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Consumer attitude
- 1. Consumer Attitude: Formation andChange Made by: Tarun & Rajat MBA III Semester 1 Attitude Form change Submitted to: Dr. Punita Duhan
- 2. Overview: First: consumer Attitude Second:Models of Attitudes Third: Attitude Formation Fourth: Attitude Change 2
- 3. First: Consumer Attitude 3 •We have attitudes toward many things (objects): e.g. people, products, brands, advertisements, ideas, places, activities. • The attitudes have been learned and guide our behavior toward the attitude object. Attitude may be positive or negative towards object, person, event etc. • Attitude is NOT Behavior
- 4. Concepts of attiudes •The attitude is toward an object which may be a store, product category , brand or anything else. • Attitudes are a learned tendency, either through direct experience or from others. This predisposition may lead to a favorable or unfavorable behavior toward the object. • Attitudes have consistency, but are not necessarily permanent and can change over time. 4
- 5. Second: Models ofAttitudes 5 1-Tricomponent Attitude Model 2- Multi-attribute Attitude Model 3- Attitude-Toward-the-Ad Model These are models that attempt to understand the relationships between attitude and behavior.
- 6. Cognition 6 1- Tricomponent Model Thethree components of attitude are consistent. This means that a change in one attitude component tends to produce related changes in the other components. Marketing mangers find it difficult to influence the consumer’s behavior directly to buy the product, (conation) instead, they influence the behavior indirectly by providing information, music or other stimuli that influence a belief (cognition) or feeling (affect) about the product.
- 7. 1- Tricomponent Model •Cognitive • Affective • Conative The knowledge and perceptions that are acquired by a combination of direct experience with the object and related information from various sources (what we learn from others) 7 Components
- 8. 1- Tricomponent Model •Cognitive • Affective • Conative A consumer’s emotions or feelings about a particular product or brand or any other object. Components 8 These feelings often tend to be good or bad feelings.
- 9. 1- Tricomponent Model •Cognitive • Affective • Conative The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object Components 9 Example: tendency to buy a certain brand or from a specific store.
- 10. Multi-attribute Models They examine the compositionof consumer attitude in terms of selected product beliefs 10 2 - Multi-attribute Models
- 11. 2- Multiattribute AttitudeModels • The attitude-toward- object model • The attitude-toward- behavior model • Theory-of-reasoned- action model • Attitude is function of the presence of certain beliefs or attributes with respect to an object. • Consumers will like a brand or product, that has an adequate level of attributes that the consumer thinks are important. • Example: if you are buying a home, there is a list of attributes that the home must have – 2 bedrooms, 2 bathrooms, air conditioning, and a back yard. With this model, an attitude is positive for the house that has most of these attributes. 11
- 12. 2- Multiattribute AttitudeModels • The attitude-toward- object model • The attitude-toward- behavior model • Theory-of-reasoned- action model • Its the attitude toward behaving with respect to an object, rather than the attitude toward the object itself . • Corresponds closely to actual behavior • The question here is how likely are you to purchase brand X (behavior) rather than how highly do you rate brand X (object) Ex: Cigarettes 12
- 13. 2- Multi-attribute AttitudeModels • The attitude-toward- object model • The attitude-toward- behavior model • Theory-of-reasoned- action model • Includes cognitive, affective, and conative components • In addition to attitude, the model also Includes subjective norms (social pressure) on how a consumer is influenced by others. 13 Yaad karo… 1st model… Tri Component
- 14. Attitude- Toward the-Ad Model A modelwhich proposes that, towards a product, a consumer forms various feelings (affects) and judgments (cognitions) as a result of exposure to an Advertisement, which in turn, affect the consumer’s attitude toward the ad and attitude toward the brand. Example: LIC..Jeevan ke sath bhi, Jeevan ke baad bhi Royal Stag…Make it large 14 3- Attitude toward-the-ad model
- 15. Third: Attitude Formation •Attitudes are learned through: Classical Condition (Through past associations) Operating Condition (Through trial & repetitive actions) Ex: Mathematical problems Cognitive learning (through information processing) Ex: Learning new technologies, making something meaningful out of raw data Note: Attitudes are formed based upon personality characteristics 15 Dog tha… Ghadha Nahi…
- 16. From whom dowe learn attitudes? • Attitudes are strongly influenced by: Personal experience Influence by family and friends Direct marketing Mass media Internet 16
- 17. 17 Attitude change andformation are not all that different. They are both learned, they are both influenced by many factors such as: personal experience, personality effects, family influence, and marketing communications. Fourth: Attitude Change
- 18. Strategies of AttitudeChange Changing the Basic Motivational Functions Associating the Product with an Admired Group or Event Altering Components of the Multi-attribute Model Changing Beliefs about Competitors’ Brands 18 1st 2nd 3rd 4th
- 19. 1st - Changingthe Basic Motivational Functions Utilitarian Ego- defensive Value- expressive Knowledge 19 An effective way to change consumer attitudes toward a product or brand is to change his four motivational functions:
- 20. 20 • Utilitarian functionis how the product is useful to us. A marketer might want to create a more consumer positive attitude toward a brand by showing utilities the brand can do. (Ex: LifeBoy - Kills 99.9% of germs) • Ego-defensive function would show how the product would make them feel, more secure and confident (Ex: cosmetics that defense women’s appearance….Gori Twacha ka raaj…Fair & Lovely..!). • value-expressive function would more positively reflect the consumer’s values or lifestyle. (Ex: Swadeshi…) • knowledge function would satisfy the consumer’s “need to know” and help them understand more. (Ex: abi aage aa raha hai…) It is important for marketers to realize that they might have to combine functions because different customers are motivated to purchase their products for different reasons. Someone might buy a product because it tastes good and fills them up (utilitarian), while another thinks it is low fat and will make them healthy and therefore look better (ego-defensive). 1st - Changing the Basic Motivational Functions
- 21. Why and HowDoes This Ad Appeal to the Utilitarian Function? 21 The Product is Green and Works as Well or Better than Other Products.
