L12- Consumer Attitude

L12- Consumer Attitude

1. 1. Attitude

   • A learned predisposition to behave in a consistently favourable/unfavourable manner with respect to a give object --> Like or Dislike
   • Attitudes are consistent with behaviour
   • Marketing Implications: Marketers strive to get consumers to form favourable attitudes towards product to get them to try, like and buy the product (desired behaviour)

2. 2. Tri-Component Attitude Model

   • ABC Model of Attitude: Affect, Behaviour, Cognition
     • Affect (Feeling): Consumers' emotions and feelings regarding the attitude object
     • Behaviour (Acting): Consumers' likelihood/intention to take action (e.g. Buy)
     • Cognition (Knowing): Consumers' beliefs towards the attitude object (i.e. Knowledge and perception)
   • The tri-component attitude model emphasises the interrelationship among knowing, feeling and doing in attitude formation
   • 3. Attitude formation: For diff types of consumer decision making, the rs of ABC will differ
     • Cognitive Decision making
       • Nature of HIGH INVOLVEMENT, functional purchase - Consumers require extensive information search and evaluation before making purchase decision
       • 1. Cognition: Audi is a safe car. 2. Affect: I feel great during test drive. 3. Behaviour: Buy it!
       • Cognition is the first step
       • Marketing Implication: Focus on highlighting product features and benefits
     • Habitual Decision Making
       • Nature of Low involvement, habitual purchase - Consumers fo not do much information search and act based on limited knowledge and belief
       • Based on past experiences (Internal Search), consumers go straight to purchase
       • 1. Cognition: Wow this is a well-known brand. 2. Behaviour: Buy Colgate. 3. Affect: Yay my toothies r clean!
       • Marketing Implication: Focus on cognitive component that brand is best in the market & prompt purchase through POS displays or sales promotion
     • Affective Decision Making
       • Nature of high involvement purchase driven by hedonic needs - Consumer base on feeling to make purchase decision with often evaluate experience after usage
       • Affect is the first step of attitude formation, followed by purchase behaviour. Belief is formed after usage
       • 1. Affect: Xbox looks cool 2. Behaviour: Buy it. 3. Cognition: It looks more fun than it actually is
       • Marketing Implication: Focus on affective component to create EXCITEMENT to prompt sales

3. 4. Analyisng Consumer Attitude

   • Multi-attribute Attitude Model
     • Portray consumers' attitudes as factions of their assessments of the objects' prominent attributes
       • i.e. Consumers evaluate brand they like against a list of product attributes
     • Consumers like a brand based on:
       • the importance of various product attributes to them
         • The extent to which the brand has (or lacks) each of a given attribute
     • Consumers hv favourable attitudes towards brands that hv better performances in attributes they view as important
       • Marketing Implications:
         • Top Most Impt Attributes
           • Improve perceived performance of brand VS competitors by highlighting its performance through product or promotion strategy
         • Attribute which brand is performing well but not important
           • Educate consumers abt importance of attribute thru Consumer Learning in Promotion
   • Functional Approach
     • Attitude can be changed by appealing to customer's "Functions" (motivation behind attitude)
     • Marketing Implications: Marketers should target consumers' underlying motivation or function when changing their attitude
     • Utilitatrian Functions
       • Product is useful/ enable us to perform certain task --> Favourable attitude
     • Ego-defensive function
       • When people sense doubt/ uncertainty --> Become defensive
     • Value-expressive function
       • Attitude formed reflect consumer's values & beliefs
     • Knowledge Function
       • Attitude formed as consumers have a strong need to understand people/events