Consumer Attitude Formation and Change

1. Consumer Attitude Formation and Change CHAPTER EIGHT

2. Learning Objectives • To Understand What Attitudes Are, How They Are Learned, as Well as Their Nature and Characteristics. • To Understand the Composition and Scope of Selected Models of Attitudes. • To Understand How Experience Leads to the Initial Formation of Consumption-Related Attitudes. • To Understand the Various Ways in Which Consumers’ Attitudes Are Changed. • To Understand How Consumers’ Attitudes Can Lead to Behavior and How Behavior Can Lead to Attitudes. Chapter Eight Slide

3. What Is Your Attitude Toward the Product Advertised? What Is Your Attitude Toward the Ad Itself? Are the Two Attitudes Similar or Different? Chapter Eight Slide

4. You May Have Liked the Product but Disliked the Ad or Vice Versa Chapter Eight Slide

5. Attitude A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. Chapter Eight Slide

6. What Are Attitudes? • The attitude “object” • Attitudes are a learned predisposition • Attitudes have consistency • Attitudes occur within a situation Chapter Eight Slide

7. What Information Does This Ad Provide to AssistConsumers in Forming Attitudes Toward the Saturn Vue Hybrid? Chapter Eight Slide

8. It is Stylish, Safe, and Good for the Environment Chapter Eight Slide

9. Structural Models of Attitudes • Tricomponent Attitude Model • Multiattribute Attitude Model • The Trying-to-Consume Model • Attitude-Toward-the-Ad Model Chapter Eight Slide

10. A Simple Representation of the Tricomponent Attitude Model - Figure 8.3 Cognition Chapter Eight Slide

11. Cognitive Affective Conative The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources The Tricomponent Model Components Chapter Eight Slide

12. Cognitive Affective Conative A consumer’s emotions or feelings about a particular product or brand The Tricomponent Model Components Chapter Eight Slide

13. Cognitive Affective Conative The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object The Tricomponent Model Components Chapter Eight Slide

14. Discussion Questions • Explain your attitude toward your college/university based on the tricomponent attribute model. • Be sure to isolate the cognitive, affective, and conative elements. Chapter Eight Slide

15. Multiattribute Attitude Models Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs. Chapter Eight Slide

16. The attitude-toward-object model The attitude-toward-behavior model Theory-of-reasoned-action model Attitude is function of the presence of certain beliefs or attributes. Useful to measure attitudes toward product and service categories or specific brands. Multiattribute Attitude Models Types Chapter Eight Slide

17. The attitude-toward-object model The attitude-toward-behavior model Theory-of-reasoned-action model Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself Corresponds closely to actual behavior Multiattribute Attitude Models Types Chapter Eight Slide

18. Consumer Characteristics, Attitude, and Online Shopping Chapter Eight Slide

19. The attitude-toward-object model The attitude-toward-behavior model Theory-of-reasoned-action model Includes cognitive, affective, and conative components Includes subjective norms in addition to attitude Multiattribute Attitude Models Types Chapter Eight Slide

20. A Simplified Version of the Theory of Reasoned Action - Figure 8.5 Chapter Eight Slide

21. Discussion Question • Now use the theory of reasoned action to describe your attitude toward your college/university when deciding on which school to attend. Chapter Eight Slide

22. Theory of Trying to Consume An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumer’s attempt to consume (or purchase). Chapter Eight Slide

23. Selected Examples of Potential Impediments That Might Impact Trying - Table 8.7 Chapter Eight Slide

24. Attitude-Toward-the-Ad Model A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand. Chapter Eight Slide

25. A Conception of the Relationship Among Elements in an Attitude-Toward-the-Ad Model - Figure 8.6 Chapter Eight Slide

26. Issues in Attitude Formation • How attitudes are learned • Conditioning and experience • Knowledge and beliefs Chapter Eight Slide

27. How Does a Favorably Known Brand Name Impact the Formation of Consumer Attitudes Toward a New Product? Chapter Eight Slide

28. There is Stimulus Generalization From the Lean Cuisine Brand Names to the New Product. Chapter Eight Slide

29. Issues in Attitude Formation • Sources of influence on attitude formation • Personal experience • Influence of family • Direct marketing and mass media • Personality factors Chapter Eight Slide

30. How Does a Cents- Off Coupon Impact Consumers’ Attitudes? Chapter Eight Slide

31. New Customers Will Try the Product,Existing Customers will be Rewarded. Chapter Eight Slide

32. Strategies of Attitude Change Chapter Eight Slide

33. Changing the Basic Motivational Function Chapter Eight Slide

34. Why and How Does This Ad Appeal to the Utilitarian Function? Chapter Eight Slide

35. The Product is Green and Works as Well or Better than Other Products. Chapter Eight Slide

36. Which Lifestyle- Related Attitudes Are Expressed or Reflected in This Ad? Chapter Eight Slide

37. Healthy Eating and Snacking Lifestyle Chapter Eight Slide

38. How Does This Ad Provide Information to Establishor Reinforce Consumer Attitudes? Chapter Eight Slide

39. It Raises the Question About UVA Rays and then Provides Information on Sun Protection. Chapter Eight Slide

40. Discussion Questions • What products that you purchase associate themselves with an Admired Group or Event? • When does it personally influence your purchasing? Chapter Eight Slide

41. How Is Fiji Water’s Link to an Environmental Cause Likely to Impact Consumers’ Attitudes Toward Its Product? Chapter Eight Slide

42. They Might Have a More Favorable Attitude. Chapter Eight Slide

43. Attitude Change • Altering Components of the Multiattribute Model • Changing relative evaluation of attributes • Changing brand beliefs • Adding an attribute • Changing the overall brand rating • Changing Beliefs about Competitors’ Brands Chapter Eight Slide

44. How Is This New Benefit Likely to Impact Consumers’ Attitudes Toward the Product? Chapter Eight Slide

45. The Consumer Will Have a More Positive Attitude Overall from the New Attribute. Chapter Eight Slide

46. How Is the Absence of an Ingredient Likely to Lead to a Favorable Attitude Toward a Product? Chapter Eight Slide

47. When It Was An Unfavorable Attribute Chapter Eight Slide

48. Which Attitude Change Strategy Is Depicted in This Ad? Chapter Eight Slide

49. Changing the Overall Brand Rating Chapter Eight Slide

50. How Is Valvoline’s Attempt to Change Attitudes Toward a Competing Brand Likely to Impact Attitudes Toward Its Own Brand? Chapter Eight Slide