1. Consumer Attitude Formation and Change
CHAPTER
EIGHT
Consumer Attitude Formation and Change

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What Is Your Attitude Toward the Product Advertised? What Is Your Attitude Toward the Ad Itself? Are the Two Attitudes Similar or Different?
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Chapter Eight Slide

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

4. -We have attitudes toward many things – to people, products, advertisements, ideas, and more.
- For the most part, these attitudes have been learned and guide our behavior toward the object.
-This web link brings you to one of many sites that helps measure attitudes via online surveys.

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What Are Attitudes?
The attitude “object”
Attitudes are a learned predisposition
Attitudes have consistency
Attitudes occur within a situation
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Chapter Eight Slide

6. -It is important to understand these four concepts
-It is important to understand these four concepts. The first is that we must clearly define the object which we are discussing or measuring the attitude toward.
- Is it a product category, a specific brand, or a particular model? The second is the agreement among researchers that attitudes are learned, either through direct experience or from others.
- Attitudes are consistent, they are not necessarily permanent and can change over time.
- We all know how our attitude can be affected by a situation – think about the times you have to eat foods that are not necessarily your favorite but they are what is available or what you are being served at a friend’s house.

7. Structural Models of Attitudes
1-Tricomponent Attitude Model
2-Multiattribute Attitude Model
3-The Trying-to-Consume Model
4-Attitude-Toward-the-Ad Model
These are models that attempt to understand the relationships between attitude and behavior. They will be explained in more detail on the following slides.
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Chapter Eight Slide

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A Simple Representation of the Tricomponent Attitude Model - Figure 8.3
Cognition
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Chapter Eight Slide

9. -The tricomponent attitude model has three components, as seen on this figure – the cognitive, affective, and conative components.
-Each of these will be explained in more detail in the slides that follow.

10. First: The Tricomponent Model
Components
The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources
1-Cognitive
2-Affective
3-Conative
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Chapter Eight Slide

11. -The cognitive component is what you know or think about an object.
- This can be formed through direct experience or what you learn from others.
-The knowledge you form becomes a belief.

12. The Tricomponent Model
Components
A consumer’s emotions or feelings about a particular product or brand
Cognitive
2-Affective
Conative
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Chapter Eight Slide

13. -How you feel about a brand, the emotions you have toward it, constitutes the affective component of the model.
- These feelings often tend to be overall good or bad feelings.

14. The Tricomponent Model
Components
The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object
Cognitive
Affective
3-Conative
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Chapter Eight Slide

15. -The conative component describes the likelihood that you will do something in regard to the object.
-One of the most important is your intention to buy a certain object.

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

17. -Just as the name implies, these are models that breakdown overall attitude into the attributes or beliefs which form an overall opinion.
- There are several of these models, as you will see on the next few slides.

18. 2-Multiattribute Attitude Models
Types
1-The attitude-toward-object model
2-The attitude-toward-behavior model
3-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.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide

19. -According to the attitude-toward-object model, consumers will like a brand or product that has an adequate level of attributes that the consumer thinks are positive.
- For example, if you are buying a home, there is a list of attributes that the home must have – 2 bedrooms, 2 bathrooms, air conditioning, and a back yard
-With this model, an attitude is positive for the house that has the most of these attributes.

20. Multiattribute Attitude Models
Types
The attitude-toward-object model
2-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
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Chapter Eight Slide

21. -Instead of asking people what product they like and have positive attitudes toward, the attitude-toward-behavior model is based on how positive someone's attitude is toward acting a certain way, for instance purchasing a certain brand.
-The question is now how likely are you to purchase brand X rather than how highly do you rate brand X.

22. Consumer Characteristics, Attitude, and Online Shopping
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Chapter Eight Slide

23. -This is a model that looks at people’s attitudes toward purchasing online.
- On the lefthand side are the consumer characteristics that tend to impact a person’s attitude toward purchasing online.
- Their attitude was broken down further by how they view nine benefits of online shopping, including effectiveness, convenience, information, safety, service, delivery speed, web design, selection, and familiarity with company name.
- In addition, the attitude leads to how a consumer will rate an online shopping experience.

