Flashcards
Attitude-Behaviour Gap in Ethically Aware Customers
Cards in this deck (27)
- 1Ethical Consumption“Purchase decisions by persons concerned with not only the price of products and services, but also with the political, social and environmental consequences of their purchases” (Liebe et al., 2014)
- 2Consumer Misbehaviour“behavioural acts by consumers, which violate the generally accepted norms of conduct in consumption situations, and thus disrupt the consumption order.” (Fullerton and Punj, 2004, p. 1239).
e.g. compulsive buying, unethical consumption and double standards (Solomon, 2017) - 3Type of Dysfunctional Ethical Consumer‘financial egoists (Daunt and Harris, 2012) – seek financial (unethical but cheap) and ego (unethical status symbol) gain
- 4Why are customers dysfunctional?the personality of customers imposes cognitive pressures on their behaviour in exchange contexts that motivates behaviours that others view as deviant norm-breaking (Daunt and Harris, 2012) e.g. unethical consumption
- 5Manipulation(Sher, 2011) argues that consumers have some responsibilities, but these have their limitations in the face of some marketing tactics that are clearly immorally manipulative in quite unsubtle ways
- 6Manipulation FrameworkSher (2011):
1. It undermines decision-making process
2. It’s deceptive e.g. omitting important facts or lying
3. If there is no moral reason for it to have done 1&2 - 7Cognitive Dissonancepsychological tension of holding two conflicting ideas at the same time (Sethna and Blythe, 2016)
- 8Attitudes“a learned predisposition to respond in a consistently favourable or unfavourable manner in relation to some object” (Fishbein & Ajzen, 1975).
They bias information processing and memory (Ajzen, 2001) - 9Strong Attitudesmore accessible to memory recall & most resistant to change (Ajzen, 2001)
- 10Strongest AttitudesThe strength of attitudes varies over the life cycle, with strongest being displayed in mid-life (Ajzen, 2001)
- 11Attitudinal Ambivalencethe co-existence of positive and negative dispositions toward an attitude object (Ajzen, 2001) e.g. ethically aware, but social reward for consuming (unethical status symbol e.g. iPhone)
- 12Non-ambivalent Attitudesmore predictive of subsequent intentions and behaviour than ambivalent attitudes, and more resistant to a persuasive communication (Armitage and Conner, 2000)
- 13Attitudinal Amivalence - when?more likely to arise in among people for whom potential categorizations essentially compete for attention (Fazio, 2007) e.g. social pressure vs. ethically aware
- 14Attitude-Behaviour Consistencythe extent that a strong relationship exists between attitudes and actual behaviour (Solomon et al., 2016)
- 15Expectancy-Value Modelonly beliefs that are readily accessible in memory influence attitude at any given moment (Ajzen, 2001)
- 16Expectancy-Value Model - How?the simplest way to influence people’s accessible beliefs in a positive direction is to get them to think about positive aspects of the attitude object (Ajzen, 2001)
- 17ABC Modelattitudes are formed from 3 elements: Affective (feelings, +/-), Behavioural (intentions) and Cognitive (beliefs) (Solomon et al., 2016)
- 18The Theory of Planned Behaviour (Ajzen, 1985)TPB (Fishbein and Ajzen, 1975)
attitude towards behaviour, subjective norm and perceived behavioural control feed into intention which leads to behaviour - 19The Theory of Planned Behaviour argues:people act in accordance with their intentions and perceptions of control over the behaviour, while intentions in turn are influenced by attitudes toward the behaviour, subjective norms, and perceptions of behavioural control (Ajzen, 2001)
- 20TPB: Best predictors of behaviourRelatively stable intentions and perceptions of behavioural control were the better predictors of subsequent behaviour (Conner et al., 2000)
- 21TPB: Correlating variablesa strong correlation between attitude and subjective norms (social pressure) (Ajzen, 2001)
- 22TPB: Case StudyIntentions to avoid exposure to the sun were influenced by the perceived norms of a reference group among respondents who strongly identified with the group, whereas among low identifiers, personal attitudes were a better predictor (Terry & Hogg 1996)
- 23Criticism of TPBFrequency of past behaviour (the formation of habits) influences behaviour independent of attitude and intention and should be added to the model (Ajzen, 2001)
Intentions may become largely irrelevant when a behaviour has become a habit (Ajzen, 2001) - 24Ideal SelfEvolving, motivational core of the self focusing on the individual’s desires and aspirations (Boyatzis and Akrivou, 2006)
The driver of sustainable, intentional change in one’s behaviour, emotions, perceptions, and attitudes (Boyatzis and Akrivou, 2006) - 25Hierarchy of Effectsthe ABC model follow a sequential process, which is dependent on the type of consumption (Solomon et al., 2016)
- 26Hierarchy of Effects - typesLavidge and Steiner (1961)
- 27Functional Theory of Attitudes (Katz, 1960) Marketers needed to understand motivations, as attitudes have four functions (Solomon et al., 2016):Utilitarian: help people obtain rewards and avoid punishments
Ego Defensive: attitudes defend our self-image
Value Expressive: help us express important aspects of the self
Knowledge: help people make sense of the world
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- Business/Economics Flashcards on Attitude-Behaviour Gap in Ethically Aware Customers, created by Harry Carrington on 10/05/2019.
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