7) consumer belief and attitude
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Consumer Behavior: A FrameworkJohn C. Mowen & Michael Minor
Chapter 7:Consumer Belief, Attitude,
& Behavior Formation andChange
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e! Concepts Beliefs, attitudes, &
"ehavioralintentions
Attri"utes #irect formation of
"eliefs, etc. $ierarchies of
e%ects he attitude'toward'
the'o"(ect model
he "ehavioralintentions model
he ela"orationli)elihood model Balance theor! Attitude toward ads
Behavioralin*uencetechni+ues ofpersuasion
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Consumer Beliefs A"out
roduct Attri"utes Beliefs result from cognitive learning.
Beliefs are the )nowledge and inferences
that a consumer has a"out o"(ects, theirattri"utes, and their "ene-ts provided. "(ects are the products, people, companies,
and things a"out which people hold "eliefs
and attitudes. Bene-ts are the positive outcomes that
attri"utes provide to the consumer. Attri"utes are the characteristics of an o"(ect
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Additional /nfo on
Attri"utes A halo e%ect occurs
when consumersassume that"ecause a productis good or "ad onone productcharacteristic it is
also good or "ad onanother productcharacteristic.
Attri"ute importance A persons assessment of
the signicance of an
attribute. Inuenced by amount of
attention directed to thefeature.
A persons self-concept,advertising, and thesalience of the attributecan inuence the attentionfocused on the feature.
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Consumer Attitudes
Attitude is the amount of a%ect or feeling foror against a stimulus
Attitudes are stored in long'term memor!
Beliefs are the cognitive )nowledge a"out an
o"(ect
/n high involvement situations, "eliefs predict
attitudes.
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he Functions of Attitudes 0tilitarian Function: use to o"tain
rewards and avoid punishments. 1go'#efensive Function: self'
protection, e.g., smo)ers nowledge Function: simpli-es
decisions, e.g., "rand lo!alt! 2alue'13pressive Function: e3press
identif! to others. e.g., t'shirts.
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Behaviors & /ntentions to
Behave Consumer
"ehaviors consist
of all the actionsta)en "!consumers relatedto ac+uiring,
disposing, andusing products andservices
Behavioralintentions ma! "ede-ned as the
intentions ofconsumers to"ehave.
0suall! measured on
7 or 4 point scale:low li)elihood ofperforming "ehaviorto high li)elihood.
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Beliefs, Attitudes, and
Behaviors Ma! BeFormed in wo 5a!s:
#irect formation is when a "elief,
attitude, or "ehavior is created withouteither of the other states occurring -rst.
$ierarch! of e%ects occurs after a "elief,
attitude, or "ehavior is formed directl!,there is a tendenc! for the states to "uildupon each other to create hierarchies
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#irect Formation of
Beliefs, Attitudes, &Behaviors #irect "elief formation corresponds to
the decision'ma)ing perspective and
cognitive learning. he direct formation of attitudes is
lin)ed to the e3periential perspective.
he direct formation of "ehavior is
lin)ed to the "ehavioral in*uenceperspective. perant conditioning andmodeling.
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Forming Attitudes #irectl! Classical conditioning6associative
learning''positive a%ect is attached to
o"(ect Mere e3posure''fre+uent e3posure to
stimulus increases li)ing for it. #erivedfrom Butter*! e%ect.
Moods''mood at the time of e3posure too"(ect in*uences feelings a"out o"(ect.
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#irectl! Forming Behavior trong environmental forces can
directl! in*uence "ehavior, such as
from the design of the ph!sicalenvironment.
perant conditioning can in*uence
"ehavior without the formation of"eliefs or attitudes.
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$ierarchies of Beliefs,
Attitudes, andBehaviors
#ecision'Ma)ing$ierarchies
13periential$ierarch!
Behavioral/n*uence $ierarch!
