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7/23/2019 CB - Attitude 2014
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2014CONSUMER BEHAVIOUR - PGDM 2014
PROF.MOHAN.B.RAO
For Restricted Circulation only.
1
INFLUENCES ON CONSUMER
BEHAVIOUR contd
1
Psychology- Attitude
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ATTITUDE- Gordon Allport.
A stable, long lasting, learned predisposition torespond to certain things in a certain way.
Stable implies that an attitude once formed
will keep that form and remain identifiably the same
over time.Long lasting means stability over a period of
years.
Learned is the basis of all human behavior.
Predisposition to respond is a way ofdescribing link to consumer behavior.
In a certain way emphasizes the consistency of
an attitude over time.
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ATTITUDE contd..
Attitudes are normally thought as a complex combinationof Beliefs, Valuesand Opinions.
Belief: -a) A lasting organization of perceptions
& cognitions about some aspect of individuals world.
b) It could be a hypothesis or ones judgment.c) Expressed in sentences with word is .
Value: a) Concept of the desirable, an internalized
( of an individual) criterion or standard of evaluation.
Opinion:a)Judgment based on grounds short of proof.b) provisional conviction.
c) view held as probable.
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TRICOMPONENT ATTITUDE MODEL
CHARACTERISTICS AND COMPONENTS:
1
ATITUDE
BELIEF
FEELING
INTENTION
Cognitive component
Affective component
Conative component
IMPORTANT INFERENCES:
Components are consistent.
Attitudes and action interdependent.
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TRICOMPONENT ATTITUDE MODEL
- HIERARCHY OF EFFECTS
1
TYPE OFHIERARCHY
SEQUENCE NATURE OF INFOPROCESSING
High- involvement Beliefs
Evaluation
Behaviour
Active, purchasespecific
processing
Low- involvement Beliefs
Behaviour
Evaluation
Passive, purchasespecific
processing
Experiential Evaluation
BehaviourBeliefs
Active, on going processing
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Attitude-component consistency
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ATTITUDE contd..
Characteristics:1.It can be held about an object, person, issue or
activity.
2.Attitudes are learned, dynamic and can change.
3.It is an assessment based on continuousevaluation.
4..Attitudes have consistency.
5.Attitudes occur within a situation.
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ATTITUDE contd..
Factors that affect attitude and resultant behavior:1. Unforeseen circumstances.
2. Time gap.
3. Extent of stability.
4. Situational factors.5. Strength of attitudes.
6. Accuracy of attitude
7. Conflict of attitudes.
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ATTITUDE contd..
Sources of Attitude:1. Family.
2. Reference groups.
3. Peers.
4. Direct Experience.5. Mass media.
6. Direct marketing.
7. Personality factors.
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Why do we have attitudes?
Value-expressive function- We can use attitudes to express
who we are.
Ego-defensive function- Attitudes may protect us from
feelings that we would rather not experience. (E.g. I have afear of loneliness, so my attitude towards parties is positive.)
Utilitarian function- We learn that some products give us
pleasure and others give us pain. Results in positive and
negative attitudes.
Knowledge function- We may form an attitude because it
provides order or an explanation for the world.
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The Knowledge
Function
A Factual Appeal
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The Knowledge
Function
A Factual Appeal
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The Knowledge
Function
A Quality Appeal
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The Knowledge
Function
Mystery Ads
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The Knowledge
Function
Mystery Ads
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The Knowledge
Function
Mystery Ads
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The Knowledge
Function
Mystery Ads
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The Knowledge
Function
Disrupt-then-
reframe Ads
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The Value-Expression Function
Arousal Conditions: Change Conditions:- Salience of cues assoc. - Self-presentational appeals
with values - Value-oriented appeals
- Self-awareness
Approach: Avoidance: Relevant Theories:
Indirect + assoc. Indirect - assoc. Impression Management Theory
Approach Persuasion: Avoidance Persuasion:
Image Appeals Unattractive Users of Competing BrandsCelebrity Endorsers
Attractive Endorsers
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The Value-Expressive
Function
Image Appeals
Th V l E i
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The Value-Expressive
Function
Attractive Endorsers
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The Value-Expressive
Function
Celebrity Endorser
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The Ego-Defense Function
Arousal Conditions: Change Conditions:
- Threats - Self-insight
- Repressed Impulses - Catharsis
- Frustrations - Authority
Approach: Avoidance: Relevant Theories:
Increase perceived Decrease perceived Terror Management Theory
likelihood of likelihood of
desired events desired events
Approach Persuasion: Avoidance Persuasion:Authority Figures Fear Appeals
Expert Endorsers
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The Ego-Defensive
Function
Expert Endorser
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The Ego-Defensive
Function
Fear Appeal
http://images.google.com/imgres?imgurl=http://www.comminit.com/images3/jpres/fear6.gif&imgrefurl=http://www.comminit.com/strategicthinking/st2001/thinking-465.html&h=489&w=366&sz=106&hl=en&start=1&sig2=1PfwHCLaSuVIVXdU1dDY2w&tbnid=yX2eQt1raVPgBM:&tbnh=130&tbnw=97&ei=-HT_RrvzIKCaggOrrbzkDQ&prev=/images?q=fear+appeal&gbv=2&ndsp=20&svnum=10&hl=en&sa=N7/23/2019 CB - Attitude 2014
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Do attitudes exist?
