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)