Consumer Attitude


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Consumer Attitude

  1. 1. Prepared by Ezgi Merdin
  2. 2. <ul><li>“ Best brand for me is Sony.” </li></ul><ul><li>“ Marks & Spencer is old-fashioned.” </li></ul><ul><li>“ I prefer Coke over Pepsi.” </li></ul><ul><li>“ Attitudes are global or overall evaluative judgments . ” (Blackwell et al. 2006) </li></ul><ul><li>“ Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way.” (Allport, 1935) </li></ul><ul><li>“ Brand attitudes are consumers’ learned tendencies to evaluate brands in a consistently favorable or unfavorable way, from poor to excellent.” (Assael, 1998) </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  3. 3. <ul><li>Attitude is an observable psychological construct which can manifest itself in relevant beliefs, feelings and behavioral components. </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  4. 4. <ul><li>Whether the objects possesses (un)desirable attributes or bring (un) desired outcomes </li></ul><ul><li>For a vocabulary of attributes, market research can be done. </li></ul><ul><li>This component is important for segmentation. </li></ul><ul><li>It is a multidimensional construct. </li></ul><ul><li>It can be measured by semantic differentials, attribute evaluations. </li></ul><ul><li>E </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  5. 5. <ul><li>Overall (brand) evaluation occurs at this level. </li></ul><ul><li>It is unidimensional, like a continuum from poor to excellent or prefer least to prefer most. </li></ul><ul><li>Sum of positive or negative feelings evoked when considering the attitude object. </li></ul><ul><li>It can be masured by methods like likability scales, rank order of preference, equal interval scales or constant sum scales. </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  6. 6. <ul><li>It is the tendency to act towards the object. </li></ul><ul><li>Intention to buy, tendency towards purchasing etc. </li></ul><ul><li>It is the strongest and most desired form of attitudes. </li></ul><ul><li>Agreeing with the statement that “i’ll buy” scales to measure intention. </li></ul><ul><li>Using scanner data to measure actual purchase behavior. </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  7. 7. 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
  8. 8. <ul><li>Family Influences (parental influence, associations…) ex. Personal hygiene </li></ul><ul><li>Peer Group Influence (group norms, professional or social) ex. Doctor groups accept drugs </li></ul><ul><li>Personality (extroversion, authoritarianism etc) ex. Aggression vs. sports equipment </li></ul><ul><li>Information & Experience </li></ul><ul><li>- operant conditioning </li></ul><ul><li>- classical conditioning </li></ul><ul><li>- mere exposure </li></ul><ul><li>- learning </li></ul>AD643 - Consumer Behavior - Ezgi Merdin Attitude development
  9. 9. <ul><li>1. Heider’s Balance Theory </li></ul><ul><li>People seek to achieve balance btw. their thoughts (beliefs) </li></ul><ul><li>and feelings (evaluations). </li></ul><ul><li>Acc. to cognitive consistency, consumers value harmony. </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  10. 10. <ul><li>Fishbein’s Multiattribute Model </li></ul><ul><li>i: attributes </li></ul><ul><li>b: beliefs that the object has certain attributes </li></ul><ul><li>e: evaluation of attributes </li></ul><ul><li>Ao: attitude toward object </li></ul><ul><li>It is a compensatory model of product attributes. </li></ul><ul><li>All the attributes are summed. </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  11. 11. <ul><li>Fishbein’s Theory of Reasoned Action </li></ul><ul><li>To predict behavior more accurately, it is more important to determine person’s attitude to behavior rather than to the object of behavior. </li></ul><ul><li>Positive belief and evaluation may not always bring positive behavior. </li></ul><ul><li>TRA suggests that a person's behavioral intention depends on the person's attitude about the behavior and subjective norms </li></ul><ul><li>(BI = A + SN) </li></ul><ul><li>behavioral intention (BI), attitude (A), and subjective norm (SN). </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  12. 12. <ul><li>Fazio’s MODE Model </li></ul><ul><li>“ Motivation and Opportunity as determinants of the attitude – behavior relation”. </li></ul><ul><li>When both are present, behavior will be deliberate. </li></ul><ul><li>When one is absent, impact on behavior will be spontaneous. </li></ul>AD643 - Consumer Behavior - Ezgi Merdin
  13. 13. AD643 - Consumer Behavior - Ezgi Merdin
  14. 14. AD643 - Consumer Behavior - Ezgi Merdin