Class 7 - Consumer Attitude (Notes)

Class 5
Understanding Consumer Behavior

Mar 21
Consumer Attitude
Formation & Change
Lecturer: Barrington Graham

Class Exercise – Case Study
• Read the case study on the NBA that is placed

in the chat and let’s discuss the questions
2
Class Exercise – Questions
1. Define the problem faced by the NBA in the year

2000.
2. What has been the positioning strategy of the NBA

under Stern’s guidance?
3. What environmental factors are impacting the NBA
3
Take a look at this ad and
give me your thought?
What Is Your Attitude Toward

the Product Advertised?
What Is Your Attitude

Toward the Ad Itself?
Are the Two Attitudes

Similar or Different?
Chapter Eight Slide 4
You May Have Liked the Product but
Disliked the Ad or Vice Versa
What is Attitude to
Red Stripe Beer

The Drink of
Alcohol Rumbar White Rum
The Pill
The use of
Contraceptive The Condom
Grace Ketchup
Ketchup Heinz Ketchup

6
A learned
predisposition to
behave in a
consistently
What are
Attitude?
favorable or
unfavorable
manner with
respect to a given
object.
What are Attitudes?
• A learned predisposition to behave in a

consistently favourable or unfavourable
manner with respect to a given object.
• A positive attitude is generally necessary, but

not sufficient condition for purchase
8
What are Attitudes
 It is based on your feelings and opinions that result from an

evaluation of the knowledge about an object
 Beliefs are the cognitive knowledge about an object

Attitude Explained
10
Characteristics of Attitudes
1. Attitudes have an “object”
2. Attitudes are a learned predisposition

– Can be unlearn
3. Attitudes have consistency
4. Attitudes occur within a situation

Characteristics of Attitudes
5. Attitude have behavioral, evaluative and affective
components
– Predisposition to act
– Overall evaluation
– Positive or negative feelings
6. Attitudes have direction, degree, strength and

centrality
– Positive or negative
– Extent of positive or negative feelings
– Strengths of feelings
– Closeness to core cultural values
Attitude Explained
13
• What do you think
about this ad?
• What Information Does

the Ad Provide to Assist
Consumers in Forming
Attitudes Toward the
Saturn Hybrid?
• It is Stylish, Safe,
and Good for the
Environment
Four Basic Functions of Attitudes
1. The Utilitarian Function
– How well it performs
2. The Ego-defensive Function

– To protect one’s self-concept
3. The Value-expressive Function

– To convey one’s values and lifestyles
4. The Knowledge Function

– A way to gain knowledge
Function of Attitudes
17
How are Attitudes Learned?
1. Classical conditioning - through past
associations
2. Operant conditioning - through trial and

reinforcement
3. Cognitive learning – through information

processing
1. Cognitive dissonance theory
2. Attribution theory
Attitude Models
• Structural Models of Attitudes

– Tri-component Attitude Model
– Multi-attribute Attitude Model
– Both assume a rational model of human
behaviour
• Other models of attitude formation

– Cognitive dissonance model
– Attribution theory
A Simple Representation of the
Tri-component Attitude Model
Cognition
The Tri-component Model
What you know and

think about an object
• Cognitive (product).
Acquired from direct or

indirect
experience/knowledge
The Tricomponent Model
The likelihood or
• Conative tendency that an
individual will
undertake a specific
action or behave in a
particular way with
regard to the attitude
object
The Tricomponent Model
A consumer’s
• Affective emotions or feelings
about a particular
product or brand
Spelling
• What word in the English Language is

always spelled incorrectly
• Incorrectly
The Tri-component model
25
Discussion Questions
• Explain your attitude toward UCC based on

the tricomponent attribute model.
• Be sure to isolate the cognitive, affective, and

conative elements.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 26
Multi-attribute Attitude Models
• Attitude models that examine the composition

of consumer attitudes in terms of selected
product attributes or beliefs.
• Examples
– Attitude-toward-object Model
– Attitude-toward-behaviour Model
– Theory-of-Reasoned-Action Model
Multi-Attribute Attitude Model
28
Theory of Reasoned Action Models
A comprehensive theory of the interrelationship among

attitudes, intensions and behavior
•Includes cognitive, affective, and conative components
•Includes subjective norms in addition to attitude
29
A Simplified Version of the
Theory of Reasoned Action
30
Theory of Reasoned Action Models
31
Attitude-Toward-Behaviour Model
• A consumer’s attitude toward a specific

behaviour is a function of how strongly he or
she believes that the action will lead to a
specific outcome (either favorable or
unfavorable).
Cognitive Dissonance Theory
• Holds that discomfort or dissonance occurs

