cb and attitude
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Consumer Behavior and AttitudeGroup:
Ramandeep kaur
Sunil Jaiswal
Sunil Garg
Nilesh
Neha Bhavsar
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What is an Attitude?
It represents what we like and dislike
An attitude is a lasting general evaluation of
something - it has knowledge of that something,liking or disliking, and the strength of the feelings.
They are lasting, but changeable.
Consumer attitudes are a composite of a
consumers (1) beliefs about, (2) feelings about,(3) and behavioral intentions toward some object--within the context of marketing
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BUThaving a positive attitude does not
mean that well buy a specific product
We distinguish between attitude toward theobject and attitude toward the behavior of
purchase
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Beliefs
May be positive, negative or neutral.
May be in-accurate and contradictory also.
The Multiattribute (also sometimes known as the Fishbein)Model attempts to summarize overall attitudes into onescore using the equation:
Wi = weight or importance of the belief
Xib = Evaluation of the belief by the consumer
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Affect
Consumers also hold certain feelings toward brands
or other objects.
Sometimes these feelings are based on the beliefs
(e.g., a person feels nauseated when thinking about
a hamburger because of the tremendous amount of
fat it contains).
But there may also be feelings which are relatively
independent of beliefs.
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Behavioral intention
The behavioral intention is what the consumer plans
to do with respect to the object (e.g., buy or not
buy the brand).
This is sometimes a logical consequence of beliefs
(or affect)
But may sometimes reflect other circumstances--
e.g., although a consumer does not really like a
restaurant, he or she will go there because it is ahangout for his or her friends.
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What functions do attitudes provide?
Utilitarian -does the clothing fit, is it appropriate,does it provide what we need?
Value-expressive: clothing says that you are aprofessional
Ego-expressive: clothing conveys self-image
Knowledge: summarizes the image we are trying togive, a Dress from John Players conveys that youare a professional
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The Variety of Consumer Attitudes
Attitudes toward productCampbell Soup at hand
Attitudes toward company - Philip Morris, Kraft
Attitudes toward a retailerWal Mart
Attitudes toward product attributessalt contentAttitudes toward various types of brand associations
Logosdesigndo you like the Nike swoosh?
Symbolsmeaningsdo you like the Maharaja of Indian Airlines?
Product endorserssports figuresdo you like Michael Jordan?
Attitudes toward advertisingdo you like the ads for the Coke?
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Attitude-Behavior Consistency
Consumers often do not behave consistentlywith their attitudes for several reasons:
o Ability.
o Competing demands for resources.
o Social influence.
o Measurement problems.
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Measurement of Attitudes
How much do you like Britannia Gooday?Like very much . . . . . . . . . . . Dislike very much
How favorable is your attitude toward Gooday?
Very favorable . . . . . . . . . Very unfavorableGooday Biscuits are:Good . . . . . . . . . . . . . . Bad
Nutritious . . . . . . . . . . . . . . . Not nutritiousNonfattening . . . . . . . . . . . . . . . Fattening
I like Gooday Biscuits:strongly agree neither agree disagree stronglyagree nor disagree disagree
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Intentions
Do you intend to buy BGD Biscuits?
SA A NAND D SD NA DK
How likely is it that you would buy BGD Biscuits?Very likely . . . . . . . . . . . . Very unlikely
What is the probability that you will buy BGD
Biscuits?
0% 10% 20% . . . . . . 100%
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Theory of Reasoned Action
Behavior is a direct result of intentionTwo factors involved in behavioral intention:Attitude toward the act of purchaseSubjective normthe feelings of others who may be important to us
Subjective Norm
SN refers to the perception of what other people think we should dowith respect to a certain behavior, such as brand purchase
SN consists of
Normative beliefs: the perceived expectations that significantothers think the consumer should or should not behave in a certainway (buy the brand)
Motivation to comply: the extent to which the consumer considersthe possible opinions of significant others when forming an intentto purchase
Do you agree with the doctor?
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Applying the Theory of Reasoned Action to
Change Intentions
Changing attitude toward purchase
Change beliefs
Change affectChanging subjective norms
Change Normative beliefswhat others think
Motivation to complydo we want to do what the otherswant us to do?
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Hierarchies of Effects
What is the likely order?
Beliefs, affect, behavior - cognitiveBeliefs, behavior, affect - learning
Affect, behavior, beliefs - hedonic
Try it, youll like it
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Multi-attribute modelsAssume that all the attributes of products are evaluatedPeople have beliefs regarding a particular products having
each attributeSome attributes are more important than othersBuying running shoes with the proper fit is:
Necessary . . . . . . UnnecessaryHow likely is it that New Balance shoes can give you the
correct fit?Very likely . . . . . . . . Very unlikely
Ideal point modelsCompares your brand versus an ideal held by consumersMeasures the perceptions of the brands location along anattribute continuumMultiplied by an importance level for each attribute