- 22. Which Lifestyle- RelatedAttitudes Are Expressed or Reflected in This Ad? (value expressive) 22 Healthy Eating and Snacking Lifestyle Rajat
- 23. How Does ThisAd Provide Information to Establish or Reinforce Consumer Attitudes? 23 It Raises the Question About UV Rays and then Provides Information (knowledge) & Sun Protection.
- 24. 24 • Attitudes arerelated to certain groups, social events, or causes. • It is possible to change attitudes toward companies and their products by pointing out their relationships to these groups, events, or causes. • Example: advertisement around the playground in football matches or events sponsorships. (Ex: Vivo IPL) 2nd - Associating the Product with an Admired Group or Event
- 25. 25 The Nissan's electriccar will link to Environmental Cause Likely to Impact Consumers’ Attitudes Toward Its Product. Accordingly, they Might Have a More Favorable Attitude toward the company and its product. 2nd - Associating the Product with an Admired Group or Event
- 26. 3rd - AlteringComponents of the Multi-attribute Model – Changing consumer’s evaluation of attributes. Example: Perhaps the consumer thinks that the product would be expensive, but a marketer might be able to point out that it is often worth paying a bit more for better quality. (Exhibit: i-phone, BMW) – Changing brand beliefs. Example: Maybe a consumer thinks a brand is very expensive when in fact it is less expensive than several other brands. (Exhibit: Rafale jet figther plane over spanis’s eurofighter and Isreal’s F-35) – Adding an attribute. Example: Kya aapke toothpaste me “namak” hai…. Colgate vedshakti…isme hai aayurved ke gun… – Changing the overall brand rating, not a single attribute of it. Example: using statements like:- “the largest selling brand”….. Bangar Cement…sastha nahi…sabse accha (in American accent) 26 Yaad karo 2nd model… kuch yaad aaya?
- 27. How Is ThisNew Benefit Likely to Impact Consumers’ Attitudes Toward the Product? 27 The ad states that there is a link between one’s mouth health and the health of one’s whole body, changing the overall brand rating in the minds of target consumers Focus here
- 28. How Is theAbsence of an Ingredient Likely to Lead to a Favorable Attitude Toward a Product? 28 Adding an attribute (Namak) to toothpaste
- 29. 4th - Changingbeliefs about the attributes of competitors’ brands 29 How Is Valvoline’s Attempt to Change Attitudes Toward a Competing Brand Likely to Impact Attitudes Toward Its Own Brand? By Showing Better Wear Protection
Editor's Notes
- #3 Here is an outline of the topics for Chapter Eight.
- #12 According to the attitude-toward-object model, consumers will like a brand or product that has an adequate level of attributes that the consumer thinks are positive. For example, if you are buying a home, there is a list of attributes that the home must have – 2 bedrooms, 2 bathrooms, air conditioning, and a back yard. With this model, an attitude is positive for the house that has the most of these attributes.
- #13 Instead of asking people what product they like and have positive attitudes toward, the attitude-toward-behavior model is based on how positive someone's attitude is toward acting a certain way, for instance purchasing a certain brand. The question is now how likely are you to purchase brand X rather than how highly do you rate brand X. This reveals more about the potential act of purchase (behavior) than does simply knowing the attitude toward the product itself (object).
- #14 Like other models, the theory of reasoned action has the three components, cognitive (think), affective (feel), and conative (do). In this model, we also need to understand subjective norms or how a consumer is influenced by others.
- #15 The attitude-toward-the-ad model helps us understand how advertising impacts attitudes. The model is more thoroughly diagramed on the next slide.
- #27 If we think analytically about a multiattribute model, we realize there are many different attributes that make up an overall attitude. As marketers, we can change the way the consumer evaluates a certain attribute. Perhaps the consumer thinks inexpensive is fine for a product, but a marketer might be able to point out that it is often worth paying a bit more for better quality. A marketer can also change the way consumers believe a brand rates on a certain attribute. Maybe a consumer thinks a brand is very expensive when in fact it is less expensive then several other brands. There may be an attribute that does not even exist. Who thought chewiness was an attribute that could even exist for a vitamin until Gummy Vites came along? Finally, we can step away from looking individually at the attribute and attempt to change the consumer’s overall assessment of the brand. We can do any of these attitude change strategies by changing beliefs of our own product or our competitor's product.
- #30 If we think analytically about a multiattribute model, we realize there are many different attributes that make up an overall attitude. As marketers, we can change the way the consumer evaluates a certain attribute. Perhaps the consumer thinks inexpensive is fine for a product, but a marketer might be able to point out that it is often worth paying a bit more for better quality. A marketer can also change the way consumers believe a brand rates on a certain attribute. Maybe a consumer thinks a brand is very expensive when in fact it is less expensive then several other brands. There may be an attribute that does not even exist. Who thought chewiness was an attribute that could even exist for a vitamin until Gummy Vites came along? Finally, we can step away from looking individually at the attribute and attempt to change the consumer’s overall assessment of the brand. We can do any of these attitude change strategies by changing beliefs of our own product or our competitor's product.