Professional Documents
Culture Documents
Formation and
Change
Attitudes characteristics
The attitude object
It include specific consumption-or
marketing related concepts such as
product, product category ,brand,
service, possessions, product use,
price, package etc.
Examples:
Consumer attitude towards online
shopping
Consumer attitude towards mobile
Attitudes characteristics
Attitudes are a learned
predisposition
That means attitudes are formed as a
result of prior direct experience with
the object, word-of-mouth, information
acquired
from
others,
or
from
advertising.
Attitudes
consistency
have
Structural Models of
Attitudes
Cognition
:
The
knowledge
and
perceptions that are
acquired
by
a
combination of direct
experience with the
attitude object and
related
information
from various sources
Affect : A consumers
emotions or feelings
about
a
particular
product or brand
Conation:
The
likelihood or tendency
that an individual will
undertake a specific
action or behave in a
particular way with
Multiattribute Attitude
Models
Attitude models that examine the
composition of consumer attitudes in
terms of selected product attributes
or beliefs
Multiattribute Attitude
Models
The attitude-toward-object model
Attitude is function of evaluation of
product-specific
beliefs
and
evaluations
The
attitude-toward-behavior
model
Is the attitude toward behaving or
acting with respect to an object, rather
than the attitude toward the object
Changing behaviour
According to D
S Kempf,
behaviour can
lead directly to
affect , to
cognitions, or
to both at the
same time.
Multiattribute Attitude
Models
Theory-of-reasoned-action model
Includes
cognitive,
affective, and
conative
components
Includes
subjective norms
in addition to
attitude
The Trying-to-Consume
Model
An attitude theory designed to
account for the many cases where
the action or outcome is not certain
but instead reflects the consumers
attempt to consume (or purchase).
Attitude-Toward-the-Ad Model
A model that proposes that a
consumer forms various feelings
(affects) and judgments (cognitions)
as the result of exposure to an
advertisement, which, in turn, affect
the consumers attitude toward the
ad and attitude toward the brand.
Attitude-Toward-the-Ad
Model
The
The
The
The
Utilitarian Function
Ego-defensive Function
Value-expressive Function
Knowledge Function
This approach
of changing
attitude is
based on
cognitive
needs of
consumer.
It is difficult to
change value
expressive function
because these relate
to personal values and
are very important to
people
Adding an attribute
This can be accomplished either by
adding an attribute that previously has
been ignored.
Enhancing the product.
For example
Nivea for men (unscented)
Support
Argume
nt
Counter
Argume
nt
Source
Bolster
s
Source
Derogatio
ns
Behave
(Purchase)
Form Attitude
Behave
(Purchase)
Form Attitude
Cognitive dissonance
theory
Attribution theory
MARKETER
S
The importance of
decision.
If the individual
is of nervous
type, it is more
likely that
she/he would
experience
dissonance
FIVE STRATEGIES TO
REDUCE DISSONANCE :
Kenneth B Runyon
Marketers can relieve
consumer dissonance
by adopting several
strategies
ATTRIBUTION THEORY :
D. J. BEM
Consumers seek to determine causes
for events, often after the fact.
The theory suggests that consumer
attitude formation and change is the
result of consumers looking at their
own behavior and making judgments
about it.
Attribution Theory
If a girl uses fair & lovely regularly,
she feels she will get fairer as days go
by. (Positive attitude for the brand)
If she wins a contest she takes all the credit
herself for any success( internal attribution)
And will attribute
failure to
others or external
causes.
( external attribution)
Issues in Attribution
Theory
Self-perception Theory
A theory that suggests that
consumers develop attitudes by
reflecting on their own behavior.
Defensive Attribution
A theory that suggests consumers
are likely to accept credit for
successful outcomes (internal
attribution) and to blame other
persons or products for failure
What is Communication?
The transmission of a message from
a sender to a receiver via a medium
of transmission.
Issues in Credibility
Credibility of Informal Sources
Opinion leaders
Endorser Credibility Is
High When
Match exists between product
attributes and endorser attributes
Match exists between
demographic characteristics of
target audience and endorser
The product lies within the
competence of the endorser
Sleeper Effect
The idea that both positive and
negative credibility effects tend to
disappear after a period of time.
Differential decay: memory of
negative cues disappear faster than
the message itself
Source is forgotten before the
message