Consumer Attitudes

A learned predisposition to
behave in a consistently
Attitudes favorable or unfavorable
manner with respect to a
given object.
 What are Attitudes?
• The attitude “object”
• Attitudes are a learned predisposition
• Attitudes have consistency
• Attitudes occur within a situation
 Examples of How Situations Might
Influence Attitudes
PRODUCT/SERVICE SITUATION ATTITUDE
Coppertone Oil Free Active sports in “It sounds like a good idea to use an oil
Sunscreen the sun free sunscreen when involved in
summer sports activities.”
Cannon Color Old PC printer “Now that they have gone down in price
Printers ceases to work so much, it’s time for me to buy a
color printer.”
Hilton Resorts and Exhausted, time “I worked hard; I earned a couple of
Casinos or a weekend days away to relax.”
get-a-way
Altoids Mints Bad taste in “I really need a strong mint after I
one’s mouth drink a large cup of coffee.”
 continued

PRODUCT/SERVICE SITUATION ATTITUDE

Sports Illustrated for It’s my “He loves sports; I should get a one-
Kids nephew’s year subscription.”
birthday
Omega Seamaster Old wristwatch “Now I have an opportunity to get the
Professional is lost watch James Bond wears.”
Claritin-D 24 Hour Summer allergy “I need something that really works.
I’ve heard good things about
Claritin.”
Kraft Free Salad Going on a diet “I really should try using more fat-free
Dressing products.”
Structural Models of Attitudes
• Tricomponent Attitude Model
• Muliattribute Attitude Models
• The Trying-to-Consume Model
• Attitude-toward-the-ad Model
A Simple Representation of the
Tricomponent Attitude Model

Conation

Affect
Cognition
 The Tricomponent Model
• Cognitive Component
– The knowledge and perceptions that are acquired by a
combination of direct experience with the attitude object
and related information from various sources.
• Affective Component
– A consumer’s 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
 A Consumer’s Belief System for Two
Brands of Pocket Digital Organizers

PRODUCT POCKET DIGITAL ORGANIZERS

BRAND 3Com PalmPilot

ATTRIBUTES Ease of use Handwriting PC backup Other features

feature
BELIEFS Known to be a A little effort Simple one Doesn’t have
snap to use to learn a few button built-in
rules drawing
feature
EVALUATIONS (++++) (+++) (++) (-)
 continued

PRODUCT POCKET DIGITAL ORGANIZERS

BRAND Casio Cassiopeia

ATTRIBUTES Ease of use Handwriting PC backup Other features

feature
BELIEFS A longer Easy, but a Some learning Has drawing
learning curve little learning and voice-
record
features
EVALUATIONS (+) (++) (++) (+++)
 Selected Evaluations Scale Used to
Gauge Consumers’ Attitudes toward Old
Spice After Shave

Compared to other after shave products,Old Spice is:

Good [1] [2] [3] [4] [5] [6] [7] Bad
Positive [1] [2] [3] [4] [5] [6] [7] Negative
Pleasant [1] [2] [3] [4] [5] [6] [7] Unpleasant
Appealing [1] [2] [3] [4] [5] [6] [7] Unappealing
Measuring Consumers’ Feelings and Emotions
with Regard to Using Old Spice After Shave

For the past 10 days you have had a chance to try Old Spice After Shave. We would
appreciate it if you would identify how your face felt after using the product during
this 10-day trial period. For each of the words below, we would appreciate it if you
would mark with an “X” in the box corresponding to how your face felt after using
Old Spice during the past 10 days.
VERY NOT AT ALL
My face felt relaxed [] [] [] [] []
My face felt handsome [] [] [] [] []
My face felt tight [] [] [] [] []
My face felt smooth [] [] [] [] []
My face felt supple [] [] [] [] []
My face felt clean [] [] [] [] []
My face felt refreshed [] [] [] [] []
My face felt revived [] [] [] [] []
My face felt pampered [] [] [] [] []
My face felt renewed [] [] [] [] []
 Two Examples of Intention-to-Buy
Scales
Which of the following statements best describes the chance that you
will buy Old Spice the next time you purchase an after shave
product?
___I definitely will buy it.
___I probably will buy it.
___I am uncertain whether I will buy it.
___I probably will not buy it.
___I definitely will not buy it.
How likely are you to buy Old Spice After Shave during the next
three months?
___Very likely
___Likely
___Unlikely
___Very unlikely
 Attitude models that
Multiattribute examine the composition of
Attitude consumer attitudes in terms
Models 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
itself
• Theory-of-reasoned-action model
– A comprehensive, integrative model of attitudes
 A model that proposes that a
consumer’s attitude toward a
Attitude- specific behavior is a
Toward- function of how strongly he
Behavior or she believes that the
Model action will lead to a specific
outcome (either favorable or
unfavorable).
 A comprehensive theory of
Theory of
the interrelationship among
Reasoned
attitudes,intentions, and
Action
behavior.
 A Simplified Version of the Theory of
Reasoned Action
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Intention
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Behavior
Behavior
 An attitude theory designed
to account for the many
Theory of cases where the action or
Trying to outcome is not certain but
Consume instead reflects the
consumer’s attempt to
consume (or purchase).
 Selected Examples of Potential
Impediments That Might Impact on Trying
POTENTIAL PERSONAL IMPEDIMENTS
“I wonder whether my fingernails will be longer by the time of my wedding.”
“I want to try to lose fifteen pounds by next summer.”
“I’m going to try to get tickets for a Broadway show for your birthday.”
“I’m going to attempt to give up smoking by my birthday.”
“I am going to increase how often I go to the gym from two to four times a
week.”
“Tonight, I’m not going to have dessert at the restaurant.”
POTENTIAL ENVIRONMENTAL IMPEDIMENTS
“The first ten people to call in will receive a free T-shirt.”
“Sorry, the shoes didn’t come in this shipment from Italy.”
“There are only three bottles of champagne in our stockroom. You better
come in sometime today.”
“I am sorry. We cannot serve you. We are closing the restaurant because of a
problem with the oven.”
 A model that proposes that a
consumer forms various
feelings (affects) and
Attitude- judgments (cognitions) as
Toward-the- the result of exposure to an
Ad Model advertisement, which, in
turn, affect the consumer’s
attitude toward the ad and
attitude toward the brand.
A Conception of the Relationship among
Elements in an Attitude-Toward-the-Ad
Model

