1. Chapter 8 Consumer Attitude Formation and Change
Copyright 2007 by Prentice Hall

2. Copyright 2007 by Prentice Hall
Chapter Outline
What Are Attitudes?
Structural Models of Attitudes
Attitude Formation
Strategies of Attitude Changes
Behavior Can Precede or Follow Attitude Formation
Copyright 2007 by Prentice Hall

3. Copyright 2007 by Prentice Hall
Attitude
A learned predisposition (Tendency) to behave in a consistently favorable or unfavorable manner with respect to a given object.
Copyright 2007 by Prentice Hall

4. Copyright 2007 by Prentice Hall
What Are Attitudes?
The attitude “object” Product
Attitudes are a learned predisposition
Attitudes have consistency
Attitudes occur within a situation
Copyright 2007 by Prentice Hall

5. Copyright 2007 by Prentice Hall
This attempts to change the attitude toward calcium in a soft drink situation.
Copyright 2007 by Prentice Hall

6. Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Model
The Trying-to-Consume Model
Attitude-Toward-the-Ad Model
Copyright 2007 by Prentice Hall

7. A Simple Representation of the Tricomponent Attitude Model Figure 8.2
Cognition
Copyright 2007 by Prentice Hall

8. The Tricomponent Model
Components
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
Copyright 2007 by Prentice Hall

9. The Tricomponent Model
Components
Cognitive
Affective
Conative
A consumer’s emotions or feelings about a particular product or brand
Starbucks Coffee
Copyright 2007 by Prentice Hall

10. 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
Copyright 2007 by Prentice Hall

11. Multiattribute Attitude Models
Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.
Copyright 2007 by Prentice Hall

12. Multiattribute Attitude Models
Types
The attitude-toward-object model
The attitude-toward-behavior model
Theory-of-reasoned-action model
Attitude is function of evaluation of product-specific beliefs and evaluations
Useful to measure attitudes toward brands
Copyright 2007 by Prentice Hall

13. Positive attitudes toward brands help with brand extensions
Copyright 2007 by Prentice Hall

14. Multiattribute Attitude Models
Types
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
Copyright 2007 by Prentice Hall

15. 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
Copyright 2007 by Prentice Hall

16. 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).
Copyright 2007 by Prentice Hall

17. 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.
Copyright 2007 by Prentice Hall

18. Issues in Attitude Formation
How attitudes are learned
Conditioning and experience
Knowledge and beliefs
Sources of influence on attitude formation
Personal experience
Influence of family
Direct marketing and mass media
Personality factors
Copyright 2007 by Prentice Hall

19. Changing the Basic Motivational Function Approach
Utilitarian function: Through showing people that our product can serve a utilitarian purposes that may not have considered it
Ego-defensive function: protect their self- image from feeling uncertainty (teenage acne) advertising
Value-expressive function: Attitudes are expression or reflection of the consumer general values.
Knowledge function: a cognitive needs
Copyright 2007 by Prentice Hall

20. Crest uses a knowledge appeal.
Copyright 2007 by Prentice Hall

21. Why Might Behavior Precede Attitude Formation?
Cognitive Dissonance Theory
Attribution Theory
Behave (Purchase)
Form Attitude
Form Attitude
Copyright 2007 by Prentice Hall

22. Cognitive Dissonance Theory
Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
Copyright 2007 by Prentice Hall

23. Copyright 2007 by Prentice Hall
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.
Copyright 2007 by Prentice Hall

24. Chapter 10 Reference Groups and Family References
Copyright 2007 by Prentice Hall

25. Copyright 2007 by Prentice Hall
Chapter Outline
What Is a Group?
Categories of Reference Groups
Selected Consumer-Related Reference Groups
Reference Group Appeals
The Changing U.S. Family
Consumer Socialization
Family Decision Making
The Family Life Cycle
Copyright 2007 by Prentice Hall

26. Copyright 2007 by Prentice Hall
What Is a Group?
Two or more people who interact to accomplish either individual or mutual goals
A membership group is one to which a person either belongs or would qualify for membership
A symbolic group is one in which an individual is not likely to receive membership despite acting like a member
Copyright 2007 by Prentice Hall

