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Chapter 8 Consumer Attitude Formation and Change
Chapter Outline ,[object Object],[object Object],[object Object],[object Object],[object Object]
Attitude A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.
A Company Which Specializes in Attitude Measurement weblink
What Are Attitudes? ,[object Object],[object Object],[object Object],[object Object]
This attempts to change the attitude toward calcium in a soft drink situation.
Structural Models of Attitudes ,[object Object],[object Object],[object Object],[object Object]
A Simple Representation of the Tricomponent Attitude Model  Figure 8.2   Cognition
The Tricomponent Model ,[object Object],[object Object],[object Object],[object Object],Components
The Tricomponent Model ,[object Object],[object Object],[object Object],[object Object],Components Starbucks Coffee
The Tricomponent Model ,[object Object],[object Object],[object Object],[object Object],Components
Discussion Question ,[object Object]
Broadband Internet Access Figure 8-3
Multiattribute Attitude Models Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.
Multiattribute Attitude Models ,[object Object],[object Object],[object Object],[object Object],[object Object],Types
Positive attitudes toward brands help with brand extensions
Multiattribute Attitude Models ,[object Object],[object Object],[object Object],[object Object],[object Object],Types
Multiattribute Attitude Models ,[object Object],[object Object],[object Object],[object Object],[object Object],Types
A Simplified Version of the Theory of Reasoned Action - Figure 8.5
Discussion Question ,[object Object]
Subjective Norms Are Extremely Important for Teens weblink
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).
Ad illustrating the theory of trying to consume
Table 8.6  Selected Examples of Potential Impediments That Might Impact Trying POTENTIAL PERSONAL IMPEDIMENTS “ I wonder whether my hair will be longer by the time of my wedding.” “ I want to try to lose two inches off my waist by  my birthday.” “ I’m going to try to get tickets for the Rolling Stones concert for our anniversary.” “ I’m going to attempt to give up smoking by my birthday.” “ I am going to increase how often I run two miles from three to five times a week.” “ Tonight, I’m not going to have dessert at the restaurant.” POTENTIAL ENVIRONMENTAL IMPEDIMENTS “ The first 1,000 people at the baseball game will receive a team cap.” “ Sorry, the car you ordered didn’t come in from Japan on the ship that docked yesterday.” “ There are only two cases of chardonnay in our stockroom. You better come in sometime today.” “ I am sorry. We cannot serve you. We are closing the restaurant because of an electrical problem.”
Attitude-Toward-the-Ad Model 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.
This ad attempts to build a positive attitude toward the ad.
A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model - Figure 8.7
Issues in Attitude Formation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategies of Attitude Change ,[object Object],[object Object],[object Object],[object Object],[object Object]
Discussion Question ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Changing the Basic Motivational Function ,[object Object],[object Object],[object Object],[object Object]
Swiffer Appeals to Utilitarian Function weblink
Crest uses a knowledge appeal.
Elaboration Likelihood Model (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.
Why Might Behavior Precede Attitude Formation? ,[object Object],[object Object],Behave (Purchase) Form Attitude Form Attitude
Cognitive Dissonance Theory Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
Attribution Theory A theory concerned with how people assign causalty to events and form or alter their attitudes as an outcome of assessing their own or other people’s behavior.
Issues in Attribution Theory ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],weblink

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Chapter 8 Consumer Attitude Formation And Change

  • 1. Chapter 8 Consumer Attitude Formation and Change
  • 2.
  • 3. Attitude A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.
  • 4. A Company Which Specializes in Attitude Measurement weblink
  • 5.
  • 6. This attempts to change the attitude toward calcium in a soft drink situation.
  • 7.
  • 8. A Simple Representation of the Tricomponent Attitude Model Figure 8.2 Cognition
  • 9.
  • 10.
  • 11.
  • 12.
  • 14. Multiattribute Attitude Models Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.
  • 15.
  • 16. Positive attitudes toward brands help with brand extensions
  • 17.
  • 18.
  • 19. A Simplified Version of the Theory of Reasoned Action - Figure 8.5
  • 20.
  • 21. Subjective Norms Are Extremely Important for Teens weblink
  • 22. 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).
  • 23. Ad illustrating the theory of trying to consume
  • 24. Table 8.6 Selected Examples of Potential Impediments That Might Impact Trying POTENTIAL PERSONAL IMPEDIMENTS “ I wonder whether my hair will be longer by the time of my wedding.” “ I want to try to lose two inches off my waist by my birthday.” “ I’m going to try to get tickets for the Rolling Stones concert for our anniversary.” “ I’m going to attempt to give up smoking by my birthday.” “ I am going to increase how often I run two miles from three to five times a week.” “ Tonight, I’m not going to have dessert at the restaurant.” POTENTIAL ENVIRONMENTAL IMPEDIMENTS “ The first 1,000 people at the baseball game will receive a team cap.” “ Sorry, the car you ordered didn’t come in from Japan on the ship that docked yesterday.” “ There are only two cases of chardonnay in our stockroom. You better come in sometime today.” “ I am sorry. We cannot serve you. We are closing the restaurant because of an electrical problem.”
  • 25. Attitude-Toward-the-Ad Model 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.
  • 26. This ad attempts to build a positive attitude toward the ad.
  • 27. A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model - Figure 8.7
  • 28.
  • 29.
  • 30.
  • 31.
  • 32. Swiffer Appeals to Utilitarian Function weblink
  • 33. Crest uses a knowledge appeal.
  • 34. Elaboration Likelihood Model (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.
  • 35.
  • 36. Cognitive Dissonance Theory Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
  • 37. Attribution Theory A theory concerned with how people assign causalty to events and form or alter their attitudes as an outcome of assessing their own or other people’s behavior.
  • 38.