1. Consumer Attitude : Formation and Change CHAPTER EIGHT 1

2. Overview First: Definition of Attitude Second: Models of Attitudes Third: Attitude Change 2Chapter Eight Slide

3. First: Definition of Attitude 3Chapter Eight Slide Introduction We have attitudes toward many things (objects): e.g. people, products, brands, advertisements, ideas, places, activities. The attitudes have been learned and guide our behavior toward the attitude object.

4. What Is Your Attitude Toward the Product Advertised? What Is Your Attitude Toward the Ad Itself? Are the Two Attitudes Similar or Different? 4Chapter Eight Slide You May Have Liked the Product but Disliked the Ad or Vice Versa

5. Attitude definition Attitude is a learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. 5Chapter Eight Slide

6. Concepts of attiudes The attitude is toward an object which may be a store, product category, brand or anything else. Attitudes are a learned predisposition, either through direct experience or from others. This predisposition may lead to a favorable or unfavorable behavior toward the object. Attitudes have consistency, but are not necessarily permanent and can change over time. Attitudes occur within a situation. 6Chapter Eight Slide

7. What Information Does This Ad Provide to Assist Consumers in Forming Attitudes Toward the Saturn Vue Hybrid? 7Chapter Eight Slide It is Stylish, Safe, and Good for the Environment

8. Second: Models of Attitudes 8Chapter Eight Slide 1-Tricomponent Attitude Model 2- Multiattribute Attitude Model 3- Attitude-Toward-the-Ad Model These are models that attempt to understand the relationships between attitude and behavior.

9. Cognition 9Chapter Eight Slide 1- Tricomponent Model The three components of attitude are consistent. This means that a change in one attitude component tends to produce related changes in the other components. Marketing mangers find it difficult to influence the consumer’s behavior (conation) directly to buy the product, instead, they influence the behavior indirectly by providing information, music or other stimuli that influence a belief (cognition) or feeling (affect) about the product.

10. 1- Tricomponent Model Cognitive Affective Conative The knowledge and perceptions that are acquired by a combination of direct experience with the object and related information from various sources (what we learn from others) 10Chapter Eight Slide Components

11. 1- Tricomponent Model Cognitive Affective Conative A consumer’s emotions or feelings about a particular product or brand or any other object. Components 11Chapter Eight Slide These feelings often tend to be good or bad feelings.

12. 1- 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 12Chapter Eight Slide Example: tendency to buy a certain brand or from a specific store.

13. Multiattribute Attitude Models Attitude models that examine the composition of consumer attitude in terms of selected product attributes or beliefs 13Chapter Eight Slide 2- Multiattribute Models

14. 2- 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 with respect to an object. Consumers will like a brand or product that has an adequate level of attributes that the consumer thinks are important. Example: if you are buying a home, there is a list of attributes that the home must have – 2 bedrooms, 2 bathrooms, air conditioning, and a back yard. With this model, an attitude is positive for the house that has the most of these attributes. 14Chapter Eight Slide

15. 2-Multiattribute Attitude Models The attitude-toward- object model The attitude-toward- behavior model Theory-of-reasoned- action model Is the attitude toward behaving with respect to an object, rather than the attitude toward the object itself Corresponds closely to actual behavior The question here is how likely are you to purchase brand X (behavior) rather than how highly do you rate brand X (object) 15Chapter Eight Slide

16. A study: factors the affect Attitude toward behavior of Online Shopping 16Chapter Eight Slide The attitude toward the behavior was measured by how consumers view nine benefits of online shopping, including: effectiveness, convenience, information, safety, service, delivery speed, web design, selection, and familiarity with company name. Actual behavior

17. 2- Multiattribute Attitude Models The attitude-toward- object model The attitude-toward- behavior model Theory-of-reasoned- action model Includes cognitive, affective, and conative components (attitude) In addition to attitude, the model also Includes subjective norms (social pressure) on how a consumer is influenced by others. 17Chapter Eight Slide

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

19. Applying the Theory of Reasoned Action to Change Intentions It helps to identify those attributes most important in causing consumers to form positive (or negative) attitudes toward the purchase of a product – Changing attitude toward purchase It helps to identify and helps to adjust sources of social pressure and their possible role in intention formation – Changing subjective norms Chapter Eight Slide19

