This chapter discusses the importance of understanding consumer attitudes. It defines attitudes and explains how they are formed through different functions and models, including the ABC model. The chapter also covers how attitudes can be measured using multi-attribute models like the Fishbein model. Maintaining consistency is important, as attitudes can change to resolve cognitive dissonance. Marketers can apply this knowledge of attitudes to better target consumers and influence product perceptions.
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This chapter discusses the importance of understanding consumer attitudes. It defines attitudes and explains how they are formed through different functions and models, including the ABC model. The chapter also covers how attitudes can be measured using multi-attribute models like the Fishbein model. Maintaining consistency is important, as attitudes can change to resolve cognitive dissonance. Marketers can apply this knowledge of attitudes to better target consumers and influence product perceptions.
This chapter discusses the importance of understanding consumer attitudes. It defines attitudes and explains how they are formed through different functions and models, including the ABC model. The chapter also covers how attitudes can be measured using multi-attribute models like the Fishbein model. Maintaining consistency is important, as attitudes can change to resolve cognitive dissonance. Marketers can apply this knowledge of attitudes to better target consumers and influence product perceptions.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
This chapter discusses the importance of understanding consumer attitudes. It defines attitudes and explains how they are formed through different functions and models, including the ABC model. The chapter also covers how attitudes can be measured using multi-attribute models like the Fishbein model. Maintaining consistency is important, as attitudes can change to resolve cognitive dissonance. Marketers can apply this knowledge of attitudes to better target consumers and influence product perceptions.
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Chapter 7
Attitudes
CONSUMER BEHAVIOR, 8e Michael Solomon
Chapter Objectives When you finish this chapter you should understand why:
Its important for consumer researchers to
understand the nature and power of attitudes.
Attitudes are more complex than they first appear. We form attitudes in several ways. A need to maintain consistency among all of our attitudinal components motivates us to alter one or more of them.
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Chapter Objectives (cont.)
We use attitude models to identify specific components and combine them to predict a consumers overall attitude toward a product or brand.
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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
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Functional Theory of Attitudes
Katz: attitudes exist because they serve some function UTILITARIAN FUNCTION:
VALUE-EXPRESSIVE FUNCTION: Expresses consumers values or self-concept
Relates to rewards and punishments
EGO-DEFENSIVE FUNCTION: Protect ourselves from external threats or internal feelings
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KNOWLEDGE FUNCTION:
Need for order, structure, or meaning
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Functional Theory of Attitudes (cont.)
Marketers emphasize the benefits a product serves for consumers
Example: study of football fans identified three
clusters: Cluster Die-hard team fans Sports Marketers Strategy Provide greater sports knowledge Relate attendance to personal values Those who enjoy Publicize aspects of visiting teams, cheering for winning team such as sports stars Those who look for camaraderie Prentice-Hall, cr 2009
Provide improved peripheral benefits (e.g., improved parking)
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Discussion Imagine that you work for the marketing department of your college or university and have segmented students into four different clusters, each representing one of the four functions identified by Katz.
Develop a marketing strategy based on each of the
four functions to motivate students to stay in school and complete their degrees.
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ABC Model of Attitudes
Attitude has three components:
Affect: the way a consumer feels about an attitude
object.
Behavior: persons intentions to do something with
regard to an attitude object.
Cognition: beliefs a consumer has about an
attitude object.
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Hierarchies of Effects Impact/importance of attitude components depends on consumers motivation toward attitude object
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Figure 7.1
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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 versus independence hypothesis Prentice-Hall, cr 2009
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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?
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Attitude Toward the Advertisement
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
Attitude Commitment Degree of commitment is related to level of involvement with attitude object
INTERNALIZATION Highest level: deep-seeded attitudes become part of consumers value system IDENTIFICATION Mid-level: attitudes formed in order to conform to another person or group COMPLIANCE Lowest level: consumer forms attitude because it gains rewards or avoids punishments Prentice-Hall, cr 2009
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Consistency Principle Principle of cognitive consistency:
We value/seek harmony among thoughts, feelings,
and behaviors
We will change components to make them
consistent
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Cognitive Dissonance and Harmony
Theory of cognitive dissonance: when a consumer is confronted with inconsistencies among attitudes or behaviors, he will take action to resolve the dissonance
Example: Two cognitive elements about smoking:
I know smoking causes cancer I smoke cigarettes Consumer will resolve the dissonance by either satisfying urge to smoke or stopping the behavior Prentice-Hall, cr 2009
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Discussion Interview a student next to you regarding a behavior that he or she has that is inconsistent with his or her attitudes (e.g., attitudes toward healthy eating or active lifestyle, attitudes toward materialism, etc.).
