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    Consumer Behaviour

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    waqashere
    This document discusses several theories related to attitudes, including: 1. The functional theory of attitudes, which states that attitudes serve functions like utilitarian, value-expressive, ego-defensive, and knowledge functions for individuals. 2. The ABC model of attitudes which identifies the three components of attitudes as affect, behavior, and cognition. 3. The hierarchy of effects models which describe how the components of attitudes impact preferences and behavior differently depending on a consumer's motivation. 4. Additional theories covered include cognitive dissonance theory, self-perception theory, social judgment theory, balance theory, and multi-attribute attitude models like the Fishbein model.

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    Consumer Behaviour

    Uploaded by

    waqashere
    88 views34 pages
    This document discusses several theories related to attitudes, including: 1. The functional theory of attitudes, which states that attitudes serve functions like utilitarian, value-expressive, ego-defensive, and knowledge functions for individuals. 2. The ABC model of attitudes which identifies the three components of attitudes as affect, behavior, and cognition. 3. The hierarchy of effects models which describe how the components of attitudes impact preferences and behavior differently depending on a consumer's motivation. 4. Additional theories covered include cognitive dissonance theory, self-perception theory, social judgment theory, balance theory, and multi-attribute attitude models like the Fishbein model.

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    Chapter 7

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    This document discusses several theories related to attitudes, including: 1. The functional theory of attitudes, which states that attitudes serve functions like utilitarian, value-expressive, ego-defensive, and knowledge functions for individuals. 2. The ABC model of attitudes which identifies the three components of attitudes as affect, behavior, and cognition. 3. The hierarchy of effects models which describe how the components of attitudes impact preferences and behavior differently depending on a consumer's motivation. 4. Additional theories covered include cognitive dissonance theory, self-perception theory, social judgment theory, balance theory, and multi-attribute attitude models like the Fishbein model.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    88 views34 pages

    Consumer Behaviour

    Uploaded by

    waqashere
    This document discusses several theories related to attitudes, including: 1. The functional theory of attitudes, which states that attitudes serve functions like utilitarian, value-expressive, ego-defensive, and knowledge functions for individuals. 2. The ABC model of attitudes which identifies the three components of attitudes as affect, behavior, and cognition. 3. The hierarchy of effects models which describe how the components of attitudes impact preferences and behavior differently depending on a consumer's motivation. 4. Additional theories covered include cognitive dissonance theory, self-perception theory, social judgment theory, balance theory, and multi-attribute attitude models like the Fishbein model.

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    Attitudes

    Chapter 7

    The Power of Attitudes


    Attitude: a lasting, general evaluation of people, objects, advertisements, or issues
    Attitude object (AO) Help to determine a number of preferences and actions
    7-2

    Functional Theory of Attitudes


    Katz: Attitudes exist because they serve some function
    Determined by a persons motives

    Attitude functions:
    Utilitarian Value-expressive Ego-defensive Knowledge

    Marketers emphasize the function a product serves for consumers


    7-3

    Smoking Attitudes
    Norwegian ad: Smokers are more sociable than otherswhile it lasts.

    7-4

    Fan Attitude Profiles


    Die-hard, highly committed fans
    Marketing: provide sports knowledge and relate attendance to personal goals/values

    Unique, self-expressive game experience


    Marketing: brand switchers who seek thrills wherever they can get them

    Looking for camaraderie


    Marketing: provide benefits related to smallgroup activities
    7-5

    ABC Model of Attitudes


    Three interrelated attitude components:
    Affect Behavior Cognition

    Hierarchy of effects
    Relative impact/importance of attitude components depends on consumers motivation toward attitude object
    7-6

    Hierarchy of Effects

    Figure 7.1
    7-7

    Hierarchy of Effects
    Standard Learning Hierarchy
    Results in strong brand loyalty Assumes high consumer involvement

    Low-Involvement Hierarchy
    Consumer does not have strong brand preference Consumers swayed by simple stimulus-response connections

    Experiential Hierarchy
    Consumers hedonic motivations and moods Emotional contagion Cognitive-affective model vs. independence hypothesis
    7-8

    Discussion
    Contrast the hierarchies of effects outlined in this chapter
    How should marketers strategic decisions related to the marketing mix change depending upon which hierarchy is operative among target consumers?

    7-9

    Contextual Marketing
    Providing customers with information about competitors at the exact time when they are searching for details/shopping for a particular product category
    WHENU.COM

    7-10

    Discussion
    One persons contextual marketing is another persons spyware
    Is it ethical for marketers to track which Web sites you visit, even if by doing so they can provide you with information that might help you save money by buying a competing brand?

