ATTITUDES

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

Attitudes
At the end of this session, you should understand:

The nature and characteristics of attitudes and their influence over consumer behaviour The ways in which consumer attitudes are formed The application of attitude theories to consumer behaviour The functions of attitudes How consumer attitudes can be measured The processes and methods used to change consumer attitudes

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-2

Attitudes - defined

An attitude may be defined as a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-3

The nature of attitudes

Attitudes vary in their strength Attitudes reflect a consumers values Attitudes are learned Different situations influence attitudes

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-4

Consumer attitude trends

By keeping in touch with changing consumer

attitudes, marketers are better able to appeal to consumers through their marketing messages and appeals
Check out the Eye on Australia report at

www.greyglobalgroup.com for information on changing consumer trends

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-5

How are attitudes formed?

Conditioning

Learning can occur from repeated exposure to stimuli We are more likely to develop a positive attitude towards behaviour that continually brings rewards Develop attitudes by watching others that we trust or respect Involves problem solving or reaching logical conclusions based on information

Modelling

Cognitive Learning

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-6

Attitude models
Two main attitude models:

Tri-component model Fishbeins multi-attribute model

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-7

The tri-component model of attitudes

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-8

The tri-component model of attitudes

Attitudes are generally considered to be made up

of three elements:

Affective component
 

Feelings Based on physiological nervous reactions to an object Beliefs What a person believes to be true about an idea, event, person, activity or object An observable reaction e.g. to purchase a particular brand

Cognitive component
 

Behavioural intentions
 

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-9

Fishbeins multi-attribute model of attitudes

Assumes that attitudes often have many attributes

that influence them (The tri-component model assesses a persons attitude to only one attribute of the attitude) Differs from tri-component model in 4 main areas:

Focuses mainly on the affect component Considers the strength of multiple attributes Suggests that attitude affects intentions and this leads to behaviour Measures strength of attributes

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-10

Fishbeins multi-attribute model of attitudes

Attitude identification involves:
1.

Identifying the attitude Determining consumer intention, based on their attitudes Predicting behaviour based on intentions

2.

3.

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-11

Functions of attitudes
Attitudes have 4 main functions:
1.

Adjustment function

Attitudes help consumers adjust to situations People seek out group acceptance in order to gain praise or rewards and avoid punishment Attitudes are formed to protect the ego A consumers attitudes are often a reflection of their values Attitudes help consumers make decisions and process and filter information

2. 3. 4.

Ego defensive function

Value expressive function

Knowledge function

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-12

Attitude measurement

Identify consumers salient (most important) beliefs about the object in question

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-13

Attitude measurement tools

Likert scales

Used to measure attitudes by offering respondents a list of attitude statements, for example:
Colgate is a brand I can trust. 1. 2. 3. 4. 5. Strongly Disagree Disagree Neither Agree nor Disagree Agree Strongly Agree

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-14

Attitude measurement tools

Semantic differential scales

Uses a 7-point rating scale with bipolar labels at the end points Tends to measure a persons beliefs about a product, for example: Pleasant taste Low priced Unpleasant taste High priced

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-15

Attitude measurement tools

Measuring purchase intention

Used to measure whether a consumer is likely to purchase a particular product, for example
How often do you usually purchase Colgate toothpaste? Weekly Once a month Once every few months Very occasionally How likely are you to buy Colgate toothpaste in the next 3 months? Highly likely to buy Probably will buy Might buy Probably will not buy Definitely will not buy
9-16

1.

2.

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

Attitude change
Two conditions must exist to allow for attitude

change:

The object of the attitude must no longer provide the satisfaction that it once did Attitudes can change when the consumers aspirations change

Attitude change occurs when one of the three

elements of attitude (affect, cognition, behaviour) undergoes a change

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-17

Attitude change via affect (influencing feelings)

Conditioning

Build up positive feelings through rewards, positive music or emotive symbols

Feelings towards advertisement/communication

If you like the advertisement, there is a greater chance youll like the product Using well-liked celebrities

Mere exposure

Just showing an advertisement or communication to consumers can lead to a positive attitude

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-18

Attitude change via cognitions (influencing beliefs)

Changing consumers

beliefs about the attributes of a brand

See EXHIBIT 9.6 Dairy Australia and The Wiggles work together to reinforce the need for children to have three serves of dairy every day, page 266. PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.

Providing information about the brand

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-19

Attitude change via cognitions (influencing beliefs)

Influencing consumers

to change the importance of beliefs about the product

See EXHIBIT 9.7 Nutella is positioned as an energy food rather than just a tasty spread, page 266. PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.

Communicate the importance of other attributes

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-20

Attitude change via cognitions (influencing beliefs)

Changing consumer

beliefs about the ideal brand

See EXHIBIT 9.8 Blackmores is the ideal brand, according to this advertisement, page 267. PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.

Specify what should be most important about the brand

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-21

Attitude change via cognitions (influencing beliefs)

Adding new beliefs

about the brand

See EXHIBIT 9.9 Most front loaders are small, but LG front loaders have a very large capacity, page 267. PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.

Did you know that.?

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-22

Changing attitudes by encouraging a change in behaviour

Attitudes can change as a result of behaviour Encourage consumers to try your product. For

example, with samples or tastings

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-23

Changing attitudes by changing what is normal

Changing what is viewed as normal in a situation For example, attitudes to red meat have changed

as a result of campaigns emphasising the benefits of eating red meat

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski

9-24

Influences on attitude formation and change

Source credibility

Attractiveness Expertise Trustworthiness

Message characteristics Media characteristics Receiver characteristics

Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-25