CB-PRM 39-Session 6&7 PDF

Consumer Behavior
(The Why of Buy)
Consumer Behaviour I RKM

Session 6
Consumer Attitude; Attitude

formation and behavior

Learning Objectives (1 of 2)
To understand how consumers’ attitudes influence their
decision-making.
To understand the tri-component attitude model.
To understand how to apply multi attribute models to

change consumers’ attitudes.
To understand how to alter consumers’ attitudes by

making particular needs prominent.

Learning Objectives (2 of 2)
To understand cognitive elaboration and the two routes to
persuasion.
To understand cognitive dissonance and resolving

cognitive conflicts.
To understand how people assign causality to events.
To understand how consumers’ attitudes influence their

decision-making.

Attitude
Defined
• A learned predisposition to behave in a consistently
favorable or unfavorable manner with respect to a given
object (product, brand, service, price, advertisement,
promotional message etc.)

Attitude Formation
Consumers form new attitudes and also change existing
attitude..
• Consumers learn attitudes

• Sources of attitude formation
– Experience, Beliefs
– Family and friends
– Media/Internet/Social Media

Consumers learn attitudes
Components of Attitude in Branding Action (TVS XL SUPER
MOPED)
- Cognitive Component (Reliable Vehicle)
- Affective Component (our vehicle and the vehicle for our

village)
- Behavioural Component (no cheque book required & easy
instalments)
Consumers learn attitudes
Category Involvement and Involvement with brands

Attitude formation towards Product
Categories/Brands
 Brands in the Gold Category and credibility factor linked
to celebrities
 Category Building and Brand Building

Example: Bio True
Source: Bausch + Lomb

Example: Wrangler
Wrangler wants to change the attitudes of millennials, many of
whom have shunned jeans in favor of sweatpants or leggings, by
telling them traveler jeans are comfortable.

Role of Personality Factors
Personality traits significantly influence the formation of
attitudes.
• Need for cognition (High & Low)

• Innovativeness

Role of Attitudes
• Attitudes are consistent with behavior – Similar attitude consistently
lead to the same behaviour. Despite this, ATTITUDE are not permanent and
can change
• How do situations affect attitudes?

Situations Affecting Attitudes
Product/Service Situation Attitude
Energizer Hurricane is “I know that the hurricane is
Batteries coming going to knock out my electricity,
so I’d better be prepared.”
Maruti Dzire Buying a new “With gas prices so high, I’ve got
car to trade in my S U V and buy a
car that gets 30 m p g!”

Learning Objective
 To understand the tri-component attitude model.

Tri-component attitude model
Example:
Cognitive – The belief that

global warming is real and
happening in the world
Behavioural – Riding your

bike to work instead of
driving your car
Affective – Feeling
negative about the state of
the world and other
people’s indifference
Also known as CAB or ABC Model

Tri Component Model - Example
In general, all three of the components of an attitude will be
consistent.
Example 1 - If you do not like vegetables you will get upset when
you are given them (affective), you will avoid eating them
(behavioural/conative) and you will believe that they are not
necessary and you can get your vitamins from other foods
(cognitive).
Example 2 - My best friend really likes chocolate, she feels happy

when she sees it (affective), she eats it regularly
(behavioural/conative) and she believes that a small amount is not
bad for her health (cognitive)

The Cognitive Component
(Expression of beliefs)
Beliefs about Two TV Technologies

PRODUCT ATTRIBUTE LED TV 3D TV
Off-angle viewing right
Images fades slightly from theExcellent image from all angles
Screen reflectivity Small Medium
Motion blur Negligible Negligible
Color saturation Excellent Good
His friends had used it easily His friend has had the TV for 3
when they watched TV months but could not use it
Remote control ease of use together without consulting the manual
His friend had to call the cable
His friend said it took him 15 company and have theM come
Compatibility with cable minutes to connect the TV to his house to connect the TV
company's DVR and DVR and DVR

The Affective Component
(Expression of consumer to buy, reflects emotions and feelings)
For the past 30 days, you have been using Old Spice Aftershave Balm.
Please tell us how your skin felt after using the product. Please indicate
your level of agreement or disagreement with each of the statements
listed here.
Blank Strongly Agree Neutral Disagree Strongly
Agree Disagree
Old Spice Balm refreshed my skin. [1] [2] [3] [4] [5]
Old Spice Balm tightened my skin. [1] [2] [3] [4] [5]
Old Spice Balm smoothed my skin. [1] [2] [3] [4] [5]
Old Spice Balm suppled my skin. [1] [2] [3] [4] [5]
Old Spice Balm revived my skin. [1] [2] [3] [4] [5]

The Conative Component
(Expression of consumer to buy)
Which of the following statements best describes the chance that

you would buy Old Spice Aftershave Balm the next time you
purchase an aftershave product?
……….I definitely will buy it.
……....I probably will buy it.
……….I am uncertain whether I will buy it or not
……….I probably will not buy it.
……….I definitely will not buy it.