27. Copyright 2007 by Prentice Hall
Reference Group
A person or group that serves as a point of comparison (or reference) for an individual in the formation of either general or specific values, attitudes, or behavior.
Copyright 2007 by Prentice Hall

28. Broad Categories of Reference Groups
Normative Reference Groups Family
Comparative Reference Groups (benchmark)
Copyright 2007 by Prentice Hall

29. Indirect Reference Groups
Individuals or groups with whom a person identifies but does not have direct face-to-face contact, such as movie stars, sports heroes, political leaders, or TV personalities.
Copyright 2007 by Prentice Hall

30. Major Consumer Reference Groups - Figure 10.1
Copyright 2007 by Prentice Hall

31. Table 10.1 Positive Influences on Conformity (Compliance)
Group Characteristics
Attractiveness
Expertise
Credibility
Past Success
Clarity of Group Goals
Personal Characteristics
Tendency to Conform (Agree)
Need for Affiliation
Need to be Liked
Desire for Control
Fear of Negative Evaluation
Copyright 2007 by Prentice Hall

32. Factors Encouraging Conformity: A Reference Group Must ...
Inform or make the individual aware of a specific product or brand
Provide the individual with the opportunity to compare his or her own thinking with the attitudes and behavior of the group
Influence the individual to adopt attitudes and behavior that are consistent with the norms of the group
Legitimize the decision to use the same products as the group
Copyright 2007 by Prentice Hall

33. Selected Consumer-Related Reference Groups
Friendship groups: Informal group unstructured
Shopping groups: friendship or family
Work groups: Formal group& informal coffee break
Virtual groups or communities: Adult or children turned their computers
Consumer-action groups: correct the consumer abuse and solve it
Copyright 2007 by Prentice Hall

34. Households Family Households: Married couple, Nuclear family
Nonfamily Households:
Unmarried couples,
Friends/ Roommates,
Copyright 2007 by Prentice Hall

35. The Changing U.A.E Family
Increase in childless women
More working mothers
Changes in household spending patterns
Copyright 2007 by Prentice Hall

36. Consumer Socialization
The process by which children acquire the skills, knowledge, and attitudes necessary to function as consumers.
Copyright 2007 by Prentice Hall

37. Other Functions of the Family
Economic well-being (Welfare)
Emotional support
Suitable family lifestyles
Copyright 2007 by Prentice Hall

38. Table 10.7 Eight Roles in the Family Decision-Making Process
DESCRIPTION
Influencers
Family member(s) who provide information to other members about a product or service
Gatekeepers
Family member(s) who control the flow of information about a product or service into the family
Deciders
Family member(s) with the power to determine unilaterally or jointly whether to shop for, purchase, use, consume, or dispose of a specific product or service
Buyers
Family member(s) who make the actual purchase of a particular product or service
Preparers
Family member(s) who transform the product into a form suitable for consumption by other family members
Users
Family member(s) who use or consume a particular product or service
Maintainers
Family member(s) who service or repair the product so that it will provide continued satisfaction.
Disposers
Family member(s) who initiate or carry out the disposal or discontinuation of a particular product or service
Copyright 2007 by Prentice Hall

39. Dynamics of Husband-Wife Decision Making
Husband-Dominated
Wife-Dominated
Joint
Equal
Synchronic (Occur in the same time)
Autonomic (Independence)
Solitary (Alone)
Unilateral (One-side)
Copyright 2007 by Prentice Hall

40. Expanding Role of Children In Family Decision Making
Choosing restaurants and items in supermarkets
Pester power
Copyright 2007 by Prentice Hall

41. Copyright 2007 by Prentice Hall
The Family Life Cycle
Traditional Family Life Cycle
Stage I: Bachelorhood
Stage II: Honeymooners
Stage III: Parenthood
Stage IV: Postparenthood
Stage V: Dissolution
Copyright 2007 by Prentice Hall