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

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

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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

4. You May Have Liked the Product but Disliked the Ad or Vice Versa
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Attitude
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.
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Chapter Eight Slide

6. What are Attitudes?
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

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What Are Attitudes?
Attitudes are a learned predisposition
Attitudes have consistency
Attitudes occur within a situation
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Chapter Eight Slide

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What Information Does This Ad Provide to Assist Consumers in Forming Attitudes Toward the Saturn Vue Hybrid?
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Chapter Eight Slide

9. It is Stylish, Safe, and Good for the Environment
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Chapter Eight Slide

10. Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Model
Theory-of-Reasoned-Action Model
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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

12. The Tricomponent Model
Components
What you know and think about an object (product).
Acquired from direct or indirect experience/knowledge
Cognitive
Affective
Conative
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Chapter Eight Slide

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

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
Conative
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Chapter Eight Slide

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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.
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Chapter Eight Slide

16. Multiattribute Attitude Models
Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.
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Chapter Eight Slide

17. Multiattribute Attitude Models
Types
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
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Chapter Eight Slide

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

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Discussion Question
Now use the theory of reasoned action to describe your attitude toward your college/university when deciding on which school to attend.
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Chapter Eight Slide

20. Issues in Attitude Formation
Sources of influence on attitude formation
Personal experience
Influence of family
Direct marketing and mass media
Personality factors
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Chapter Eight Slide

21. 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
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Chapter Eight Slide

22. Why and How Does This Ad Appeal to the Utilitarian Function?
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Chapter Eight Slide

23. The Product is Green and Works as Well or Better than Other Products.
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Which Lifestyle- Related Attitudes Are Expressed or Reflected in This Ad?
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Chapter Eight Slide

25. Healthy Eating and Snacking Lifestyle
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How Does This Ad Provide Information to Establish or Reinforce Consumer Attitudes?
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It Raises the Question About UVA Rays and then Provides Information on Sun Protection.
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Chapter Eight Slide

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Discussion Questions
What products that you purchase associate themselves with an Admired Group or Event?
When does it personally influence your purchasing?
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Chapter Eight Slide

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How Is Fiji Water’s Link to an Environmental Cause Likely to Impact Consumers’ Attitudes Toward Its Product?
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Chapter Eight Slide

30. They Might Have a More Favorable Attitude.
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Attitude Change
Altering Components of the Multiattribute Model
Changing relative evaluation of attributes
Changing brand beliefs
Adding an attribute
Changing the overall brand rating
Changing Beliefs about Competitors’ Brands
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Chapter Eight Slide

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How Is This New Benefit Likely to Impact Consumers’ Attitudes Toward the Product?
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Chapter Eight Slide

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The Consumer Will Have a More Positive Attitude Overall from the New Attribute.
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Chapter Eight Slide

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How Is the Absence of an Ingredient Likely to Lead to a Favorable Attitude Toward a Product?
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Chapter Eight Slide

35. When It Was An Unfavorable Attribute
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36. Which Attitude Change Strategy Is Depicted in This Ad?
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37. Changing the Overall Brand Rating
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How Is Valvoline’s Attempt to Change Attitudes Toward a Competing Brand Likely to Impact Attitudes Toward Its Own Brand?
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Chapter Eight Slide

39. By Showing Better Wear Protection
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40. 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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41. Elaboration Likelihood Model
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Chapter Eight Slide