20. Attitude- Toward-the- Ad Model A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as a result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand. 20Chapter Eight Slide 3- Attitude toward-the-ad model

21. A Conception of the Relationship Among Elements in an Attitude-Toward-the-Ad Model 21Chapter Eight Slide

22. 22Chapter Eight Slide Attitude change and formation are not all that different. They are both learned, they are both influenced by many factors such as: personal experience, personality effects, family influence, and marketing communications. Third: Attitude Change

23. Strategies of Attitude Change Changing the Basic Motivational FunctionsAssociating the Product with an Admired Group or EventAltering Components of the Multiattribute ModelChanging Beliefs about Competitors’ Brands 23Chapter Eight Slide

24. 1- Changing the Basic Motivational Functions Utilitarian Ego- defensive Value- expressive Knowledge 24Chapter Eight Slide An effective way to change consumer attitudes toward a product or brand is to change his four motivational functions:

25. 25Chapter Eight Slide Utilitarian function is how the product is useful to us. A marketer might want to create a more consumer positive attitude toward a brand by showing utilities the brand can do. ego-defensive function would show how the product would make them feel more secure and confident (e.g. cosmetics that defense women’s appearance). value-expressive function would more positively reflect the consumer’s values or lifestyle. knowledge function would satisfy the consumer’s “need to know” and help them understand more. It is important for marketers to realize that they might have to combine functions because different customers are motivated to purchase their products for different reasons. Someone might buy a product because it tastes good and fills them up (utilitarian), while another thinks it is low fat and will make them healthy and therefore look better (ego-defensive). 1- Changing the Basic Motivational Functions

26. Why and How Does This Ad Appeal to the Utilitarian Function? 26Chapter Eight Slide The Product is Green and Works as Well or Better than Other Products.

27. Which Lifestyle- Related Attitudes (value expressive) Are Expressed or Reflected in This Ad? 27Chapter Eight Slide Healthy Eating and Snacking Lifestyle

28. How Does This Ad Provide Information to Establish or Reinforce Consumer Attitudes? 28Chapter Eight Slide It Raises the Question About UVA Rays and then Provides Information (knowledge) n Sun Protection.

29. 29Chapter Eight Slide Attitudes are related, at least in part, to certain groups, social events, or causes. It is possible to alter (change) attitudes toward companies and their products by pointing out their relationships to these groups, events, or causes. Example: advertisement around the playground in football matches or events sponsorships. 2- Associating the Product with an Admired Group or Event

30. 30Chapter Eight Slide The Fiji water’s link to Environmental Cause Likely to Impact Consumers’ Attitudes Toward Its Product. Accordingly, they Might Have a More Favorable Attitude toward the company and its product. 2- Associating the Product with an Admired Group or Event

31. 3- Altering Components of the Multiattribute Model – Changing consumer’s evaluation of attributes. Example: Perhaps the consumer thinks that the product fine to be inexpensive, but a marketer might be able to point out that it is often worth paying a bit more for better quality. – Changing brand beliefs. Example: Maybe a consumer thinks a brand is very expensive when in fact it is less expensive than several other brands. – Adding an attribute. Example: Who thought chewiness was an attribute that could even exist for a vitamin until Gummy Vites came along? – Changing the overall brand rating, not a single attribute of it. Example: using statements like: “ the one all others try to imitate” or “ the largest selling brand”. 31Chapter Eight Slide

32. How Is This New Benefit Likely to Impact Consumers’ Attitudes Toward the Product? 32Chapter Eight Slide The ad states that there is a link between one’s mouth health and the health of one’s whole body, changing the overall brand rating in the minds of target consumers

33. How Is the Absence of an Ingredient Likely to Lead to a Favorable Attitude Toward a Product? 33Chapter Eight Slide Adding an attribute (chewiness) to vitamins

34. 4- Changing beliefs about the attributes of competitors’ brands 34Chapter Eight Slide How Is Valvoline’s Attempt to Change Attitudes Toward a Competing Brand Likely to Impact Attitudes Toward Its Own Brand? By Showing Better Wear Protection

35. Elaboration Likelihood Model (ELM) Customer attitudes are changed by two distinctly different routes to persuasion: a central route or a peripheral route. 35Chapter Eight Slide Central and peripheral routes of changing attitudes ( Elaboration likelihood model )

36. Elaboration Likelihood Model 36Chapter Eight Slide High Involvement Low Involvement