Example - The Conative Component

Altering Consumer Attitudes
Altering consumer attitudes is an important marketing strategy
• Changing beliefs about products – Information aimed at

changing an attitude must be compelling and repeated many times if it is to
overcome people’s resistance
• Changing brand image – Its an attempt to alter consumer’s overall

assessment of the brand
• Changing beliefs about competing brands – It involves

changing consumer beliefs about competitors brands or product categories.

• Changing beliefs about products
 Car Mileage – “Kitna
deti hai”
 Service Stations –
Service stations are
available across towns
and cities
• Changing brand image
From “Express Yourself” to “The Smartphone Network”

Changing beliefs about competing brands

Learning Objective
 To understand how to apply multi attribute models to
change consumers’ attitudes.

Multi attribute models portray consumers’ attitude as
functions of their assessment of the objects’ prominent
attributes.
1. Attitude toward object

2. Attitude toward behaviour model
3. Theory of reasoned action
4. Theory of trying to consume
5. Attitude towards ad model

Attitude-Toward-Object Model
• Used to change attitudes
• Ways
– Add an attribute
– Change perceived
importance of an
attribute
– Develop new products
Marketers use ATO model in developing promotions designed to change consumers

attitude in favour of the brands advertised.
Source: Dabur India Ltd
Attitude-Toward-Behaviour (the act) Model
• Attitude toward the brand

• How do I feel about
buying this brand?
Example – I want to buy a car and I like BMW (positive attitude

towards car) but not ready to buy an expensive BMW (a negative
attitude towards the behaviour associated with the object)

Attitude-Toward-Behaviour Model
Attitude toward the act (or behaviour) of shopping
online. Attitude reflected nine desired benefits –
1. Effectiveness and modern

2. Purchase Convenience
3. Information Abundance
4. Safety
5. Service Quality
6. Delivery Speed
7. Homepage Design
8. Selection freedom
9. Name Familiarity
Theory of Reasoned Action
• Incorporates CAB components
• Normative beliefs
• Motivation to comply with norms
Consideration of others opinion is

her subjective norm.

1. Outcome of the
purchase as perceived
2. Likeability of the
purchase as perceived
3. What relevant others

would think of
purchase
4. The motivation of the

consumer to comply
with the preferences
of relevant others
https://www.youtube.com/watch?v=y97kLwoN9ag
Learning Objective
 To understand how to alter consumers’ attitudes
by making particular needs prominent.

Functional Approach
The motivations behind people’s attitudes are known as
“functions”.
Changing attitudes by appealing to consumers’ motivations

is known as the functional approach. Attitudes are classifieds
into four functions –
 Utilitarian function
 Ego-defensive function
 Value-expressive function
 Knowledge function
 Associate brands with worthy causes and events

The Utilitarian Function stems from the belief that
consumers attitudes reflect the utilities that brands provide.
Enables us to gain rewards and avoid punishment
Example

The Ego-defensive Function The ego-defensive
function refers to holding attitudes that protect our self-esteem or
that justify actions that make us feel guilty.
Attitudes are formed to protect the “ego”.
Example – Ads for cosmetics and junk food

The Value-expressive Function – We often express our
personal values through the brands we purchase and own
Example –
I would prefer buying P&G products as it cares for under privileged

child education so as me.
Person who values protecting environment may not buy HUMMER..

The Knowledge Function – People form attitude because
they have a strong need to understand the characters of the people,
events and objects they encounter. Therefore many firms use ads
centered upon the consumers need to know.
5X more Coverage

Learning Objective
 To understand cognitive elaboration and the two routes
to persuasion.

Elaboration Likelihood Model
Defined
A person’s level of involvement during message processing
determines which route to persuasion is likely to be effective.
(Richard E. Petty and John T. Cacioppo)
The proposition that attitudes can be changed by either one of

two different routes to persuasion – a central route or a
peripheral route.

