1. Consumer Attitude Formation and Change CHAPTER EIGHT

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

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

9. 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

10. Cognition A Simple Representation of the Tricomponent Attitude Model - Figure 8.3 10Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

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

19. 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

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

21. 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

22. 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

23. 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 8.7 23Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

24. 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

25. A Conception of the Relationship Among Elements in an Attitude-Toward-the-Ad Model - Figure 8.6 25Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

26. 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

27. 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

28. There is Stimulus Generalization From the Lean Cuisine Brand Names to the New Product. 28 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

29. Issues in Attitude Formation Sources of influence on attitude formation – Personal experience – Influence of family – Direct marketing and mass media Personality factors 29Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

30. How Does a Cents- Off Coupon Impact Consumers’ Attitudes? 30 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

31. New Customers Will Try the Product, Existing Customers will be Rewarded. 31 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

32. Strategies of Attitude Change Changing the Basic Motivational FunctionAssociating the Product with an Admired Group or EventResolving Two Conflicting AttitudesAltering Components of the Multiattribute ModelChanging Beliefs about Competitors’ Brands 32Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

33. Changing the Basic Motivational Function Utilitarian Ego- defensive Value- expressive Knowledge 33Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

34. Why and How Does This Ad Appeal to the Utilitarian Function? 34 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

35. The Product is Green and Works as Well or Better than Other Products. 35 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

36. Which Lifestyle- Related Attitudes Are Expressed or Reflected in This Ad? 36 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

37. Healthy Eating and Snacking Lifestyle 37 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

38. How Does This Ad Provide Information to Establish or Reinforce Consumer Attitudes? 38 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

39. It Raises the Question About UVA Rays and then Provides Information on Sun Protection. 39 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

40. Discussion Questions What products that you purchase associate themselves with an Admired Group or Event? When does it personally influence your purchasing? 40Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

41. How Is Fiji Water’s Link to an Environmental Cause Likely to Impact Consumers’ Attitudes Toward Its Product? 41Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

42. They Might Have a More Favorable Attitude. 42Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

43. 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 43Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

44. How Is This New Benefit Likely to Impact Consumers’ Attitudes Toward the Product? 44 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

45. The Consumer Will Have a More Positive Attitude Overall from the New Attribute. 45 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

46. How Is the Absence of an Ingredient Likely to Lead to a Favorable Attitude Toward a Product? 46 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

47. When It Was An Unfavorable Attribute 47 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

48. Which Attitude Change Strategy Is Depicted in This Ad? 48 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

49. Changing the Overall Brand Rating 49 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

50. How Is Valvoline’s Attempt to Change Attitudes Toward a Competing Brand Likely to Impact Attitudes Toward Its Own Brand? 50 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

51. By Showing Better Wear Protection 51 Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

52. Elaboration Likelihood Model (ELM) Customer attitudes are changed by two distinctly different routes to persuasion: a central route or a peripheral route. 52Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

53. Elaboration Likelihood Model 53Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

54. 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. 54Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

55. Issues in 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 55Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide

56. 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 56Copyright 2010 Pearson Education, Inc. Publishing as Prentice HallChapter Eight Slide