CBA Consumer Formating Attitude and Change

CHAPTER
EIGHT
Consumer
Attitude
Formation and
Change
Learning Objectives
1. To Understand What Attitudes Are, How They Are
Learned, as Well as Their Nature and Characteristics.
2. To Understand the Composition and Scope of
Selected Models of Attitudes.
3. To Understand How Experience Leads to the Initial
Formation of Consumption-Related Attitudes.
4. To Understand the Various Ways in Which
Consumers Attitudes Are Changed.
5. To Understand How Consumers Attitudes Can Lead
to Behavior and How Behavior Can Lead to
Attitudes.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight
Slide
What Is Your Attitude Toward the Product

Advertised? What Is Your Attitude Toward the
Ad Itself? Are the Two Attitudes Similar or
Different?
Chapter Eight
Slide
You May Have Liked the

Product but Disliked the Ad or
Vice Versa
Chapter Eight
Slide
Attitude
A learned
predisposition to
behave in a
consistently
favorable or
unfavorable manner
with respect to a
given object.
Chapter Eight
Slide
What Are Attitudes?

The attitude object
Attitudes are a learned
predisposition
Attitudes have consistency
Attitudes occur within a situation
Chapter Eight
Slide
What Information Does This Ad Provide

to Assist
Consumers in Forming Attitudes Toward
the Saturn Vue Hybrid?
Chapter Eight
Slide
It is Stylish, Safe, and

Good for the Environment
Chapter Eight
Slide
STRUCTURAL MODELS OF ATTITUDE
Tricomponent Attitude Model

Multiattribute Attitude Model
The Trying-to-Consume Model
Attitude-Toward-the-Ad Model
10
Chapter Eight
Slide
Simple Representation of the

Tricomponent Attitude Model - Figure 8.3
Cognition
11
Chapter Eight
Slide
THE TRICOMPONENT MODEL
Components
Cognitive
Affective
Conative
The knowledge
and perceptions
that are acquired
by a combination
of direct
experience with
the attitude object
and related
information from
various sources
12
Chapter Eight
Slide
Components
Cognitive
Affective
Conative
A consumers
emotions or
feelings about a
particular
product or
brand
13
Chapter Eight
Slide
Components
Cognitive
Affective
Conative
The likelihood or
tendency that an
individual will
undertake a specific
action or behave in a
particular way with
regard to the attitude
object
14
Chapter Eight
Slide
Discussion Questions
Explain your attitude toward your

college/university based on the
tricomponent attribute model.
Be sure to isolate the cognitive,
affective, and conative elements.
15
Chapter Eight
Slide
Multiattribute
Attitude
Models
Attitude models that

examine the
composition of
consumer attitudes
in terms of selected
product attributes or
beliefs.
16
Chapter Eight
Slide
Multiattribute Attitude
Models
Types
The attitude Attitude is function
toward-object
of the presence of
model
certain beliefs or
attributes.
The attitude Useful to measure
toward-behavior
attitudes toward
model
product and
Theory-ofservice categories
reasoned-action
or specific brands.
Copyright 2010
Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight
model
17
Slide
Multiattribute Attitude
Models
Types
The attitude Is the attitude
toward-object
toward behaving or
model
acting with respect
to an object, rather
The attitudethan the attitude
toward-behavior
toward the object
model
itself
Theory-of Corresponds
reasoned-action
Copyright 2010
Pearson Education, Inc. Publishing as Prentice Hall closely to actual
Chapter Eight
model
18
Slide
Consumer Characteristics, Attitude,

and Online Shopping
19
Chapter Eight
Slide
view nine benefits of online

shopping, including effectiveness,
convenience, information, safety,
service, delivery speed, web design,
selection, and familiarity with
company name
Multiattribute Attitude Models

Types
The attitude Includes cognitive,
toward-object
affective, and
model
conative
components
The attitude Includes subjective
toward-behavior
norms in addition
model
to attitude
Theory-ofreasoned-action
Copyright 2010
Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight
model
21
Slide
A Simplified Version of the Theory

of Reasoned Action - Figure 8.5
22
Chapter Eight
Slide
Discussion Question
Now use the theory of reasoned
action to describe your attitude
toward your college/university when
deciding on which school to attend.
23
Chapter Eight
Slide
Theory of
Trying to
Consume
An attitude theory
designed to account
for the many cases
where the action or
outcome is not certain
but instead reflects
the consumers
attempt to consume
(or purchase).
24
Chapter Eight
Slide
Selected Examples of Potential

Impediments That Might Impact
Trying - Table 8.7
25
Chapter Eight
Slide
AttitudeToward-theAd Model
A model that proposes

that a consumer forms
various feelings (affects)
and judgments
(cognitions) as the result
of exposure to an
advertisement, which, in
turn, affect the
consumers attitude
toward the ad and
attitude toward the
brand.
26
Chapter Eight
Slide
A Conception of the Relationship

Among Elements in an AttitudeToward-the-Ad Model - Figure 8.6
27
Chapter Eight
Slide
Issues in Attitude
Formation
How attitudes are learned
Conditioning and experience
Knowledge and beliefs
28
Chapter Eight
Slide
How Does a Favorably Known Brand

Name Impact the Formation of
Consumer Attitudes
Toward a New Product?
29
Chapter Eight
Slide
There is Stimulus Generalization