Central Route
• High involvement (Extensive Problem Solving)
• Considered thought and cognitive processing
• Learning through
– Attribute-based information
– High quality arguments
– Exertion of effort to learn, comprehend, evaluate
• Comparative ads
• Objective knowledge

Peripheral Route
• Low involvement (Limited Problem Solving)
• Little thought and little information processing
• Learning through
– Repetition
– Passive processing of visual cues
• Non-comparative ads
• Subjective knowledge

The Elaboration Likelihood Model
Low level of elaboration.
Audience scrutinizes Involvement Low Involvement
message content LOW
thoroughly. High HIGH
motivation level.
Central Route Peripheral Route
Peripheral
Message
Cues, passive
Arguments
learning
Influence
Influence
Attitudes
Attitudes

Beautiful Girls
In peripheral route, attitude change often is an outcome of secondary inducement (e.g. discounts, free samples,
great packaging or encouragement by celebrityConsumer Behaviour I RKM
endorsements)
Learning Objective
 To understand how people assign causality (blame or
credit) to events.

In the process of assigning causality, form
or alter attitudes..
The attribution theorists assume that humans are rational

and motivated to identify and understand the causal
structure of their relevant environment.
Marketing Implications –
 Offer high quality products

 Advertising should emphasize quality
 Moderate sized incentives to attract customers

Attribution Theory
• Self-perception attribution
• Defensive attribution
• Foot-in-the-door technique
• Door-in-the-face technique

Self Perception Attribution
Defined
People see themselves in the causalities they form about
prior behaviors and the attitudes they develop thereafter.
• Internal Attribution
• External Attribution
Any product advertised which appeals to your internal

attributions is normally bought.
Defensive Attribution
Defined
People generally accept (or take) credit for success
(internal attribution), but assign failure to others or outside
events (external attribution)
Advertisers use persuasive messages internalising the cause amongst the audience
Applications
• Why does the foot-in-the door technique (aka “sequential
request”) increase the likelihood that the requestee will
fulfill a larger request?
• How is it different from the door-in-face technique?

FITD example – Discounts offered by retailers to induce purchase by
influencing consumer attitude..
Bigger Incentives externalize the cause of the behaviour to the incentives offered. Works
well in some situations. Consumer Behaviour I RKM
Analyzing Self-Attributions
Self-attributions reflect the way people see themselves in the causalities
they form about prior behaviors and the attitudes they develop thereafter.
Scenario Distinctiveness Consistency Over Time Consensus

and Varied Situations
An amateur Am I the only one Will I see the same If I ask my friends,
photographer who sees this superiority of the H P would most of them
who sees that, marked difference, printer when I take agree that my
when printed or do others notice other photos? Or is the pictures look better
on the latest the same? advantage I see mostly when printed on the
HP printer, her a function of what this H P printer, or would
photos look articular photo shows? some notice the
much better difference and others
not?
Reviewing Self-Attributions

Session 7
Reference Groups and Communities,
Opinion Leaders & WOM (Chapter 9)

Learning Objectives
To understand the credibility and influence of reference
groups.
To understand the persuasive power of spokespersons,
endorsers, celebrities, salespersons, vendors, and media.
To understand the dynamics of opinion leadership and
word-of-mouth.
To understand word-of-mouth’s online prevalence,
strategic applications, and perils.
To understand how consumers adopt innovations over
time.

Reference Groups
Groups that serve as sources of comparison, influence,
and norms for people’s opinions, values, and behaviors

Learning Objective
To understand the credibility and influence of reference
groups.

Source Credibility
A source’s persuasive impact, stemming from its
perceived expertise, trustworthiness, and believability.
Source Types and Influence

• Formal sources
• Informal sources
• Normative influence
• Comparative influence

Types of Reference Groups
Contactual/Membership Reference Group :
• Individual membership of this group

• Regular face to face contact with the members of the group
• Approves of the values, attitudes and standards
Aspirational Reference Group :

• Individual does not hold membership
• No face to face contact with the members of the group
• Provide positive influence on attitudes, values & behaviours

Types of Reference Groups (2)
Disclaimant Reference Group :
• Individual holds membership of this group

• Regular face to face contact with the members of the group
• Does not approves of the values, attitudes and standards
Avoidance/Dissociative Reference Group
• Individual does not hold membership

• No face to face contact with the members of the group
• Individual avoids / has opposite attitudes and values