24. Multiattribute Attitude Models
Types
The attitude-toward-object model
The attitude-toward-behavior model
3-Theory-of-reasoned-action model
Includes cognitive, affective, and conative components
Includes subjective norms in addition to attitude
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Chapter Eight Slide

25. -we also need to understand subjective norms or how a consumer is influenced by others

26. A Simplified Version of the Theory of Reasoned Action - Figure 8.5
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Chapter Eight Slide

27. Third: 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).
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Chapter Eight Slide

28. -The theory of trying to consume addresses the fact that many people may want to purchase but in many cases they cannot.
- This may occur for personal reasons, such as not having enough money, or environmental reasons, such as not being able to go to a particular store.

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Selected Examples of Potential Impediments That Might Impact Trying - Table 8.7
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.”
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Chapter Eight Slide

30. -There are many reasons why people do not consume even if they want to purchase a product.
- Table 8.7 in the text gives examples of both personal and environment impediments.
- How many times have these reasons stopped you from purchasing? What can marketers do to remove these impediments?

31. Fourth: 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.
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Chapter Eight Slide

32. -The attitude-toward-the-ad model helps us understand how advertising impacts attitudes.
-The model is more thoroughly diagramed on the next slide.

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A Conception of the Relationship Among Elements in an Attitude-Toward-the-Ad Model - Figure 8.6
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Chapter Eight Slide

34. -Here we see that everything begins with exposure to the ad.
- After this exposure, the consumer has feelings (affect) and thoughts (cognition) regarding the ad.
-This forms an attitude which works with beliefs about the brand to help form an attitude toward the brand.

35. Issues in Attitude Formation
How attitudes are learned
1-Conditioning and experience
2-Knowledge and beliefs
1- Sources of influence on attitude formation
Personal experience
Influence of family
Direct marketing and mass media
2-Personality factors
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Chapter Eight Slide

36. -Attitudes are formed through learning.
-Recalling the concepts of classical and operant conditioning from earlier chapters, we recall that two stimuli can be paired or linked together to form a learned response.
- In addition, consumers can learn attitudes from rewards or outcomes from behavior.
-If attitudes are learned, then it is through experiences that this learning occurs.

37. -This can be from personal experience or from experiences with friends or exposure to marketing influences.
-Another topic studied in an earlier chapter comes into play with attitude formation.
-This is the consumer’s need for cognition.
-People will form attitudes based on the information that best suits them, information for the high need for cognition consumer, and images and spokespeople for the low need for cognition.

38. Strategies of Attitude Change
1-Changing the Basic Motivational Function
2-Associating the Product with an Admired Group or Event
3-Resolving Two Conflicting Attitudes
4-Altering Components of the Multiattribute Model
5-Changing Beliefs about Competitors’ Brands
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Chapter Eight Slide

39. -Here are five strategies for attitude change.
-If you think about it, attitude change and formation are not all that different.
-They are both learned, they are both influenced by personal experience, and personality affects both of them

40. 1-Changing the Basic Motivational Function
Utilitarian
Ego-defensive
Value-expressive
Knowledge
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Chapter Eight Slide

41. -Changing the basic motivational function means to change the basic need that a consumer is trying to fulfill.
- Utilitarian function is how the product is useful to us. A marketer might want to create a more positive attitude toward a brand by showing all it can do.
- An ego-defensive function would show how the product would make them feel more secure and confident.
- A value-expressive function would more positively reflect the consumer’s values, lifestyle, and outlook

42. - Finally, the knowledge function would satisfy the consumer’s “need to know” and help them understand more about the world around them.
-It is important for marketers to realize that they might have to combine functions because different customers are motivated to purchase their products for different reasons.
-Someone might buy a product because it tastes good and fills them up (utilitarian), while another thinks it is low fat and will make them healthy and therefore look better (ego-defensive).

