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Consumer Attitude Formation Change
Consumer Attitude Formation Change
Consumer Attitude Formation Change
Cognitio
n
Conation
Affect
Tri-component Attitude Model
Cognition or thoughts about brands are also called
as beliefs (expectations of what something is or is
not, or what something will do or will not do).
Statements of belief connect an object ( person,
brand) to an attribute or a benefit.
Affect is feelings a person has toward an object or
the emotions that object evokes for the person.
Conation is the action a person wants to take
toward the object.
Researchers can measure attitude components by
asking respondents how well each statement
describe them or their beliefs.
THREE COMPONENT MODEL OF
ATTITUDE
An Illustration
DHL for shipping Small Packages
Attitude Component – Cognition (Beliefs)
DHL is very reliable in its service
DHL is more economical than other package-carrier
services
DHL is not able to customize to customer needs
Attitude Component - Affect (Feelings)
When I ship by DHL I feel secure
I am very happy to be using DHL for my services
I don’t care if DHL goes out of business
Attitude Component – Conations (Actions)
I use DHL for my shipping needs than others
I often recommend DHL to my business associates
I am looking for alternative carriers.
Shopping For Airline Tickets On The Internet.
Attitude Component – Cognition (Beliefs)
Shopping on Net is very convenient for my airline tickets
You can get the cheapest airline fares by shopping in internet
Internet based travel agents provide only very limited travel
options
Attitude Component - Affect (Feelings)
Shopping on the internet is considered to be ------- (Tick
whatever you feel appropriate). (a) Cool (b) Boring (c)
Enjoyable (d) Confusing (e) Terrible (f) Trendy
Attitude Component – Conations (Actions)
I have used the internet for my travel airline tickets recently
I often search the internet for planning my travel itinerary
I will not recommend internet to my friends for booking airline
tickets.
Tri-component Attitude
Model
The Cognitive component:
Knowledge and perceptions that are
acquired by combinations of direct
experience with the object or through
related information from various sources.
Evaluative scale used to attitude towards Dove
moisturizing lotion - Compared to other moisturizing
lotions, Dove is
Moisturizing effect Good ____ ____ _____ ______ Bad
Cleansing effect Positive ____ ____ ____ ______ Negative
Fragrance Pleasant _____ ____ _____ _____ Unpleasant
Packaging /product Appealing _____ _______ ______ Unappealing
Cognition – Brand Belief
Cognition or thoughts about brands are also called
Brand beliefs
A Brand Belief is a thought about a specific
property or quality of the brand. (3 types)
Descriptive Beliefs connect an object to the quality
of the outcome ( this computer has large memory;
this airline is always late)
Evaluative Beliefs connect an object to personal
likes or dislikes (this computer is very user friendly;
the service in this airline is pathetic)
Normative Beliefs invoke moral and ethical
judgments in relation to some ones acts (its unfair
for business to take advantage of innocent clients)
Tri-component Attitude
Model
The Affective Component
The consumers emotions or feelings
towards the object.
America Evaluation OF
Attribute AT&T Consequences
Online
1. Connection will be established 3 5 +3
successfully every time.
2. The connection will be 4 3 +2
established speedily
3. The connection can get 3 3 -3
disconnected in the middle of a
session
4. The price (monthly fee) will be 2 3 -1
high (Very Bad -3, -2 -1 0 +1 +2 +3 Very Good)
Aaol = 3(3) + 2(4) + -3(3) + -1(2) = 6 / Aat&t = 3(5) + 2(3) + -3(3) + -1(3) = 7
Multi Attribute Attitude
Models
2. The Attitude-Toward-Behaviour
Model
Is the individuals attitude toward
behaving w.r.to an object rather than
the attitude to the object itself.
It seems to correspond more closely to
actual behaviour than does the
attitude- toward-object model
Tri-component Attitude
Model
Intention To Buy Scales (Examples)
Which of the following best describes the chance that you will
buy Dove Lotion the next time you buy a skin care product.
___I will definitely buy it. * ___ I Probably will buy it
___ I am uncertain whether I will buy it.
___I probably will not buy it * ___ I certainly will not buy
How likely are you to buy Dove Lotion in next three months
__ Very Likely * ___ Likely
__ Unlikely * ___ Very unlikely
Multi Attribute Attitude
Models
2. The Attitude-Toward-Behaviour Model
Rahul’s attitude toward the act of
purchasing a BMW (attitude toward the
behaviour) reveals more about the potential
act of purchasing
than just simply knowing his attitude toward
expensive German cars or specifically BMW.
The consumer might have a positive attitude toward
BMW but is negative about his prospects for
purchasing such an expensive model
Multi Attribute Attitude
Models
Theory-Of-Reasoned-Action Model
This model incorporates a cognitive
component, an affective component
and a conative component, however
arranged in a pattern different from
that of the tri-component model.
With this expanded model, to
understand intention to buy – one has
to measure the subjective norms also.
Multi Attribute Attitude
Models
3. Theory-Of-Reasoned-Action Model
A subjective norm can be measured directly by
assessing a consumers feeling as to what
others (friends, relatives, peers) would think of
the action being contemplated.
A fresh MBA is planning to buy a M. swift. He
stops himself to contemplate what his parents
& girlfriend will think about the same.
--- such reflection will reflect his subjective
norms.
