Marketing 260 Buyer Behaviour ATTITUDES

1. Marketing 260 Buyer BehaviourATTITUDES With Duane Weaver

2. OUTLINE • Attitude Defined • Functional Theory • ABC Model • Forming Attitudes • Attitude Models • Predicting Behaviour

3. Attitude Defined ATTITUDE:…a lasting, general evaluation of people (including oneself), objects or issues. Attitude Object =anything toward which a person has an attitude, albeit tangible or intangible

4. Functional Theory • Attitudes exist because they servesome function for the person; determined by motives. • Utilitarian (reward & punishment) • Value-Expressive (enables outward expression of self) • Ego-Defensive (protects from internal or external feelings – e.g. Marlboro Man – machismo) • Knowledge (order, structure, and meaning) • Ads relevant to the prevalent function prompt favorable thoughts about product.

5. ABC Model Emphasizes interrelationshipsamong knowing, feeling,and doing. • Affect • Feelings • Behaviour • Intention to do something with regard to an attitude object • Cognition • Beliefs about an attitude object

6. Problem solving process Behavioural Learning (through experiences) (Hedonic Consumption) Emotional Response based Attitudes – sensory driven ABC Model Hierarchy of Effects – fixed sequence of events occurs on the way to forming an attitude How would we market to these different Attitude formations? What form of advertising would you use?

7. Forming Attitudes • Classical Conditioning (pairing product with repeated concepts) • Instrumental Conditioning (reinforcing value of consumption) • Complex Cognitive Process IN YOUR TEAMS PROVIDE AN EXAMPLE of how you would use the followingtheory/concept in your approach to a market segment: • Levels of Commitment – Compliance (low), Identification (medium), Internalization (high) • Consistency Principle (harmony) and Cognitive Dissonance Theory (congruence) • Self-Perception Theory (rationalization?) • Social Judgment Theory (social accpetance?) • Balance Theory (Triad of attitude structures: person’s perception, attitude object, & other person or object)

8. Attitude Models • Multi-Attribute • Assumes attitude of an attitude object depends on person’s beliefs about several or many attributes of the object. • Attributes, Beliefs, and Importance Weights • Fishbein Aijk = ∑BijkIik • Where A = Attitude, B= Beliefs, and I = Importance Weight and i = attribute, j = brand, k = consumer • Provides computable Metric of: • Salient Beliefs • Object-attribute linkages • Evaluation of attributes

9. Predicting Behaviour • Issues: • Low correlation between attitudes and behaviour • Inability to act due to unexpected circumstances(no banker available when want to get a mortgage) <<wasted marketing energy…get all the ducks in a row!! THIS IS MANAGEABLE! • Not all behaviour is intentional(impulse?!) • Timeframe – delay from time of attitude measurement to expected behaviour (attitudes do change over time) • Personal or environmental barriers between intent and goal • Extending Fishbein with Theory of Reasoned Action • Direction/degree or attitude (intensity) • Social Pressure (use of engineered theatres) • Attitude towards the actual “act of buying” • Past purchase behaviour is better predictor

10. Predicting Behaviour • Theory of Trying • Past frequency • Recency • Evaluations of consequences • The Process • Expectations of Success or Failure • Subjective norms towards trying

11. THANK YOU FOR YOUR TIME!