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Transcript of Schiff Man 08
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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
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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