Consumer Attitude Formation Change

Chapter
Eight
Consumer Attitude
Formation and Change
Learning Objectives
1. To Understand What Attitudes Are, How They Are Learned, as Well as
Their Nature and Characteristics.
2. To Understand the Composition and Scope of Selected Models of
Attitudes.
3. To Understand How Experience Leads to the Initial Formation of
Consumption-Related Attitudes.
4. To Understand the Various Ways in Which Consumers’ Attitudes Are
Changed.
5. To Understand How Consumers’ Attitudes Can Lead to Behavior and
How Behavior Can Lead to Attitudes.
Copyright 2021 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 2
What Is Your Attitude Toward the Product Advertised? What
Is Your Attitude Toward the Ad Itself? Are the Two Attitudes
Similar or Different?
You May Have Liked the Product but
Disliked the Ad or Vice Versa
Attitude
 A learned predisposition to behave in a consistently favorable or

unfavorable manner with respect to a given object.
 Attitudes form an integral part of who we are as an individual. We have

learnt that you can tell a lot about a person based on what they consume. In
a similar vein, people express their attitudes through the products they buy
and consume.
 Many loyal followers of the Harley Davidson brand for example, are drawn
to it because it was more than just a brand selling motorcycles.
 As described by its former Chief Executive, Richard F. Teerlink:
It's not hardware; it is a lifestyle, an emotional attachment. That's what we have

to keep marketing to.”
(Rifkin 1997)
5
What Are Attitudes?
 The attitude “object”
 Attitudes are a learned predisposition
 Attitudes have consistency: Attitudes are consistent, they are not
necessarily permanent and can change over time.
 Attitudes occur within a situation
Chapter Eight Slide 6

Copyright 2021 Pearson Education, Inc. Publishing as Prentice Hall
What Information Does This Ad Provide to Assist
Consumers in Forming Attitudes Toward
the Saturn Vue Hybrid?
It is Stylish, Safe, and
Good for the Environment
Copyright 2021Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 8
Structural Models of Attitudes
 These are models that attempt to understand the relationships between
attitude and behavior. They will be explained in more detail on the
following slides.
 The Tricomponent Model/ABC Model
 Multi attribute Attitude Model
 The Trying-to-Consume Model
 Attitude-Toward-the-Ad Model
A Simple Representation of the Tricomponent
Attitude Model - Figure 8.3
Cognition
The Tricomponent Model/ABC Model
 Cognitive
 The cognitive component is what you know or think about an object. This
can be formed through direct experience or what you learn from others. The
knowledge you form becomes a belief.
 The knowledge and perceptions that are acquired by a combination of direct
experience with the attitude object and related information from various
sources
 Affective How you feel about a brand, the emotions you have toward it,
constitutes the affective component of the model. These feelings often tend
to be overall good or bad feelings.
 A consumer’s emotions or feelings about a particular product or brand
11
 The conative component describes the likelihood that you will do something
in regard to the object. One of the most important is your intention to buy a
certain object.
 The likelihood or tendency that an individual will undertake a specific action
or behave in a particular way with regard to the attitude object
12
 Let’s illustrate this with example and try to find out what Ahmed’s attitude is
towards the brand KFC (Kentucky Fried Chicken).

Affect: How does Ahmed feel about KFC?
“Ahmed loves KFC.”

Behaviour: How does Ahmed’s attitude influence his behaviour?
“Ahmed enjoys eating KFC so much that he has it for dinner at least twice a
week.”

Cognition: What does Ahmed believe to be true about KFC?
“Although Ahmed knows KFC is extremely unhealthy for him, he still
continues eating it anyway.” 13
Discussion Questions
 Explain your attitude toward your college/university based on the
tricomponent attribute model.
 Be sure to isolate the cognitive, affective, and conative elements.
Chapter Eight Slide 14

Copyright 2021 Pearson Education, Inc. Publishing as Prentice Hall
Hierarchy of effects
 The affect, behaviour and cognition work in tandem to form an individual’s

attitudes. However, there is a specific sequential order to which each of the
components are activated, depending on the situation. This is known as
the hierarchy of effects.
 There are three different hierarchies which specify the order in which each
component (affect, behaviour, and cognition) is activated to form an
individual’s attitude:

