Consumer Attitudes and Beliefs
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This document discusses consumer attitudes and beliefs. It defines attitudes and lists their key characteristics, including that they have an object, are learned, and have behavioral, evaluative, and affective components. It also discusses the functions of attitudes and how they are learned through classical and operant conditioning as well as cognitive processes. Several models of attitudes are described, including the tri-component model involving cognitive, affective, and behavioral aspects. The document also covers cognitive dissonance theory and attribution theory as they relate to understanding attitudes. Finally, it discusses how marketing strategies can appeal to and influence consumer attitudes.
Consumer Attitudes and Beliefs
- 1. Consumer Attitudes and Beliefs Prof. Abhipsa Mishra
- 2. 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 necessity, but not a sufficient condition for purchase – Merc seen as ‘top of class’ but intention to purchase might be low
- 3. Characteristics of Attitudes • Attitudes have an “object” – A feeling or an evaluative reaction towards an object • Attitudes are learned – Can ‘unlearn’ • Attitudes have behavioural, evaluative and affective components – Predisposition to act – Overall evaluation – Positive or negative feelings • Attitudes have consistency • Attitudes occur within a situation • Attitudes have direction, degree, strength and centrality – Positive or negative – Extent of positive or negative feelings – Strength of feelings – Closeness to core cultural values
- 4. Functions of Attitudes The Adaptive Function How well it performs The Ego – expressive & defensive Function To protect one’s self- concept The Value- expressive Function To convey one’s values and lifestyles The Knowledge Function A way to gain knowledge
- 5. How are attitudes learnt? • Classical conditioning - through past associations • Operant conditioning - through trial and reinforcement • Cognitive learning – through information processing (Cognitive dissonance theory, Attribution theory)
- 6. 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
- 7. The Tri-component Model • Cognitive Component • Affective component • Conative or Behavioural Component
- 8. The Tri-component Model • Cognitive Component - Knowledge and perceptions acquired through direct experience and information from various sources Affective component This involves a person’s feelings / emotions about the attitude object I am scared of spiders
- 9. The Tri-component Model • Affective component - Emotions and feelings about the object Behavioural component The way the attitude we have influences how we act or behave I will avoid spiders and scream if I see one
- 10. The Tri-component Model • Conative or Behavioural Component - Action tendencies toward the object Cognitive component This involves a person’s belief / knowledge about an attitude object I believe spiders are dangerous
- 11. The Tri-component Model Affective component This involves a person’s feelings / emotions about the attitude object I am scared of spiders Behavioural component The way the attitude we have influences how we act or behave I will avoid spiders and scream if I see one Cognitive component This involves a person’s belief / knowledge about an attitude object I believe spiders are dangerous
- 12. Multi-attribute Attitude Models • Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs. • Examples – Attitude-towards-object Model – Attitude-towards-behaviour Model – Theory-of-Reasoned-Action Model
- 13. Attitude-towards-object Model The individual’s attitude towards behaving or acting with respect to an object rather than the attitude towards the object itself The appeal of the attitude towards behavior models is that it seems to correspond more closely to consumers’ actual behavior than does the attitude towards object model It highlights that people you like, people who are very important to a customer may influence their behavior and will have an impact on the consumer’s final decision.
- 14. Attitude-towards-object Model 1. Acceleration 2. Sticker Price 3. Market Share
- 16. Attitude-towards-behaviour Model • It is the degree to which performance of the behavior is positively or negatively valued • Attitude towards a behavior is determined by the total set of accessible behavioural beliefs linking the behavior to various outcomes and other attributes. Specifically, the strength of each belief (b) is weighted by the evaluation (e) of the outcome or attribute, and the products are aggregated, as shown in the following equation:
- 17. Theory-of-Reasoned-Action Model It suggests that a person's behavior is determined by his intention to perform the behavior and that this intention is, in turn, a function of his attitude toward the behavior and his subjective norm.
- 18. 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
- 19. Cognitive dissonance theory Contradictions 1. Modify 2. Trivialize 3. Add 4. Deny
- 21. Attribution Theory • Examines how people assign casualty to events and form or alter their attitudes as an outcome of assessing their own or other people’s behavior. • Examples – Self-perception Theory – Attribution toward others
- 22. Self-Perception Theory • Attitudes developed by reflecting on their own behaviour • Judgments about own behaviour • Internal and external attributions • 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
- 23. How We Test Our Attributions • Distinctiveness • Consistency over time • Consistency over modality • Consensus
- 24. 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
- 25. Attitudes and Marketing Strategy • Alter components of the attitude – Change relative evaluation of attributes – Change brand beliefs – Add an attribute – Change overall brand evaluation • Change beliefs about competitors’ brands
- 26. Attitudes and Marketing Strategy • Change affect first through classical conditioning • Change behaviour first through operant conditioning