Consumer behavior- Attitudes

Consumer behavior- Attitudes

1. Attitude theory of reasoned action (Fishbein & Ajzen, 1975) Theory of planned action (Ajzen, 1991)

2. Attitudes are predisposition to repond favourably or unfavourably to an object. Attitudes are learned or formed.Attitudes have beliefs (cognitive) and affective elements and a relaetd to intentions or behaviours (Fishbein & Ajzen, 1972).

3. Attitude formation: Advertising influence is mediated by cognitive responses to the message. Message acceptance is determined by counterargumens, source derogation and supporting argument activation processes. The relative importance of these variables is affected by message modality (audio, print) and content-processing involvement (high, low). Introduces the use of thought protocols as a research tool (Wright, 1973).

4. Under the central route attitude change results from careful consideration of information perceived to be central to the issue. Under the peripheral route, attitude changes because the object is associated with positive or negative cues or the person makes inferences based on simple cues of the context. Argument quality had a greater effect on attitudes under high involvement, but product endorser had a greater effect under low involvement, showing there are two routes to persuasion. Petty, Cacioppo & Schumann, 1983).

5. Se relaciona tmb con el Persuasion Knowledge model (Friedstad & Wright, 1994) y ELM (Petty & Cacciopo, 1981)

6. Attitude change: When asked to recycle towels to save water, more guests recyled when told the majority of guests do it (normative appeal) than when told how much water they would save. Additionally, the normative appeals were more effective when descibed behaviour occurring in the same setting (the last person in your room vs the last person in the hotel vs the average person in the world) (Goldstein, Cialdini & Griskevicius, 2008)

7. Attitude functions: The functional approach to the study of attitudes: Attitudes differ in the functions they serve for people: maximise concrete rewards (utilitarian), expressing values and the self (value expressive), defending the self against threatening ideas (ego-defensive) and structuring the world (knowledge) (Katz, 1990)

   • Branding changes the association between products and attitude functions. Products associated with utilitarian attitudes at the category level become associated with more symbolic attitudes when branded, and products associated with symbolic attitudes at the category level become associated with more utilitarian attitudes when branded.Matching persuasive appeal have an advantage at the category level but lose their advantage at the brand level. (LeBoef & Simmons, 2010)