43. 2-Associating the Product with an Admired Group or Event
Attitudes are related to certain groups, social events, or causes.
It is possible to alter attitudes toward companies and their products, services, and brands by pointing out their relationship to particular social groups, event, or causes.
Recent study has investigated the relationship between the “causes” and the “sponsor”.
One study found that while both the brand and the causes benefit from such alliances, a low familiar causes benefited more from its association with a positive brand than did a highly familiar causes.

44. 3- Resolving two conflicting attitudes
Attitude-change strategies can sometimes resolve or potential between two attitudes.
Specifically, if consumers can be to see that their negative attitude toward a product, a specific brand, or its attributes is really not in conflict with another attitude, they may be induced to change their evaluation of the brand.

45. 4- Altering components of the Multiattribute model
Changing relative evaluation of attributes
Changing brand beliefs
Adding an attribute
Changing the overall brand rating
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Chapter Eight Slide

46. - If we think analytically about a multi attribute model, we realize there are many different attributes that make up an overall attitude.
- As marketers, we can change the way the consumer evaluates a certain attribute.
Perhaps the consumer thinks inexpensive is fine for a product, but a marketer might be able to point out that it is often worth paying a bit more for better quality.
- A marketer can also change the way consumers believe a brand rates on a certain attribute.
- Maybe a consumer thinks a brand is very expensive when in fact it is less expensive then several other brands.

47. 4-Changing Beliefs about Competitors’ Brands
-There may be an attribute that does not even exist.
-Who thought chewiness was an attribute that could even exist for a vitamin until Gummy Vites came along.
4-Changing Beliefs about Competitors’ Brands
-Finally, we can step away from looking individually at the attribute and attempt to change the consumer’s overall assessment of the brand.
-We can do any of these attitude change strategies by changing beliefs of our own product or our competitor's product .

48. Elaboration Likelihood Model (ELM)
Customer attitudes are changed by two distinctly different routes to persuasion: a central route or a peripheral route.
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Chapter Eight Slide

49. -The ELM is a much more global view of attitude change than the models reviewed on the previous slide.
- A more detailed description is provided in a diagram on the next slide.

50. Elaboration Likelihood Model
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Chapter Eight Slide

51. Behavior Can Precede or Follow Attitude Formation
Cognitive Dissonance Theory
Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
Attribution Theory
A theory concerned with how people assign causality to events and form or alter their attitudes as an outcome of assessing their own or other people’s behavior.
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Chapter Eight Slide

52. -On the left-hand side of the model, we see central variables on the top and peripheral variables on the bottom.
-Central variables, which lead to the central route, will be effective on highly-motivated consumers.
-They will do the thinking necessary to understand the information they are presented.
-Peripheral variables, including music, spokespeople, and bright packaging, work on lower-involvement consumers.
-Together, or alone, they create an attitude change that results in a certain behavior.

53. Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Attribution Theory
Self-Perception Theory
Foot-in-the-Door Technique
Attributions toward Others
Attributions toward Things
How We Test Our Attributions
Distinctiveness
Consistency over time
Consistency over modality
Consensus
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Chapter Eight Slide

54. -Here are some interesting issues in attribution theory.
-Self-perception theory is the inferences or judgment as to the causes of your behavior.
-Did something happen, like you won an award, because you were really good, because the competition was weak, or because the judges were rushed? We are constantly examining our behavior and often try to stay consistent.
-This is considered the foot-in-the-door technique, the fact that if you say yes to something, you will probably say yes to a similar act later on to remain consistent in your behavior.

55. -We have attribution toward others and always ask ourselves “why” about other’s acts. We question their motives.
-Would you believe we also have attribution toward things? Do you sometimes ask yourself, “Why do I like this software or that movie so much?”
-Over time, we like to test our attributions to see if they are correct. We may decide that if something happens when we use this product, it has distinctiveness.

56. -There are thousands of dating services online.
- We also see if we have the same reaction to behavior over time, in different situations (modality), and if others agree.
-There are thousands of dating services online.
-This web link goes to therightstuff.com, a dating service for Ivy-league graduates only.
-People have a certain attribution toward others who attend the same colleges or group of colleges as themselves.
- Because they had this behavior (attended an Ivy League school) they must be like me.