High involvement hierarchy of effects

Low involvement hierarchy of effects
 Experiential hierarchy of effects
15
 The high involvement hierarchy of effects occurs when the consumer is

faced with a high involvement decision. These decisions are important to the
consumer and come with considerable risk.
16
1. First, the consumer will form beliefs about the product by accumulating
knowledge in relation to relevant attributes and other alternatives. The
customer is highly motivated to seek out information as well as carefully
evaluate the various alternatives available.
2. Next, based on these beliefs, the consumer will then develop feelings towards

the product.
3. Finally, the consumer will make a decision on the option which they feel best
satisfies their criteria based on the extensive research they have done.
17
 The low involvement hierarchy of effects occurs when the consumer acts

on the limited knowledge they have about the product.
 The premise behind this approach is that the consumer does not hold any
strong feelings or preferences towards a particular brand. These tend to
relate to low involvement decisions where it is of relatively low risk to the
consumer.
 Decisions like choosing a brand of paper towels is not going to require the
consumer to spend time comparing the various attributes of competing
brands.
18
 For marketers, under this low involvement condition, consumers are not
motivated to process complex information regarding the brand’s attributes. In
this situation, marketers need to rely on the behavioural conditioning
techniques we learnt in module 6, to influence their decision making.
19
Experiential hierarchy of effects
 This experiential hierarchy of effects occurs based on the premise that

consumers act based on how they feel.
 For example, someone might sign up to go sky-diving because it feels like a

fun thing to do. This experiential perspective offers an explanation to how
impulse purchases occur.
20
1. First, the consumer develops an overwhelming feeling towards purchasing

the product.
2. Next, the consumer acts on these feelings and buys it without much

hesitation.
3. Finally, after purchasing the product, the consumer starts to

evaluate whether the decision they have made is the right one or not.
21
 Have you ever made any spur of the moment decisions which you end up regretting later
on?
 Let's go back and examine the sky-diving purchase. The diagram below illustrates how each
component is activated based on the experiential hierarchy.
 Affect Spontaneous decision is made by consumer to sign up for sky-diving. Feels like it
could be a really fun to do.
 Behaviour Consumer acts on it by going to the website and paying for it.
 Cognition On board the plane before jumping off, the consumer realises he has made a
terrible decision and starts to regret it.
•
22
Multi attribute Attitude Models
 Attitude models that examine the composition of consumer attitudes in terms of

selected product attributes or beliefs.
 Three multi attribute models; attitude toward object model, the attitude toward
behavior model, and the theory of reasoned action.
 The attitude-toward-object model

 Attitude is function of the presence of certain beliefs or attributes.
 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.
 Useful to measure attitudes toward product and service categories or specific

brands.
23
 The attitude-toward-behavior model
 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.
 Is the attitude toward behaving or acting with respect to an object, rather than
the attitude toward the object itself
 Corresponds closely to actual behavior
24
 Theory-of-reasoned-action model aims to explain the relationship between
attitudes and behaviors within human action.
 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.
 Subjective norm can be measured directly by assessing a consumer’s feelings
as to what relevant others (family, friends, roommates and coworkers) would
think of the action being contemplated; would they look favorably or
unfavorably on the anticipated actions?
25
Theory of Reasoned Action Model
 TRA states that a person's intention to perform a behavior is the main predictor
of whether or not they actually perform that behavior. Additionally, the
normative component (i.e. social norms surrounding the act) also contributes
to whether or not the person will actually perform the behavior.
 According to the theory, intention to perform a certain behavior precedes the
actual behavior. This intention is known as behavioral intention and comes as
a result of a belief that performing the behavior will lead to a specific
outcome. Behavioral intention is important to the theory because these
intentions "are determined by attitudes to behaviors and subjective norms".
26
Theory of Planned Behavior
 Theory of Planned Behavior

 An extension to TRA model is the theory of planned behavior, which
includes an additional factor leading to “intention”- the construct of
perceived behavioral control, which is consumer’s perception of whether the
behavior is or not within his/her control.
27
A Simplified Version of the Theory of
Reasoned Action - Figure 8.5
Discussion Question
 Now use the theory of reasoned action to describe your attitude toward
your college/university when deciding on which school to attend.
Theory of Trying To Consumer Model
 An attitude theory designed to account for the many cases where the action or
outcome is not certain but instead reflects the consumer’s attempt to consume
(or purchase).
 In trying to consume, there are personal impediments and environmental
impediments that inhibit the consumption of product.
30
Selected Examples of Potential Impediments
That Might Impact Trying - Table 8.7
Attitude-Toward-the-Ad Model
 The attitude-toward-the-ad model helps us understand how advertising

impacts attitudes.
 A model that proposes that a consumer forms various feelings (affects) and
judgments (cognitions) as the result of exposure to an advertisement, which,
in turn, affect the consumer’s attitude toward the ad and attitude toward the
brand.
32
A Conception of the Relationship Among
Elements in an Attitude-Toward-the-Ad Model -
Figure 8.6
Issues in Attitude Formation
 How attitudes are learned

