消费者行为08Consumer attitudes

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A Simplified Version of the Theory of Reasoned Action - Figure 8.5
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Discussion Question
• Now use the theory of reasoned action to describe your attitude toward your college/university when deciding on which school to attend.
Brands
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Changing the Basic Motivational Function
• Utilitarian • Ego-defensive • Value-expressive • Knowledge
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Swiffer Appeals to Utilitarian Function
Chapter 8 Consumer Attitude Formation and Change
Consumer Behavior, Ninth Edition
Schiffman & Kanuk
Chapter Outline
• What Are Attitudes? • Structural Models of Attitudes • Attitude Formation • Strategies of Attitude Changes • Behavior Can Precede or Follow Attitude
Form Attitude
Form Attitude
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Cognitive Dissonance
Theory
Holds that discomfort or dissonance occurs when
a consumer holds conflicting thoughts about a belief or an
Communicating the Presence of Desirable Attributes
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Communicating the Absence of Undesirable Attributes
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This Ad Attempts to Change Consumers’ Attitude by ?
• Tricomponent Attitude Model • Multiattribute Attitude Model • Attitude-Toward-the-Ad Model
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A Simple Representation of the Tricomponent Attitude Model
weblink
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Crest uses a
knowledge appeal.
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Why Might Behavior Precede Attitude Formation?
• Cognitive Dissonance Theory
•Attribution Theory
Behave (Purchase)
turn, affect the consumer’s attitude toward the ad and attitude toward the brand.
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A Conception of the Relationship among Elements in an AttitudeToward-the-Ad Model - Figure 8.7
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AttitudeToward-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
or other people’s behavior.
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Issues in Attribution Theory
• Self-perception Theory
– Foot-in-the-Door Technique
• How We Test Our Attributions
– Distinctiveness – Consistency
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Multiattribute Attitude Models
Attitude models that examine the
composition of consumer attitudes in terms of selected product attributes or
beliefs.
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Multiattribute Attitude Models
Types
• The attitude-towardobject model
• Theory-ofreasoned-action model
• Attitude toward behavior
• Includes subjective norms in addition to attitude
Figure 8.2
Cognition
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Discussion Question
• Explain your attitude toward your college/university based on the tricomponent attribute model. Be sure to isolate the cognitive, affective, and conative elements
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Multiattribute Attitude Models
Types
• The attitude-towardobject model
• Theory-ofreasoned-action model
• Attitude is function of evaluation of productspecific beliefs and evaluations
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Issues in Attitude Formation
• How attitudes are learned
– Conditioning and experience – Knowledge and beliefs
• Sources of influence on attitude formation
• Useful to measure attitudes toward brands
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The Fishbein Model
• The Basic Formula:
– Where:
Aijk = ΣβijkIik
• i = attribute
• j = brand
• k = consumer
• I = the importance weight given attribute I by consumer k
Formation
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Attitude
A learned predisposition to
behave in a consistently favorable or unfavorable manner with respect to a given object.
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Structural Models of Attitudes
2. Associating the Product with an Admired Group or Event
3. Resolving Two Conflicting Attitudes 4. Altering Components of the Multiattribute
Model 5. Changing Beliefs about Competitors’
– Personal experience – Influence of family – Direct marketing and mass media
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Strategies of Attitude Change
1. Changing the Basic Motivational Function
attitude object.
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Attribution Theory
A theory concerned with how people assign causalty to events and
form or alter their attitudes as an outcome of assessing their own
• β = consumer k’s belief regarding the extent to which brand j possesses attribute I
• A = a particular consumer’s (k’s) attitude score for brand j
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• over time • over modality
– Consensus
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