Consumer Behaviour Lecture 9 Attitudes PDF

Consumer Behaviour Buying, Having and Being Lecture 9 Attitudes  What do you think about… Online shopping? Sustainability shopping? Almost nine-in-ten consumers have become greener in their purchasing in the last five years, offering companies a major opportunit...

Consumer Behaviour Buying, Having and Being Lecture 9 Attitudes  What do you think about… Online shopping? Sustainability shopping? Almost nine-in-ten consumers have become greener in their purchasing in the last five years, offering companies a major opportunity to tap into sustainability demand. A new report has revealed that UK consumers would be willing to pay an average of 25% more for sustainable alternatives to their usual products (Consultancy.uk November 2021) Learning Outcomes 1. It is important for consumer researchers to understand the nature and power of attitudes. 2. We form attitudes in several ways. 3. Persuasion involves an active attempt to change attitudes. The Power of Attitudes Attitude: a lasting, general evaluation of people, objects, advertisements, or issues Attitude object (AO): anything toward which one has an attitude Functional Theory of Attitudes Utilitarian Function: Relates to rewards and punishments Value-Expressive Function: Expresses consumer’s values or self-concept EGO-Defensive Function: Protect ourselves from external threats or internal feelings Knowledge Function: Need for order, structure, or meaning  Discussion Based on each of the four functions, discuss how to motivate students to stay in school and complete their programmes. txprensTrlfmitns Valne - pq: utlrtanankumitions suwensfed u 件 gmeewmpler nar洲在 atrapartipntron ↓ alnmnT to motrvate mauk ifuitattenauenylenson swmmt 4 osf倒 mafr E比 O kowledge fumatam = - ↓ AvlodueofofnfedbymoTy dzewgmret 性 weedy kppmewebuHunykongborre 存 andauyportumvuaf furtmew t sorTety 的 dpestofbernymemployed ednoaou 的 。 。 。。山 The ABC Model of Attitudes Attitudes are more complex than they first appear. An attitude has three components: Affect: the way a consumer feels about an attitude object Behavior: person’s intentions to do something with regard to an attitude object Cognition: beliefs a consumer has about an attitude object  等絲制度 Hierarchies of Effects High-involvement hierarchy: a person approaches a product decision as a problem-solving process Low-involvement hierarchy: he or she acts on the basis of limited knowledge and forms an evaluation only after he or she has bought the product. Experiential hierarchy of effects: act on the basis of our emotional reactions Cognitive-affective model: that follows sensory recognition of a stimulus and retrieval of information from memory that helps to categorize it. Independence hypothesis: affect and cognition are separate systems so that it’s not always necessary to have a cognition to elicit an emotional response.  Figure 8.1: Three Hierarchies of Effects emofronal commun tyy 下 eg Buyngavar = furmatrou 的 ! experfemne nu 比 amown Punhnmetmatpommeofron pepeatpuvinube hedouTw lmoton ttoh 不 yy 二 二  Discussion Share a decision you made following the three learning hierarchies: Think Feel Do HiMhInvolvmenlprovenn = Do Feel Think Feel Do Think Attitude Commitment Internalization ( 內在化 Highest level: deep-seeded attitudes become part of consumer’s value system Identification Mid-level: attitudes formed in order to conform to another person or group Compliance Lowest level: consumer forms attitude because it gains rewards or avoids punishments Consistency Principle We value/seek harmony among thoughts, feelings, and behaviors We will change components to make them consistent Relates to the theory of cognitive dissonance – we take action to resolve dissonance when our attitudes and behaviors are inconsistent  \ Self-Perception Theory Foot-In-The-Door Technique Consumer is more likely to comply with a request if he has first agreed to comply with a smaller request Low-Ball-Technique Person is asked for a small favor and is informed after agreeing to it that it will be very costly. Door-In-The-Face Technique lug parenting = ) Person is first asked to do something extreme (which he refuses), then asked to do something smaller.  ey lhylnlnmtmestatTwn Social Judgment Theory = danuoyng , ueuytrr We assimilate new information about attitude objects in light of what we already know/feel weshouldnd Initial attitude = frame of reference runmIng imtnl sfaton Latitudes of acceptance and rejection- wedatmesame tmny Assimilation effects Contrast effects Example: “Choosy mothers choose Jif Peanut Butter” Balance Theory Considers how a person might perceive relations among different attitude objects and how he might alter attitudes to maintain consistency. Triad attitude structures: Person Perception of attitude object Perception of other person/object Balance Theory - Example Kristin would like to date Dan, who is in her consumer behavior class. In balance theory terms, Kristin has a positive sentiment relation with Dan. One day, Dan shows up in class wearing an earring. Dan has a positive unit relation with the earring. Men who wear earrings are a turnoff to Kristin. She has a negative sentiment relation with men’s earrings. According to balance theory, Kristin faces an unbalanced triad. As Figure 8.2 shows, she will experience pressure to restore balance by altering some aspect of the triad. Attitude Models Attitude models identify specific components and combine them to predict a consumer’s overall attitude toward a product or brand. A Multiattribute Attitude Model: The Fishbein Model Multiattribute attitude models assume that consumers’ attitude toward an attitude object (Ao) depends on the beliefs they have about several of its attributes Salient Beliefs: beliefs about the object a person considers during evaluation. famponkrr Object-Attribute Linkages: probability that a particular object has an important attribute Evaluation: evaluate each important attribute.  The Extended Fishbein Model: The Theory of Reasoned Action n Intentions versus behavior: measure behavioral intentions, not just intentions Social pressure: acknowledge the power of other people in purchasing ↑ decision Attitude toward buying: measure attitude toward the act of buying, not just the product ^ ma 購物 shupen 的 eg 美食節, ly = bakeousey 多下美 → 會論感售熙該罩 。 Marketing Applications of the Multiattribute Model Table 8.1 The Basic Multiattribute Model: Saundra’s College Decision Beliefs (B) Attribute (i) Importance (I) Smith Princeton Rutgers Northland Academic 6 8 9 6 3 reputation All women 7 9 3 3 3 Cost 4 2 2 6 9 Proximity to home 3 2 2 6 9 Athletics 1 1 2 5 1 Party atmosphere 2 1 3 7 9 library facilities 5 7 9 7 2 Attitude score Blank 163 142 153 131 Marketing Applications of the Multiattribute Model Capitalize on Relative Advantage Strengthen Perceived Linkages Add a New Attribute Influence Competitor’s Ratings