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  • 1. Chapter 9 Beliefs, Affect, Attitude, and Intention
  • 2. Chapter Spotlights
    • Beliefs (cognitive component of consumer attitude)
    • Affect (emotive component of consumer attitude)
    • Intention (behavioral component of consumer attitude)
    • Attitude-behavior consistency
  • 3. Focus
    • Mary’s choice of camera, the price she pays, and the outlet at which she buys it all say a great deal about her attitudes. Three components led to Mary’s final purchase decision: beliefs (a cognitive component), affect (an emotive component), and intention (a behavioral component).
  • 4. Beliefs: The Cognitive Component of Consumer Attitude
    • A consumer belief is a psychological association between a product or brand and an attribute or feature of that product or brand
    • Beliefs are cognitive (based on knowledge) as opposed to affective (based on feelings)
    • The stronger the association of features or attributes with the product or brand, the stronger the consumer’s belief
  • 5. Strategies to Change Consumer Beliefs
  • 6. Affect: The Emotive Component of Attitude
    • Affect is the way we feel in response to marketplace stimuli such as brands
    • Unlike belief, affect is emotive rather than cognitive in nature
    • Affect is made up of beliefs plus the way we feel about or evaluate those beliefs
  • 7. Levels of Specificity of Affect The Honda Accord LXi at the Honda dealer in town Brand/model/situation The Honda Accord LXi Model Honda Accord Brand Economy cars Product form Car Product class Example Level of Specificity of a Product
  • 8. Functional Theory of Attitude
    • Marketers seek to influence affective responses by creating messages that appeal to consumers on the basis of one or more of four types of responses
    • Adjustment is the tendency to develop affective responses that lead most efficiently toward perceived rewards and avoid most conveniently any perceived punishments
    • Ego defense is a means through which we try to realize personal goals and images
    • Through value expression , consumers display their own values to the external world
    • Application of prior knowledge
  • 9. The Fishbein Model
  • 10. Using the Fishbein Model to Change Affective Responses
    • Change B i . Marketers can communicate to consumers that the brand no longer has a negative attribute consumers believe it to have or possesses a positive attribute of which they are unaware
    • Change E i . Marketers can convince consumers to reassess their evaluation of a particular attribute of a brand
    • Add a new B i /E i combination. Marketers can introduce a new, often unexpected, attribute to increase the overall attractiveness of their brand
  • 11. The Belief-Importance Model
  • 12. Intention: The Behavior Component of Consumer Attitude
    • Intention is the behavior component of attitude
    • Behavioral intention describes attitude not toward a brand but toward brand purchase and, as such, is a far better predictor of behavior than either beliefs or affective responses
  • 13. The Theory of Reasoned Action
  • 14. Applying the Theory of Reasoned Action to Change Consumer Intentions
    • The model guides the marketer to identify those attributes most important in causing consumers to develop positive (or negative) attitudes toward the purchase of a product
    • Changing attitude toward purchase
    • Changing subjective norms
  • 15. The Theory of Trying
  • 16. Applying the Theory of Trying To Change Consumption Behavior
    • The value of the theory of trying is its focus on consumption behavior rather than purchase behavior
    • Marketers have to go beyond controlling the purchase act and seek to encourage, support, and reward the consumption act
  • 17. Attitude-Behavior Consistency
  • 18. Chapter Spotlights
    • Beliefs (cognitive component of consumer attitude)
    • Affect (emotive component of consumer attitude)
    • Intention (behavioral component of consumer attitude)
    • Attitude-behavior consistency