Consumer Judgment

 Nonevaluative Judgment
 Evaluative Judgment
 Preference Judgment
 Satisfaction Judgment
 Prediction and Intention Judgment
 Judgment and Behavior

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Nonevaluative judgments and beliefs

Beliefs– about product attributes and

benefits (aspirin, automobiles)

•Descriptive beliefs

•Informational beliefs

•Inferential beliefs (Price vs Quality)

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 Evaluative judgments--Attitudes

Attitudes-- Evaluative judgments at

any point on a continuum

• Direction (good or bad, positive or negative)

• Extremity (slightly to extremely good)

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Copyright © 1999 Addison Wesley Longman, Inc. TM 4-4
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 PREFERENCE JUDGEMENT

Attitude-based preference (towards brands)

Attribute based preference (towards attributes)
Comparing A with B Comparing B with A

Auto Brand A Auto Brand B Auto Brand A Auto Brand B

air-conditioning air-conditioning air-conditioning air-conditioning

power steering power steering power steering power steering

acceleration ? acceleration ?

smoothness of ride ? smoothness of ride ?

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 The Attitude-Behavior Relationship
 Until 1969, most marketers assumed that attitude
influence purchase behavior.

Wicker Studies (1969):

“It is considerably more likely that attitudes will be unrelated or

only slightly related to overt behaviors than that attitudes will
be closely related to actions.”

Why attitude fails to predict behavior?

1- Behavior is multiply determined (many variables influence behav)
2- Individuals are different from each others (less vs more consistent)
3- Only strong attitude influence behavior but weak do not.

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 The Attitude-Behavior Relationship
Norms

Rules that dictates what actions are appropriate and what are
inappropriate
For example, “pay at the end” in hotels, “do not sleep” in class rooms,
“do not cut ahead in line” in stores.

Social Norms:
Adopted by group of people (wearing casual dresses in formal dinners
OR Eating vegetables )

Personal Norms:
Adopted as code of conduct by specific individuals ( cigarettes or
alcohol)

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 The Attitude-Behavior Relationship

Strong Attitude:

Effortful thinking and deliberation

Weak Attitude:

Snap judgment

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 Fazio’s model of the attitude-
behavior process
Immediate
perception Definition
Attitude Selective
of the of the Behavior
activation perception
attitude event
objects

Definition
Norms of the
situation

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 What does the Fazio Process Model Buy Us?
1. The process model indicates how the “translation” of attitudes
into behavior can fail to occur.

2. The process model provides a framework for conceptually

integrating a long list of seemingly unrelated moderator
variables.

3. The model is useful for identifying new moderator variables.

4. The model has managerial implications that cannot be derived

from other models:
a. Product trial
b. Advertising repetition
c. Repeated attitude activation with a single ad exposure
d. Cues that prompt attitude activation
e. Attitude accessibility and persuasion
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