Post on 26-Mar-2015
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Chapter 11 Attitude and Attitude Change
• What are attitudes? • Main components of attitudes• Strategies that can be used to change attitudes• Effect of marketing communication on attitudes • Strategic implications of attitudes
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Attitudes
• Attitude components– cognitive– affective– behavioural
• Component consistency• Measurement of attitude components
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Definition of Attitude
• An attitude is a learned predisposition to respond in a consistently positive or negative way to a given object or event.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Terminology
• Favourability: the positive or negative evaluation of the object or event
• Intensity: the strength with which the consumer can hold an attitude
• Confidence: the degree to which the consumer believes their attitude is ‘right’
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Components of an Attitude
• Cognitive
• Affective
• Behavioural
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Attitude Components and Manifestations
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Cognitive Component
• Consists of the consumer’s beliefs and knowledge about the attributes of a particular brand, product or outlet
– many beliefs relate to the evaluation of attributes
– the cognitive component represents the summation of evaluations
– multi-attribute model
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Affective Component
• Represents the consumer’s ‘feelings’ or emotional reaction to a product
– Based on experience or cognitive information
– Response is person-situation specific
– Cultural influence
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Behavioural Component
• Represents the consumer’s tendency (intention) to respond in a particular way towards the object or event
– Behaviour
– Intention
– Situational influence
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Component Consistency
• The three components of an attitude (cognitive, affective and behavioural) have a tendency to be consistent.
• A change in one component will have a flow-on effect on the other components.
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Attitude-Component Consistency
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Measurement of Attitude Components
As components of attitude are an integral part of a marketing strategy, it is important to be able to measure each component.
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Measuring Attitude Components
Cognitive Component (Measuring Beliefs about Specific Attributes Using the Semantic Differential Scale)
Diet CokeStrong taste ____ ____ ____ ____ ____ ____ ____ Mild taste
Low priced ____ ____ ____ ____ ____ ____ ____ High priced
Caffeine free____ ____ ____ ____ ____ ____ ____ High in caffeine
Distinctive in____ ____ ____ ____ ____ ____ ____ Similar in taste taste to
most
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Measuring Attitude Components (cont.)Affective Component
(Measuring Feelings about Specific Attributes Using Likert Scales)
Neither Agree
Strongly nor StronglyAgree Agree Disagree Disagree
Disagree Disagree
I like the taste of Diet ____ ____ ____ ____ ____Coke.
Diet Coke is overpriced. ____ ____ ____ ____ ____
Caffeine is bad for your ____ ____ ____ ____ ____ health.
I like Diet Coke. ____ ____ ____ ____ ____
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Measuring Attitude Components (cont.)
Behavioral Component (Measuring Actions or Intended Actions)
Have you ever purchased Diet Coke? Yes How often?___ No
What is the likelihood you will buy Diet Coke the next time you purchase a soft drink?
Definitely will buy Probably will buy
Might buy Probably will not buy Definitely will not buy
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Attitude-Change Strategies
Changing or establishing an attitude requires manipulation of one or more of the components of the attitude (i.e. cognitive, affective or behavioural)
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Strategies Based on Attitudes
• Market segmentation– benefit segmentation
• Product development
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Attitude-Change Strategies
• Changing the affective component– classical conditioning– affect towards the advertisement– mere exposure
• Changing the behavioural component• Changing the cognitive component
– four basic strategies
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Attitude-Change Strategies (cont.)
• Affective component
– Classical conditioning
– Positive affect towards the advertisement
– Mere exposure
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Attitude-Change Strategies (cont.)
• Change affective component
– Involves changing the consumer’s ‘feel’ about a product, without necessarily directly influencing their beliefs or behaviour
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Attitude Change in Ads
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Attitude Change in Ads (cont.)
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Attitude-Change Strategies
• Change behavioural component
– Alter the purchase behaviour or consumption behaviour directly, which may in turn lead to a change in belief or affect
– Change in beliefs or improved knowledge base will have subsequent influence on affect and behaviour
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Attitude-Change Strategies (cont.)
• Change behavioural component
– Operant conditioning Sampling (trialing)
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Strategies Used for Altering the Cognitive Component
• Change in beliefs or improved knowledge base will have a subsequent influence on affect and behaviour
– Change the beliefs about the attributes of the brand– Change the relative importance of these beliefs– Add new beliefs– Change the beliefs about the attributes of the ‘ideal’ brand
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Adding a New Belief
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Communication andAttitude Change
• Source characteristics– source credibility—trustworthiness and expertise– celebrity sources
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Matching Endorser with Product and Target Audience
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Communication and Attitude Change
• Appeal Characteristics– Fear
(unpleasant consequences if attitude and/or behaviour is not altered)
– Humour – Comparative advertisement
(comparing attributes of focus brand to those of competitor)
– Emotional(message is constructed to elicit a positive response/feeling rather than provide information)
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Ad Seeking an Emotional Response
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Communication and Attitude Change
• Message-structure characteristics– one-sided versus two-sided messages– non-verbal components
Copyright 2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins
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Next Lecture…
Chapter 12:Australasian Society: Demographics and Lifestyles