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Consumer Behaviour Chapter 7 Attitudes
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- 1AttitudeAttitude is a learned predisposition to behave in a consistently favourable or unfavourable way towards a given object. It is a positive or negative view towards an object.
Attitudes may result from behaviour but they are not identical with behaviour. They only reflect either a favourable or unfavourable evaluation of the object. (may like the object but don't purchase)
Attitudes have motivational characteristics - approach or avoid behaviour
Attitudes have consistency but not necessary permanent; they can change
Attitudes occur within situations such as economically affordability and practicality, leading to consumers behaving inconsistently with their attitudes
Attitudes are linked with motivations, personality, and learning - 2Tricomponent Attitude ModelThe cognitive component is the knowledge and perceptions that are acquired by a combination of direct experience with an attitude object and related information from various sources
The affective component is emotions and feelings about a product or brand that may enhance positive or negative experiences and eventually affects how an individual acts, eg happy on that day = good shopping experience
The conative component is the likelihood individual will undertake a specific action or behave in a particular way with regard to the attitude object. It is ofen treated as an expression of intention to purchase. - 3Multi-attribute Attitude ModelsThe Attitude-towards-object Model
The Attitude-towards-behaviour Model
Theory-of-reasoned-action Model
Theory of Planned Behaviour - 4The Attitude-towards-object ModelConsumers generally have favourable attitudes towards brands they they believe have an adequate level of attributes that they evaluate as positive, and vice versa
- 5The Attitude-towards-behaviour ModelIndividual's attitude towards behaving or acting with respect to an object rather than the attitude towards object itself. The act of purchasing. (eg, Positive attitude towards Rolex (object) but negative attitude towards buying such an expensive watch (behaviour)
- 6Theory-of-reasoned-action ModelTo understand intention, we need to measure the subjective norms that influence individual's intetion to act. A subjective norm can be measured directly by assessing a consumer's feelings and compliance to each referents as to what they would think of the anticipated action
- 7Theory of Planned BehaviourRefers to the skills or resources to achieve the outcome
- 8Using Fear Appeals in AdvertisementsIt can motivate consumers to engage in behaviours aimed at reducing these unpleasant emotions but there is a threshold in using fear. If there is too little fear, consumers will ignore the ad. If there is too much fear, consumers will go into perceptual defence
- 9Using Humour Appeals in AdvertisementsIt is a highly effective and engaging quality that makes communication amusing but can risk of being not funny at all. It should only be used on low-involvement products. It can boost ad recall, but if used incorrectly, may harm brand recall (only recall the ad but don't know which brand)
- 10Attitude FormationAs consumers have more information about the product, they are more likely to form attitudes about it, either positively or negatively.
Attitudes are formed when there is a shift from no attitude to some attitude towards the object, which results from learning.
Favourable attitudes results from repeated satisfaction (classical conditioning) - 11Strategies of Attitude ChangesFor market leaders, goal is to reinforce existing positive attitudes
For challengers, goal is to change that attitude and win them over
1. Changing the basic motivational function AKA Functional approach
2. Associating the product with an admired group
3. Resolving 2 conflicting attitudes (eg milk is fattening but healthy, so create a low-fat milk)
4. Altering components of the multi-attribute model
5. Changing beliefs about competitor's brands
6. The ELM - 12Strategies of Attitude Changes: The Elaboration-Likelihood Model (ELM)Central route to persuasion: attitude changes when consumers seek out information
Peripheral route to persuasion: attitude changes due to secondary inducements, eg, coupons, samples, celebrities - 13Strategies of Attitude Changes: Altering Components of the Multi-attribute Model1. Changing relative evaluation of attributes: distinct features or benefits at appeal to consumers to win them over
2. Changing brand beliefs / perception about the brand: information must be compelling and repeated enough to overcome natural resistance to let go of their pre-existing attitudes
3. Adding an attribute: that represents an innovation or improvement or that has been previously ignored, eg, "Yoghurt has more potassium than banana"
4. Changing overall brand rating: use of a broad statement or claim that sets the brand apart, eg, No. 1 brand - 14Strategies of Attitude Changes: Functional ApproachVEKU
1. Value-expressive function: attitudes are an expression of consumer's values, lifestyle and outlook
2. Ego-defensive function: to protect self-image from inner feelings of doubt and want to replace uncertainty with confidence and security (eg, medicine, fashion and cosmetics)
3. Knowledge function: individuals have a strong need to know (cognitive). Attitudes can be improved by emphasising advantages over competition
4. Utilitarian function: some people hold brand attitudes partly due to brand's utility, eg product is useful or have helped before = favourable attitude - 15Cognitive DissonanceDiscomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
When dissonance occurs after purchase, it is called post-purchase dissonance.
Conflicting thoughts and dissonant information after purchase are factors that induce consumers to change attitudes to be consonant with their actual purchase behaviour - 16How We Test Our AttributionsPeople often attempt to determine whether the inference they made about a product is correct by collecting additional information.
Criteria used include:
1. Distinctiveness: 'Something' happens only because of presence of the product
2. Consistency over time: whenever the product is present, the consumer's inference or reaction must be same
3. Consistency over modality: inference or reaction must be the same even when situation in which it occurs varies
4. Consensus: other consumers perceived or react the same way
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- Fichas sobre Consumer Behaviour Chapter 7 Attitudes, creado por IngIng Hon el 30/11/2014.
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