consumer attitudes and behaviors (2008) (c) stowe shoemaker, ph.d. evaluative judgments--attitudes...
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Evaluative judgments--Attitudes
Very Bad Very Good
Attitudes-- Evaluative judgments at any point on a continuum
Very Unfavorable Very Favorable
Very Negative Very Positive
Dislike very much Like very much
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 2
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Attitudes
Definition: comes from the Latin term “aptus,” which means
“fitness”’ or “adaptiveness” Thurston: the amount of affect or feeling for or
against a stimulus Peter & Olsen “overall evaluation of a concept”
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Characteristics of Attitudes
Direction: can be positive, negative, or neutral
Magnitude: degree of favorability or negativity; extremity of liking or disliking
Ambivalence/Internal Consistency: degree to which underlying cognitions or beliefs are similar in evaluative criteria
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Characteristics of Attitudes
Centrality: degree to which knowledge about attitude object is closely connected to important, central end goals, needs, values
Interrelatedness: degree to which knowledge about attitude object is interconnected amongst itself and is associated with other knowledge
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Characteristics of Attitudes
Emotionality: degree of emotionality associated with the attitude object
Stability: Consistency or sameness of attitude and related cognitive structures over time and situations
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Tricomponent Attitude Model
Conation
Affect
Cognition
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Tricomponent Attitude Model
Cognitive Knowledge and perceptions Attitudes and beliefs Need for Cognition
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Tricomponent Attitude Model
Affect Emotions or feelings Evaluative (e.g., favorable, unfavorable) Emotionally charged states (happy, sadness, etc.)
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Tricomponent Attitude Model
Conative (behavior) Likelihood or tendency that an individual will
undertake a specific action or behave in a certain way
Frequently treated as “intention to buy”
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Persuading people to make an evaluative judgment about drinking and driving
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 12
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 13
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Four Functions of Attitudes
Utilitarian Function Ego-Defensive Function Knowledge Function Value-Expressive Function
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Utilitarian Function
People express feelings to maximize rewards and minimize punishments received from others;
e.g., express favorable attitudes about something to win support of someone who you suspect as similar attitudes
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Ego-Defensive Function
self-esteem maintenance function; attitudes held to protect people from basic truths
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Knowledge Function
Helps a person to give meaning to the unorganized and chaotic world; i.e., form a frame of reference by which the world is interpreted;
e.g., have a positive attitude towards a brand, buy it all the time to simplify life
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Value-Expressive Function
social identify function; people express positive views about products, brands, services, etc. to make a statement about themselves;
e.g., like to stay in Ritz Carlton Hotels because means I have arrived
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
How Are Attitudes Formed
Formed by integrating salient beliefs about attitude concept
Come from: exposure to an advertisement comment from a friend while making a purchase
decision articles in Consumer Reports; etc.
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Attitude Toward Object
States three major factors are predictive of attitudes salient beliefs strength of belief evaluation of each salient belief
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Attitude Toward Object
Ao = overall attitude towards object “o” bi = strength of the belief of whether or not
object o has some particular attribute “i” ei = evaluation of the goodness or badness of
attribute “i”
bi = 1 “extremely unlikely” 10 “extremely likely” that you buy car with attribute x ei = -3 = “very bad” +3 = “very good”
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 22
Corvette Buick Park Avenue
Mercedes 300 E
Attribute ei bi bi x ei bi bi x ei bi bi x ei
Sporty styling +3 8 24 5 15 7 21
Good handling/ride +3 8 24 4 12 7 21
High cost -1 7 -7 6 -6 8 -8
Great acceleration +3 7 21 3 9 6 18
Low repair frequency +1 3 3 2 2 8 8
SUM +65 +32 +60
Attribute ei bi bi x ei bi bi x ei bi bi x ei
Sporty styling -1 9 -9 5 -5 7 -7
Good handling/ride +3 3 9 9 27 7 21
High cost -3 8 -24 6 -18 10 -30
Great acceleration -2 10 -20 2 -4 6 -12
Low repair frequency +3 2 6 8 22 9 27
SUM -38 +24 -1
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Level of Specificity of Attitude Concept There are different levels of specificity;
implication is that when measuring attitudes, one must precisely identify the attitude concept, at the level of abstraction and specificity that is most relevant to the marketing problem of interest;
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Specificity of Attitude Concept
“How do you feel about Marriott Hotels” vs. “How do you feel about the Marriott Hotel located at the corner of Green Valley Parkway and Sunset”
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Changing Attitudes
Associate the Product with a Special Group, Event, or Cause