Researchers use attitudes to explain patterns ofbehavior that would otherwise be very difficult toexplain.
Recent research has shown that attitudinal
responses can be influenced by a variety ofcontextual factors:
These results have led researchers to conclude thatwe dont need attitudes, we should focus onunderstanding responses.
Despite the controversy, attitude measurementtechniques can still provide predictive power.
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Attitude Formation
All theories have some representation of the consistencybetween the attitudes we hold and how we behave.
Cognitive Dissonance
People try to reduce the dissonance between their
behaviors and their actions. E.g. I feel that drinking anddriving is wrong, but I drive after drinking.
Dissonance accounts for increased attitudes towards
the product after buying it. People actively search for
ways to reduce dissonance, making the product lookbetter.
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Attitude Formation
Self-perception Theory Assumes that people try to learn their attitudes by
observing their own behavior. E.g. I bought an entirebox of chocolates, so I must really like them. Alsoaccounts for post-purchase increase in attitudes.
Social Judgment Theory
Assumes that preexisting attitudes act as a frame ofreference, and that new information is compared to thisframe before being classified. Messages falling within
the latitude of acceptanceare thought to be moreconsistent (assimilation) while messages outside arethought to be less consistent (contrast).
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Theory of Reasoned Action
Beliefs that
the behavior
leads to
certain
outcomes
Evaluation of
the outcomes
Beliefs that
specific
referents
think I should
or should not
perform the
behavior
Motivation to
comply with
the specific
referents
Subjective
norm
Attitude toward
the behavior
Intention
Behavior
ATTITUDE td
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ATTITUDE contd.
MULTI ATTRIBUTE ATTITUDE MODELS:
i. Attitude toward object model.
The consumer attitude towards a product is a function of the
presence and evaluation of certain product-specific beliefslike
ease of use; brightness; accuracy;
ii. Attitude toward behavior model.
It is the individuals attitude toward behaving or acting with
respect to the object. This is closer to actual behavior than (i)
above.
iii.. Attitude toward the ad model.
It is an effort to understand the impact of advertising etc. on
consumer attitudes
1
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Attitude-Toward-the-Ad Model
Exposure to an Ad
Judgments about
the Ad (Cognition)
Beliefs about theBrand
Attitude toward
the Brand
Attitude towardthe Ad
Feelings from the
Ad (Affect)
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How to Change Attitudes of Customers
a) Utilitarian function.
Developing a brand attitude because of its utility.
b) Ego defensive function.
Protect self image and a reassurance about self
image from inner feelings or doubts..c) Value- expressive function.
Based on value, style, and outlook
d) Knowledge function.
Prefer to know and understand the people and thingsetc with whom they come in contact.
e) Combo of above functions.
1
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How to Change Attitudes of Customers (contd)
f) Associating product with event, special group,
cause.
g) Changing the relative evaluation of attributes.
h) Adding on attributes.
i) Change beliefs about competition
j) Change overall brand rating.
June 2002 1
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Strategies of Attitude Change
Associating the Product With a Special Group,
Event,or Cause
Changing the Basic Motivational Function.
Resolving Two Conflicting Attitudes
Altering Components of the Multiattribute Model
Changing Beliefs About Competitors Brands
The Elaboration Likelihood Model (ELM)
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The Elaboration Likelihood Model (ELM)
Involvement
CentralPersuasion
Route
PeripheralPersuasion
Route
Peripheral
Cues Influence
Attitudes
MessageArguments
Influence
Attitudes
HIGH LOW
The elaboration likelihood model of pers asion
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The elaboration likelihood model of persuasion
Exposure to advertising
Motivation to elaborate
(depends on involvement,
need for cognition, etc.)
Ability to elaborate
(depends on knowledge,
comprehensibility, distraction, etc.)
Central route
(effortful processing of information central
to the true merits of an attitudinal position)
Peripheral Route
(minimal processing and
simple inferencing)
Low motivation
Low ability
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Determinants of the route to persuasion and attitude strength
Motivation
High Low
High Central Route(strong attitudes)
Peripheral Route(weak attitudes)
Low Peripheral Route(weak attitudes) Peripheral Route(weak attitudes)Ability
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Affective and Motivational
Approaches to Persuasion
Affective approaches
Classical conditioning
The mere exposure effect
Zillmanns theory of emotion
Mandlers theory of emotion
Motivational approaches
Balance theory
Cognitive dissonance theory
Impression management theory
Attitude functions
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Classical conditioning in advertising
Positive Stimulus
(music, scenery,
people, animals)
Advertised Brand
(paired with
positive uncondition-
ed response)
Positive
Affect
PositiveAffect
(toward brand)
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Moderators of the Dissonance Effect
Attitude-Inconsistent Behavior
Perceived Aversive Consequences
Perceived Responsibility
Dissonance Arousal
Dissonance Effect
No perceived aversive
consequences and no
dissonance effect
No perceived
responsibility and no
dissonance effect
Misattribution of arousal
and no dissonance effect