ch7 attitude

8/8/2019 Ch7 Attitude

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Consumer Behavior: A FrameworkJohn C. Mowen & Michael Minor

Chapter 7:Consumer Belief, Attitude,

& Behavior Formation and Change


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Key Concepts Beliefs, attitudes, &

behavioral intentions

Attributes Direct formation of

beliefs, etc.

Hierarchies of

effects The attitude-toward-

the-object model

The behavioralintentions model

The elaborationlikelihood model

Balance theory

Attitude toward ads

Behavioral influencetechniques ofpersuasion


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Consumer Beliefs About

Product Attributes Beliefs result from cognitive learning.

Beliefs are the knowledge and inferences that

a consumer has aboutobjects, theirattributes, and their benefits provided.

Objects are the products, people, companies, andthings aboutwhich peoplehold beliefs and

attitudes. Benefits are the positiveoutcomes thatattributes

provide to the consumer.

Attributesare the characteristicsofanobject


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Additional Infoon

Attributes

Ahalo effectoccurswhen consumers

assume that becausea productis good orbad onone productcharacteristic itisalsogood or bad on

another productcharacteristic.

Attributeimportance

A persons assessment of the

significance of an attribute. Influenced by amount of

attention directed to thefeature.

A persons self-concept,advertising, and the salienceof the attribute can influencethe attention focused on thefeature.


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ConsumerAttitudes

Attitudeis theamountofaffector feeling fororagainstastimulus

Attitudesarestored in long-termmemory

Beliefsare the cognitive knowledgeaboutanobject

Inhighinvolvementsituations, beliefs predict

attitudes.


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The FunctionsofAttitudes

Utilitarian Function:use toobtainrewardsand avoid punishments.

Ego-Defensive Function: self-protection, e.g., smokers

Knowledge Function:simplifies

decisions, e.g., brand loyaltyValue-Expressive Function: expressidentify toothers. e.g., t-shirts.


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Behaviors & Intentions toBehave

Consumer behaviorsconsistofall the

actions taken byconsumersrelatedtoacquiring,disposing, and using

productsandservices

Behavioral intentionsmay be defined as

theintentionsofconsumers tobehave.

Usually measured on

7 or 9 pointscale:low likelihood ofperforming behaviortohigh likelihood.


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Beliefs, Attitudes, and

Behaviors May Be Formedin Two Ways:

Direct formationiswhena belief, attitude, or

behavioris created without eitherof theotherstatesoccurring first.

Hierarchy of effectsoccursaftera belief,

attitude, or behavioris formed directly, thereisa tendency for thestates to build uponeachother to createhierarchies


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Direct FormationofBeliefs,

Attitudes, & Behaviors Direct belief formation corresponds to the

decision-making perspectiveand cognitive

learning. The direct formationofattitudesis linked to

the experiential perspective.

The direct formationof behavioris linked to

the behavioral influence perspective.Operant conditioning and modeling.


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Forming Attitudes Directly Classical conditioning/associative learning--

positiveaffectisattached toobject

Mere exposure--frequent exposure tostimulusincreases liking forit. Derived fromButterfly effect.

Moods--mood at the timeof exposure toobjectinfluences feelingsaboutobject.


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Directly Forming Behavior Strong environmental forces can

directly influence behavior, suchasfrom the designof the physicalenvironment.

Operant conditioning caninfluence

behaviorwithout the formationofbeliefsorattitudes.


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HierarchiesofBeliefs,

Attitudes, and Behaviors

Decision-MakingHierarchies

ExperientialHierarchy

Behavioral InfluenceHierarchy


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Decisionmaking hierarchies

Highinvolvement: beliefs attitudesbehavior

Lowinvolvement: beliefs behaviorattitudes

Experiential

Affect behavior beliefs

Behavioral influencehierarchy

Behavior beliefs affect


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Predicting ConsumerA

ttitudes

Multiattributemodelsidentify how

consumersinhigh-involvementsituations (i.e. standard hierarchy ofeffects) combine their beliefsabout

productattributes to formattitudesaboutvarious brand alternatives,corporations, orotherobjects.


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Attitude-Toward-The-Object

Model

Identifies threemajorfactors thatarepredictiveofattitudes:

SalientBeliefs

Strengthof theBelief

Evaluation

A b eo i i

i

n

!!

1


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Measurementissues

bi: 1 = low probability thatobject

possessesattribute. 9=high likelihood.

ei: -3 = negative evaluationofattribute.+3 = positive evaluationofattribute.


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Fishbein Attitude Toward Object

Model: which college will be chosen by

Student Y?

Ao = Sum (Bi x Ei)

Attribute Ivy State U Local UEi Bi Bi Bi

High Price -2 9 - 8 2 -4 5 - 0

Good Job 3 8 24 6 8 3 9

Easy entry - -3 4 -4 8 -

Learn a lot 2 9 8 7 4 4 82 24 -

University/College


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Global Attitude Measure:Directmeasureofoverall affectand

feelingsregarding object.

Use multiple scales to measure

Bad 2 3 4 5 Good

Negative 2 3 4 5 Positive

Dislike 2 3 4 5 Like

Compare results of global measure to results of Attitude-

toward-the-object measure.


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TheBehavioral Intentions Model .

. .. . . was developed by Fishbeinand hiscolleagues toimproveon theability of theattitude-toward-the-objectmodel to predictconsumer behavior

Included subjectivenorms: howother people feel

about the behavior.