From the Lean Cuisine Brand
Names to the New Product.
30
Chapter Eight
Slide
Issues in Attitude
Formation
Sources of influence on attitude
formation
Personal experience
Influence of family
Direct marketing and mass media
Personality factors
31
Chapter Eight
Slide
How Does a Cents- Off

Coupon Impact Consumers
Attitudes?
32
Chapter Eight
Slide
New Customers Will Try the

Product,
Existing Customers will be
Rewarded.
33
Chapter Eight
Slide
Strategies of Attitude
Change
34
Chapter Eight
Slide
Changing the Basic Motivational

Function
35
Chapter Eight
Slide
Utilitarian function is how the product is useful

to us. A marketer might want to create a more
positive attitude toward a brand by showing all it
can do.
ego-defensive function would show how the
product would make them feel more secure and
confident.
A value-expressive function would more
positively reflect the consumers values, lifestyle,
and outlook.
knowledge function would satisfy the
consumers need to know and help them
understand more about the world around
them.
36
Why and How Does This Ad

Appeal to the Utilitarian
Function?
37
Chapter Eight
Slide
The Product is Green and

Works as Well or Better
than Other Products.
38
Chapter Eight
Slide
Which Lifestyle- Related

Attitudes Are Expressed or
Reflected in This Ad?
39
Chapter Eight
Slide
Healthy Eating and

Snacking Lifestyle
40
Chapter Eight
Slide
How Does This Ad Provide Information

to Establish
or Reinforce Consumer Attitudes?
41
Chapter Eight
Slide
It Raises the Question About UVA

Rays and then Provides
Information on Sun Protection.
42
Chapter Eight
Slide
Discussion Questions
What products
that you
purchase
associate
themselves with
an Admired
Group or Event?
When does it
personally
influence your
43
Chapter Eight
Slide
How Is Fiji Waters Link to an

Environmental Cause Likely to Impact
Consumers
Attitudes Toward Its Product?
44
Chapter Eight
Slide
They Might Have a More Favorable

Attitude.
45
Chapter Eight
Slide
Attitude Change
Altering Components of the
Multiattribute Model
Changing relative evaluation of
attributes
Changing brand beliefs
Adding an attribute
Changing the overall brand rating
Changing Beliefs about

Competitors Brands
46
Chapter Eight
Slide
How Is This New Benefit Likely to

Impact Consumers Attitudes
Toward the Product?
47
Chapter Eight
Slide
The Consumer Will Have a

More Positive Attitude Overall
from the New Attribute.
48
Chapter Eight
Slide
49
How Is the Absence of an

Ingredient Likely to Lead to a
Favorable Attitude Toward a
Product?
50
Chapter Eight
Slide
When It Was An
Unfavorable Attribute
51
Chapter Eight
Slide
Which Attitude Change

Strategy Is Depicted in This
Ad?
52
Chapter Eight
Slide
Changing the Overall Brand

Rating
53
Chapter Eight
Slide
How Is Valvolines Attempt to Change

Attitudes Toward a Competing Brand
Likely to Impact Attitudes Toward Its
Own Brand?
54
Chapter Eight
Slide
By Showing Better Wear

Protection
55
Chapter Eight
Slide
Elaboration
Likelihood
Model
(ELM)
Customer attitudes are

changed by two
distinctly different
routes to persuasion:
a central route or a
peripheral route.
56
Chapter Eight
Slide
Elaboration Likelihood
Model
57
Chapter Eight
Slide
Central variables, leadS to the central

route, will be effective on highlymotivated consumers. They will do
the thinking necessary to understand
the information they are presented.
Peripheral variables, including music,
spokespeople, and bright packaging,
work on lower-involvement
consumers. Together, or alone, they
create an attitude change that
58
Behavior Can Precede or Follow

Attitude Formation
59
Chapter Eight
Slide
Issues in Attribution Theory

Self-Perception Theory
Foot-in-the-Door Technique
Attributions toward Others

Attributions toward Things
How We Test Our Attributions
Distinctiveness
Consistency over time
Consistency over modality
Consensus
60
Chapter Eight
Slide
All rights reserved. No part of this publication may be

reproduced, stored in a retrieval system, or transmitted, in
any form or by any means, electronic, mechanical,
photocopying, recording, or otherwise, without the prior
written permission of the publisher. Printed in the United
States of America.
Copyright 2010 Pearson Education, Inc.

Publishing as Prentice Hall
61
Chapter Eight
Slide

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CHAPTER

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

What Is Your Attitude Toward the Product

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

You May Have Liked the

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

What Are Attitudes?

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

What Information Does This Ad Provide

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

It is Stylish, Safe, and

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

STRUCTURAL MODELS OF ATTITUDE

Tricomponent Attitude Model

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Simple Representation of the

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

THE TRICOMPONENT MODEL

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

THE TRICOMPONENT MODEL

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

THE TRICOMPONENT MODEL

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Explain your attitude toward your

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Attitude models that

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Consumer Characteristics, Attitude,

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

view nine benefits of online

Multiattribute Attitude Models

A Simplified Version of the Theory

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Selected Examples of Potential

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

A model that proposes

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

A Conception of the Relationship

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

How Does a Favorably Known Brand

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

There is Stimulus Generalization

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

How Does a Cents- Off

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

New Customers Will Try the

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Changing the Basic Motivational

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Utilitarian function is how the product is useful

Why and How Does This Ad

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

The Product is Green and

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Which Lifestyle- Related

Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall

Healthy Eating and