Attitudes
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Buyer Behavior Consumer Attitudes
description
consumer behaviour attitude
Transcript of Attitudes
Buyer Behavior
Consumer Attitudes
C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.
Attitude. A learned predisposition to respond to an object in a consistently favorable or unfavorable way.
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Attitudes
Relatively Enduring Psychological Predispositions To Respond Toward or Against An Object Person, Place or Symbol
C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.S.
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Structure of Attitudes
Cognitive Component Facts Beliefs
Affective Component Feelings Evaluations
Conative Component Tendencies Intentions
C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.
C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.
C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.
C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.
C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.
C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.
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How Attitudes Are Learned
Behaviorist learning Classical conditioning Instrumental conditioning
Modeling Attractive models Similar others
Cognitive learning Assessing attributes Comparisons with values
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Hedonistic Affect Formation
Classical conditioning Associations with need satisfaction Associations with pleasant
feelings
Instrumental conditioning Rewards for action or behavior
• Positive conditioning Punishment for action or behavior
• Negative conditioning
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Attitudes and Cognitive Consistency
Person
ObjectOther
– Negative affect+ Positive affect
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Which Triads Are Stable
Person
ObjectOther
+ +
+
Person
ObjectOther
– +
+
Person
ObjectOther
– –
+
Person
ObjectOther
+ +
–
Person
ObjectOther
+ –
–
Person
ObjectOther
– –
–
2 31
5 64
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+
ICM
ISGVH
WE
+
–
Attitudes and Cognitive Consistency
ISGVH
ICMWE
+ –
–
FV
+
+
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Sources of Influence
Direct experience Examining goods Post-purchase evaluation
Social influence Family, friends Associates, observations
Market sources Media exposure Personal selling
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Functions of Attitude
Ego-defensive function Freudian psychology
Utilitarian function Behaviorist psychology
Value-expressive function Humanistic psychology
Knowledge function Cognitive psychology
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Attitudes and Cognitive Dissonance
After making a purchase: Didn’t get things they wanted
Did get things they didn’t want• Dissonant with:
Commitment to action taken• Resolution:
Undo the action - return goods
• Or
Change their “wants”
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Attitudes and Attribution Theory
Locus of Control Internal vs. external attributions
Attributions toward possible causes Distinctiveness
• Does it only occur with this cause? Consistency
• Does it always occur with this cause:– Over Time?
– Over Modality?
– Over People?
Attitudes. How is the concept useful to a marketing manager?
Prediction
Diagnosis
C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.
Getting Consumer to BUY:The Only way to get someone to buy your product is
by first creating a favorable attitude in the consumer mind toward your product or brand.
Attitudes. Every marketing manager must understand the concept of attitude and know how to measure it.
As a marketer, there is no task of greater importance than to build and sustain a positive consumer attitude.
To build and sustain positive consumer attitudes, you will need every bit of knowledge about how attitudes are formed and sustained.
You will need to re-read this chapter, that is. Frequently and often.
C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.
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CONDITIONS FOR ATTITUDE REINFORCEMENT AND CHANGE
1.BELIEFS ARE EASIER TO CHANGE THAN DESIRED BENEFITS
2.BRAND BELIEFS ARE EASIER TO CHANGE THAN BRAND ATTRIBUTES
3.FOR HEDONIC PRODUCTS,ATTITUDES ARE MORE RELEVANT VEHICLE FOR CHANGE THAN BELIEFS
4.ATTITUDES ARE easier to change when there is low level of involvement
5.Weak attitudes r easier to change than strong ones
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6.Attitudes held by consumers who have less confidencei n their brand evaluations are easier to change
7.Attitudes are easier to change when they are based on ambiguous information
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STRATEGIES FOR ATTITUDE REINFORCEMENT
1.REINFORCE +ATTITUDE AMONG EXISTING USERS
a)Reinforcing existing users through advertising
b) a)Reinforcing existing users through relation ship marketing
2.ATTRACTING NEW USERS TO EXISTING PRODUCTS
3. 2.ATTRACTING NEW USERS TO NEW PRODUCTS
