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Chapter 8

Consumer Attitude

Formation and Change

Consumer Behavior,

Eighth Edition

SCHIFFMAN & KANUK

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Attitudes

A learnedpredisposition to

behave in a

consistentlyfavorable or

unfavorable manner

with respect to a

given object.

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What are Attitudes?

The attitude object

Attitudes are a learned predisposition

Attitudes have consistency

Attitudes occur within a situation

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Structural Models of Attitudes

Tricomponent Attitude Model

Muliattribute Attitude Model

The Trying-to-Consume Model

Attitude-toward-the-Ad Model

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Figure 8.2 A Simple Representation of

the Tricomponent Attitude Model

Conation

Affect

Cognition

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The Tricomponent Model

Cognitive Component The knowledge and perceptions that are acquired by a

combination of direct experience with the attitudeobject and related information from various sources.

Affective Component A consumers emotions or feelings about a particular

product or brand.

Conative Component The likelihood or tendency that an individual will

undertake a specific action or behave in a particularway with regard to the attitude object.

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Multiattribute

Attitude

Models

Attitude models that

examine the

composition of

consumer attitudes

in terms of selected

product attributes or

beliefs.

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Multiattribute Attitude Models

The attitude-toward-object model Attitude is function of evaluation of product-

specific beliefs and evaluations

The attitude-toward-behavior model Is the attitude toward behaving or acting with

respect to an object, rather than the attitudetoward the object itself

Theory-of-reasoned-action model A comprehensive, integrative model of

attitudes

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Attitude-

Toward-Behavior

Model

A model that proposes

that a consumersattitude toward a

specific behavior is a

function of how

strongly he or she

believes that the action

will lead to a specific

outcome (eitherfavorable or

unfavorable).

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Theory of

Reasoned

Action

A comprehensive theory

of the interrelationship

among

attitudes,intentions, and

behavior.

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Figure 8.4 A Simplified Version of the

Theory of Reasoned Action

Beliefs that

the behavior

leads to

certainoutcomes

Evaluation

of the

outcomes

Beliefs that

specific

referents

think I

should or

should not

perform the

behavior

Motivation

to comply

with the

specificreferents

Subjective

norm

Attitude toward

the behavior

Intention

Behavior

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Theory of

Trying to

Consume

An attitude theorydesigned to account

for the many cases

where the action or

outcome is not certain

but instead reflects

the consumers

attempt to consume(or purchase).

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Attitude-

Toward-the-Ad

Model

A model that proposes that

a consumer forms variousfeelings (affects) and

judgments (cognitions) as

the result of exposure toan advertisement, which,

in turn, affect the

consumers attitude

toward the adand attitude

toward the brand.

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Figure 8.6 A Conception of the

Relationship among Elements in an

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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Issues in Attitude Formation

How attitudes are learned

Sources of influence on attitude formation

Personality factors

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Strategies of Attitude Change

Changing the Basic Motivational Function

Associating the Product With an Admired

Group or Event Resolving Two Conflicting Attitudes

Altering Components of the Multiattribute

Model Changing Beliefs About Competitors

Brands

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Four Basic Attitude Functions

The Utilitarian Function

The Ego-defensiveFunction

The Value-expressiveFunction

The Knowledge Function

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Figure 8.10

Suave Uses

Ego Defensive

Appeal

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Elaboration

LikelihoodModel

(ELM)

A theory that suggeststhat a persons level of

involvement during

message processing isa critical factor in

determining which

route to persuasion is

likely to be effective.

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Why Might Behavior Precede Attitude

Formation?

Cognitive DissonanceTheory

Attribution Theory

Behave (Purchase)

Form AttitudeForm Attitude

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Cognitive

Dissonance

Theory

Holds that discomfort or

dissonance occurs when

a consumer holdsconflicting thoughts

about a belief or an

attitude object.

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PostpurchaseDissonance

Cognitive dissonance

that occurs after a

consumer has made a

purchase

commitment.

Consumers resolvethis dissonance

through a variety of

strategies designed toconfirm the wisdom

of their choice.

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AttributionTheory

A theory concernedwith how people assign

casualty to events and

form or alter theirattitudes as an outcome

of assessing their own

or other peoples

behavior.

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Issues in Attribution Theory

Self-perception Theory

Foot-In-The-Door Technique

Attributions Toward Others Attributions Toward Things

How We Test Our Attributions

http://psych.athabascau.ca/html/aupr/personality.shtml

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Self-

Perception

Theory

A theory that suggests

that consumers

develop attitudes byreflecting on their own

behavior.

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DefensiveAttribution

A theory that suggests

consumers are likely

to accept credit for

successful outcomes

(internal attribution)and to blame other

persons or products for

failure (externalattribution).

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Criteria for Causal Attributions

Distinctiveness

Consistency Over Time

Consistency Over Modality

Consensus