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CHAPTER

EIGHT
Consumer Attitude
Formation and Change
Learning Objectives

1. To Understand What Attitudes Are, How They Are


Learned, as Well as Their Nature and Characteristics.
2. To Understand the Composition and Scope of
Selected Models of Attitudes.
3. To Understand How Experience Leads to the Initial
Formation of Consumption-Related Attitudes.
4. To Understand the Various Ways in Which
Consumers’ Attitudes Are Changed.
5. To Understand How Consumers’ Attitudes Can Lead
to Behavior and How Behavior Can Lead to Attitudes.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 2
What Is Your Attitude Toward the Product Advertised? What Is
Your Attitude Toward the Ad Itself? Are the Two Attitudes
Similar or Different?

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You May Have Liked the Product but
Disliked the Ad or Vice Versa

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A learned
predisposition to
behave in a
consistently
Attitude
favorable or
unfavorable manner
with respect to a
given object.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 5
What Are Attitudes?

• The attitude “object”


• Attitudes are a learned predisposition
• Attitudes have consistency
• Attitudes occur within a situation

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What Information Does This Ad Provide to Assist
Consumers in Forming Attitudes Toward
the Saturn Vue Hybrid?

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It is Stylish, Safe, and
Good for the Environment

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 8
Structural Models of Attitudes

• Tricomponent Attitude Model


• Multiattribute Attitude Model
• The Trying-to-Consume Model
• Attitude-Toward-the-Ad Model

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 9
A Simple Representation of the Tricomponent
Attitude Model - Figure 8.3

Cognition

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The Tricomponent Model

Components The knowledge and


perceptions that are
• Cognitive acquired by a
• Affective combination of direct
experience with the
• Conative attitude object and
related information
from various sources

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 11
The Tricomponent Model

Components A consumer’s
• Cognitive emotions or feelings
about a particular
• Affective product or brand
• Conative

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 12
The Tricomponent Model

Components
The likelihood or
• Cognitive tendency that an
• Affective individual will
undertake a specific
• Conative action or behave in a
particular way with
regard to the attitude
object
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 13
Discussion Questions

• Explain your attitude toward your


college/university based on the tricomponent
attribute model.
• Be sure to isolate the cognitive, affective, and
conative elements.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 14
Attitude models that
examine the
Multiattribute composition of
Attitude consumer attitudes
Models in terms of selected
product attributes or
beliefs.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 15
Multiattribute Attitude Models

Types
• The attitude-toward- • Attitude is function of
object model the presence of certain
• The attitude-toward- beliefs or attributes.
behavior model • Useful to measure
• Theory-of-reasoned- attitudes toward
action model product and service
categories or specific
brands.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 16
Multiattribute Attitude Models

Types
• The attitude-toward- • Is the attitude toward
object model behaving or acting with
• The attitude-toward- respect to an object,
behavior model rather than the attitude
• Theory-of-reasoned- toward the object itself
action model • Corresponds closely to
actual behavior

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 17
Consumer Characteristics, Attitude,
and Online Shopping

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Multiattribute Attitude Models

Types
• The attitude-toward- • Includes cognitive,
object model affective, and conative
• The attitude-toward- components
behavior model • Includes subjective
• Theory-of-reasoned- norms in addition to
action model attitude

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 19
A Simplified Version of the Theory of
Reasoned Action - Figure 8.5

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Discussion Question

• Now use the theory of reasoned action to


describe your attitude toward your
college/university when deciding on which
school to attend.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 21
An attitude theory
designed to account
for the many cases
Theory of where the action or
Trying to outcome is not certain
Consume but instead reflects
the consumer’s
attempt to consume
(or purchase).

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 22
Selected Examples of Potential Impediments
That Might Impact Trying - Table 8.7

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 23
A model that proposes
that a consumer forms
various feelings (affects)
and judgments
Attitude- (cognitions) as the result
of exposure to an
Toward-the-
advertisement, which, in
Ad Model turn, affect the
consumer’s attitude
toward the ad and
attitude toward the
brand.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 24
A Conception of the Relationship Among
Elements in an Attitude-Toward-the-Ad Model
- Figure 8.6

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Issues in Attitude Formation

• How attitudes are learned


– Conditioning and experience
– Knowledge and beliefs

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How Does a Favorably Known Brand Name Impact the
Formation of Consumer Attitudes
Toward a New Product?

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There is Stimulus Generalization From the Lean
Cuisine Brand Names to the New Product.

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Issues in Attitude Formation

• Sources of influence on attitude formation


– Personal experience
– Influence of family
– Direct marketing and mass media
• Personality factors

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 29
How Does a Cents- Off Coupon Impact
Consumers’ Attitudes?

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New Customers Will Try the Product,
Existing Customers will be Rewarded.

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Strategies of Attitude Change

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Changing the Basic Motivational Function

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Why and How Does This Ad Appeal to
the Utilitarian Function?

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The Product is Green and Works as
Well or Better than Other Products.

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Which Lifestyle- Related Attitudes Are
Expressed or Reflected in This Ad?

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Healthy Eating and Snacking Lifestyle

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How Does This Ad Provide Information to Establish
or Reinforce Consumer Attitudes?

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It Raises the Question About UVA Rays and
then Provides Information on Sun Protection.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 39
Discussion Questions

• What products that


you purchase
associate themselves
with an Admired
Group or Event?
• When does it
personally influence
your purchasing?

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 40
How Is Fiji Water’s Link to an Environmental Cause
Likely to Impact Consumers’
Attitudes Toward Its Product?

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They Might Have a More Favorable Attitude.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 42
Attitude Change
• Altering Components of the Multiattribute
Model
– Changing relative evaluation of attributes
– Changing brand beliefs
– Adding an attribute
– Changing the overall brand rating
• Changing Beliefs about Competitors’
Brands

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 43
How Is This New Benefit Likely to Impact
Consumers’ Attitudes Toward the Product?

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The Consumer Will Have a More Positive
Attitude Overall from the New Attribute.

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How Is the Absence of an Ingredient Likely to
Lead to a Favorable Attitude Toward a
Product?

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When It Was An
Unfavorable Attribute

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 47
Which Attitude Change Strategy Is
Depicted in This Ad?

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 48
Changing the Overall Brand Rating

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How Is Valvoline’s Attempt to Change Attitudes
Toward a Competing Brand Likely to Impact Attitudes
Toward Its Own Brand?

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 50
By Showing Better Wear Protection

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 51
Customer attitudes are
Elaboration changed by two
Likelihood distinctly different
Model routes to persuasion:
(ELM) a central route or a
peripheral route.

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 52
Elaboration Likelihood Model

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Behavior Can Precede or Follow
Attitude Formation

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Issues in Attribution Theory

• Self-Perception Theory
– Foot-in-the-Door Technique
• Attributions toward Others
• Attributions toward Things
• How We Test Our Attributions
– Distinctiveness
– Consistency over time
– Consistency over modality
– Consensus

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 55
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.

Copyright © 2010 Pearson Education, Inc. Publishing as


Prentice Hall

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 56

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