1. Consumer Attitude Formation and Change
Consumer Behavior, Eighth Edition SCHIFFMAN & KANUK
Chapter 8
Consumer Attitude Formation and Change

2. Attitudes
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

3. What are Attitudes? The attitude “object”
Attitudes are a learned predisposition
Attitudes have consistency
Attitudes occur within a situation

4. Figure 8.1 Wendy’s Offers Salads To Differentiate Itself

5. Structural Models of Attitudes
Tricomponent Attitude Model
Muliattribute Attitude Model
The Trying-to-Consume Model
Attitude-toward-the-Ad Model

6. Figure 8.2 A Simple Representation of the Tricomponent Attitude Model
Conation
Affect
Cognition

7. The Tricomponent Model
Cognitive Component
The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.
Affective Component
A consumer’s emotions or feelings about a particular product or brand.
Conative Component
The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.

8. Multiattribute Attitude Models
Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.

9. Multiattribute Attitude Models
The attitude-toward-object model
Attitude is function of evaluation of product-specific beliefs and evaluations
The attitude-toward-behavior model
Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself
Theory-of-reasoned-action model
A comprehensive, integrative model of attitudes

10. Attitude-Toward-Behavior Model
A model that proposes that a consumer’s attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).

11. Theory of Reasoned Action
A comprehensive theory of the interrelationship among attitudes,intentions, and behavior.

12. Figure 8.4 A Simplified Version of the Theory of Reasoned Action
Beliefs that the behavior leads to certain outcomes
Evaluation of the outcomes
Beliefs that specific referents think I should or should not perform the behavior
Motivation to comply with the specific referents
Subjective norm
Attitude toward the behavior
Intention
Behavior

13. 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).

14. Figure 8.5 Ad Illustrating the Theory of Trying to Consume

15. Table 8.6 Selected Examples of Potential Impediments That Might Impact Trying
POTENTIAL PERSONAL IMPEDIMENTS
“I wonder whether my fingernails will be longer by the time of my wedding.”
“I want to try to lose fifteen pounds by next summer.”
“I’m going to try to get tickets for a Broadway show for your birthday.”
“I’m going to attempt to give up smoking by my birthday.”
“I am going to increase how often I go to the gym from two to four times a week.”
“Tonight, I’m not going to have dessert at the restaurant.”
POTENTIAL ENVIRONMENTAL IMPEDIMENTS
“The first ten people to call in will receive a free T-shirt.”
“Sorry, the shoes didn’t come in this shipment from Italy.”
“There are only three bottles of champagne in our stockroom. You better come in sometime today.”
“I am sorry. We cannot serve you. We are closing the restaurant because of a problem with the oven.”

16. 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.

17. Figure 8.6 A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model
Exposure to an Ad
Judgments about the Ad (Cognition)
Feelings from the Ad (Affect)
Beliefs about the Brand
Attitude toward the Ad
Attitude toward the Brand

18. Issues in Attitude Formation
How attitudes are learned
Sources of influence on attitude formation
Personality factors

19. Figure 8.8 Encouraging Trial

20. 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

21. Four Basic Attitude Functions
The Utilitarian Function
The Ego-defensive Function
The Value-expressive Function
The Knowledge Function

22. Figure 8.9 Clorox Uses A Utilitarian Appeal

23. Figure 8.10 Suave Uses Ego Defensive Appeal

24. Figure 8.11 AC Delco Uses a Value-Expressive Appeal

25. Figure 8.12 A Knowledge Appeal

26. Elaboration Likelihood Model (ELM)
A theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.

27. Why Might Behavior Precede Attitude Formation?
Behave (Purchase)
Cognitive Dissonance Theory
Attribution Theory
Form Attitude
Form Attitude

28. Cognitive Dissonance Theory
Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

29. Figure 8.17 Reducing Cognitive Dissonance

30. Postpurchase Dissonance
Cognitive dissonance that occurs after a consumer has made a purchase commitment. Consumers resolve this dissonance through a variety of strategies designed to confirm the wisdom of their choice.

31. Attribution Theory
A theory concerned with how people assign casualty to events and form or alter their attitudes as an outcome of assessing their own or other people’s behavior.

32. Issues in Attribution Theory
Self-perception Theory
Foot-In-The-Door Technique
Attributions Toward Others
Attributions Toward Things
How We Test Our Attributions

33. Self-Perception Theory
A theory that suggests that consumers develop attitudes by reflecting on their own behavior.

34. Defensive Attribution
A theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution).

35. Criteria for Causal Attributions
Distinctiveness
Consistency Over Time
Consistency Over Modality
Consensus