Chapter 7 Consumer Attitude Formation and Change

Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das

Copyright 2006 Pearson Education Canada Inc.

Opening Vignette

The impact of SARS on tourism

- real risk was low, but perceived risk was high
- led to negative attitude towards Canada, especially Toronto

Attitude change through

- value-expressive appeals - use of celebrities

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Attitudes
A learned predisposition to behave in a

consistently favorable or unfavorable manner with respect to a given object A positive attitude is generally a necessary, but not sufficient, condition for purchase
Mercedes seen as top of class but intention to purchase was low
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Characteristics of Attitudes
Attitudes have an object Attitudes are learned

Can unlearn

Attitudes have behavioural, evaluative and affective components

Predisposition to act Overall evaluation Positive or negative feelings
continued
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Characteristics of Attitudes

Attitudes have consistency Attitudes have direction, degree, strength and centrality

Positive or negative Extent of positive or negative feelings Strength of feelings Closeness to core cultural values

Attitudes occur within a situation

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Four Basic Functions of Attitudes

The Utilitarian Function

How well it performs

The Ego-defensive Function

To protect ones self-concept

The Value-expressive Function

To convey ones values and lifestyles

The Knowledge Function

A way to gain knowledge
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How are attitudes learned?

Classical conditioning - through past associations Operant conditioning - through trial and reinforcement Cognitive learning through information processing
Cognitive dissonance theory Attribution theory

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Attitude Models

Structural Models of Attitudes

Tri-component Attitude Model Multi-attribute Attitude Model Both assume a rational model of human behaviour

Other models of attitude formation

Cognitive dissonance model Attribution theory
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The Tri-component Model

Cognitive Component
knowledge and perceptions acquired through direct experience and information from various sources.

Affective component
Emotions and feelings about the object

Conative or Behavioural Component

Action tendencies toward the object

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Conation

Cognition

Affect

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Multi-attribute Attitude Models

Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs. Examples
Attitude-toward-object Model Attitude-toward-behaviour Model Theory-of-Reasoned-Action Model
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Attitude-toward-object model

Attitude is function of evaluation of product-specific beliefs and evaluations

Ao= WiXib Where: Ao= Attitude towards the object O Wi = importance of attribute i Xib = belief that brand b has a certain level of attribute I continued
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i=1

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Theory of Reasoned Action

A comprehensive theory of the interrelationship among attitudes, intentions, and behaviour

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Attitude-Toward-Behaviour Model

A consumers attitude toward a specific behaviour is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).

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Cognitive Dissonance Theory

Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object. Post-purchase Dissonance
Cognitive dissonance that occurs after a consumer has made a purchase commitment

Copyright 2006 Pearson Education Canada Inc.

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Why Might Behaviour Precede Attitude Formation?

Cognitive Dissonance Theory Attribution Theory

Form Attitude

Behave (Purchase)

Form Attitude

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Attribution Theory
Examines how people assign casualty to

events and form or alter their attitudes as an outcome of assessing their own or other peoples behaviour.
Examples

Self-perception Theory Attribution toward others

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Self-Perception Theory
Attitudes

developed by reflecting on their own behaviour Judgments about own behaviour Internal and external attributions

Continued
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Self-Perception Theory

Consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution). Foot-In-The-Door Technique

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How We Test Our Attributions

Distinctiveness
Consistency

over time Consistency over modality Consensus

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Attitudes and Marketing Strategy

Appeal

to motivational functions of attitudes Associate product with a special group, cause or event Resolve conflicts among attitudes Influence consumer attributions
Continued
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Attitudes and Marketing Strategy

Alter components of the attitude

Change relative evaluation of attributes Change brand beliefs Add an attribute Change overall brand evaluation
Continued

Change beliefs about competitors brands

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Attitudes and Marketing Strategy

Change

affect first through classical conditioning Change behaviour first through operant conditioning

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