    7-11

    Attitude Toward the Ad


    We form attitudes toward objects other than the product that can influence our product selections We often form product attitudes from its ads
    Aad: attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing context
    7-12

    Ads Have Feelings Too


    Commercials evoke emotion
    Pleasure Arousal Intimidation

    7-13

    Forming Attitudes
    Classical conditioning Instrumental conditioning Cognitive learning/modeling

    7-14

    Attitude Commitment
    Degree of commitment is related to level of involvement with attitude object
    Compliance Identification Internalization

    7-15

    Consistency Principle
    Principle of cognitive consistency
    We value/seek harmony among thoughts, feelings, and behaviors We will change components to make them consistent

    7-16

    Cognitive Dissonance & Harmony


    Conflict of attitudes and behavior motivates us to reduce dissonance
    We make them fit by eliminating, adding, or changing elements Explains why evaluations of products increase after purchase
    Horse race experiment Marketers: post-purchase reinforcement
    7-17

    Discussion
    Think of a behavior someone does that is inconsistent with his or her attitudes (e.g., attitudes toward cholesterol, drug use, or even buying things to make him or her stand out or attain status)
    Ask the person to elaborate on why he or she does the behavior, then try to identify the way the person has resolved dissonant elements

    7-18

    Self-Perception Theory
    We use observations of our own behavior to determine what our attitudes are
    We must have a positive attitude toward a product if we freely purchase it, right? Low-involvement hierarchy Foot-in-the-door technique Low-ball technique Door-in-the-face technique
    7-19

    Social Judgment Theory


    We assimilate new information about attitude objects in light of what we already know/feel
    Initial attitude = frame of reference Latitudes of acceptance and rejection
    Assimilation and contrast effects Choosy mothers choose Jif peanut butter

    7-20

    Balance Theory
    Triad attitude structures
    Person Perception of attitude object Perception of other person/object
    Perception can be positive or negative

    Balanced/harmonious triad elements


    Unit relation and sentiment relation

    7-21

    Alex

    Figure 7.2: Balance Theory

    Larry + Alex + +

    Earring

    Alex

    Larry + Alex Earring

    Earring

    +
    Larry + Larry +

    Earring O

    Alex

    Larry

    Earring
    7-22

    Balance Theory (Contd)


    Marketing Applications
    Basking in reflected glory Unit relation with popular product = positive sentiment relation in other peoples triads Celebrity endorsers of products
    7-23

    Discussion
    Students often bask in reflected glory by taking credit for victories their teams earn over other colleges
    Should students who just watch the games rather than play them take credit for their teams performance?

    INSIDECAROLINA.COM

    7-24

    Multi-attribute Attitude Models


    Three elements
    Attributes of AO (e.g., college)
    e.g., Scholarly reputation

    Beliefs about AO
    e.g., University of North Carolina is strong academically

    Importance weights
    e.g., Stressing research opportunities over athletics
    7-25

    Fishbein Model
    Most influential multi-attribute model Three components of attitudes
    Salient beliefs about AO Object-attribute linkages Evaluation of each important attribute

    Aijk = ijkIik
    Overall Attitude Score = (consumers rating of each attribute for all brands) x (importance rating for that attribute)
    7-26

    Saundras College Decision


    Beliefs () Attribute Acad rep All women Import (I) 6 7 Smith 8 9 Princeton 9 3 Rutgers 6 3 Northland 3 3

    Cost
    Proximity Athletics Party Scene Library Attitude Score

    4
    3 1 2 5

    2
    2 1 1 7 163

    2
    2 2 3 9 142

    6
    6 5 7 7 153

    9
    9 1 9 2 131
    7-27

    Figure 7.1 (Abridged)

    Fishbein Model (Contd)


    Marketing applications
    Capitalize on relative advantage Strengthen perceived product/attribute linkages Add a new attribute Influence competitors ratings

    7-28

    Extended Fishbein Model


    Research: low correlation between reported attitude and actual behavior
    We love commercials, yet still not buy!

    Theory of reasoned action


    Intentions vs. behavior
    Conviction and past purchase behavior Behavioral intentions

    Social pressure
    SN = NB + MC

    Attitude toward act of buying


    7-29

    Obstacles to Predicting Behavior


    Many researchers do not use Fishbein Model appropriately A few of the many obstacles (full list on pages 254-255):
    Actual behavior vs. outcomes of behavior Outcomes beyond consumers control Voluntary vs. nonvoluntary acts across cultures Relative impact of SNs vary across cultures
    7-30

    Trying to Consume
    Theory of trying
    Criterion should be trying to reach goal Intervening factors between intent and performance Several new components to account for act of trying

    7-31

    Theory of Trying
    Figure 7.3

    7-32

    Discussion
    Construct a multi-attribute model for a set of local restaurants
    Based on your findings, suggest how restaurant managers can improve an establishments image via the strategies described in this chapter
    7-33

    Tracking Attitudes over Time


    Attitude-tracking program
    More like a movie than a snapshot of attitudes GALLUP.COM Ongoing tracking studies
    Gallup Poll or Yankelovich Monitor

    Changes to look for


    Changes in different age groups Scenarios about the future Identification of change agents
    7-34

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