Reference Group Influence (1 of 2)
• Membership group
• Symbolic group
Group Membership and Type of Influence –
Blank Normative Influence Comparative Influence
Membership High level of conformity to the standards Conformity to the standards of groups that the
Group of immediate membership groups, such influenced aspires to join, and probably will. The
as family and peers. The influencer and two parties are one or two socioeconomic groups
influenced belong to same apart. The influenced and influencer probably
socioeconomic group and are both aware know each other and are aware of the influence.
of the influence.
Symbolic No significant influence. The influencer is High degree of influence, although the
Group outside the influenced reference group. influenced know that they will never join the
The influenced are unaware of the influencers. Socially, the parties are far apart, but
unlikely influencers’ norms. the influencers recognize the degree of their
influence.
Reference Groups Among
Youngsters
Party Animals Geeks
Reference Groups Socializers

Adventure
Seeker
Sports Status Seekers

Enthusiasts/IPL

Consumption-Related Reference
Groups
• Friends
• Fellow shoppers
• Virtual communities (“buddy lists” )
• Advocacy groups

Conformity
To influence its members, a reference group must:
• Inform members that the brand or

product exists.
• Provide opportunity to compare thinking

with the attitudes and behavior of the
group.
• Influence individual to adopt attitudes

and behavior that are consistent with
the group’s norms.
• Legitimize the member’s decision to

use the same products as other
members.
Characteristics of Conformists
1. They feel that if someone is behaving in a certain way in a group, that it is
the right way to behave.
2. They prefer wearing stylish clothing and they pay attention to what
others are wearing.
3. They try to fit in during social gatherings so as not to be out of place.
4. They are guided by others’ behavior if they feel unsure how to behave in
a situation.
5. They often behave in a manner they feel others want them to behave.
6. They change their mannerisms and approaches if they feel that someone
they are interacting with disapproves of them.
7. They often pick up slang expressions from others and start using them.
8. They always pay close attention to others’ reactions to their behaviors.

Learning Objective
To understand the persuasive power of spokespersons,
endorsers, celebrities, salespersons, vendors, and media.

Conveying Company Credibility
• Past performance
• Good Reputation
• Product Quality
• Good Service
• Image and attractiveness of spokespersons
• Reputation of retailers that carry offerings
• Media where they advertise

Institutional Advertising
Defined
Advertising that promotes a company’s overall image
without referring to specific products.
https://www.youtube.com/watch?v=OSb5afm
esJQ
https://www.youtube.com/watch?v=l8-
Mr1Vf2iw&list=PLd6ErhcA8Pd8KBwseOkcXoqwQ7hz3H4N5
https://www.youtube.com/watch?v=3t6bLugtJkQ&list=PLd
6ErhcA8Pd8KBwseOkcXoqwQ7hz3H4N5&index=2

Endorsers and Spokespersons
 Synergy between endorser and type of product/service
advertised important
 Endorsers with demographics similar to target

audience more credible & persuasive
 Consumers must trust the marketer (even if they like

the endorser)
 Message contents must be congruent with

spokesperson’s qualifications

Celebrities (1)
• Celebrities represent an idealization of life that most people
imagine they would love to live.
• Four ways in which celebrities are used to promote products
1. Testimonial: based on personal usage, a celebrity

attests to the quality of the product

Celebrities (2)
Endorsement: celebrity lends name and appears on behalf
of a product (may not be an expert)

Celebrities (3)
Actor: celebrity presents a product through his or her
character

Celebrities (4)
Spokesperson: celebrity represents the brand or company
over an extended period of time

Celebrities (5)
Executive: Company’s higher official promoting brand

Celebrities (6)
Expert: Is a person who, because of his or her occupation,
special training, or experience, is in a unique position to help the
prospective customer evaluate the brand advertised.

Slice-Of-Life Commercials
Defined
Promotional messages showing typical consumers in
everyday situations

Credibility
• Salesperson credibility
• Vendor credibility
• Medium credibility

Learning Objective
To understand the dynamics of opinion leadership and
word-of-mouth.

Opinion Leader Motivations
The Motivations of Opinion Leaders and Receivers
Self-Involvement
Opinion Leaders Opinion Receivers
Reduce post-purchase dissonance Reduce perceived risk
Gain attention from others Reduce search and shopping time
Show off expertise
Experience “converting” others
Product Involvement
Express satisfaction or complain about a Learn additional and more efficient ways to use products
product or service Learn about newly introduced products
Social Involvement
Express friendship by providing others with Buy products that have the approval of others
consumption-related information
Characteristics of Opinion Leaders
• Knowledgeable in product category
• Self-confident, outgoing, sociable
• Read special-interest publications and websites
• Often same socioeconomic & age group as receivers
1. I am usually the first one in my circle of friends to know about new
technologies.
2. I know more about technologies than most people.
3. My opinions about technologies count with other people.
4. When considering buying a new technological product, people turn to me
for advice.
5. I often influence others’ opinions about technologies.
6. People know that I use the same products that I recommend.
7. I often influence people to buy the same technological products that I like.
Measuring Opinion Leadership
• Self-designation method
• Social interactions
• Identifying experts
• Online influence

Key Informants
Defined
Persons who are keenly knowledgeable about the nature of
social communications among members of a specific
group.

