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Schiff cb ce_07
- 1. Chapter 7
Consumer Attitude Formation
and Change
Consumer Behaviour
Canadian Edition
Schiffman/Kanuk/Das
Copyright © 2006 Pearson Education Canada Inc.
- 2. Opening Vignette
The impact of SARS on tourism
- real risk was low, but perceived risk was high
- led to negative attitude towards Canada,
especially Toronto
Attitude change through
- value-expressive appeals
- use of celebrities
Copyright © 2006 Pearson Education
7-2
- 3. Attitudes
A learned predisposition to behave in a
consistently favorable or unfavorable
manner with respect to a given object
A positive attitude is generally a necessary,
but not sufficient, condition for purchase
– Mercedes seen as ‘top of class’ but intention to
purchase was low
Copyright © 2006 Pearson Education
7-3
- 4. Characteristics of Attitudes
Attitudes
have an “object”
Attitudes are learned
– Can ‘unlearn’
Attitudes
have behavioural, evaluative and
affective components
– Predisposition to act
– Overall evaluation
– Positive or negative feelings
» continued
Copyright © 2006 Pearson Education
7-4
- 5. Characteristics of Attitudes
Attitudes
have consistency
Attitudes have direction, degree, strength
and centrality
–
–
–
–
Positive or negative
Extent of positive or negative feelings
Strength of feelings
Closeness to core cultural values
Attitudes
occur within a situation
Copyright © 2006 Pearson Education
7-5
- 6. Four Basic Functions of
Attitudes
The
Utilitarian Function
– How well it performs
The
Ego-defensive Function
– To protect one’s self-concept
The
Value-expressive Function
– To convey one’s values and lifestyles
The
Knowledge Function
– A way to gain knowledge
Copyright © 2006 Pearson Education
7-6
- 7. How are attitudes learned?
Classical
conditioning - through past
associations
Operant conditioning - through trial and
reinforcement
Cognitive learning – through information
processing
– Cognitive dissonance theory
– Attribution theory
Copyright © 2006 Pearson Education
7-7
- 8. Attitude Models
Structural
Models of Attitudes
– Tri-component Attitude Model
– Multi-attribute Attitude Model
– Both assume a rational model of human
behaviour
Other
models of attitude formation
– Cognitive dissonance model
– Attribution theory
Copyright © 2006 Pearson Education
7-8
- 9. The Tri-component Model
Cognitive
Component
– knowledge and perceptions acquired
– through direct experience and information from
various sources.
Affective
component
– Emotions and feelings about the object
Conative
or Behavioural Component
– Action tendencies toward the object
Copyright © 2006 Pearson Education
7-9
- 11. Multi-attribute Attitude Models
Attitude
models that examine the
composition of consumer attitudes in terms
of selected product attributes or beliefs.
Examples
– Attitude-toward-object Model
– Attitude-toward-behaviour Model
– Theory-of-Reasoned-Action Model
Copyright © 2006 Pearson Education
7-11
- 12. Attitude-toward-object model
Attitude
is function of evaluation of
product-specific beliefs and evaluations
n
– Ao= WiXib
i=1
– Where:
Ao= Attitude towards the object O
Wi = importance of attribute i
Xib = belief that brand b has a certain level of
attribute I
continued
Copyright © 2006 Pearson Education
7-12
- 13. Theory of Reasoned Action
– A comprehensive theory of the interrelationship
among attitudes, intentions, and behaviour
Copyright © 2006 Pearson Education
7-13
- 16. Cognitive Dissonance Theory
Holds
that discomfort or dissonance occurs
when a consumer holds conflicting
thoughts about a belief or an attitude object.
Post-purchase Dissonance
– Cognitive dissonance that occurs after a
consumer has made a purchase commitment
Copyright © 2006 Pearson Education
7-16
- 17. Why Might Behaviour Precede
Attitude Formation?
Cognitive
Dissonance
Theory
Attribution
Theory
Behave (Purchase)
Form Attitude
Copyright © 2006 Pearson Education
Form Attitude
7-17
- 18. Attribution Theory
Examines how people assign casualty to
events and form or alter their attitudes as an
outcome of assessing their own or other
people’s behaviour.
Examples
– Self-perception Theory
– Attribution toward others
Copyright © 2006 Pearson Education
7-18
- 20. Self-Perception Theory
Consumers
are likely to accept credit for
successful outcomes (internal attribution)
and to blame other persons or products for
failure (external attribution).
Foot-In-The-Door Technique
Copyright © 2006 Pearson Education
7-20
- 21. How We Test Our Attributions
Distinctiveness
Consistency
over time
Consistency over modality
Consensus
Copyright © 2006 Pearson Education
7-21
- 22. Attitudes and Marketing Strategy
Appeal
to motivational functions of
attitudes
Associate product with a special group,
cause or event
Resolve conflicts among attitudes
Influence consumer attributions
» Continued
Copyright © 2006 Pearson Education
7-22
- 23. Attitudes and Marketing Strategy
Alter
–
–
–
–
components of the attitude
Change relative evaluation of attributes
Change brand beliefs
Add an attribute
Change overall brand evaluation
Change
beliefs about competitors’ brands
» Continued
Copyright © 2006 Pearson Education
7-23
- 24. Attitudes and Marketing Strategy
Change
affect first through classical
conditioning
Change behaviour first through operant
conditioning
Copyright © 2006 Pearson Education
7-24