Assesses the consumersattitude toward theovert

behaviorof purchasing the productrather thantoward theobjectitself. Use consequencesof the

behaviorrather thanattributesofobject.


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When DoAttitudes PredictBehavior?

When consumerinvolvementishigh.

measurementmustat proper level ofabstraction.Cannot predictwhethersomeonewill go to churchonSunday by asking themaboutoverall attitude toward

church. Must considersubjectivenorms

Situational factors

Other brands/objects

Attitudestrength

Meremeasurement effect: justasking intention tobuy increases likelihood of buying.

Whenmeasured closeinhierarchy to behavior.Surface traitsaremuch like global attitudemeasures.


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Persuasion . .

. Persuasionis the explicitattempt toinfluence beliefs,attitudes, and/or behaviors.

Communicationis defined broadly toincludeall aspectsof themessage,including thesourceof themessage, the typeofmessage

given, and throughwhat channel itmoved (e.g., television, radio, orprintmedia)


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The ElaborationLikelihood

Model: a decisionmaking approachto persuasion

. . . isanapproach

tounderstandingthe persuasionprocesswhichillustrates the

decision-makingpath to belief,attitude, andbehavior change

Central Peripheral

Routes to Persuasion


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Beliefand AttitudeChange

May Take Oneof Two Routes TheCentral Route to persuasioniswhen the consumerhashigh-involvementinformation processing

The Peripheral Route to persuasioniswhen the consumerhas low-

involvementinformation processing


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TheCentral Route to

Persuasion Moves through thehighinvolvementhierarchy.

The consumerattendsmore carefully to themessage being received and comparesit tohisorherownattitudinal position.

Likely to generateanumberof cognitiveresponses to the communication

Central Cuesrefer toideasand supporting data

that bear directly upon the quality of thearguments developed in themessage


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The Peripheral Route to

Persuasion Consumermoves through the lowinvolvementhierarchy. Cognitiveresponsesaremuch less likely tooccur,

because the consumerisnot carefully consideringthe prosand consof theissue.

Peripheral persuasion cuesincludesuch factorsastheattractivenessand expertiseof thesource, themerenumberof thearguments presented, andthe positiveornegativestimuli that form the

contextwithinwhich themessagewas presented(e.g., pleasantmusic, sourceattractiveness,source trustworthiness, etc.)

Truth effect. Repeatsomething often enough,peoplewill come to believeit.


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Individual Differencesin

Route to Persuasion: theNeed forCognition

High

Low

Low High

Need for cognition

Strong arguments

Weak arguments

AttitudeToward

Ad


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Multiattribute Modelsand

the Decision-Making Path A-T-O model:

Change the perceived evaluationofanattribute

Change the belief thatanobjecthasaparticularattribute

add anattribute

Behavioral Intentions Model:

Influence consumer perceptionsof theconsequencesofa behavior.

Influence perceptionsofnormativeinfluence


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Experiential Path toAttitudeChange

Balance Theory Attitudes Toward theAdvertisement


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Balance Theory . . .Balance Theory . . .

. . . proposes that people have a. . . proposes that people have a

preference to maintain apreference to maintain a

balanced state among thebalanced state among the

cognitive elements if thesecognitive elements if these

elements are perceived aselements are perceived as

forming a systemforming a system

.basic rule: multiplication of.basic rule: multiplication ofthe signs of the relations mustthe signs of the relations must

come out with a positive sign.come out with a positive sign.


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Person

Endorser

Product

++ Unit connection

?? to +

Sentiment

Connection

Sentiment

Connection

Sentiment connection: feeling toward evaluative objectsUnit connection: psychological linkage between two

evaluative objects. Enhance by increasing the

association via attribution and Gestalt principles.


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Attitudes Toward the

Advertisement . . .. . . area consumers general liking ordisliking fora particularadvertising

stimulus during a particularadvertisingexposure. Will influenceattitudetoward brand.

Measurement: likea global attitude.


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TheBehavioral InfluenceRoute toBehaviorChange The ecological designof buildingsand spaces

canstrongly affect the behaviorof peoplewithout them being awareof theinfluence

Strong reinforcersor punishersin theenvironment caninduce people to take

actions that they would prefer toavoid. Behavioral influence techniques employstrong norms toinfluence behavior directly.


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Behavioral Influence Techniques:

Ingratiation. . . refers toself-serving

tactics engaged in by one person tomakehimselforherselfmoreattractive toanother.

*Similarity *conforming towishes

*offering gifts *express liking

*askadvice


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Additional Behavioral Influence Tactics

Footin the door: small requestand thenlargerequest. Usesself-perceptionandself-consistency.

Doorin the face: largerequestand then

small request. Uses thenormofreciprocity.

evena penny will help. Based upon desireto presentself positively toothers.

Ethical issues?? Never, ever lie to consumers.


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Some Managerial Implications Positioning/differentiation: position brands based upon

key attributes.

Environmental analysis: assessand manipulateenvironment toimplement behavioral influenceapproach.

Marketresearch: employ toidentify salientattributesandkey benefits, measureattitudes, and predict behavioralintentions

Marketing mix: identify benefitssought by consumersanddevelop products to provide them. Develop promotions to

communicate to consumerskey attributes, toinfluencebeliefs, attitudes, and behaviors.

Segmentation: Employ benefitsegmentation byidentifying targetmarkets desiring specific productbenefits.

ch7 attitude

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