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#ecision ma)ing hierarchies $igh involvement: "eliefs
attitudes "ehavior
8ow involvement: "eliefs "ehaviorattitudes
13periential A%ect "ehavior "eliefs
Behavioral in*uence hierarch! Behavior "eliefs a%ect
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redicting Consumer
Attitudes
Multiattri"ute models identif! how
consumers in high'involvementsituations 9i.e. standard hierarch! ofe%ects com"ine their "eliefs a"out
product attri"utes to form attitudesa"out various "rand alternatives,corporations, or other o"(ects.
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Attitude'oward'he'"(ect
Model/denti-es three ma(orfactors that are
predictive ofattitudes:
alient Beliefs
trength of the Belief
1valuation
A b eo i i
i
n
==
1
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Measurement issues "i: ; < low pro"a"ilit! that o"(ect
possesses attri"ute. 4
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Fishbein Attitude Toward Object
Model: which college will be chosen by
Student Y?Ao = Sum (i ! "i#
Attribute Ivy State U Local U
Ei Bi Bi Bi
High Price -2 9 -18 2 -4 5 -1
!oo" #ob $ 8 24 % 18 $ 9
Ea&y e'try -1 1 -$ 4 -4 8 -1
Lear' a lot 2 9 18 ( 14 4 8 21 24 -1
0niversit!6College
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?lo"al Attitude Measure:
#irect measure of overall a%ect andfeelings regarding o"(ect.
U&e )ulti*le &cale& to )ea&ure
Ba" 1 2 $ 4 5 !oo"
+egative 1 2 $ 4 5 Po&itive,i&lie 1 2 $ 4 5 Lie
.o)*are re&ult& o/ global )ea&ure to re&ult& o/ Attitu"e-
to0ar"-the-obect )ea&ure
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he Behavioral /ntentions
Model . . .. . . was developed "! Fish"ein and hiscolleagues to improve on the a"ilit! of theattitude'toward'the'o"(ect model topredict consumer "ehavior /ncluded su"(ective norms: how other people
feel a"out the "ehavior.
Assesses the consumer@s attitude toward the
overt "ehavior of purchasing the product
rather than toward the o"(ect itself. 0se
conse+uences of the "ehavior rather than
attri"utes of o"(ect.
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5hen #o Attitudes redict
Behavior
5hen consumer involvement is high. measurement must at proper level of a"straction.
Cannot predict whether someone will go to church onunda! "! as)ing them a"out overall attitude towardchurch.
Must consider su"(ective norms ituational factors ther "rands6o"(ects Attitude strength Mere measurement e%ect: (ust as)ing intention to
"u! increases li)elihood of "u!ing. 5hen measured close in hierarch! to "ehavior.
urface traits are much li)e glo"al attitude measures.
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ersuasion .
. .ersuasion is the e3plicitattempt to in*uence "eliefs,attitudes, and6or "ehaviors.
Communication is de-ned "roadl!to include all aspects of themessage, including the source ofthe message, the t!pe ofmessage given, and through
what channel it moved 9e.g.,television, radio, or print media
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he 1la"oration 8i)elihood
Model: a decision ma)ingapproach to persuasion
. . . is an approach
to understandingthe persuasionprocess whichillustrates the
decision'ma)ingpath to "elief,attitude, and"ehavior change
Central eripher
outes to ersuasion
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Belief and Attitude Change
Ma! a)e ne of woouteshe Central oute to persuasion is
when the consumer has high'
involvement informationprocessing
he eripheral oute to persuasion
is when the consumer has low'involvement informationprocessing
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he Central oute to
ersuasion Moves through the high involvement
hierarch!.
he consumer attends more carefull! to the
message "eing received and compares it tohis or her own attitudinal position.
8i)el! to generate a num"er of cognitiveresponses to the communication
Central Cues refer to ideas and supportingdata that "ear directl! upon the +ualit! ofthe arguments developed in the message
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he eripheral oute to
ersuasion
Consumer moves through the low involvementhierarch!. Cognitive responses are much less li)el! to occur,
"ecause the consumer is not carefull!considering the pros and cons of the issue.
eripheral persuasion cues include such factorsas the attractiveness and e3pertise of the source,the mere num"er of the arguments presented,and the positive or negative stimuli that form theconte3t within which the message was presented9e.g., pleasant music, source attractiveness,source trustworthiness, etc.
ruth e%ect. epeat something often enough,people will come to "elieve it.
