Schiffman chap-08

8/20/2019 Schiffman chap-08

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ConsumerAttitudeFormation and

Change

CHAPTER

EIGHT


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Learning Objectives

1. To Understand What Attitudes Are, How They AreLearned, as Well as Their Nature andCharacteristics.

2. To Understand the Composition and Scope oSelected !odels o Attitudes.

". To Understand How #$perience Leads to the %nitial&ormation o Consumption'(elated Attitudes.

). To Understand the *arious Ways in Which

Consumers+ Attitudes Are Chaned.-. To Understand How Consumers+ Attitudes Can

Lead to eha/ior and How eha/ior Can Lead toAttitudes.

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What Is our Attitude To!ard the ProductAdvertised" What Is our Attitude To!ard the

Ad Itse#$" Are the T!o Attitudes %imi#ar or&i'erent"

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ou (a) Have Li*ed theProduct but &is#i*ed the Ad or

+ice +ersa

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Attitude

A learned predisposition to

behave in a

consistentlyfavorable or

unfavorable manner

with respect to a

given object.

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https://www.infosurv.com/consumer-attitude-survey.htm


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What Are Attitudes"

• The attitude 3o4ect5

• Attitudes are a learned

predisposition• Attitudes ha/e consistency

• Attitudes occur within a situation

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to Assist

Consumers in Forming Attitudes To!ard

the %aturn +ue H)brid"



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It is %t)#ish, %a$e, andGood $or the Environment



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%tructura# (ode#s o$Attitudes

• Tricomponent Attitude !odel

• !ultiattriute Attitude !odel

• The Tryin'to'Consume !odel• Attitude'Toward'the'Ad !odel



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Cognition

A %im-#e Re-resentation o$ theTricom-onent Attitude (ode# .

Figure /01



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The Tricom-onent (ode#

•

Coniti/e• A:ecti/e

• Conati/e

The ;nowledeand perceptions

that are ac


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•


• Conati/e

A consumer+semotions oreelins aout aparticular productor rand

Com-onents



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•


• Conati/e

The li;elihood or

tendency that anindi/idual willunderta;e aspeci=c action oreha/e in aparticular way

with reard to the

attitude o4ect

Com-onents

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&iscussion 2uestions

• #$plain your attitude toward yourcollee>uni/ersity ased on the

tricomponent attriute model.• e sure to isolate the coniti/e,

a:ecti/e, and conati/e elements.

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MultiattributeMultiattribute

AttitudeAttitude

ModelsModels

Attitude models that

examine the

composition of

consumer attitudes

in terms of selected

product attributes or

beliefs.

1-Copyriht 2010 earson #ducation, %nc. ulishin as rentice Hall Chapter #iht


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(u#tiattribute Attitude(ode#s

• The attitude.to!ard.objectmode#

• The attitude.

to!ard.behaviormode#

• Theor).o$.reasoned.actionmode#

• Attitude is unctiono the presence ocertain elies orattriutes.

•

Useul to measureattitudes towardproduct andser/ice cateories

or speci=c rands.

T)-es



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(u#tiattribute Attitude(ode#s


• The attitude.



• %s the attitudetoward eha/in oractin with respectto an o4ect, rather

than the attitudetoward the o4ectitsel

• Corresponds

closely to actual

T)-es



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Consumer Characteristics,Attitude,

and On#ine %ho--ing



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(u#tiattribute Attitude (ode#s


• The attitude.



• %ncludes coniti/e,a:ecti/e, andconati/ecomponents

•

%ncludes su4ecti/enorms in additionto attitude

T)-es


A %im-#i3ed +ersion o$ the


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A %im-#i3ed +ersion o$ theTheor) o$ Reasoned Action .

Figure /04


http://www.cosmogirl.com/


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&iscussion 2uestion

• Now use the theory o reasonedaction to descrie your attitude

toward your collee>uni/ersity whendecidin on which school to attend.



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Theory ofTheory of

Trying toTrying to

ConsumeConsume

An attitude theorydesigned to account

for the many cases

where the action or

outcome is not certain

but instead reflects

the consumer’s

attempt to consume(or purchase).


% # t d E # $ P t ti #


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%e#ected E5am-#es o$ Potentia#Im-ediments That (ight Im-act

Tr)ing . Tab#e /06

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Attitude-Attitude-

Toward-the-Toward-the-Ad ModelAd 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

consumer’s attitude

toward the ad and

attitude toward the

brand.

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A Conce-tion o$ the Re#ationshi-


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A Conce-tion o$ the Re#ationshi-Among E#ements in an Attitude.

