MKTG201: Buyer Behaviour Lecture Attitude and attitude change

1. 6 MKTG201: Buyer Behaviour Lecture Attitude and attitude change

2. Lecture objectives Introduction By the end of the lecture, you should be able to understand: • What attitudes are, how they are learned, as well as their nature and characteristics • The composition and scope of selected models of attitudes • How experience leads to the initial formation of consumption-related attitudes • The various ways in which consumers’ attitudes are changed • How consumers’ attitudes can lead to behaviour and how behaviour can also lead to attitudes

3. What are attitudes? Definition of attitudes • Motivation is defined as: • The driving force within individuals that impels them to action. This driving force is produced by a state of tension that exists as a result of an unfulfilled need • Motivation to drink Guinness

4. About attitudes About attitudes

5. Structural models of attitudes Models of attitudes

6. Tricomponent attitude model Models of attitudes

7. Interlude Interlude • Explain a person’s attitude towards visiting Luna Park in terms of the tricomponent attitude model.

8. Multi-attribute attitude models Models of attitudes Office | Faculty | Department

9. A simplified version of the theory of reasoned action Theories of attitude Office | Faculty | Depart

10. A simplified version of the theory of planned behaviour Theories of attitude Office | Faculty | Depart

11. Theory of trying-to-consume model Theories of attitude • Accounts for cases in which the action or outcome is not certainbut instead reflects a consumer’s attempts to consume (i.e. purchase) • In trying to consume there are: • Personal impediments (e.g. consumer wants just the right shoes to go with a new dress for under $150, or is trying to lose weight but loves chocolate) • Environmental impediments (e.g. only the first 50 in line will be able to buy a iPod for $100) In such situations consumers are likely to defer gratification to some future time. Office | Faculty | Depart

12. Interlude Interlude • Explain how situational factors are likely to influence the degree of consistency between attitudes and behaviour. • Because attitudes are learned predispositions to respond, why don’t marketers and consumer researchers just measure purchase behaviour and forget attitudes? Office | Faculty | Department

13. Break Time Break Time Office | Faculty | Department

14. Attitude formation Attitude formation Office | Faculty | Depart

15. How attitudes are learned Attitude formation • As attitudes are formed, there’s a shift from no attitude to some attitude towards an object. This shift in attitude is a result of learning • A favourable attitude towards a brand can be the result of satisfaction with products produced by the same company. • An established brand name is an unconditioned stimulus (i.e. past positive reinforcement resulted in a favourable brand attitude). • A new product, linked to an established brand, would be the conditioned stimulus through the process of stimulus generalisation • Sometimes attitudes follow a trial of the product (instrumental conditioning). Or, consumers form attitudes based upon their own knowledge and beliefs (cognition) Office | Faculty | Depart

16. Sources of influence on attitude formation Attitude formation Office | Faculty | Depart

17. Personality and attitude formation Personality and attitude formation Personality plays a critical role in attitude formation • High need for cognition consumers: will have positive attitudes to promotions rich in product-related information • Low need for cognition consumers: will have positive attitudes towards promotions that feature attractive models or well-known celebrities Office | Faculty | Depart

18. Strategies to change attitudes Strategies for attitude change Altering consumer attitudes is a key strategy for marketers • For market leaders with significant brand loyalty, the goal is to reinforce existing positive attitudes • For challengers, the goal is to change the attitudes of the market leaders’ customers and win them over • Five attitude change strategies are: • Changing the basic motivational function • Associating the product with an admired group • Resolving two conflicting attitudes • Altering components of the multi-attribute model • Changing beliefs about competitor brands Office | Faculty | Depart

19. Changing the basic motivational function Strategies for attitude change • Strategy is to make particular needs prominent • Also known as the functional approach • Attitudes can be classified into four functions: Office | Faculty | Depart

20. Associating product with an admired group, event or cause Strategies for attitude change • It’s possible to alter attitudes towards companies and their products by pointing out their relationship to social groups, events or causes • An unknown cause will benefit more from an association with a well known brand • It’s prudent for the sponsor to make clear the reasoning behind the sponsorship • Dove ads - Body image and Fund for self esteem Office | Faculty | Depart

21. Resolving two conflicting attitudes Strategies for attitude change • Attitude-change strategies sometimes resolve potential conflicts between two attitudes • If consumers can be made to see their negative attitude towards a product, brand and the fact that its attributes are not really in conflict with another attitude, they may change their evaluation of the brand (i.e. move from negative to positive) • E.g. contraception and religion. Office | Faculty | Depart

22. Altering components of the multi-attribute model Strategies for attitude change Office | Faculty | Depart

23. Changing beliefs about competitors’ brands Strategies for attitude change • Comparative advertising seeks to change consumer beliefs about competitors’ brands • Pepsi vs. Coke ad (1983) • Either explicitly advertising with direct comparison • Apple Mac vs. PC • Or using an implied comparison • ‘The burgers are better at Hungry Jacks' • This can be quite effective, although it can backfire by giving visibility to competitor Office | Faculty | Depart

24. The elaboration likelihood model (ELM) The elaboration likelihood model (ELM) Office | Faculty | Depart

25. Elaboration likelihood model The elaboration likelihood model (ELM) • Proposes consumer attitudes are changed by two different routes to persuasion: • Central route • Consumer involvement and motivation are high • Consumer seeks out information about attitude object • Peripheral route • Consumer involvement is low • Attitude change the outcome of secondary inducements (e.g. free samples, packaging, backgrounds) Office | Faculty | Depart

26. Behaviour can precede or follow attitude formation Behaviour can precede or follow attitude formation Cognitive dissonance theory • Cognitive dissonance occurs when consumer holds conflicting thoughts about a belief or an attitude object • When consumers have made a commitment (particularly for an expensive item) they feel cognitive dissonance for the brand/item not selected (post-purchase dissonance) Mazda 3 ad - buyers remorse • Marketers try to reduce post purchase dissonance (e.g. reinforcement advertising, warranties, after sales service, information on improved product use) Office | Faculty | Depart

27. Interlude Interlude • How can the marketer of a ‘nicotine patch’ (a device that assists individuals to quit smoking) use the theory of trying to consume to segment its market? Usingthis theory, identify two segments that the marketer should target and propose product positioning approaches to be directed at each of the two segments. • When do attitudes predict behaviour? Office | Faculty | Depart

28. Attribution theory Attribution theory • Attempts to explain how people assign causality (e.g. blame or credit) to events • They may attribute credit or blame to themselves or to others, such as: • ‘The salesperson talked me into it’ • ‘I shouldn’t have decided to switch brands’ Office | Faculty | Depart

29. Perspectives on attribution theory Attribution theory Office | Faculty | Depart

30. Criteria for testing our attributions Attribution theory Office | Faculty | Depart

31. Summary Summary • Definition of attitudes • Various models of attitudes • How attitudes are formed • Strategies to change attitudes • Cognitive dissonance and attribution theory Office | Faculty | Depart