tm 4-1 copyright © 1999 addison wesley longman, inc. consumer judgment nonevaluative judgment ...
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TM 4-TM 4-11Copyright © 1999 Addison Wesley Longman, Inc.Copyright © 1999 Addison Wesley Longman, Inc.
Consumer Judgment
Nonevaluative Judgment Evaluative Judgment Preference Judgment Satisfaction Judgment Prediction and Intention Judgment Judgment and Behavior
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Nonevaluative judgments and beliefs
Not Large Very large
Not Effective Very Effective
Not Hot Very hot
Not Safe Very Safe
Beliefs-- Nonevaluative judgments at any point on a continuum
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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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Persuading people to make an evaluative judgment about drinking and driving
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Considering two products
Comparing A with B
Auto Brand A Auto Brand B
air-conditioning air-conditioning
power steering power steering
acceleration ?
smoothness of ride ?
Comparing B with A
Auto Brand A Auto Brand B
air-conditioning air-conditioning
power steering power steering
acceleration ?
smoothness of ride ?
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Direction of comparison effect
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Prediction & Intention Judgment
Representativeness Heuristic (similarity-based judgment)If a new product reminds us of an old one we liked, we predictwe will like the new one too (even if we focused on an irrelevant similarity)
Availability Heuristic (memory-based judgment)Easy to remember- High predictions
Hard to remember- Low predictions
Anchoring and Adjustment HeuristicForm an initial judgment or anchor, then adjust up or down.Adjustment tends to be insufficient.
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Satisfaction Judgment
Direction of Comparison Expectancy Disconfirmation Attribution
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The Attitude-Behavior Relationship
Allport (1935)An attitude is a “mental and neural state of readiness to respond, organized through experience exerting a directive and/or dynamic influence on behavior.”
The “is” question: Is there a relationship between attitudes and subsequent behavior?
Wicker (1969)“It is considerably more likely that attitudes will be unrelated or only slightly related to overt behaviors than that attitudes will be closely related to actions.”
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The Attitude-Behavior Relationship
The “when” question: Under what conditions do what kinds of Attitudes held by what kinds of individuals predict what kinds of behavior?
1. Situational VariablesNorms
2. Individual Difference VariablesSelf-monitoringSelf-consciousnessLocus of Control
3. Attitudinal VariablesThe Specificity HypothesisHeberlein & Black (1976)
Environment .12Air Pollution .21Lead-free Gas .36Buying Lead-free Gas .59
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Manner of Attitude Formation
Regan and Fazio (1976)Direct Behavioral Experience .42
Indirect Experience .04
Smith and Swinyard (1983)Direct Behavioral Experience .66
Indirect Experience .27
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The Attitude-Behavior Relationship
The “how” question: How do attitudes guide behavior?1. The definition of the situation
Kelley (195)Latane and Darley (1968)
2. Selective PerceptionHastorf and Cantril (1954)Lord, Ross, and Lepper (1979)Lee, Acioto, and Day (1987)
3. The crucial importance of attitude accessibilitySnyder and Swann (1976)
Attitude salient .58Attitude non-salient .07
Fazio Chen, McDonel, and Sherman (1982)Fazio, Powell, and Herr (1983)Fazio, Sanbonmatsu, Powell, and Kardes (1986)Kardes, Sanbonmatsu, Voss, and Fazio (1986)
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Fazio’s model of the attitude-behavior process
Attitude activation
Selective perception
Immediateperception
of theattitudeobjects
Definitionof theevent
Behavior
NormsDefinition
of thesituation
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What does the Fazio Process Model Buy Us?
1. The process model indicates how the “translation” of attitudes into behavior can fail to occur.
2. The process model provides a framework for conceptually integrating a long list of seemingly unrelated moderator variables.
3. The model is useful for identifying new moderator variables.
4. The model has managerial implications that cannot be derived from other models:a. Product trial
b. Advertising repetition
c. Repeated attitude activation with a single ad exposure
d. Cues that prompt attitude activation
e. Attitude accessibility and persuasion
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The theory of reasoned action
Intention Behavior
Attitude towardthe behavior
Subjective norm
The personís (1) beliefsthat the behavior leads tocertain outcomes and (2)
evaluations of theseoutcomes
The personís (1) beliefsthat specific individuals
or groups thinks he or sheshould or should not
perform the behavior and hisor her motivation to comply
with the specificreferents
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The Theory
of Reasoned Action
Ao = biei
Ao = Attitude toward object
bi = Belief about attribute i
ei = Evaluation of i
Information
Integration Theory
Ao = wisi
Ao = Attitude toward object
wi = Importance of attribute i
si = Scale value for attribute i
wi = 1
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MODE MODEL
Sanbonmatsu and Fazio (1990)Smith’s Department Store was described positively on most attributes (e.g., excellent clothing, jewelry, sporting goods, and cosmetics departments)
Brown’s Department Store was described negatively on most attributes, except for their camera department
Later, subjects were asked which store would they shop for cameras? (Higher scores indicate a greater likelihood of shopping at Brown’s)
Opportunity
Low High
Low Motivation .05 .09
High Motivation .59 1.59
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Empirical test of the MODE model
1.59 .59 .09 .05
Likelihood of shopping at Brownís Department Store
High Low
High opportunity to deliberate
Low opportunity to deliberate