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EIGHT
Consumer Attitude
Formation and Change
Learning Objectives
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
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 4
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?
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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
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A Simple Representation of the Tricomponent
Attitude Model - Figure 8.3
Cognition
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The Tricomponent Model
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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
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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
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 18
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
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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
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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
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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
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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?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 38
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
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How Is Fiji Water’s Link to an Environmental Cause
Likely to Impact Consumers’
Attitudes Toward Its Product?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 41
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?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 44
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
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Which Attitude Change Strategy Is
Depicted in This Ad?
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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?
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By Showing Better Wear Protection
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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
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permission of the publisher. Printed in the United States of America.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 56