1. 8-1
Chapter 8
Consumer Behavior,Consumer Behavior,
Eighth EditionEighth Edition
SCHIFFMAN & KANUK
Consumer Attitude
Formation and Change

2. 8-2
Attitude
A learned
predisposition to
behave in a
consistently
favorable or
unfavorable manner
with respect to a
given object.

3. 8-3
What are Attitudes?
• The attitude “object”
• Attitudes are a learned predisposition
• Attitudes have consistency
• Attitudes occur within a situation

4. 8-4
Structural Models of Attitudes
• Tricomponent Attitude Model
• Multiattribute Attitude Model
• The Trying-to-Consume Model
• Attitude-toward-the-Ad Model

5. 8-5
Figure 8.2 A Simple Representation of
the Tricomponent Attitude Model
ConationConation
AffectAffect
Cognition

6. 8-6
The Tricomponent Model
• Cognitive Component
– The knowledge and perceptions that are acquired by a
combination of direct experience with the attitude
object and related information from various sources.
• Affective Component
– A consumer’s emotions or feelings about a particular
product or brand.
• Conative Component
– The likelihood or tendency that an individual will
undertake a specific action or behave in a particular
way with regard to the attitude object.

7. 8-7
MultiattributeMultiattribute
AttitudeAttitude
ModelsModels
Attitude models that
examine the
composition of
consumer attitudes
in terms of selected
product attributes or
beliefs.

8. 8-8
Multiattribute Attitude Models
• The attitude-toward-object model
– Attitude is function of evaluation of product-
specific beliefs and evaluations
• The attitude-toward-behavior model
– Is the attitude toward behaving or acting with
respect to an object, rather than the attitude
toward the object itself
• Theory-of-reasoned-action model
– A comprehensive, integrative model of attitudes

9. 8-9
Attitude-
Toward-
Behavior
Model
A model that proposes
that a consumer’s
attitude toward a
specific behavior is a
function of how
strongly he or she
believes that the action
will lead to a specific
outcome (either
favorable or
unfavorable).

10. 8-10
Theory of
Reasoned
Action
A comprehensive theory
of the interrelationship
among
attitudes,intentions, and
behavior.

11. 8-11
Theory of
Trying to
Consume
An attitude theory
designed to account
for the many cases
where the action or
outcome is not certain
but instead reflects
the consumer’s
attempt to consume
(or purchase).

12. 8-12
Attitude-Attitude-
Toward-Toward-
the-Adthe-Ad
ModelModel
A model that proposes
that a consumer forms
various feelings (affects)
and judgments
(cognitions) as the result
of exposure to an
advertisement, which, in
turn, affect the consumer’s
attitude toward the ad and
attitude toward the brand.

13. 8-13
Issues in Attitude Formation
or Barriers to changing consumer
attitude
• How attitudes are learned
• Sources of influence on attitude formation
• Personality factors

14. 8-14
Strategies of Attitude Change
• Changing the Basic Motivational Function
• Associating the Product With an Admired
Group or Event
• Resolving Two Conflicting Attitudes
• Altering Components of the Multi-attribute
Model
• Changing Beliefs About Competitors’
Brands

15. 8-15
Four Basic Attitude Functions
• The Utilitarian Function
• The Ego-defensive
Function
• The Value-expressive
Function
• The Knowledge Function

16. 8-16
ElaborationElaboration
LikelihoodLikelihood
ModelModel
(ELM)(ELM)
A theory that suggests
that a person’s level
of involvement during
message processing is
a critical factor in
determining which
route to persuasion is
likely to be effective.

17. 8-17
Why Might Behavior Precede
Attitude Formation?
• Cognitive Dissonance
Theory
• Attribution Theory
Behave (Purchase)Behave (Purchase)
Form AttitudeForm AttitudeForm Attitude