Ask the student to elaborate on why he or she does
the behavior, then try to identify the way the person has resolved dissonant elements.
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Self-Perception Theory Self-perception theory: we use observations of our own behavior to determine what our attitudes are.
FOOT-IN-THE-DOOR TECHNIQUE Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request LOW-BALL TECHNIQUE Person is asked for a small favor and is informed after agreeing to it that it will be very costly. DOOR-IN-THE-FACE TECHNIQUE Person is first asked to do something extreme (which he refuses), then asked to do something smaller. Prentice-Hall, cr 2009
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Social Judgment Theory
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 Example: Choosy mothers choose Jif Peanut Butter
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Balance Theory Balance theory: considers relations among elements a consumer might perceive as belonging together
Involves 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
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Restoring Balance in a Triad
Alex wants to date Larry; Alex has positive sentiment toward Larry
Larry wears earring;
Larry has positive attitude toward earring
Alex doesnt like
men who wear earrings; has negative sentiment toward earrings Prentice-Hall, cr 2009
Figure 7.2
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Marketing Applications of Balance Theory
Basking in reflected glory: consumers want to show association with a positively valued attitude object
Example: Consumers: college
football fans Attitude object: winning college football team
Marketers use celebrity
endorsers of products to create positive associations Prentice-Hall, cr 2009
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Discussion Students often bask in reflected glory of their colleges winning sports teams by showing team spirit or buying merchandise
How do colleges use
similar techniques among its alumni? What marketing strategies could be used to sell more merchandise? Prentice-Hall, cr 2009
Click photo for ou.edu
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Multi-Attribute Attitude Models
Multi-attribute models: consumers attitudes toward an attitude object depends on beliefs she has about several or many attributes of the object
Three elements Attributes of AO (e.g., college) Example: scholarly reputation Beliefs about AO Example: University of North Carolina is strong academically Importance weights Example: stresses research over athletics Prentice-Hall, cr 2009
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Fishbein Model Measures 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) 7-25
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Saundras College Decision
Beliefs () Attribute Academic reputation All women Cost Proximity to home Import (I) 6 7 4 3 Smith 8 9 2 2 Princeton 9 3 2 2 Rutgers 6 3 6 6 Northland 3 3 9 9
Athletics Party atmosphere Library facilities Attitude Score
1 2 5
1 1 7 163
2 3 9 142
5 7 7 153
1 9 2 131
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Table 7.1
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Marketing Applications of Multi-Attribute Model
Capitalize on relative advantage: convince consumers that particular product attributes are important in brand choice
Strengthen perceived product/attribute linkages: if
consumers dont associate certain attributes with the brand, make the relationship stronger
Add a new attribute: focus on unique positive
attribute that consumer has not considered
Influence competitors ratings: decrease the
attributes of competitors
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Extended Fishbein Model
Theory of reasoned action: considers other elements of predicting behavior
Intentions versus behavior: measure behavioral
intentions, not just intentions
Social pressure: acknowledge the power of other
people in purchasing decision
Attitude toward buying: measure attitude toward
the act of buying, not just the product
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Obstacles to Predicting Behavior
Fishbein models weaknesses include:
Doesnt deal with outcomes of behavior, including
those beyond consumers control impulsive acts or novelty seeking
Doesnt consider unintentional behavior, such as
Doesnt consider that attitudes may not lead to
consumption
Doesnt consider the time frame between attitude
measurement and behavior
Doesnt differentiate between consumers direct,
personal experience, and indirect experience Prentice-Hall, cr 2009
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Theory of Trying Theory of trying: measures the reasoned action consumers take to reach a goal
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Figure 7.3
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Theory of Trying: Example of Consumer Trying to Lose Weight
Past frequency: How many times did he try to lose weight?
Recency: Did he try in the past week? Beliefs: Did he belief it would be healthier? Evaluation of consequences: Will his girlfriend be happier if he succeeded in losing weight?
Process: Would the diet make him feel depressed? Expectations of success and failure: Did he believe it likely that he would succeed?
Subjective norms toward trying: Would loved ones
approve of his efforts to lose weight? Prentice-Hall, cr 2009
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Tracking Attitudes over Time
Attitude-tracking program: increases predictability of behavior by analyzing attitude trends during extended time period