3.Extended Model Of Behavioral
Intention
Intention Behaviour
NORMATIVE BELIEFS
RELATED TO OTHER
REFERANTS (Nj) Subjective
Nj . Mj
Norms Sn
MOTIVATION TO
COMPLY WITH
SUBJECT NORMS (Mj)
Multi Attribute Attitude Models
Beliefs that behaviour
Will lead to certain
Outcomes. Attitude toward
The behaviour
Evaluations of the
outcomes
Intention Behaviour
Belief that my referents Think
that I should/Shouldn’t
perform the behaviour
Subjective norm
Exposure to an ad
1. Hierarchies in Attitude
2. Attitude Formation – How?
HIERARCHIES IN ATTITUDE (1)
Attitude hierarchies refers to the sequence
in which the three components occur.
Answering the questions such as Do you
think first and act ? Or do you act first and
think afterward ?
Learning Hierarchy:
Learning Cognitive Affective Conative
(Actions) (Feelings) (Actions)
HIERARCHIES IN ATTITUDE 1
An NRK coming back to settle in India. Will consider
his home town - Trichur, or cities in his state like
Kochi or Calicut. Or metros like Bangalore or
Chennai.
He first rationally consider the cost of living, real
estate costs, infrastructure & facilities, where his
friends relatives are based and his opportunities to
pursue something etc.
Then he considers all these information and looks
at which of these places excites him to be.
Based on this judgment he initiates action toward
buying a house/property.
HIERARCHIES IN ATTITUDE 2
Emotional Hierarchy
America Evaluation OF
Attribute AT&T Consequences
Online
1. Connection will be established 3 5 +3
successfully every time.
2. The connection will be 4 3 +2
established speedily
3. The connection can get 3 3 -3
disconnected in the middle of a
session
4. The price (monthly fee) will be 2 3 -1
high (Very Bad -3, -2 -1 0 +1 +2 +3 Very Good)
A aol = 3(3) + 2(4) + -3(3) + -1(2) = 6 / A at&t = 3(5) + 2(3) + -3(3) + -1(3) = 7
4. ALTERING COMPONENTS OF
THE MULTIATTRIBUTE
MODELS 3
Customer attitude can be changed in three
ways (Multi attribute rule based)
1. By changing a specific component of
belief, which can be done by changing the
perception about an attribute or associated
consequence.
(AOL has higher rating on speed. So
emphasize the importance of speed to
increase its evaluation)
4. ALTERING COMPONENTS OF
THE MULTIATTRIBUTE
MODELS 4
2. By changing the importance customers assign
to an attribute
(AOL improves its connection success rate and
initiates communication about this to
consumers).
3. By introducing a new attribute (a new
evaluation criteria) into customers evaluation
process. (If AOL has superior customer support
then convince customers the importance of this)
4. ALTERING COMPONENTS
OF THE
MULTIATTRIBUTE MODELS 5
Changing The Overall Brand rating
Attempting to alter consumers overall
assessment of the brand directly, without
attempting to improve or change their evaluation
of any single attribute
“We are the No. 1” – “The largest selling Brand”
“The one all other imitate”
“We set standards for other cars” – Honda.
5. Changing Beliefs About
Competitors Brands
Changing consumer beliefs about the
attributes of competitor brands.
Comparison Ads
Indica V2 vs. Santro
Ford Ikon vs. Accent
It can boomerang as it give
unwarranted visibility to competitors
claims.
The Elaboration Likelihood
Model
ELM: Consumer attitudes are changed by
two distinctively different routes.
Central route & Peripheral route
Central route happens when consumer is
motivated to assess the object.
He will actively seek and analyze
information leading to attitude learning and
change.
The Elaboration Likelihood Model
The peripheral Route is when consumer’s
motivation or assessment skills are low.
Consumer learning and attitude change
occur without consumer actively searching
for information relevant to the object.
Attitude change often is due to secondary
inducements – discounts, samples, great
packaging, ambience, celebrity
endorsements etc.
DEGREES OF INVOLEVEMENT &
TYPES OF ATTITUDE HEIRARCHY
High
Emotional Hierarchy Rational Hierarchy
Involvement
Begins with intense Begins with
emotions consideration of
multiple features
Begins with
Begins with consideration
mood of 1 or 2
features
Low
Involvement
hierarchy
Low Involvement
CONSISTENCY AMONG THE THREE
COMPONENTS
A person tries to make the three components consistent and
to maintain consistency among them.
Certain cognitions will give rise to certain affect and certain
action tendencies.
The Consistency can be related to two factors
1. Valence & 2. Strength
Conative Cognitive
(actions) (thoughts)
CONSISTENCY AMONG THE THREE
COMPONENTS
Attitude Valence: refers to favourable and unfavourable
thoughts feelings and actions.
Thus favorable cognitions will be associated with positive
affect and unfavourable cognition with negative effect
regardless of the sequence in which they might have arisen
initially.
Favourable action tendencies will be associated with
positive affect and positive cognitions.
Likewise favorable action tendencies will be associated with
positive affect and positive cognition.
If one of them needs to be modified even other elements
need to be changed.
Repositioning cases (involves such modifying).
Behavior Can Precede or
Follow Attitude Formation
Cognitive Dissonance Theory and
Attribution theory each provide a
different explanation as to why
behavior might precede attitude
formation.