To!ard.the.Ad (ode# . Figure /07

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Issues in AttitudeFormation

• How attitudes are learned

– Conditionin and e$perience

–

?nowlede and elies


Ho! &oes a Favorab#) 8no!n 9rand


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Ho! &oes a Favorab#) 8no!n 9rand:ame Im-act the Formation o$

Consumer Attitudes

To!ard a :e! Product"



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There is %timu#us Genera#i;ationFrom the Lean Cuisine 9rand:ames to the :e! Product0



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Issues in AttitudeFormation

• Sources o in@uence on attitudeormation

–

ersonal e$perience – %n@uence o amily

– irect mar;etin and mass media

•

ersonality actors


Ho! &oes a Cents O'


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Ho! &oes a Cents. O'Cou-on Im-act Consumers<

Attitudes"

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Product,

E5isting Customers !i## be

Re!arded0



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%trategies o$ AttitudeChange



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Changing the 9asic(otivationa# Function

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Wh) and Ho! &oes This Ad


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Wh) and Ho! &oes This AdA--ea# to the =ti#itarian

Function"

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The Product is Green and


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The Product is Green andWor*s as We## or 9etter

than Other Products0

"-Copyriht 2010 earson #ducation, %nc. ulishin as rentice Hall Chapter #iht

Which Li$est)#e. Re#ated


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Which Li$est)#e. Re#atedAttitudes Are E5-ressed or

Re>ected in This Ad"



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Hea#th) Eating and%nac*ing Li$est)#e


H & Thi Ad P id I $ i


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Ho! &oes This Ad Provide In$ormationto Estab#ish

or Rein$orce Consumer Attitudes"


It Raises the 2uestion About =+A


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It Raises the 2uestion About =+ARa)s and then Provides

In$ormation on %un Protection0



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&iscussion 2uestions

• What products thatyou purchaseassociate

themsel/es with anAdmired Broup or#/ent

• When does it

personally in@uenceyour purchasin

)0Copyriht 2010 earson #ducation, %nc. ulishin as rentice Hall Chapter #iht

Ho! Is Fiji Water


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Ho! Is Fiji Water s Lin* to anEnvironmenta# Cause Li*e#) to Im-act

Consumers<

Attitudes To!ard Its Product"



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The) (ight Have a (ore Favorab#eAttitude0



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Attitude Change

• Alterin Components o the!ultiattriute !odel

– Chanin relati/e e/aluation o

attriutes – Chanin rand elies

– Addin an attriute

– Chanin the o/erall rand ratin

• Chanin elies aoutCompetitors+ rands

)"Copyriht 2010 earson #ducation, %nc. ulishin as rentice Hall Chapter #iht

Ho! Is This :e! 9ene3t Li*e#) to


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Ho! Is This :e! 9ene3t Li*e#) toIm-act Consumers< Attitudes

To!ard the Product"

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The Consumer Wi## Have a


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The Consumer Wi## Have a(ore Positive Attitude Overa##

$rom the :e! Attribute0

)-Copyriht 2010 earson #ducation, %nc. ulishin as rentice Hall Chapter #iht

o! s e sence o an


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o! s e sence o anIngredient Li*e#) to Lead to aFavorab#e Attitude To!ard a

Product"


Wh I W A


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When It Was An=n$avorab#e Attribute


Which Attitude Change


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Which Attitude Change%trateg) Is &e-icted in This

Ad"


Ch i th O ## 9 d


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Changing the Overa## 9randRating


Ho! Is +a#vo#ine


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- gAttitudes To!ard a Com-eting 9randLi*e#) to Im-act Attitudes To!ard Its

O!n 9rand"

-0Copyriht 2010 earson #ducation, %nc. ulishin as rentice Hall Chapter #iht

9 %h i 9 tt W


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9) %ho!ing 9etter WearProtection



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ElaborationElaboration

LikelihoodLikelihoodModelModel

(ELM)(ELM)

Customer attitudes are

changed by two

distinctly differentroutes to persuasion

a central route or a

peripheral route.


E# b ti Li* #ih d


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E#aboration Li*e#ihood(ode#

-"Copyriht 2010 earson #ducation, %nc. ulishin as rentice Hall Chapter #iht

9ehavior Can Precede or


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9ehavior Can Precede orFo##o!

Attitude Formation

-)Copyriht 2010 earson #ducation, %nc. ulishin as rentice Hall Chapter #iht


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Issues in Attribution Theor)

• Sel'erception Theory – &oot'in'the'oor Techni


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All rihts reser/ed. No part o this pulication may ereproduced, stored in a retrie/al system, or transmitted, in

any orm or y any means, electronic, mechanical,photocopyin, recordin, or otherwise, without the priorwritten permission o the pulisher. rinted in the United

States o America.

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Documents

Schiffman chap-08