Chapter 7 Attitudes CONSUMER BEHAVIOR, 8e Michael Solomon

Chapter 7 Attitudes CONSUMER BEHAVIOR, 8e Michael Solomon

Chapter Objectives When you finish this chapter you should understand why: It’s important for consumer researchers to understand the nature and power of attitudes. Attitudes are more complex than they first appear. We form attitudes in several ways. A need to maintain consistency among all of our attitudinal components motivates us to alter one or more of them. Prentice-Hall, cr 2009 7-2

Chapter Objectives (cont.) We use attitude models to identify specific components and combine them to predict a consumer’s overall attitude toward a product or brand. Prentice-Hall, cr 2009 7-3

The Power of Attitudes Attitude: a lasting, general evaluation of people, objects, advertisements, or issues Attitude object (AO) Help to determine a number of preferences and actions Prentice-Hall, cr 2009 7-4

Functional Theory of Attitudes Katz: attitudes exist because they serve some function UTILITARIAN FUNCTION: VALUE-EXPRESSIVE FUNCTION: Relates to rewards and punishments 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 Prentice-Hall, cr 2009 7-5

Functional Theory of Attitudes (cont.) Marketers emphasize the benefits a product serves for consumers Example: study of football fans identified three clusters: Cluster Sports Marketer’s Strategy Die-hard team fans Provide greater sports knowledge Relate attendance to personal values Those who enjoy Publicize aspects of visiting teams, cheering for winning team such as sports stars Those who look for camaraderie Provide improved peripheral benefits (e.g., improved parking) Prentice-Hall, cr 2009 7-6

Discussion Imagine that you work for the marketing department of your college or university and have segmented students into four different clusters, each representing one of the four functions identified by Katz. Develop a marketing strategy based on each of the four functions to motivate students to stay in school and complete their degrees. Prentice-Hall, cr 2009 7-7

ABC Model of Attitudes 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. Prentice-Hall, cr 2009 7-8

Hierarchies of Effects Impact/importance of attitude components depends on consumer’s motivation toward attitude object Prentice-Hall, cr 2009 Figure 7.1 7-9

Hierarchy of Effects Standard Learning Hierarchy Results in strong brand loyalty Assumes high consumer involvement Low-Involvement Hierarchy Consumer does not have strong brand preference Consumers swayed by simple stimulus-response connections Experiential Hierarchy Consumers’ hedonic motivations and moods Emotional contagion Cognitive-affective model versus independence hypothesis Prentice-Hall, cr 2009 7-10

Discussion One person’s “contextual marketing” is another person’s “spyware” Is it ethical for marketers to track which Web sites you visit, even if by doing so they can provide you with information that might help you save money by buying a competing brand? Prentice-Hall, cr 2009 7-11

Attitude Toward the Advertisement We form attitudes toward objects other than the product that can influence our product selections. We often form product attitudes from its ads Aad: attitude toward advertiser evaluations of ad execution ad evoked mood ad arousal effects on consumer viewing context Prentice-Hall, cr 2009 7-12

Ads Have Feelings Too Commercials evoke emotion Upbeat feelings: amused, delighted, playful Warm feelings: affectionate, contemplative, hopeful Negative feelings: critical, defiant, offended Prentice-Hall, cr 2009 7-13

Attitude Commitment Degree of commitment is related to level of involvement with attitude object INTERNALIZATION 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 Prentice-Hall, cr 2009 7-14

Consistency Principle Principle of cognitive consistency: We value/seek harmony among thoughts, feelings, and behaviors We will change components to make them consistent Prentice-Hall, cr 2009 7-15

Cognitive Dissonance and Harmony Theory of cognitive dissonance: when a consumer is confronted with inconsistencies among attitudes or behaviors, he will take action to resolve the “dissonance” Example: Two cognitive elements about smoking: “I know smoking causes cancer” “I smoke cigarettes” Consumer will resolve the dissonance by either satisfying urge to smoke or stopping the behavior Prentice-Hall, cr 2009 7-16

Discussion Interview a student next to you regarding a behavior that he or she has that is inconsistent with his or her attitudes (e.g., attitudes toward healthy eating or active lifestyle, attitudes toward materialism, etc.). Ask the student to elaborate on why he or she does the behavior, then try to identify the way the person has resolved dissonant elements. Prentice-Hall, cr 2009 7-17

Self-Perception Theory Self-perception theory: we use observations of our own behavior to determine what our attitudes are. 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 Person is first asked to do something extreme (which he refuses), then asked to do something smaller. Prentice-Hall, cr 2009 7-18

Social Judgment Theory Social judgment theory: we assimilate new information about attitude objects in light of what we already know/feel Initial attitude frame of reference Latitudes of acceptance and rejection Assimilation and contrast effects Example: “Choosy mothers choose Jif Peanut Butter” Prentice-Hall, cr 2009 7-19

Balance Theory Balance theory: considers relations among elements a consumer might perceive as belonging together Involves triad attitude structures: Person Perception of attitude object Perception of other person/object Perception can be positive or negative Balanced/harmonious triad elements Unit relation and sentiment relation Prentice-Hall, cr 2009 7-20

Restoring Balance in a Triad Alex wants to date Larry; Alex has positive sentiment toward Larry Larry wears earring; Larry has positive attitude toward earring Alex doesn’t like men who wear earrings; has negative sentiment toward earrings Prentice-Hall, cr 2009 Figure 7.2 7-21

Marketing Applications of Balance Theory “Basking in reflected glory:” consumers want to show association with a positively valued attitude object Example: Consumers: college football fans Attitude object: winning college football team Marketers use celebrity endorsers of products to create positive associations Prentice-Hall, cr 2009 7-22

Discussion Students often bask in reflected glory of their college’s winning sports teams by showing team spirit or buying merchandise How do colleges use similar techniques among its alumni? What marketing strategies could be used to sell more merchandise? Click photo for ou.edu Prentice-Hall, cr 2009 7-23

Multi-Attribute Attitude Models Multi-attribute models: consumer’s attitudes toward an attitude object depends on beliefs she has about several or many attributes of the object Three elements Attributes of AO (e.g., college) Example: scholarly reputation Beliefs about AO Example: University of North Carolina is strong academically Importance weights Example: stresses research over athletics Prentice-Hall, cr 2009 7-24

Fishbein Model Measures three components of attitudes: Salient beliefs about AO Object-attribute linkages Evaluation of each important attribute Aijk ΣβijkIik Overall Attitude Score (consumer’s rating of each attribute for all brands) x (importance rating for that attribute) Prentice-Hall, cr 2009 7-25

Saundra’s College Decision Beliefs (β) Import (I) Smith Princeton Rutgers Northland Academic reputation 6 8 9 6 3 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 2 163 142 153 131 Attribute Attitude Score Prentice-Hall, cr 2009 Table 7.1 7-26

Marketing Applications of Multi-Attribute Model Capitalize on relative advantage: convince consumers that particular product attributes are important in brand choice Strengthen perceived product/attribute linkages: if consumers don’t associate certain attributes with the brand, make the relationship stronger Add a new attribute: focus on unique positive attribute that consumer has not considered Influence competitors’ ratings: decrease the attributes of competitors Prentice-Hall, cr 2009 7-27

Extended Fishbein Model Theory of reasoned action: considers other elements of predicting behavior 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 Prentice-Hall, cr 2009 7-28

Obstacles to Predicting Behavior Fishbein model’s weaknesses include: Doesn’t deal with outcomes of behavior, including those beyond consumer’s control Doesn’t consider unintentional behavior, such as impulsive acts or novelty seeking Doesn’t consider that attitudes may not lead to consumption Doesn’t consider the time frame between attitude measurement and behavior Doesn’t differentiate between consumer’s direct, personal experience, and indirect experience Prentice-Hall, cr 2009 7-29

Theory of Trying Theory of trying: measures the reasoned action consumers take to reach a goal Prentice-Hall, cr 2009 Figure 7.3 7-30

Theory of Trying: Example of Consumer Trying to Lose Weight Past frequency: How many times did he try to lose weight? Recency: Did he try in the past week? Beliefs: Did he belief it would be healthier? Evaluation of consequences: Will his girlfriend be happier if he succeeded in losing weight? Process: Would the diet make him feel depressed? Expectations of success and failure: Did he believe it likely that he would succeed? Subjective norms toward trying: Would loved ones approve of his efforts to lose weight? Prentice-Hall, cr 2009 7-31

Tracking Attitudes over Time Attitude-tracking program: increases predictability of behavior by analyzing attitude trends during extended time period Ongoing tracking studies Gallup Poll Yankelovich Monitor Click photo for Gallup.com Prentice-Hall, cr 2009 7-32

Tracking Attitudes Percentage of 16- to 24-year-olds who agree “We must take radical action to cut down on how we use our cars.” Prentice-Hall, cr 2009 Figure 7.4 7-33

Changes to Look For Over Time Attitude tracking should include: Changes in different age groups Scenarios about the future Identification of change agents Prentice-Hall, cr 2009 7-34