Consumer Behavior, Eighth Edition Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK Consumer Attitude Formation and Change

8-2 Attitudes A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

8-3 Attitudes Attitudes are not directly observable Attitude must be inferred from what people say or what they do Example : determining that a consumer is specifically using a product and even recommends it to friends. Here the consumer possesses a positive attitude

8-4 What are Attitudes? The attitude “object” Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation

8-5 The attitude “OBJECT” It include specific consumption-or marketing related concepts such as product, product category,brand, service, possessions, product use, causes or issues, people, ads, internet site, price, medium Example: in conducting attitude research we tend to be object specific. i.e consumer attitude towards three major brands of cell phones

8-6 ATTITUDES ARE LEARNED PREDISPOSITIONS Attitudes are always learned Attitudes are relevant to purchase behavior Attitudes reflect either favorable or an unfavorable evaluation of the attitude object Attitudes have a motivational quality Attitudes may repel the consumer away from a particular behavior

8-7 ATTITUDES HAVE CONSISTENCY Attitudes are relatively consistent with the behavior they reflect Attitudes are not necessarily permanent possible situational influences on consumer attitudes and behavior must be considered

8-8 Figure 8.1 Wendy’s Offers Salads To Differentiate Itself

8-9 Structural Models of Attitudes Tricomponent Attitude Model Muliattribute Attitude Model The Trying-to-Consume Model Attitude-toward-the-Ad Model

8-10 Figure 8.2 A Simple Representation of the Tricomponent Attitude Model Conation Affect Cognition

8-11 The Tricomponent Model Cognitive Component –The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. This knowledge and resulting perceptions commonly take the form of beliefs. The consumer believes that the attitude object possesses various attributes and that specific behavior will lead to a specific outcomes. Example. A consumer's belief system for two methods of broad band internet access

8-12 The Tricomponent Model Affective Component –A consumer’s emotions or feelings about a particular product or brand. –The extent to which the individual rates the attitude object as “favorable or unfavorable”, “good or bad”

8-13 The Tricomponent Model Conative Component –The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. –Conative component is an expresssion of consumer's intention to buy. –Examples: I definitely/probably/am uncertain whether will buy it etc

8-14 Multiattribute Attitude Models Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.

8-15 Multiattribute Attitude Models The attitude-toward-object model –Attitude is function of evaluation of product- specific beliefs and evaluations. –Consumers generally have favorable attitudes towards those brands that they believe have an adequate level of attributes that they evaluate as +ive, otherwise -ive.

8-16 Multiattribute Attitude Models The attitude-toward-behavior model –Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself Theory-of-reasoned-action model –A comprehensive, integrative model of attitudes

8-17 Attitude- Toward- Behavior Model A model that proposes that a consumer’s attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).

8-18 Theory of Reasoned Action A comprehensive theory of the interrelationship among attitudes,intentions, and behavior.

8-19 Figure 8.4 A Simplified Version of the Theory of Reasoned Action Beliefs that the behavior leads to certain outcomes Evaluation of the outcomes Beliefs that specific referents think I should or should not perform the behavior Motivation to comply with the specific referents Subjective norm Attitude toward the behavior Intention Behavior

8-20 Theory of Trying to Consume An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumer’s attempt to consume (or purchase).

8-21 Figure 8.5 Ad Illustrating the Theory of Trying to Consume

8-22 Table 8.6 Selected Examples of Potential Impediments That Might Impact Trying POTENTIAL PERSONAL IMPEDIMENTS “I wonder whether my fingernails will be longer by the time of my wedding.” “I want to try to lose fifteen pounds by next summer.” “I’m going to try to get tickets for a Broadway show for your birthday.” “I’m going to attempt to give up smoking by my birthday.” “I am going to increase how often I go to the gym from two to four times a week.” “Tonight, I’m not going to have dessert at the restaurant.” POTENTIAL ENVIRONMENTAL IMPEDIMENTS “The first ten people to call in will receive a free T-shirt.” “Sorry, the shoes didn’t come in this shipment from Italy.” “There are only three bottles of champagne in our stockroom. You better come in sometime today.” “I am sorry. We cannot serve you. We are closing the restaurant because of a problem with the oven.”

8-23 Attitude- Toward- the-Ad Model A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.

8-24 Figure 8.6 A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model Exposure to an Ad Judgments about the Ad (Cognition) Beliefs about the Brand Attitude toward the Brand Attitude toward the Ad Feelings from the Ad (Affect)

8-25 Issues in Attitude Formation How attitudes are learned Sources of influence on attitude formation Personality factors

8-26 Figure 8.8 Encouraging Trial

8-27 Strategies of Attitude Change Changing the Basic Motivational Function Associating the Product With an Admired Group or Event Resolving Two Conflicting Attitudes Altering Components of the Multiattribute Model Changing Beliefs About Competitors’ Brands

8-28 Four Basic Attitude Functions The Utilitarian Function The Ego-defensive Function The Value-expressive Function The Knowledge Function

8-29 Figure 8.9 Clorox Uses A Utilitarian Appeal

8-30 Figure 8.10 Suave Uses Ego Defensive Appeal

8-31 Figure 8.11 AC Delco Uses a Value- Expressive Appeal

8-32 Figure 8.12 A Knowledge Appeal

8-33 Elaboration Likelihood Model (ELM) A theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.

8-34 Why Might Behavior Precede Attitude Formation? Cognitive Dissonance Theory Attribution Theory Behave (Purchase) Form Attitude

8-35 Cognitive Dissonance Theory Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

8-36 Figure 8.17 Reducing Cognitive Dissonance

8-37 Postpurchase Dissonance Cognitive dissonance that occurs after a consumer has made a purchase commitment. Consumers resolve this dissonance through a variety of strategies designed to confirm the wisdom of their choice.

8-38 Attribution Theory A theory concerned with how people assign casualty to events and form or alter their attitudes as an outcome of assessing their own or other people’s behavior.

8-39 Issues in Attribution Theory Self-perception Theory –Foot-In-The-Door Technique Attributions Toward Others Attributions Toward Things How We Test Our Attributions

8-40 Self- Perception Theory A theory that suggests that consumers develop attitudes by reflecting on their own behavior.

8-41 Defensive Attribution A theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution).

8-42 Criteria for Causal Attributions Distinctiveness Consistency Over Time Consistency Over Modality Consensus