8. CB_Consumer Attitude

8/2/2019 8. CB_Consumer Attitude

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Chapter 8

Consumer Behavior,

Eighth Edition

SCHIFFMAN & KANUK

Consumer Attitude

Formation and Change


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Attitudes

A learnedpredisposition to

behave in a

consistentlyfavorable or

unfavorable manner

with respect to a

given object.


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Attitudes

Attitudes are not directly observable

Attitude must be inferred from what people

say or what they do

Example : determining that a consumer is

specifically using a product and even

recommends it to friends. Here theconsumer possesses a positive attitude


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What are Attitudes?

The attitude object

Attitudes are a learned predisposition

Attitudes have consistency

Attitudes occur within a situation


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The attitude OBJECT

It include specific consumption-or marketing

related concepts such as product, product category

,brand, service, possessions, product use, causes orissues, people, ads, internet site, price, medium

Example: in conducting attitude research we tend

to be object specific. i.e consumer attitude towards

three major brands of cell phones


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ATTITUDES ARE LEARNED

PREDISPOSITIONS Attitudes are always learned

Attitudes are relevant to purchase behavior

Attitudes reflect either favorable or an

unfavorable evaluation of the attitude object

Attitudes have a motivational quality

Attitudes may repel the consumer away

from a particular behavior


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ATTITUDES HAVE

CONSISTENCY Attitudes are relatively consistent with the

behavior they reflect

Attitudes are not necessarily permanent

possible situational influences on consumer

attitudes and behavior must be considered


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Structural Models of Attitudes

Tricomponent Attitude Model

Muliattribute Attitude Model

The Trying-to-Consume Model

Attitude-toward-the-Ad Model


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Figure 8.2 A Simple Representation of

the Tricomponent Attitude Model

Conation

Affect

Cognition


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The Tricomponent Model

Cognitive Component The knowledge and perceptions that are acquired by a

combination of direct experience with the attitude

object and related information from various sources. This knowledge and resulting perceptions

commonly take the form of beliefs.

The consumer believes that the attitude object

possesses various attributes and that specificbehavior will lead to a specific outcomes.

Example. A consumer's belief system for twomethods of broad band internet access


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Affective Component

A consumers emotions or feelings about a

particular product or brand.

The extent to which the individual rates the

attitude object as favorable or unfavorable,

good or bad


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Conative Component

The likelihood or tendency that an individual

will undertake a specific action or behave in aparticular way with regard to the attitude object.

Conative component is an expresssion of

consumer's intention to buy.Examples: I definitely/probably/am uncertain

whether will buy it etc


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Multiattribute

Attitude

Models

Attitude models that

examine the

composition of

consumer attitudes

in terms of selected

product attributes or

beliefs.


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Multiattribute Attitude Models

The attitude-toward-object model

Attitude is function of evaluation of product-specific beliefs and evaluations.

Consumers generally have favorable attitudestowards those brands that they believe have anadequate level of attributes that they evaluate as+ive, otherwise -ive.


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Attitude-

Toward-Behavior

Model

A model that proposes

that a consumersattitude toward a

specific behavior is a

function of how

strongly he or she

believes that the action

will lead to a specific

outcome (eitherfavorable or

unfavorable).


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Attitude-

Toward-the-Ad

Model

A model that proposes that

a consumer forms variousfeelings (affects) and

judgments (cognitions) as

the result of exposure toan advertisement, which,

in turn, affect the

consumers attitude

toward the adand attitude

toward the brand.


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Figure 8.6 A Conception of theRelationship among Elements in an

Attitude-Toward-the-Ad Model

Exposure to an Ad

Judgments about

the Ad (Cognition)

Beliefs about theBrand

Attitude toward

the Brand

Attitude towardthe Ad

Feelings from the

Ad (Affect)


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Issues in Attitude Formation

How attitudes are learned

Sources of influence on attitude formation

Personality factors


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Strategies of Attitude Change

Changing the Basic Motivational Function

Associating the Product With an Admired

Group or Event Resolving Two Conflicting Attitudes

Altering Components of the Multiattribute

Model Changing Beliefs About Competitors

Brands


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Cognitive

Dissonance

Theory

Holds that discomfort or

dissonance occurs when

a consumer holdsconflicting thoughts

about a belief or an

attitude object.


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PostpurchaseDissonance

Cognitive dissonance

that occurs after a

consumer has made a

purchase

commitment.

Consumers resolve

this dissonance

through a variety of

strategies designed toconfirm the wisdom

of their choice.

8. CB_Consumer Attitude

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