Professional Documents
Culture Documents
8
Consumer Attitude
Formation and
Change
Attitudes
A learned
predisposition to
behave in a
consistently
favorable or
unfavorable manner
with respect to a
given object.
Conation
Affect
Cognition
Affective Component
A consumers emotions or feelings about a
particular product or brand.
Conative Component
The likelihood or tendency that an individual will
undertake a specific action or behave in a
particular way with regard to the attitude object.
Multiattribute
Attitude
Models
Multiattribute Attitude
Models
The attitude-toward-object model
Attitude is function of evaluation of
product-specific beliefs and attributes
Theory-of-reasoned-action model
A comprehensive, integrative model of
attitudes
AttitudeTowardBehavior
Model
Theory of
Reasoned
Action
A comprehensive
theory of the
interrelationship
among attitudes,
intentions, and
behavior.
Has all 3 components
Beliefs
Beliefsthat
that
the
thebehavior
behavior
leads
leadstoto
certain
certain
outcomes
outcomes
Evaluation
Evaluation
ofofthe
the
outcomes
outcomes
Beliefs
Beliefsthat
that
specific
specific
referents
referents
think
thinkII
should
shouldor
or
should
shouldnot
not
perform
performthe
the
behavior
behavior
Attitude
Attitudetoward
toward
the
thebehavior
behavior
Motivation
Motivation
totocomply
comply
with
withthe
the
specific
specific
referents
referents
Subjective
Subjective
norm
norm
Intention
Intention
Behavior
Behavior
AttitudeTowardthe-Ad
Model
Attitude-Toward-the-Ad Model
Exposure to an Ad
Judgments about
the Ad (Cognition)
Attitude toward
the Ad
Attitude toward
the Brand
Issues in Attitude
Formation
How attitudes are learned
Sources of influence on attitude
formation
Personality factors
Strategies of Attitude
Change
1. Changing the Basic Motivational
Function
2. Associating the Product With an
Admired Group or Event
3. Resolving Two Conflicting Attitudes
4. Changing Beliefs About
Competitors Brands
5. Change attitude function
The
The
The
The
Utilitarian Function
Ego-defensive Function
Value-expressive Function
Knowledge Function
Elaboration
Likelihood
Model
(ELM)
Form Attitude
Behave (Purchase)
Form Attitude
Cognitive
Dissonance
Theory
Postpurchase
Dissonance
Cognitive dissonance
that occurs after a
consumer has made a
purchase
commitment.
Consumers resolve
this dissonance
through a variety of
strategies designed to
confirm the wisdom
of their choice.
Attribution
Theory
A theory concerned
with how people assign
casualty to events and
form or alter their
attitudes as an outcome
of assessing their own
or other peoples
behavior.
Defensive
Attribution
Strategies to change
attitude
What is low involvement
Is it necessary to change belief
Low involvement strategies
Change attitude by using peripheral cues
St :
Link the pdt to an issue : break fast cereal with school
performance
Link to a situation : sun tan to holiday / cream to
sense of togetherness
Develop high involvement ads
Add imp new characteristics : sugar free in soft drinks