when a consumer holds conflicting thoughts
about a belief or an attitude object.
• Post-purchase Dissonance
– Cognitive dissonance that occurs after a consumer
has made a purchase commitment
Attribution Theory
• Examines how people assign casualty to events
and form or alter their attitudes as an outcome
of assessing their own or other people’s
behaviour.
• Examples
– Self-perception Theory
– Attribution toward others
Self-Perception Theory
• Attitudes developed by reflecting on their own
behaviour
• Judgments about own behaviour
• Internal and external attributions
• Consumers are likely to accept credit for successful

outcomes (internal attribution) and to blame other
persons or products for failure (external attribution).
Self-Perception Theory
• Consumers are likely to accept credit for

successful outcomes (internal attribution) and
to blame other persons or products for failure
(external attribution).
• Foot-In-The-Door Technique
Copyright © 2006 Pearson Education Canada Inc.

Discussion Question
• Now use the theory of reasoned action to

describe your attitude toward your
college/university when deciding on which
school to attend.
Sources of influence on Attitude
Formation
• Personal experience
• Influence of family
• Direct marketing and mass media
• Personality factors
– High/low need for recognition
Strategies for Changing Attitude
• Why and How Does
This Ad Appeal to the
Utilitarian Function?
• The Product is Green
and Works as Well
or Better than Other
Products.
• Which Lifestyle-
Related Attitudes Are
Expressed or Reflected
in This Ad?
• Healthy Eating and
Snacking Lifestyle
• How Does This Ad
Provide Information
to Establish
or Reinforce
Consumer Attitudes?
• It Raises the
Question About
UVA Rays and
then Provides
Information on
Sun Protection.
Discussion Questions
• What products that

you purchase
associate themselves
with an Admired
Group or Event?
• When does it
personally influence
your purchasing?
• They Might Have
a More Favorable
Attitude.
• How Is Fiji Water’s Link
to an Environmental
Cause Likely to Impact
Consumers’
Attitudes Toward Its
Product?
Attitude Change
• Altering Components of the Multiattribute
Model
– Changing relative evaluation of attributes
– Changing brand beliefs
– Adding an attribute
– Changing the overall brand rating
• Changing Beliefs about Competitors’ Brands

• How Is This New
Benefit Likely to
Impact Consumers’
Attitudes Toward the
Product?
• The Consumer Will
Have a More
Positive Attitude
Overall from the
New Attribute.
• How Is the Absence
of an Ingredient
Likely to Lead to a
Favorable Attitude
Toward a Product?
• When It Was An
Unfavorable
Attribute
• Which Attitude
Change Strategy
Is Depicted in
This Ad?
• Changing the
Overall Brand
Rating
• 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
Customer attitudes are
Elaboration changed by two
Likelihood distinctly different
Model routes to persuasion:
(ELM) a central route or a
peripheral route.
Elaboration Likelihood Model

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Class 5

Understanding Consumer Behavior

Lecturer: Barrington Graham

• Read the case study on the NBA that is placed

1. Define the problem faced by the NBA in the year

2. What has been the positioning strategy of the NBA

3. What environmental factors are impacting the NBA

What Is Your Attitude Toward

What Is Your Attitude

Are the Two Attitudes

Red Stripe Beer

Ketchup Heinz Ketchup

• A learned predisposition to behave in a

• A positive attitude is generally necessary, but

 It is based on your feelings and opinions that result from an

 Beliefs are the cognitive knowledge about an object

1. Attitudes have an “object”

2. Attitudes are a learned predisposition

3. Attitudes have consistency

4. Attitudes occur within a situation

6. Attitudes have direction, degree, strength and

• What Information Does

2. The Ego-defensive Function

3. The Value-expressive Function

4. The Knowledge Function

2. Operant conditioning - through trial and

3. Cognitive learning – through information

• Structural Models of Attitudes

• Other models of attitude formation

What you know and

Acquired from direct or

• What word in the English Language is

• Explain your attitude toward UCC based on

• Be sure to isolate the cognitive, affective, and

• Attitude models that examine the composition

A comprehensive theory of the interrelationship among

•Includes cognitive, affective, and conative components

•Includes subjective norms in addition to attitude

• A consumer’s attitude toward a specific

• Holds that discomfort or dissonance occurs

• Judgments about own behaviour

• Internal and external attributions

• Consumers are likely to accept credit for successful

• Consumers are likely to accept credit for

Copyright © 2006 Pearson Education Canada Inc.

• Now use the theory of reasoned action to

• What products that

• Changing Beliefs about Competitors’ Brands

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