Consumer Attitude Formation and Change

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Attitude

A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

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Is lasting because it tends to endure over time.

Is general because it applies to more than a momentary event.

Has three components - beliefs, affect, and behavioural intentions.

The attitude are not directly observable but must be inferred from what people say or what they do.

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This attempts to change the attitude toward calcium in a soft drink situation.

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Structural Models of Attitudes

Tricomponent Attitude Model - Cognitive Component - Affective Component - Conative Component Multiattribute Attitude Model The Trying-to-Consume Model Attitude-Toward-the-Ad Model

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A Simple Representation of the Tricomponent Attitude Model

Cognition

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The Tricomponent Model

Components

Cognitive Affective Conative

The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources
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Broadband Internet Access

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The Tricomponent Model

Components

Cognitive Affective Conative

A consumers emotions or feelings about a particular product or brand. These emotions and feelings are frequently treated by consumer researchers as primarily evaluative in nature; i.e they capture an individuals direct or global assessment of the attitude object.

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Selected Evaluations Scale Used to Gauge Consumers Attitudes toward Old Spice After Shave
Compared to other after shave products, Old spice is:

Good Positive Pleasant

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Bad Negative Unpleasant

Appealing

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Unappealing

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The Tricomponent Model

Components

Cognitive Affective Conative

The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. This component may even include the actual behavior itself.
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Measuring Consumers Feelings and Emotions with Regard to Using Old Spice After Shave
For the past 10 days you have had a chance to try Old Spice After Shave. We would appreciate it if you would identify how your face felt after using the product during this 10-day trial period. For each of the words below, we would appreciate it if you would mark with an X in the box corresponding to how your face felt after using Old Spice during the past 10 days. VERY NOT AT ALL

My face felt relaxed My face felt handsome My face felt tight My face felt smooth My face felt supple My face felt clean My face felt refreshed My face felt revived My face felt pampered My face felt renewed

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The Conative component is frequently treated as an expression of the consumers intention to buy. Buyer intention scales are used to assess the likelihood of a consumer purchasing a product or behaving in a certain way. Two examples of Intention-to-buy scales:

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Multiattribute Attitude Models

It portrays consumers attitudes with regard to an attitude object (e.g, product, service, direct-mail catalog) as a function of consumers perception and assessment of the key attributes or beliefs held with regard to the particular attitude object.

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Multiattribute Attitude Models

Types
The attitude-towardobject model The attitude-towardbehavior model Theory-ofreasoned-action model
The consumers attitude toward a product or specific brands of a product is a function of the presence (or absence) and evaluation of certain product-specific beliefs and/or attributes. Useful to measure attitudes toward brands

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Positive attitudes toward brands help with brand extensions

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Multiattribute Attitude Models

Types
The attitude-towardobject model The attitude-towardbehavior model Theory-ofreasoned-action model
Is the individual attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself. Corresponds closely to actual behavior

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Multiattribute Attitude Models

Types
The attitude-towardobject model The attitude-towardbehavior model Theory-ofreasoned-action model
It represents a comprehensive integration of attitude components into a structure that is designed to lead to both better explanation and better predictions of behavior.

Includes cognitive, affective, and conative components

Includes subjective norms in addition to attitude
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A Simplified Version of the Theory of Reasoned Action

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Subjective Norms Are Extremely Important for Teens

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Theory of Trying-toConsume model

An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumers attempt to consume (or purchase).

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Ad illustrating the theory of trying to consume

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Selected Examples of Potential Impediments That Might Impact Trying

POTENTIAL PERSONAL IMPEDIMENTS I wonder whether my hair will be longer by the time of my wedding. I want to try to lose two inches off my waist by my birthday. Im going to try to get tickets for the Rolling Stones concert for our anniversary. Im going to attempt to give up smoking by my birthday. I am going to increase how often I run two miles from three to five times a week. Tonight, Im not going to have dessert at the restaurant. POTENTIAL ENVIRONMENTAL IMPEDIMENTS The first 1,000 people at the baseball game will receive a team cap. Sorry, the car you ordered didnt come in from Japan on the ship that docked yesterday. There are only two cases of chardonnay in our stockroom. You better come in sometime today. I am sorry. We cannot serve you. We are closing the restaurant because of an electrical problem.
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AttitudeToward-theAd Models

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 consumers attitude toward the ad and attitude toward the brand.

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This ad attempts to build a positive attitude toward the ad.

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A Conception of the Relationship among Elements in an AttitudeToward-the-Ad Model

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Issues in Attitude Formation

How attitudes are learned Classical conditioning and experience Knowledge and beliefs Sources of influence on attitude formation Personal experience Influence of family and friends Direct marketing and mass media Personality factors - Individuals with high need for cognition are likely to form positive attitudes in response to ads or direct mail. On other hand, consumers who are relatively low in need for cognition are most likely to form positive attitudes in response to ads that features an attractive model or well known celebrity.
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Strategies of Attitude Change

1. 2. 3. 4. 5. Changing the Basic Motivational Function Associating the Product with an Admired Group or Event Resolving Two Conflicting Attitudes Altering Components of the Multiattribute Model Changing Beliefs about Competitors Brands

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Changing the Basic Motivational Function

One method for changing motivation is known as the functional approach.
Utilitarian Ego-defensive Value-expressive Knowledge

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Swiffer Appeals to Utilitarian Function

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Crest uses a knowledge appeal.

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Elaboration Likelihood Model (ELM)

A theory that suggests that a persons level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.

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Why Might Behavior Precede Attitude Formation?

Cognitive Dissonance Theory Attribution Theory
Behave (Purchase)

Form Attitude

Form Attitude

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Cognitive Dissonance Theory

Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

Copyright 2007 by Prentice Hall

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Attribution Theory

A theory concerned with how people assign causality to events and form or alter their attitudes as an outcome of assessing their own or other peoples behavior.

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Issues in Attribution Theory

Self-perception Theory Foot-in-the-Door Technique Attributions toward Others Attributions toward Things How We Test Our Attributions Distinctiveness Consistency over time Consistency over modality Consensus

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THANK YOU

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