Ch7: consumer attitudes - attitude development and change

Ch7: consumer attitudes - attitude development and change

1. summary

   • attitude - learned predisposition to behave in a consistently favourable/ unfavourable way w. respect to a given obj (eg. pdt, pdt category, service, brand)

2. attitude

   • learned predisposition
     • dir. exp. w. pdt, WOM info., media
     • motivational characteristics
       • move consumer towards/away fr. a particular behaviour
   • consistency *w. behaviour
     • eg. believing smoking is unhealthy and so don't smoke
     • but not necessarily permanent, since it changes due to situational influences [which affects r/s bet. attitude and behaviour] (eg. affordability - so leads to brand switching and not due to disatisfactn w. pdt)
   • situation

3. structural modals of attitudes

   • A. tri-component attitude
     • 1. cognitive
       • knowledge and perceptn. acquired by a combinatn. of dir. exp. w. the attitude obj. and related info. fr various sources
       • form beliefs
     • 2. affective
       • emotions/feelings
       • familiar brand
         • +ve: cognition mediates impact of positive affect
         • -ve: dir. impact on brand attitudes
       • unfamiliar brand
         • dir. effects bet. +ve/-ve affect and brand attitudes are all significant, cognition plays less of a role
     • 3. conative
       • likelihood that indv. will undertake a specific action or behave in a particular way w. regard to the attitude obj.
       • intention-to-buy scales
         • respondents who participated - more inclined to make brand purchase for +vely evaluated
   • B. multi-attribute attitude
   • C. trying-to-consume