Consumer Attitude

Prepared by Ezgi Merdin

“ Best brand for me is Sony.”
“ Marks & Spencer is old-fashioned.”
“ I prefer Coke over Pepsi.”
“ Attitudes are global or overall evaluative judgments . ” (Blackwell et al. 2006)
“ Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way.” (Allport, 1935)
“ Brand attitudes are consumers’ learned tendencies to evaluate brands in a consistently favorable or unfavorable way, from poor to excellent.” (Assael, 1998)
AD643 - Consumer Behavior - Ezgi Merdin

Attitude is an observable psychological construct which can manifest itself in relevant beliefs, feelings and behavioral components.

Whether the objects possesses (un)desirable attributes or bring (un) desired outcomes
For a vocabulary of attributes, market research can be done.
This component is important for segmentation.
It is a multidimensional construct.
It can be measured by semantic differentials, attribute evaluations.
E

Overall (brand) evaluation occurs at this level.
It is unidimensional, like a continuum from poor to excellent or prefer least to prefer most.
Sum of positive or negative feelings evoked when considering the attitude object.
It can be masured by methods like likability scales, rank order of preference, equal interval scales or constant sum scales.

It is the tendency to act towards the object.
Intention to buy, tendency towards purchasing etc.
It is the strongest and most desired form of attitudes.
Agreeing with the statement that “i’ll buy” scales to measure intention.
Using scanner data to measure actual purchase behavior.

AD643 - Consumer Behavior - Ezgi Merdin Heider’s Balance Theory Fishbein’s Multiattribute Model Fishbein’s Theory of Reasoned Action Fazio’s MODE Model Attitude development Coginitive Dissonance Passive Learning Disconfirmation of Expectations

Family Influences (parental influence, associations…) ex. Personal hygiene
Peer Group Influence (group norms, professional or social) ex. Doctor groups accept drugs
Personality (extroversion, authoritarianism etc) ex. Aggression vs. sports equipment
Information & Experience
- operant conditioning
- classical conditioning
- mere exposure
- learning
AD643 - Consumer Behavior - Ezgi Merdin Attitude development

1. Heider’s Balance Theory
People seek to achieve balance btw. their thoughts (beliefs)
and feelings (evaluations).
Acc. to cognitive consistency, consumers value harmony.

Fishbein’s Multiattribute Model
i: attributes
b: beliefs that the object has certain attributes
e: evaluation of attributes
Ao: attitude toward object
It is a compensatory model of product attributes.
All the attributes are summed.

Fishbein’s Theory of Reasoned Action
To predict behavior more accurately, it is more important to determine person’s attitude to behavior rather than to the object of behavior.
Positive belief and evaluation may not always bring positive behavior.
TRA suggests that a person's behavioral intention depends on the person's attitude about the behavior and subjective norms
(BI = A + SN)
behavioral intention (BI), attitude (A), and subjective norm (SN).

Fazio’s MODE Model
“ Motivation and Opportunity as determinants of the attitude – behavior relation”.
When both are present, behavior will be deliberate.
When one is absent, impact on behavior will be spontaneous.

Consumer Attitude

by Ezgi Mer

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