Learning Objective
 To understand word-of-mouth’s online prevalence,
strategic applications, and perils.

Social Networks
Defined
Virtual community where people share information about
themselves with others, generally with similar interests, with
whom they had established relationships that, for the most
part, exist only in cyberspace.

Engagement in W O M
• Tie strength – The degree of intimacy and frequency of
contacts between the information seeker and the source.
• Similarity – Among the group’s members in terms of

demographics and lifestyles.
• Source credibility – The information seeker’s perceptions of

the source’s expertise.

W O M – Top Statistics

Brand Community
Defined
An online community formed by consumers who share an
attachment to a brand.
Brand communities foster a feeling of belonging that transcends
geographic, linguistic, and cultural barriers.

Word-of-Mouth Online

Viral Advertising
Defined
A marketing technique that uses social networks to increase
brand awareness by encouraging individuals to pass along
online email messages or other contents.

Parle’s Rola Cola candy makes a
In response, consumer driven
comeback after 13 years, prompted by a
#BringRolaColaBack campaign
tweet
went viral and secured more
than 7.11 lakh impressions on
Parle Products had discontinued the Twitter - Parle Products Senior
hard-boiled candy with cola flavour in Category Head Marketing
2006 during a product rationalisation Krishna Rao
process

Learning Objective
To understand how consumers adopt innovations over
time.

Adopter Categories

Time to Reach Laggards
• Nature of the group involved
• Type of innovation decision required
• Extent of marketing effort
• Strength of felt need
• Compatibility with values
• Relative advantage
• Complexity
• Observability
• Ease of trial
• Perceived Risk

Risk Aversion
• Reluctance to take risks
• Low tolerance for ambiguity

Thank You

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Consumer Behavior

(The Why of Buy)

Consumer Behaviour I RKM

Consumer Attitude; Attitude

Consumer Behaviour I RKM

To understand the tri-component attitude model.

To understand how to apply multi attribute models to

To understand how to alter consumers’ attitudes by

Consumer Behaviour I RKM

To understand cognitive dissonance and resolving

To understand how people assign causality to events.

To understand how consumers’ attitudes influence their

Consumer Behaviour I RKM

Consumer Behaviour I RKM

• Consumers learn attitudes

Consumer Behaviour I RKM

- Affective Component (our vehicle and the vehicle for our

Consumer Behaviour I RKM

 Category Building and Brand Building

Consumer Behaviour I RKM

Source: Bausch + Lomb

Consumer Behaviour I RKM

• Need for cognition (High & Low)

Consumer Behaviour I RKM

• How do situations affect attitudes?

Consumer Behaviour I RKM

Consumer Behaviour I RKM

Consumer Behaviour I RKM

Cognitive – The belief that

Behavioural – Riding your

Also known as CAB or ABC Model

Example 2 - My best friend really likes chocolate, she feels happy

Consumer Behaviour I RKM

Beliefs about Two TV Technologies

Consumer Behaviour I RKM

Consumer Behaviour I RKM

Which of the following statements best describes the chance that

Consumer Behaviour I RKM

Consumer Behaviour I RKM

• Changing beliefs about products – Information aimed at

• Changing brand image – Its an attempt to alter consumer’s overall

• Changing beliefs about competing brands – It involves

Consumer Behaviour I RKM

From “Express Yourself” to “The Smartphone Network”

Consumer Behaviour I RKM

Consumer Behaviour I RKM

1. Attitude toward object

Consumer Behaviour I RKM

Marketers use ATO model in developing promotions designed to change consumers

• Attitude toward the brand

Example – I want to buy a car and I like BMW (positive attitude

Consumer Behaviour I RKM

1. Effectiveness and modern

Consideration of others opinion is

Consumer Behaviour I RKM

3. What relevant others

4. The motivation of the

Consumer Behaviour I RKM

Changing attitudes by appealing to consumers’ motivations

Consumer Behaviour I RKM

Consumer Behaviour I RKM

Attitudes are formed to protect the “ego”.

Example – Ads for cosmetics and junk food