 Conditioning and experience
 Knowledge and beliefs
How Does a Favorably Known Brand Name Impact
the Formation of Consumer Attitudes
Toward a New Product?
There is Stimulus Generalization From the
Lean Cuisine Brand Names to the New
Product.
How Does a Cents- Off Coupon Impact
Consumers’ Attitudes?
New Customers Will Try the Product,
Existing Customers will be Rewarded.
Strategies of Attitude Change
Changing the Basic Motivational
Function/Strategies of Attitude Change
 Utilitarian function is how the product is useful to us.
 A marketer might want to create a more positive attitude toward a brand by
showing all it can do.
 We hold positive attitude toward Iphone because of it has several functions and
features, that are useful for consumers.
 Dettol has positioned itself as an offering for healthy homes, preventing illness.
 Manufacturer of AC making tall claims about its functions and its usefulness for
consumer life.
41
 An ego-defensive function would show how the product would make them
feel more secure and confident.
 Cosmetic manufacturer position the products to defense women’s appearance.
42
 A value-expressive function would more positively reflect the consumer’s
values, lifestyle, and outlook.
 If a segment of consumers hold positive attitude toward owning latest high
tech products, then their attitude toward new brand of HDTV is likely to
show this orientation.
 The knowledge function would satisfy the consumer’s “need to know” and
help them understand more about the world around them.
 The consumer cognitive need is important for marketers, for product
positioning , product differentiation.
 Targeting this function, marketers can explain the advantages over the
competitors brand.
43
Discussion Questions
 What products that you purchase

associate themselves with an
Admired Group or Event?
 When does it personally

influence your purchasing?
 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
 Changing relative evaluation of attributes, when a product category is
divided according to distinct product features and functions, that appeal to a
particular segment of consumers, marketers usually have opportunity to
persuade consumers to “crossover” , that is to persuade consumers to prefer
who prefer one version of the product to shift their favorable attitude toward
another version of the product.
46
 Changing brand beliefs A second cognitive oriented strategy for changing
attitude concentrates on changing beliefs or the perceptions about brand itself.
 Advertiser constantly reminding us that their product has “more” or is “better” or
“best” in terms of some important attributes.
 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.
 Adding an attribute another cognitive strategy consist of adding an attribute.
 This can be accomplished either by adding an attribute , improvement , or
technological innovation.
 For example ad shows banana has more potassium than banana, for consumer
thinking to increase potassium intake of potassium, the comparison of yogurt
and banana has power of enhancing attitude towards yogurt.
 Ad for Listerine antiseptic identified new potential benefit for its product. Ad
depicts “ science suggest that there is a link between one’s mouth health and
the health of one’s mouth.
 Sometimes marketers even eliminate a characteristic or feature, has enhancing
outcome. Such as eliminating fragrance from creams and shampoos.

48
 Changing overall brand ratings, attempt to alter the consumer’s overall
brand assessment without changing their evaluation of single attributes of
brand.
 Ad that depicts “ Must trusted brands” , “No one selling brands” and “The
brand that other imitiate” , “ award wining brand “. Are attempts to
changing the brand ratings.
 Changing Beliefs about competitors brand.
49
Elaboration Likelihood Model (ELM)
 Customer attitudes are changed by two distinctly different routes to

persuasion: a central route or a peripheral route.
 The central route is particularly relevant to attitude change when a
consumer’s motivation or ability to assess the attitude object is high, that is
attitude change occur because the consumer’s actively seek out the
information relevant to attitude object itself.
 When the consumers are willing to exert the effort to comprehend, learn, or
evaluate the available information about attitude object, learning and attitude
change occur via the central route.
 Implication Of The Model

 The central route seems to be readily applicable to consumer durables as it is
likely to commit the cognitive resources of consumers.
 But even in certain categories of consumables, there is scope for application
of ELM.
50
Elaboration Likelihood Model (ELM)
 For example, a brand like colgate total (which promise a number of benefits)
may appeal to consumers who like the information on the chemical used and
their benefits.
 There have been instances when a brand Marketers have used both central
and peripheral cues to make an impression on target audience.
51
Elaboration Likelihood Model
Behavior Can Precede or Follow
Attitude Formation

Consumer Attitude Formation Change

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Chapter

 A learned predisposition to behave in a consistently favorable or

 Attitudes form an integral part of who we are as an individual. We have

It's not hardware; it is a lifestyle, an emotional attachment. That's what we have

Chapter Eight Slide 6

 The Tricomponent Model/ABC Model

 Multi attribute Attitude Model

 The Trying-to-Consume Model

Chapter Eight Slide 14

 The affect, behaviour and cognition work in tandem to form an individual’s

 The high involvement hierarchy of effects occurs when the consumer is

2. Next, based on these beliefs, the consumer will then develop feelings towards

 The low involvement hierarchy of effects occurs when the consumer acts

 This experiential hierarchy of effects occurs based on the premise that

 For example, someone might sign up to go sky-diving because it feels like a

1. First, the consumer develops an overwhelming feeling towards purchasing

2. Next, the consumer acts on these feelings and buys it without much

3. Finally, after purchasing the product, the consumer starts to

 Attitude models that examine the composition of consumer attitudes in terms of

 The attitude-toward-object model

 Useful to measure attitudes toward product and service categories or specific

 Theory of Planned Behavior

 The attitude-toward-the-ad model helps us understand how advertising

 How attitudes are learned

 What products that you purchase

 When does it personally

 Changing Beliefs about competitors brand.

 Customer attitudes are changed by two distinctly different routes to

 Implication Of The Model

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