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  1. 1. Chapter 9 Beliefs, Affect, Attitude, and Intention
  2. 2. Chapter Spotlights <ul><li>Beliefs (cognitive component of consumer attitude) </li></ul><ul><li>Affect (emotive component of consumer attitude) </li></ul><ul><li>Intention (behavioral component of consumer attitude) </li></ul><ul><li>Attitude-behavior consistency </li></ul>
  3. 3. Focus <ul><li>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). </li></ul>
  4. 4. Beliefs: The Cognitive Component of Consumer Attitude <ul><li>A consumer belief is a psychological association between a product or brand and an attribute or feature of that product or brand </li></ul><ul><li>Beliefs are cognitive (based on knowledge) as opposed to affective (based on feelings) </li></ul><ul><li>The stronger the association of features or attributes with the product or brand, the stronger the consumer’s belief </li></ul>
  5. 5. Strategies to Change Consumer Beliefs
  6. 6. Affect: The Emotive Component of Attitude <ul><li>Affect is the way we feel in response to marketplace stimuli such as brands </li></ul><ul><li>Unlike belief, affect is emotive rather than cognitive in nature </li></ul><ul><li>Affect is made up of beliefs plus the way we feel about or evaluate those beliefs </li></ul>
  7. 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. 8. Functional Theory of Attitude <ul><li>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 </li></ul><ul><li>Adjustment is the tendency to develop affective responses that lead most efficiently toward perceived rewards and avoid most conveniently any perceived punishments </li></ul><ul><li>Ego defense is a means through which we try to realize personal goals and images </li></ul><ul><li>Through value expression , consumers display their own values to the external world </li></ul><ul><li>Application of prior knowledge </li></ul>
  9. 9. The Fishbein Model
  10. 10. Using the Fishbein Model to Change Affective Responses <ul><li>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 </li></ul><ul><li>Change E i . Marketers can convince consumers to reassess their evaluation of a particular attribute of a brand </li></ul><ul><li>Add a new B i /E i combination. Marketers can introduce a new, often unexpected, attribute to increase the overall attractiveness of their brand </li></ul>
  11. 11. The Belief-Importance Model
  12. 12. Intention: The Behavior Component of Consumer Attitude <ul><li>Intention is the behavior component of attitude </li></ul><ul><li>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 </li></ul>
  13. 13. The Theory of Reasoned Action
  14. 14. Applying the Theory of Reasoned Action to Change Consumer Intentions <ul><li>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 </li></ul><ul><li>Changing attitude toward purchase </li></ul><ul><li>Changing subjective norms </li></ul>
  15. 15. The Theory of Trying
  16. 16. Applying the Theory of Trying To Change Consumption Behavior <ul><li>The value of the theory of trying is its focus on consumption behavior rather than purchase behavior </li></ul><ul><li>Marketers have to go beyond controlling the purchase act and seek to encourage, support, and reward the consumption act </li></ul>
  17. 17. Attitude-Behavior Consistency
  18. 18. Chapter Spotlights <ul><li>Beliefs (cognitive component of consumer attitude) </li></ul><ul><li>Affect (emotive component of consumer attitude) </li></ul><ul><li>Intention (behavioral component of consumer attitude) </li></ul><ul><li>Attitude-behavior consistency </li></ul>