Resolve Two or More Conflicting Attitudes Change the Relative Evaluation of Attributes Change Brand Beliefs Add an Attribute Change Brand Overall Rating Change Belief about Competitor
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
How to Change Attitudes
Add a new salient belief Change the strength (bi) of an existing salient
belief Change the evaluation (ei) of an existing
salient belief Make an existing belief more salient
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Conative (behavior)
The behavior involves four distinct elements the action: (i.e., the behavior one is trying to
measure); e.g., purchase of a hotel room the target: (the thing at which a behavior is
directed); e.g., purchase of a Marriott hotel room
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Conative (behavior)
the context: e.g., staying at a Marriott for business vs. staying at a Marriott for pleasure
the time: e.g., perhaps if late at night stay not at a Marriott, but first place you find
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Correspondence with Attitudes and Conative (behavior) Ao misses action, context, and time
elements; thus, attitudes toward a brand can be unrelated to attitudes toward buying the brand
Need to understand attitude towards the action
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Theory of Reasoned Action
Basic Tenet: A person’s intention is a function of two basic determinants
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Attitude towards the behavior
Individual’s positive or negative evaluation of performing the behavior; the beliefs that underlie attitudes towards the behavior are called the behavioral beliefs; e.g. of attitude toward the behavior of buying Miller Beer
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
A action = bi * ei
A action = overall attitude towards action bi = strength of the belief that performing the
action will result in consequence “i” ei = evaluation of the goodness or badness of
consequence “i”
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Social Norm
Person’s perception of the social pressures put on her/him to perform or not perform the behavior in question the beliefs that underlie a person’s subjective
norm are termed normative beliefs
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Formula for Subjective Norm
Nbj = normative belief that a referent group j thinks that consumer should/ should not perform behavior
MCj = motivation to comply with influence of referent j
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Final Formula
Behavior Behavioral Intention = W1 (AB) + W2 (SN) AB = attitude towards the action SN = subjective norms W1 and W2 = empirically determined weights
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 36
Belief that the behavior leads to certain outcomes
Evaluation of the outcomes
Beliefs that specific referents think I should or should not perform the behavior
Attitude toward the behavior
Subjective norm
Intention Behavior
Motivation to comply with the specific referents
Theory of Reasoned Action 36
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Commercial
McDonald’s Wedding Club 18-30
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Balance Theory
Balance theory suggests that attitude inconsistencies can lead to persuasion.
Balance theory focuses on consistency between a person (p), another person known to p (o) and a stimulus (x).
Balance exists if all three relations are positive (e.g., the friend of my friend is my friend) or if two relations are negative and one is positive (the enemy of my enemy is my friend).
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Applying balance theory
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 40
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 41
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Question
Describe an instance from your own experience in which social norms conflicted with your own attitude. What behavior did you adopt? Why
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Exercise
If you worked for a resort that vacationers were likely to visit about once a year, how would you use information presented to get customers to return?
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Case Study: American Legacy
Research has shown that 80% of all smokers begin smoking before the age of 18. Why is smoking so attractive to a thirteen-year-old?
What was the rationale behind Legacy’s decision to focus on prevention, and target sensation-seeking teens between the ages of 12 and 17? Do you agree with this rationale?
Legacy made a number of interesting decisions with respect to the truth advertising campaign. For example, it decided that (1) the campaign would not be a “call to action;” i.e., that the ads would not urge kids to quit smoking; (2) it would not identify itself as the sponsor of any of the ads; (3 it would focus exclusively on the tobacco industry – rather than politicians, parents, the media, marketers, etc – as the enemy in all the ads; and (4) it would use graphic images such as body bags, urine, dog feces, etc, to communicate its message. Do you agree with these decisions? How “truthful” was this campaign?
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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.
Case Study: American Legacy
How was the truth campaign different than most traditional public service campaigns? More generally, why are most traditional public service campaigns ineffective?
By comparison, how effective was the truth campaign? What accounts for its success? What are the benchmarks you are using to evaluate its success?
Why did Legacy decide to build a truth “brand” rather than stay with the traditional PSA paradigm? From Legacy’s perspective, was the difference simply semantic, or was it more significant than that? In what ways is truth brand the same/different as other well-known brands, like Nike, Disney, or Mercedes-Benz?
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