Consumer Attitude Formation and Change CHAPTER EIGHT

Learning Objectives 1.To Understand What Attitudes Are, How They Are Learned, as Well as Their Nature and Characteristics. 2.To Understand the Composition and Scope of Selected Models of Attitudes. 3.To Understand How Experience Leads to the Initial Formation of Consumption-Related Attitudes. 4.To Understand the Various Ways in Which Consumers’ Attitudes Are Changed. 5.To Understand How Consumers’ Attitudes Can Lead to Behavior and How Behavior Can Lead to Attitudes. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Chapter Eight Slide

What Is Your Attitude Toward the Product Advertised? What Is Your Attitude Toward the Ad Itself? Are the Two Attitudes Similar or Different? 3 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

You May Have Liked the Product but Disliked the Ad or Vice Versa 4 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

Attitude A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. 5Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

What Are Attitudes? The attitude “object” Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation 6Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

What Information Does This Ad Provide to Assist Consumers in Forming Attitudes Toward the Saturn Vue Hybrid? 7 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

It is Stylish, Safe, and Good for the Environment 8 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

Structural Models of Attitudes Tricomponent Attitude Model Multiattribute Attitude Model The Trying-to-Consume Model Attitude-Toward-the-Ad Model Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 9Chapter Eight Slide

Cognition A Simple Representation of the Tricomponent Attitude Model - Figure Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

The Tricomponent Model Cognitive Affective Conative The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources Components 11Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

The Tricomponent Model Cognitive Affective Conative A consumer’s emotions or feelings about a particular product or brand Components 12Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

The Tricomponent Model Cognitive Affective Conative The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object Components 13Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

Discussion Questions Explain your attitude toward your college/university based on the tricomponent attribute model. Be sure to isolate the cognitive, affective, and conative elements. 14Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

Multiattribute Attitude Models Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs. 15Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

Multiattribute Attitude Models The attitude-toward- object model The attitude-toward- behavior model Theory-of-reasoned- action model Attitude is function of the presence of certain beliefs or attributes. Useful to measure attitudes toward product and service categories or specific brands. Types 16Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

Multiattribute Attitude Models The attitude-toward- object model The attitude-toward- behavior model Theory-of-reasoned- action model Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself Corresponds closely to actual behavior Types 17Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

Consumer Characteristics, Attitude, and Online Shopping 18Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

Multiattribute Attitude Models The attitude-toward- object model The attitude-toward- behavior model Theory-of-reasoned- action model Includes cognitive, affective, and conative components Includes subjective norms in addition to attitude Types 19Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

A Simplified Version of the Theory of Reasoned Action - Figure 8.5 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 20Chapter Eight Slide

Discussion Question Now use the theory of reasoned action to describe your attitude toward your college/university when deciding on which school to attend. 21Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

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). 22Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

POTENTIAL PERSONAL IMPEDIMENTS “I wonder whether my hair will be longer by the time of my wedding.” “I want to try to lose two inches off my waist by my birthday.” “I’m going to try to get tickets for the Rolling Stones concert for our anniversary.” “I’m going to attempt to give up smoking by my birthday.” “I am going to increase how often I run two miles from three to five times a week.” “Tonight, I’m not going to have dessert at the restaurant.” POTENTIAL ENVIRONMENTAL IMPEDIMENTS “The first 1,000 people at the baseball game will receive a team cap.” “Sorry, the car you ordered didn’t come in from Japan on the ship that docked yesterday.” “There are only two cases of chardonnay in our stockroom. You better come in sometime today.” “I am sorry. We cannot serve you. We are closing the restaurant because of an electrical problem.” Selected Examples of Potential Impediments That Might Impact Trying - Table Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

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. 24Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

A Conception of the Relationship Among Elements in an Attitude-Toward-the-Ad Model - Figure Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

Issues in Attitude Formation How attitudes are learned – Conditioning and experience – Knowledge and beliefs 26Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

How Does a Favorably Known Brand Name Impact the Formation of Consumer Attitudes Toward a New Product? 27 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 28Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide