Consumer Behaviour Chapter 7
Attitude functions (identified by Katz)
-utilitarian function -value-expressive function -ego-defensive function -knowledge function
Attitude-tracking program
Increases predictability of behaviour by analyzing attitude trends during extended time period Ongoing tracking studies -Gallup Poll -Yankelovich Monitor -Huge use of bank machines vs. tellers -Changes in different age groups -Scenarios about the future -Identification of change agents
Attitude
a lasting, general evaluation of people (including oneself), objects or issues.
Hierarchies of Effects
explains the relative impact of the 3 components of attitude (attitude, behaviour, cognition). The relative impact depends on consumer's MOTIVATION toward attitude object. -Includes: -Standard learning(high involvement) hierarchy -Low-involvement hierarchy -Experiential hierarchy(Zajonc's model of hedonic consumption)
subjective norm (SN)
includes the effects of what we believe other people think we should do intensity of normative belief (NB) x motivation to comply (MC)
Low-ball technique
strategy where person asks for a small favour and is informed after agreeing to it that it will be very costly
Door-in-the-face technique
strategy where person is first asked to do something extreme and then asked to do something smaller
Strategic Applications of Multi-Attribute Model
-Capitalize on relative advantage: Convince consumers that 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
Obstacles to Predicting Behaviour
-Doesn't deal with outcomes of behaviour, including those beyond consumer's control ex. taking diet pill vs. losing weight, wanting mortgage - Doesn't consider unintentional behaviour (impulsive acts or novelty seeking) ex. change in weather, reading article about healthy foods - Doesn't consider that attitudes may not lead to consumption ex. attitude toward environment --> electric car? - Doesn't consider the time frame between attitude measurement and behaviour- ex. predictability increases when ask about likelihood of buying house in next few years vs. next week - Doesn't differentiate between consumer's direct, personal experience, and indirect experience (attitudes toward direct are stronger)- attitude will guide evaluation of object only if it is activated from memory when the object is observed -does not apply to some other cultures
how attitudes form
-classical conditioning -instrumental conditioning
levels of commitment to an attitude
-compliance -identification -internalization
Overt (observable) Behaviour
Behaviour refers to the physical actions of consumers that can be directly observed and measured by others. ex. walking up and down aisles, looking at products, talking to friend, etc.
The Fishbein Model
Measures three components of attitudes: 1.Salient beliefs people have about an object considered during evaluation 2.Object-attribute linkages, or the probability that a particular object has an important attribute; and 3.Evaluation of each of the important attributes. rating of ATTRIBUTE x IMPORTANCE of attribute
Attitude object (A0)
anything towards which one has an attitude -help determine many preferences and actions
Multi-attribute models
assumes that consumer's attitudes(evaluation) toward an attitude object depends on beliefs she has about several or many attributes of the object -implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them to derive a measure of the consumer's overall attitude 3 Elements: Attributes of AO (e.g., college) ex. scholarly reputation Beliefs about AO ex. University or College is strong academically Importance weights ex. stresses research over athletics
Social Judgment Theory
assumes that we assimilate new information about attitude objects in the light of what they already know or feel -people differ in terms of the info they will find acceptable or unacceptable (latitudes of acceptance and rejection)
Ego-Defensive Function (Katz)
attitude function that says attitudes are formed to PROTECT the person ex. products that promise to help man project rugged, manly image
Knowledge Function
attitude function that says some attitudes are formed as the result of a need for ORDER, STRUCTURE, or MEANING -often presented when person is in ambiguous situation or confronted with new product
Value-Expressive Function (Katz)
attitude function that says some attitudes express the consumer's central VALUES or SELF-CONCEPT. -person forms attitude because of what product says about them (not because of benefits) ex. who drives a Harley?
Utilitarian Function (Katz)
attitude function that says we develop some of our attitudes toward products simply on basis of whether they provide pleasure or pain (REWARD or PUNISHMENT) ex. person likes a cheeseburger --> positive attitude toward cheeseburger
Environment
everything external to consumers that influences what they think, feel, and do. It includes social stimuli, such as reference groups, and families, and other physical stimuli, such as stores, products, advertisements, and signs, that can change consumers' thoughts, feelings, and actions.
Behaviour
involved the person's INTENTIONS/PHYSICAL behaviour to do something with regard to an attitude object
identification
involvement that occurs when attitudes are formed so that the consumer will then feel similar to another person or group ex. ads that depict social consequences of choosing some products over others
why it is important to know attitude functions
marketers can emphasize benefits in communications and packaging ex. football games
Foot-in-the-door technique
observation that a consumer is more lively to comply with a request if he/she has first agreed to comply with smaller request
The ABC Model of Attitudes
says that attitude has 3 components: affect, cognition, and behaviour -emphasizes the interrelationships among knowing, feeling, and doing.
internalization
the highest level of involvement: when deep-seated attitudes are internalized and become part of the person's value system
compliance
the lowest level of involvement: attitude is formed because it helps gain rewards or avoid punishments from others ex. drink pepsi because that is what friends drink
cognitive consistency
the principle that says consumers value HARMONY among their thoughts, feelings, and behaviours, and they are motivated to maintain uniformity among these elements. -consumers will change thoughts, feelings, and behaviours to make them consistent with other experiences
Affect
the way a consumer FEELS about an attitude object. It is something people are or feel (I am hungry; Linda is in a good mood; Joe feels bored; The chid was tired; I am cold)
Cognition
the way a consumer THINKS about an attitude object. People have cognitions, thoughts, or beliefs (Your mother believes Diet Pepsi is not fattening; Susan knows where the grocery store is; You think your interview suit is stylish; Alice understands the advantages of buying a new brand car)
Functional Theory of Attitudes
theory developed by Daniel Katz that says that attitudes exist because they serve some function for the person; they are determined by a person's motives -two people can have same attitude for different reasons- helpful to know WHY an attitude is held before trying to change it -attitude functions
Self-perception theory
theory that assumes that people use observations of their own behaviour to determine their attitudes (just as we assume we know attitudes of others by watching what they do) -maintain consistency by inferring that we must have positive attitude toward object if we have bought or consumed it -relevant to low-involvement hierarchy (behaviours initially performed in absence of strong internal attitude) -foot-in-the door technique -low-ball technique -door-in-the face technique
Balance Theory
theory that considers relations among elements a person 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) -people alter these perceptions to make relations among them consistent -UNIT relation (one object belonging/part of another) and SENTIMENT relation (linked because of preference or dislike of one another) -Marketers use celebrity endorsers of products to create positive associations
The Extended Fishbein Model (theory of reasoned action)
theory that measures behavioural intentions, recognizing that certain uncontrollable factors inhibit prediction of actual behaviour -Social Pressure (subjective norm SN) -Attitude Toward Buying ex. buying condoms -Obstacles -Attitude Tracking
Standard learning hierarchy (high involvement)
when a consumer approaches a product decision as a problem-solving process. cognition-->affect-->behaviour -Results in strong brand loyalty
Low-Involvement Hierarchy
when a consumer does not have strong brand preference and forms evaluations after the fact cognition--> behaviour--> affect -consumer's choice is reinforced by good or bad experiences -Consumers swayed by simple stimulus-response connections
classical conditioning
when an attitude object is repeated often ex. repeatedly paired with a catchy jingle ("i'm login it")
Experiential Hierarchy
when consumers act on the basis of their emotional reactions affect-->behaviour-->cognition -attitudes will be affected by consumer's hedonic motivations ex. how product makes them feel or how much fun it will provide -emotions expressed by communicatory have impact (emotional contagion) -cognitive-affective model argues that affective judgement is the last step in series of cognitive processes vs. independence hypothesis- affect and cognition involve two separate, partially independent systems-affect does not always require cognition
instrumental conditioning
when consumption of attitude object is reinforced ex. "pepsi quenches the thirst", modelling
assimilation affect
when messages fall within the latitude of acceptance, they are seen as more consistent with our own position than they actually are
contrast effect
when messages that fall in the latitude of rejection tend to be seen as even farther from our own position than they actually are
cognitive dissonance
when person is confronted with inconsistencies among his/her own attitudes or behaviours, they will make action to resolve this unpleasant psychological state/dissonance -eliminate (stop smoking) or add (aunt)