1. Functions of consumer attitudes By Kelly Mullins - 9904891

2. Consumer value framework

3. What is an attitude? Babin & Harris, 2013 - Relatively enduring overall evaluations of objects, products, services, issues or people. Hawkins, Best & Coney, 1994 - A learned predisposition to respond in a favourable or unfavourable manner with respect to a given object.

4. Example:

5. Your attitude as a consumer greatly impacts your behaviour towards purchasing products and services.

6. So what makes you like certain products and services and not others? Value Satisfaction Happiness Positive Attitude

7. The ABC Approach Affect Behaviour Cognition I’m scared of snakes… I will scream and run when I know a snake to be near… I believe snakes to be dangerous and vicious

8. The Hierarchy of Effects Model High-Involvement Hierarchy (Standard Learning) Cognition – Affect - Behaviour

9. High-Involvement Hierarchy

10. The Hierarchy of Effects Model High-Involvement Hierarchy (Standard Learning) Cognition – Affect - Behaviour Low-Involvement Hierarchy Cognition – Behaviour - Affect

11. Low-Involvement Hierarchy

12. The Hierarchy of Effects Model High-Involvement Hierarchy (Standard Learning) Cognition – Affect - Behaviour Low-Involvement Hierarchy Cognition – Behaviour - Affect Experiential Hierarchy Affect – Behaviour - Cognition

13. Experiential Hierarchy

14. The Hierarchy of Effects Model High-Involvement Hierarchy (Standard Learning) Cognition – Affect - Behaviour Low-Involvement Hierarchy Cognition – Behaviour - Affect Experiential Hierarchy Affect – Behaviour - Cognition Behavioural Influence Hierarchy Behaviour – Cognition - Affect

15. Behavioural Influence Hierarchy

16. The Functional Theory of Attitudes - Attitudes perform 4 functions: Utilitarian Knowledge Value - Expressive Ego- Defensive

17. Utilitarian Function

18. Knowledge Function

19. Value – Expressive Function

20. Ego – Defensive Function

21. The ATO Approach So how do marketers measure consumer attitudes? Attitude-Toward-the-Object Model 1. Salient Belief The predominant belief 2. Strength of the Belief The degree to which the product actually possesses the attribute 3. Evaluation of the Attribute How important is the attribute?

22. An example: How likely is it that the Honda Civic has Central Locking? How bad/good is it that the Honda Civic has Central locking?

23. The ATO Approach Table …Holden Barina with 34 points!

24. How do marketer’s measure attitudes? - survey a small section of a segment and obtain average figures that help them in determining the attitudes of entire segments rather than just individuals.

26. References Babin, BJ & Harris, EG 2013, CB5, Cengage, United States Desai, J & Desai, U, 2013, Measuring Consumer Attitude towards Nokia and Sony Ericsson Brand of Mobile Handsets, Journal of Marketing and Communication, Vol: 8 pp. 52-56 Grewal, R, Mehta, R & Kardes, F, 2004, The Timing of Repeat Purchases of Consumer Durable Goods: The Role of Functional Bases of Consumer Attitudes, Journal of Marketing Research, vol: 41 pp. 101-115 Hawkins, Best & Coney, 1994, Consumer Behaviour: Implications for Marketing Strategy, 6 th edn, Sydney NSW: McGraw-Hill Krystallis, A, Vassallo, M, Chryssohoidis, G, 2012, The usefulness of Schwartz's ‘Values Theory’ in understanding consumer behaviour towards differentiated product, Journal of Marketing Management, vol: 28, pp. 1438-1463