Exposure to an Ad

Judgments about Feelings from the

the Ad (Cognition) Ad (Affect)

Beliefs about the Attitude toward

Brand the Ad

Attitude toward
the Brand
 Issues in Attitude Formation
• How attitudes are learned
• Sources of influence on attitude formation
• Personality factors
ect
Cognition Aff

Attitude
 Strategies of
Attitude Change
• Changing the Basic Motivational Function
• Associating the Product With a Special Group,
Event,or Cause
• Resolving Two Conflicting Attitudes
• Altering Components of the Multiattribute Model
• Changing Beliefs About Competitors’ Brands
• The Elaboration Likelihood Model (ELM)
 An attitude-change theory
that classifies attitudes in
Functional terms of four functions:
Approach utilitarian, ego-defensive
value-expressive, and
knowledge functions.
Four Basic Motivational
Functions
• The Utilitarian Function
• The Ego-defensive
Function
• The Value-expressive
Function
• The Knowledge Function
 A component of the
functional approach to
attitude-change theory that
Utilitarian
suggests consumers hold
Function
certain attitudes partly
because of the brand’s
utility.
 A component of the
functional approach to
Ego-Defensive attitude-change that suggests
Function that consumers want to
protect their self-concepts
from inner feelings of doubt.
 A component of the
functional approach to
Value- attitude-change theory that
Expressive suggests that attitudes
Function express consumers’ general
values, lifestyles, and
outlook.
 A component of the
functional approach to
attitude-change theory that
Knowledge suggests that consumers
Function have a strong need to know
and understand the people
and things with which they
come into contact.
 Altering Components of the
Multiattribute Model
• Changing the Relative
Evaluation of Attributes
• Changing Brand Beliefs
• Adding an Attribute
• Changing the Overall
Brand Rating
 A theory that suggests that a
person’s level of
Elaboration involvement during message
Likelihood processing is a critical factor
Model (ELM) in determining which route
to persuasion is likely to be
effective.
The Elaboration Likelihood
Model (ELM)
Involvement
HIGH LOW

Central Peripheral
Route Route

Message Peripheral
Arguments Cues
Influence Influence
Attitudes Attitudes
Why Might Behavior Precede
Attitude Formation?
• Cognitive Dissonance
Theory Behave (Purchase)

• Attribution Theory

Form Attitude Form Attitude

 Holds that discomfort or
Cognitive dissonance occurs when a
Dissonance consumer holds conflicting
Theory thoughts about a belief or an
attitude object.
 Cognitive dissonance that
occurs after a consumer has
made a purchase
commitment. Consumers
Postpurchase
resolve this dissonance
Dissonance
through a variety of
strategies designed to
confirm the wisdom of their
choice.
 A theory concerned with
how people assign casualty
Attribution to events and form or alter
Theory their attitudes as an outcome
of assessing their own or
other people’s behavior.
 Issues in Attribution Theory
• Self-perception Theory
– Foot-In-The-Door Technique
• Attributions Toward Others
• Attributions Toward Things
 A theory that suggests that
Self-
consumers develop attitudes
Perception
by reflecting on their own
Theory
behavior.
 A theory that suggests
consumers are likely to
accept credit for successful
Defensive
outcomes (internal
Attribution
attribution) and to blame
other persons or products for
failure (external attribution).
 A theory of attitude change
Foot-in-the- that suggests individuals
Door form attitudes that are
Technique consistent with their own
prior behavior.
 Criteria for Causal
Attributions
• Distinctiveness
• Consistency Over Time
• Consistency Over
Modality
• Consensus