1. Functions of consumers attitude Cameron Burns – 969207x 6/7/14

2. Table of contents Introduction ABC approach Function Theory Hierarchy of needs Measuring attitudes o Attitude toward the object model o Behavioural intentions model How attitudes can be used by marketers Bibliography

3. Introduction Attitude Psychologists define attitudes as a learned tendency to evaluate things in a certain way. This can include evaluations of people, issues, objects or events. Such evaluations are often positive or negative, but they can also be uncertain at times. For example, you might have mixed feelings about a particular person or issue (Cherry, 2014). Attitudes and values are closely related Consumers that have a positive attitude towards a product or service typically have had a positive experience or have realised value Conversely, consumers that have a negative attitude towards a product or service typically have had a negative experience or haven’t realised value For example do you believe that God exists? What's your opinion on politics? What are your favourite pizza toppings?

4. ABC approach The ABC approach to attitudes describes attitudes having three components- Affect, Behaviour and Cognition Affect- the emotional reaction one has toward an attitude object, for example “I really like my new Adidas shoes”. Behaviour- the way one behaves when exposed to an attitude object, for example “I always buy Adidas shoes”. Cognition- the thoughts and beliefs one has about an attitude object, for example “my Adidas shoes help me on long runs”.

5. Functional theory Developed by Daniel Katz, the Function Theory of attitude suggests that attitudes perform four functions. “Each function attempts to explain the source and purpose a particular attitude might have to the consumer” (Dean, 2010) The four functions are described as- Utilitarian-concept of reward and punishment. This concept describes consumers liking a product because it provides a specific benefit and minimises punishment. Knowledge-enables consumers to simplify the decision making process. This concept assists avoid undesirable situations and approach desirable situations. Value expressive-enables consumers to express their core values and beliefs. This concept shows how consumers make statements about themselves. Ego defensive-is a consumer defence mechanism. This concept describes how a consumer protects themselves from threatening information.

6. Hierarchy of effects The hierarchy of effects describes a process where attitudes are formed. It is believed these are formed in a sequential pattern (Babbin 2010). These are- High involvement-when a consumer faces an important decision that may involve risk. For example, the process of buying a car. Low involvement-describe consumers with basic beliefs about products but not having strong feelings about them. For example, low cost living items or food. Experimental- describes customers who behave, or buy based of feelings. For example impulse purchases. Behavioural influence-describes when a consumer behaves or buys without belief or affect being assessed before hand. For example a book shop playing relaxing music may influence a buying environent

7. Measuring attitudes Attitude toward the object (ATO) model or Fishbein Model describes the elements of belief, strength of belief and evaluation of the attitudes are required to be measured to asses a customers attitude (Fishbein, M., & Ajzen, I. 1975). This is also known as a multiattribute approach as a consumer will rate the various attributes of a product or service rated from 1 to 10

8. Measuring attitudes Behavioural intentions model also known as the theory of reasoned action, focuses on the consumers attitude toward the behaviour of buying rather than the attitude toward the object (Babbin 2010). This model was introduced as an improvement to the ATO model.

9. How attitudes can be used by marketers Being mindful of Attitude components-Affect, Belief, Cognition to assist aligning products with target markets Functions of attitudes and how these influence consumers to buy a product or align themselves with a product Hierarchy of effects based on involvement in the buying decision Measuring attitude via surveys to pitch products to specific customer groups or measure the customer experience Environmental factors that can influence attitude

10. Bibliography Cherry, K. (2014). How Attitudes Form, Change and Shape Our Behaviour. Retrieved December 20, 2014 from http://psychology.about.com/od/socialpsychology/a/attitudes.htm http://psychology.about.com/od/socialpsychology/a/attitudes.htm Babbin, B., & Harris, E. (2013 ). Consumer behaviour, South Western, Cengage learning Weber Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention, and Behavior: An Introduction to Theory and Research. Retrieved December 20, 2014 from http://people.umass.edu/aizen/f&a1975.htmlhttp://people.umass.edu/aizen/f&a1975.html Dean, G. (2010). Understanding consumer attitudes. Retrieved December 21, 2014 from http://marketography.com/2010/10/17/understanding-consumer-attitudes/ Katz, D. (1960) The functional approach to the study of attitudes. Retrieved December 22, 2014 from http://poq.oxfordjournals.org/content/24/2/163.short Lavidge, R., & Steiner, G. (1961). Hierarchy of effects model. Retrieved December 22, 2014 from http://www.learnmarketing.net/hierarchy_of_effects_model.html