attitudeipm

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Copyright Atomic Dog Publishing, 2003Copyright Atomic Dog Publishing, 2003

Attitudes


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Copyright Atomic Dog Publishing, 2003

The tri-component theory/ model of attitude

Beliefs: cognitive (psychological process)component of consumer attitude e.g. beliefsabout Thumbs up like lot caff., mod. sweet,compet. Priced, mkt.ed or Licel Herbal Oil

Affect: Feelings and emotive component ofconsumer attitude e.g. Thumbs Up shall keepme awake with its caffaine content a studentprep. For exam may say

Intention: behavioral intention component ofconsumer attitude e.g. a series of decicions topurchase or not to purchase a canon ptinter ora decrease in the price may induce a trial for

less expensive brand


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Cognitive component: consumer belief(s) abouta brand, outlet, product, action, etc., that isbased on personal knowledge, actualexperience, the knowledge or experience of

others, or perception e.g. Beliefs about Thumbs-up sweet, has caffaine, competitively priced,mkted by MNC.

Affective component: consumer feelings/reactions (e.g. likes, dislikes, or neutrality)about a brand, outlet, product, action, etc.flowing from beliefs e.g. I like Thumbs up or IDont like thumbs up


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Intention component (behavior orbehavioral intention): consumersintention to act positively, negatively, orneutrally toward a brand, outlet, product,action e.g. spl. deal may be liked by the

consumers to purchase a less favouredbrand


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A consumer belief is a psychologicalassociation between a product, brand, outlet,

action, etc. and an attribute or feature (andassociated benefits) of such Beliefs are cognitive (based on knowledge,

experience, perception, etc.)

The stronger the association of features or attributes(and associated benefits) with the product, brand,outlet, action, etc., the stronger the consumers belief


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Positioning by

Product attributes

Consumer benefits

Intangible attributes Price

Application

Brand user

Celebrity recognition

Brand personality

Product category Association with

competitors

Country or

geographic area


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Purchase decisions are typically influenced by affectiveresponse

Affectthe way in which we feel (e.g. like, dislike,neutral) in response to marketplace stimuli It is emotive rather than cognitive (beliefs)

It is comprised of both our knowledge of stimuli and ourevaluations of them

Affective responses can be very general or very specific



Affective responses help consumers reachpurchase decisions in four ways: Utilitarian: developing affective responses that lead to

perceived rewards quick relief criteria like j&j, coldarin,

Ego defense: means through which people try to realizepersonal goals and images e.g. personal care likemouthwsh, cremes,cosmetics, tthpste, deos have socialacceptance, confidence and appreciation

Value expression: displaying consumers own values tothe external world e.g. aggressiveness in buying, royal

enfield or bajaj pulsar, colorplus sweaters Knowledge Function: may lead to both positive and

negative effects on affective response e.g. advertizing fknowledge.



Affective responses to a brand consist of:

The strength or weakness of a consumers beliefsabout the brand and its attributes

The consumers evaluation of or feelings towardthose attributes



m

i

iiEBA1

where,

A = Attitude towards a brand

Bi = Belief that the brand possesses attribute i

Ei = Evaluation or desirability of attribute i

I = attribute 1, 2, m



Research Question: What is the listeners attitude towards

WXYZ radio station?Measurement scales:

Beliefs about specific attributes:

For example: Do you believe that radio station WXYZ plays

lots of music?

Yes +3 +2 +1 0 -1 -2 -3 No

Evaluation weights for each attribute:

For example: How appealing is it to you when a radio station

plays lots of music?

Very appealing +3 +2 +1 0 -1 -2 -3 Not appealing



ATTRIBUTE Bi

Ei

Bix E

i

Plays lots of music +3 +3 +9

Plays lots of commercials +3 -3 -9

Gives news updates +1 +1 +1

Has interesting DJs +2 +3 +6

SUM +7



Change Bi

Change Ei Add a new Bi/Ei combination



The Fishbein model looks at brands in isolation

Evoked set of brandsa list of brands we

consider prior to making a decision



m

iiiooIBA

1

where,

Ao = Attitude toward brand (o)

Bio = Belief that brand (o) does well or poorly when

its attribute (i) is compared with those of competitors

Ii= Importance of attribute (i) in selecting the brand

i = attribute 1, 2, m



Behavior is a direct result of intention

Two factors involved in behavioral intention:

Attitude toward an act

Subjective norm (family, friends and others feelabout you)



m

iiiact EBA

1

where,

Aact = Attitude toward the act of purchasing a particular brandBi = Belief that performance of a certain behaviorbrand

purchasewill lead to an anticipated outcome

Ei = Evaluation of an anticipated outcome, either a positive

benefit or the avoidance of a negative consequence

i = anticipated outcome 1, 2, m



SN refers to the perception of what otherpeople think we should do with respect to acertain behavior, such as brand purchase, andwhat the response to this pressure will be

SN consists of Normative beliefs: the perceived expectations that

significant others think the consumer should orshould not behave in a certain way (buy the brand)

Motivation to comply: the extent to which the

consumer considers the possible opinions ofsignificant others when forming an intent topurchase



n

j

jjMCNBSN1

where,

SN = Subjective normthe motivation toward an act as

determined by the influence of significant othersNBj = Normative beliefsbelief that significant others (j)

expect the consumer to engage in an action

MCj = Motivation to complythe extent to which the

consumer is motivated to realize the expectations of

significant others (j)

j = significant other 1, 2, n



It helps to identify those attributes mostimportant in causing consumers to formpositive (or negative) attitudes toward the

purchase of a product Changing attitude toward purchase

It helps to identify and helps to adjust sourcesof social pressure and their possible role in

intention formation Changing subjective norms



Intention to try with a perspective of personal,environmental, , intentions and performance Frequency of trying Social norms toward trying Attitude toward trying

Attitude toward success together with the expectations of success Attitude toward failure together with expectation of failure Attitude toward the process

Attitude toward consumption: Beliefs about consequences Evaluation of consequences

Frequency of past trying Recency of past trying



Expectations toSuccess

AttitudetowardsFailures

Expectation ofFailures

Attitudestowards

Process

Attitudestoward success

Frequency andRecency of PastTrying

AttitudesTowards Trying

Social NormsTowards Trying

Intentionto Try

Recency of PastTrying

Trying

Theory of Trying Model


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Understanding consumption behavior is necessary inorder to establish long-term relationships withcustomers

Marketers must encourage, support, and reward theconsumption act

It helps marketers understand: How people consume products and services

Why they consume them or not

What will make them consume products in the future

If they will consume product in the future

What they need to stimulate long-term consumption

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