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Copyright © 2006 Pearson Education Canada Inc.

Chapter 7Consumer Attitude Formation

and Change

Consumer Behaviour

Canadian Edition

Schiffman/Kanuk/Das

Copyright © 2006 Pearson Education Canada Inc. 7-2

Opening Vignette The impact of SARS on tourism

- real risk was low, but perceived risk was high

- led to negative attitude towards Canada, especially Toronto

Attitude change through- value-expressive appeals

- use of celebrities


Attitudes

A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object

A positive attitude is generally a necessary, but not sufficient, condition for purchase– Mercedes seen as ‘top of class’ but intention to

purchase was low


Characteristics of Attitudes

Attitudes have an “object” Attitudes are learned

– Can ‘unlearn’ Attitudes have behavioural, evaluative and

affective components– Predisposition to act – Overall evaluation– Positive or negative feelings

» continued


Characteristics of Attitudes

Attitudes have consistency Attitudes have direction, degree, strength

and centrality– Positive or negative– Extent of positive or negative feelings– Strength of feelings– Closeness to core cultural values

Attitudes occur within a situation


Four Basic Functions of Attitudes

The Utilitarian Function– How well it performs

The Ego-defensive Function– To protect one’s self-concept

The Value-expressive Function– To convey one’s values and lifestyles

The Knowledge Function– A way to gain knowledge


How are attitudes learned? Classical conditioning - through past

associations Operant conditioning - through trial and

reinforcement Cognitive learning – through information

processing– Cognitive dissonance theory– Attribution theory


Attitude Models

Structural Models of Attitudes– Tri-component Attitude Model– Multi-attribute Attitude Model– Both assume a rational model of human

behaviour Other models of attitude formation

– Cognitive dissonance model– Attribution theory


The Tri-component Model

Cognitive Component– knowledge and perceptions acquired – through direct experience and information from

various sources. Affective component

– Emotions and feelings about the object Conative or Behavioural Component

– Action tendencies toward the object


ConationConation

AffectAffectCognition


MultiMulti--attribute Attitude Modelsattribute Attitude Models

Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.

Examples– Attitude-toward-object Model– Attitude-toward-behaviour Model– Theory-of-Reasoned-Action Model


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

specific beliefs and evaluations– Ao=

n WiXib

i=1

– Where:

Ao= Attitude towards the object O Wi = importance of attribute i Xib = belief that brand b has a certain level of

attribute Icontinued


Theory of Reasoned Action

– A comprehensive theory of the interrelationship among attitudes, intentions, and behaviour



Attitude-Toward-Behaviour Model

A consumer’s attitude toward a specific behaviour is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).


Cognitive Dissonance Theory

Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

Post-purchase Dissonance– Cognitive dissonance that occurs after a

consumer has made a purchase commitment


Why Might Behaviour Precede Attitude Formation?

Cognitive Dissonance Theory

Attribution Theory

Behave (Purchase)Behave (Purchase)

Form Attitude Form AttitudeForm Attitude


Attribution TheoryAttribution Theory Examines how people assign casualty to

events and form or alter their attitudes as an outcome of assessing their own or other people’s behaviour.

Examples– Self-perception Theory– Attribution toward others


Self-Perception Theory

Attitudes developed by reflecting on their own behaviour

Judgments about own behaviour Internal and external attributions

» Continued


Self-Perception Theory

Consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution).

Foot-In-The-Door Technique


How We Test Our Attributions

Distinctiveness Consistency over time Consistency over modality Consensus


Attitudes and Marketing Strategy

Appeal to motivational functions of attitudes

Associate product with a special group, cause or event

Resolve conflicts among attitudes Influence consumer attributions

» Continued



Alter components of the attitude– Change relative evaluation of attributes– Change brand beliefs– Add an attribute – Change overall brand evaluation

Change beliefs about competitors’ brands» Continued



Change affect first through classical conditioning

Change behaviour first through operant conditioning

Technology

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