Consumer Attitudes (Ch. 6) - Buyer Behavior PDF

Ch. 6 Consumer Attitudes: Know-Feel-Do Models 5 Elements of Attitude Attitude ​ Attitudes are learned predispositions to respond to an object in a consistently favorable or unfavorable way 1.​ Attitudes are learned: we are not born with them ​ We are not...

Ch. 6 Consumer Attitudes: Know-Feel-Do Models 5 Elements of Attitude Attitude ​ Attitudes are learned predispositions to respond to an object in a consistently favorable or unfavorable way 1.​ Attitudes are learned: we are not born with them ​ We are not born with an attitude toward the joker(movie) or Parasite ​ We have acquired (learned) our attitudes during our time here on this Earth ​ We learn them based on some experience with or information about these things or persons 2.​ They are targeted toward an object ot class of objects ​ The “what” is the “object” in our definition, attitude toward an object ​ Object can be anything, brand, product, company, class, movie 3.​ Attitudes can cause responses ​ Attitudes, they are the reason we respond, or act, in a certain way toward these objects -​ We drink coke and avoid Pepsi because of our attitudes toward Coke and Pepsi 4.​ The response that an attitude causes is consistent ​ We don’t buy Lady Gaga’s music today and avoid it tomorrow ​ We act toward a given object the same way over a period of time, consistently 5.​ Attitude is a predisposition ​ By predisposition, we mean it is our “inclination”, Thus it resides in our minds ​ We are predisposed to doing (or not doing) something -​ Not by birth, but by learning about an object -​ Ex. we become pre disposed or inclined to buy an Apple watch, and we become predisposed to eat candy Predisposition ​ It means we have something in our minds, a though, an opinion, an evaluation, a view, even a feeling, and that we are going to do something about it ​ We are going to act towards the object of our attitude  ​ Predispositions makes us inclined to act Action in waiting ​ The idea of attitude as predisposition as action in waiting is very useful to marketers ​ Marketers are interested in predicting consumer’s future actions or future behaviors ​ A behavior is something we do, an attitude (predisposition) is something we have in our minds The ABC Model of Attitude Belief (Knowledge as a Building Block) ​ Beliefs: are expectations about what something is or is not, or what something will or will not -​ Ex. the earth is flat, red wine is good for your heart -​ Statements of belief connect an object to an attribute, property, or benefit ➔​ Earth is an object, flatness is a property ➔​ Red wine is an object, good for the heart is a quality ​ A brand belief is thought about a specific property or quality of the brand -​ Brand belief connects a brand to a property or consequence of the brand ➔​ Rogaine will help hair grow, Red Bull will keep us awake ​ Just because a marketer claims a particular quality or feature, it does not mean that consumers will make it part if their brand beliefs -​ Sometimes, because of distrust of the marketer, persian trial experience, or misperceptions, a consumer’s brand beliefs could be exactly the opposite of the marketer’s claims Cognition ​ Cognition: belief is also referred to as cognition, ​ Cognition, simply means a though -​ I see a red car, I am feeling tired, this book is interesting Affect (Feelings as a Building Block) ​ A feeling we have ​ As a noun, it is a root word for affection, and refers to a feeling or emotion in our consciousness ​ Affect: a feeling we experience toward an object -​ When we have a good feeling about something, we form a positive attitude, a bad feeling about it makes our attitude negative  ​ Feelings arise automatically because we have been conditioned to experience various feelings upon exposure to various attributes of a product Connotation (Actions or Intentions as a Building Block) ​ Connotation: an instruction residing in the mind that the next time the occasion arises, we are going to do this or buy this thing ​ When we pause to reflect on our intention, (or our past actions), we realize that we have a positive attitude toward the object of our intended or realized behavior Measuring Attitudes + ABC Hierarchies in Attitude ​ Attitude Hierarchy: the sequence in which the 3 components occur ○​ Learning hierarchy, emotional, low involvement 1.​ Learning Hierarchy: cognition (belief) comes first, affect comes next, then action is last (connotation) ​ We learn about the brand and form brand beliefs first, these brand beliefs then lead to brand feelings, which in turn lead to brand purchase intent, purchase and use  2.​ Emotional hierarchy: we feel first, then we act, and think last ​ Based on our emotions, attraction or repulsion toward certain brands or person or things, we avoid or embrace them, buy then, use them 3.​ Low Involvement Hierarchy: Our universal truth about consumers is that they differ in their degrees of involvement in various activities and likewise in their product choices ​ Act, feel, and then think Marketing Implication of Attitude Hierarchy ​ For primarily rational choices(like home appliances), we must provide consumers lots of knowledge, so that they may then base their decisions on rational grounds ​ Primarily emotions purchases (like a wedding gown), we should first hook consumers emotionally. If the bride to be does not fall in love with the look of the dress, our attempt to deliver product knowledge would only fall on deaf ears ​ For extremely low involvement products, we do not need to tell consumers much about the brand, as long as we have made the brand name familiar -​ Our first priority should be to make it very convenient for them to but it -​ Marketeers stimulate low involvement purchases by using attractive product displays -​ Consumers see them, and they just reach out for them 4 Functions in Market Exchanges 1.​ Utilitarian: The attitude object serves some utility 2.​ Value expressive: the attitude object expresses our values 3.​ Knowledge: the attitude object reduces uncertainty, gives us the comfort of knowing 4.​ Ego defense: the attitude object helps us protect our egos, (Self-esteem) Theory of Reasoned Action (TORA) ​ TORA: our attitude toward an object is based on the consequences the object has, weighted by desirability or undesirability of these consequences Shaping Consumer Attitudes ​ As marketers , we are interested not only in understanding, and measuring consumer’s current attitudes but also in molding and shaping them ​ If a brand is new, the we want to form, in the consumer’s mind, a favorable attitude toward the new brand 1.​ Cognitive Route to Attitude molding ​ “I am going to convince you” ​ As a marketer, we provide an association (Brand A has property X) with the product or service, if the consumers accepts the association, then a brand belief is formed ​ Ex. suppose we knew nothing about soya, then we read somewhere that soya is a good source of protein, -​ This we acquired a new belief about soya (cognition information) 2.​ Affective Route to Attitude Molding ​ “I am going to charm you” ​ As marketers, we may also mold consumer attitude by first changing their feelings directly and by creating an emotional connection between the brand and the consumer ​ Domestic marketers could appeal to a sense of patriotism -​ Ex. marketers often promote products such as soft drinks, cologons, and food with mood inducing upbeat music -​ These feelings then create a more favorable thoughts and create an intent to buy the product 3.​ Conative Route to Attitude Molding ​ “I am going to induce you” ​ We change consumer attitudes by first changing their behavior ​ Ex. suppose you are unaware of a new shampoo( and therefore had no existing attitude towards it) and you receive a free sample and try it -​ In getting consumers to try your product, marketers induce their behavior directly -​ Upon trial, a consumer may come to like the product and thus developing a favorable attitude ​ Marketers also induce consumers to buy a product when special deals and coupons -​ Once the behavior is induced (the consumer buys a brand because of coupons) the cognition and feelings fal into place ​ Part of the appeal of this approach is that it may sometimes be easier to get consumes to try a sample then to convince them to think or feel in a ne way