Consumer

Behavior
MAR 3503

Xin He
BA-II 308N
407-823-1329
xhe@bus.ucf.edu

What is an Attitude? (cont.)

Focus of Attitude
Attitudes toward objects (Ao)

Physical objects
Social objects (person)
Marketing strategy
Intangible objects (ideology)

Attitudes toward behavior (Aact)

Past actions: e.g, Why did I stay with Sheraton Hotel
in Philadelphia?
Future actions: e.g., Shall we go Fashion Square Mall
this weekend?

What is an Attitude? (cont.)

Attitude specificity what answer you get

depends on how you will ask the question

I like cars. (product cars)
Its OK to drive a compact car. But, it would
be better to have something slightly bigger.
(Product form)
I like Honda Civic. (Brand)
I do not enjoy DX model that much. Manual
transmission is really tiresome in traffic jams.
(Model)

What is an Attitude? (cont.)

Attitude specificity (cont.)
General Situation Do you want to eat fast
food everyday - broad
Specific Situation liking something in the
moment
I enjoy driving Honda Civic most of the
times. (General)
Hot summer, nice breeze,, it would be
nice to drive a Mazda Miata Convertible
with my wife! (Specific)

Brand Equity
Brand equity defined
What is brand equity? The value of the brand to the marketer
and to the consumer

Strong, positive brand attitude

Favorable meanings and beliefs
Accessible in memory
Favorable consumer brand relationship

Characteristics

Examples

Brand Equity (cont.)

1. Build brand equity: Example: Mercedes-Benz
2. Borrow brand equity
Family branding: Pepsi pepsi one Pepsi twist etc.
Brand extension: New product offering to existing brands
name

3. Buy brand equity : Proctor and Gamble and Kraft

Multiattribute Attitude Model

Fishbeins Theory: evaluation of salient beliefs overall
attitude
Formula:
Ao = attitude toward the object
bi = belief strength - how likely is it McDonald's has pleasant
dinning atmosphere? connection between brand and
feature
ei = belief evaluation = Is pleasant atmosphere a good or
bad attribute?
n = number of salient beliefs note: capacity limits

Multiattribute Attitude Model (cont.)

n

Ao bi ei
i 1

Ao = attitude toward the object

bi = belief strength
Example:

ei = belief evaluation
Example:

n = number of salient beliefs

Note: Capacity limits

Belief Evaluation (ei)

Pleasant atmosphere
(Very bad) 3 2 1 0 +1 +2 +3 (Very good)

Convenient location
(Very bad) 3 2 1 0 +1 +2 +3 (Very good)

Taste
(Very bad) 3 2 1 0 +1 +2 +3 (Very good)

Fat content
(Very bad) 3 2 1 0 +1 +2 +3 (Very good)

Good price
(Very bad) 3 2 1 0 +1 +2 +3 (Very good)

Belief Strength (bi)

How likely is it that McDonalds has pleasant
atmosphere?
(Extremely unlikely) 1 2 3 4 5 6 7 (Extremely
likely)

How likely is it that McDonalds has

convenient location?
(Extremely unlikely) 1 2 3 4 5 6 7 (Extremely
likely)

How likely is it that McDonalds offers tasty

burgers?
(Extremely unlikely) 1 2 3 4 5 6 7 (Extremely
likely)
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Belief Strength (bi)

How likely is it that McDonalds burger
has high fat content?
(Extremely unlikely) 1 2 3 4 5 6 7
(Extremely likely)

How likely is it that McDonalds offers

good price?
(Extremely unlikely) 1 2 3 4 5 6 7
(Extremely likely)

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Model Calculation (McDonalds)

Attribute

Belief
Evaluation
ei

Belief
Strength
bi

Scores
ei x bi

Atmosphere 2

Location

Taste

15

Fat Content -1

(7)

Price

21

3
Total

37
12

Model Calculation (Burger King)

Attribute

Belief
Evaluation
ei

Belief
Strength
bi

Scores
ei x bi

Atmosphere 2

Location

Taste

15

Fat Content -1

(7)

Price

15

3
Total

31
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Attitude Change
Add new beliefs adding a dimension
Example: P&G added fluoride to Crest toothpaste
Example: Budweiser promoted freshness as an important attribute of a beer

Influence belief strength brand and a feature

Example: Papa Johns commitment to quality Better ingredients, better pizza

Influence belief evaluation what you think about the feature

Example: Loreal decreased the importance of unfavorable attribute (price)
Because Im worth it

Influence belief salience

Example: Hawaiian Tropic linked the sunscreen attribute to the prevention of
skin cancer and photo-aging
Fear appeals

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Once again
What is an Attitude?
Attitude defined
Focus of attitude
Attitude specificity

Brand Equity

Brand equity defined

Build brand equity
Borrow brand equity
Buy brand equity

Multiattribute Attitude Model

Belief evaluation (ei)
Belief strength (bi)
Model calculation

15

Once again
Attitude-Change Strategies

Add new beliefs

Influence belief strength
Influence belief evaluation
Influence belief salience

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