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/ndividual #i%erences inoute to ersuasion: theeed for Cognition
High
Lo0
Lo0 High
+ee" /or cog'itio'
Stro'g argu)e't&
3ea argu)e't&
Attitudeoward
Ad
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Multiattri"ute Models
and the #ecision'Ma)ingath
A'' model: Change the perceived evaluation of an
attri"ute
Change the "elief that an o"(ect has aparticular attri"ute
add an attri"ute
Behavioral /ntentions Model: /n*uence consumer perceptions of the
conse+uences of a "ehavior. /n*uence perceptions of normative in*uence
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13periential ath to Attitude
Change
Balance heor!
Attitudes oward theAdvertisement
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Bala'ce heory Bala'ce heory
*ro*o&e& that *eo*le have a *ro*o&e& that *eo*le have a
*re/ere'ce to )ai'tai' a*re/ere'ce to )ai'tai' a
bala'ce" &tate a)o'g thebala'ce" &tate a)o'g the
cog'itive ele)e't& i/ the&ecog'itive ele)e't& i/ the&eele)e't& are *erceive" a&ele)e't& are *erceive" a&
/or)i'g a &y&te)/or)i'g a &y&te)
ba&ic rule6 )ulti*licatio' o/ba&ic rule6 )ulti*licatio' o/the &ig'& o/ the relatio'& )u&tthe &ig'& o/ the relatio'& )u&t
co)e out 0ith a *o&itive &ig'co)e out 0ith a *o&itive &ig'
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Per&o'
E'"or&er
Pro"uct
77 U'it co''ectio'
to
7
Se'ti)e't.o''ectio'
Se'ti)e't
.o''ectio'
Se'ti)e't co''ectio'6 /eeli'g to0ar" evaluativeobect&
U'it co''ectio'6 *&ychological li'age bet0ee' t0o
evaluative obect& E'ha'ce by i'crea&i'g the
a&&ociatio' via attributio' a'" !e&talt *ri'ci*le&
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Attitudes oward the
Advertisement . . .. . . are a consumer@s general li)ing ordisli)ing for a particular advertising
stimulus during a particularadvertising e3posure. 5ill in*uenceattitude toward "rand.
Measurement: li)e a glo"al attitude.
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he Behavioral /n*uenceoute to BehaviorChange he ecological design of "uildings andspaces can strongl! a%ect the "ehavior ofpeople without them "eing aware of thein*uence
trong reinforcers or punishers in theenvironment can induce people to ta)e
actions that the! would prefer to avoid. Behavioral in*uence techni+ues emplo!
strong norms to in*uence "ehavior directl!.
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Behavioral /n*uence echni+ues:
/ngratiation. . . refers to self'servingtactics engaged in "! one person toma)e himself or herself more attractiveto another.
Dimilarit! Dconforming to wishes
Do%ering gifts De3press li)ingDas) advice
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Additional Behavioral /n*uence actics Foot in the door: small re+uest and then
large re+uest. 0ses self'perception andself'consistenc!.
#oor in the face: large re+uest and thensmall re+uest. 0ses the norm of
reciprocit!. even a penn! will help. Based upon
desire to present self positivel! to others.
1thical issues ever, ever lie to consumers.
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ome Managerial
/mplications ositioning6di%erentiation: position "rands "ased upon
)e! attri"utes. 1nvironmental anal!sis: assess and manipulate
environment to implement "ehavioral in*uence approach. Mar)et research: emplo! to identif! salient attri"utes and
)e! "ene-ts, measure attitudes, and predict "ehavioralintentions
Mar)eting mi3: identif! "ene-ts sought "! consumers anddevelop products to provide them. #evelop promotions tocommunicate to consumers )e! attri"utes, to in*uence
"eliefs, attitudes, and "ehaviors. egmentation: 1mplo! "ene-t segmentation "!
identif!ing target mar)ets desiring speci-c product"ene-ts.
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