1. Consumer Decision Making Model Memory Product knowledge and involvement Information in the environment Interpretation Exposure, Attention, and Comprehension Knowledge, meanings and beliefs Integration Attitudes and intentions Behavior Attitudes & Intentions PBB#51

2. Cb8 - 2 Attitudes Overall evaluation of a concept represented as general feelings of favorability or unfavorability The goal of the integration process is to analyze the personal relevance of the concept and determine whether it is favorable or unfavorable Whether a given attitude will affect interpretation or integration processes depends on its accessibility in memory (probability of activation) PBB#52

3. Cb8 - 3 Level of Specificity of a Attitude Concept Levels of attitude concept Examples Pizza restaurants Fast-food restaurants Burger King Hamburger restaurants Grant Street McDonald’s McDonald’s McDonald’s at Chester Mall Eating lunch with friends at Grant Street McDonald’s Eating dinner with kids at Grant Street McDonald’s Eating dinner with kids at Grant Street McDonald’s after soccer game Eating dinner with kids at Grant Street McDonald’s for a birthday party Product class Product form Brand Model Brand/model/ general situation Brand/model/ specific situation PBB#53

4. Cb8 - 4 Attitude-Toward-Object Model n A O =  b i e i i = 1 where:A o =the person’s overall attitude toward the object b i =the strength of his belief that the object is related to attribute i e i =his evaluation or intensity of feelings toward attribute i n=the number of relevant beliefs for that person PBB#54

5. Cb8 - 5 7UP A o = 27 Lemon-lime flavor e 3 = -1 All natural ingredients e 2 = +1 No caffeine e 1 = +3 Multi-Attribute Attitude Model b 2 = 5 b 1 = 10 b 3 = 8 A O ( 7 UP) = (10 x +3) + (5 x +1) + (8 x -1) = 27 PBB#55

6. Cb8 - 6 Diet Pepsi A o = 4 Cola flavor e 3 = +1 Caffeine e 2 = -3 No calories e 1 = +2 Multi-Attribute Attitude Model b 2 = 6 b 1 = 6 b 3 = 10 A O ( Diet Pepsi) = (6 x +2) + (6 x -3) + (10 x +1) = 4 PBB#56

7. Cb8 - 7 Theory of Reasoned Action Beliefs that relevant others think I should perform the behavior B Motivation to comply with relevant others Intention to perform behavior Subjective norm about behavior B Attitude toward behavior B Beliefs that behavior B leads to salient consequences Evaluation of salient consequences Relative weighting for importance Fishbein’s Behavioral Intentions Model PBB#57

8. Cb8 - 8 Fishbein’s Behavioral Intentions Model B~BI=w 1 (A B )+w 2 (SN) where:B =the person’s actual behavior, which is approximately equal to BI BI=his intention to behave in a specific manner A B =his attitude toward performing that behavior SN=the subjective norm regarding this behavior w 1, w 2 =weights representing the relative influence of A B and SN, respectively, on behavioral intentions PBB#58

9. Cb8 - 9 Attitude Toward Behavior Component B~BI=w 1 (A B )+w 2 (SN) n A B =  b i e i i = 1 where:A B =the individual’s overall attitude toward performing the specific behavior b i =the person’s belief that performing that behavior results in consequence i e i =the person’s evaluation of consequence i n=the number of relevant behavioral beliefs PBB#59

10. Cb8 - 10 Subjective Norm Component B~BI=w 1 (A B )+w 2 (SN) j SN=  b k m k k = 1 where:SN=the individual’s subjective norm regarding the specific behavior b k =his normative belief that reference group or person k thinks he should or should not perform the behavior m k =his motivation to comply with the thoughts of referent k j=the number of relevant referents PBB#510

11. Cb8 - 11 Calculating Attitude Toward Purchasing Vacations n Overall attitude toward purchase:A B =  b i e i =+2+7 i = 1 Salient beliefsEnglandJapanEvaluationEnglandJapan about consequencesTripTripScore (ei)TripTrip Belief Strengths (b i )Product (b i e i ) Taking the England/Japan vacation package in July will: Increase my social contacts+4+2+3+12+6 Provide a restful vacation+2+1+1+2+1 Improve my mental attitude+2+3+2+4+6 Be expensive+3+3-2-6-6 Make me more interesting+1+3+2+2+6 Involve difficult language skills+4+2-3-12-6 PBB#511

12. Cb8 - 12 Calculating Subjective Norm EnglandJapanMotivation toEnglandJapan Salient ReferentsTripTripComply (m i )TripTrip Brother+2+1+1+2+1 Special Friend+2+2+3+6+6 Boss+1+2-2-2-4 3 Subjective norm:SN=  b k m k =+6+3 k = 1 PBB#512

13. Cb8 - 13 Theory of Reasoned Action Totals Expression of the Weighted Relationship between Attitude Toward Behavior, Subjective Norm, and Behavioral Intention in Fishbein’s Behavioral Intentions Model B ~ BI=w 1 (A B )+w 2 (SN) w 1 =.7w 2 =.3 England TripJapan Trip w 1 (A B )(0.7)(2)=1.4(0.7)(7)=4.9 w 2 (SN)(0.3)(6)=1.8(0.3)(3)=0.9 Total3.25.8 PBB#513

14. Cb8 - 14 Factors that Weaken Behavioral Intentions -- Observed Behavior Relationships 1.Intervening timeOpportunity for more factors to occur 2.Different levels Measured intention should be of specificityspecified at the same level as the observed behavior 3.Unforeseen Out-of-stock environmental event 4.UnforeseenSituation different that the situation context of when it was context measured PBB#514

15. Cb8 - 15 Factors that Weaken Behavioral Intentions -- Observed Behavior Relationships 5.Degree of voluntaryUncontrollable events control 6.Stability of Intentions founded on intentions only a few weakly held beliefs 7.New informationChange in beliefs because of new information about the salient consequences PBB#515

16. Cb8 - 16 Comes in a pump Gets teeth clean Is more expensive than store brands Has a red, white, and blue package Freshens breath Has a tartar-control formula Has fluoride Prevents cavities Is made by Procter & Gamble Approved by the American Dental Association Is what my parents use Has mint flavor Comes in a gel Comes in tubes No mess Tastes good Crest Salient Beliefs (Activated and consciously considered beliefs at a particular time and in a specific context) PBB#516

17. Cb8 - 17 Brand Equity A strong, positive brand attitude (favorable evaluation of the brand) based on favorable meanings and beliefs that are accessible in memory (easily activated). Measures: Substitutability Repeat Purchase Rate Concentration Demand Elasticity PBB#517

18. Cb8 - 18 Acquisition of Brand Equity Build by ensuring that the brand actually delivers positive consequences and by consistently advertising these important consequences Borrow by extending a positive brand name to other products Buy by purchasing brands that already have equity PBB#518