Chapter 8 150527065158 Lva1 App6891

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 2
What Is Your Attitude Toward the Product Advertised? What Is
Your Attitude Toward the Ad Itself? Are the Two Attitudes
Similar or Different?
You May Have Liked the Product but
Disliked the Ad or Vice Versa
A learned
predisposition to
behave in a
consistently
Attitude
favorable or
unfavorable manner
with respect to a
given object.
What Are Attitudes?
• The attitude “object”

• Attitudes are a learned predisposition.
Predisposition means you have
something in your mind; a thought
• Attitudes have consistency
• Attitudes occur within a situation
Four functions of attitude
• Utilitarian-attitude object serves some utility eg.I like Imran

khan since I believe he will reduce taxes
• 2)Value Expressive- the attitude object expresses ones values-
e.g.I like body shop because the company doesn’t use animal
testing
• 3)Knowledge- attitude object reduces uncertainty and gives
us comot of knowing e.g.I love Time because it keeps me
updated with the stars of film industry
• 4)Ego-Defensive- attitude object helps us protect our ego-
e.g.I don’t like that student because he misbehaved with me
7
• Tri component Attitude Model
• Multi attribute Attitude Model
• -Attitude towards the object
• -Attitude towards the behaviour model
• - theory of reasoned action
The Trying to consume Model

Attitude toward the Ad Model
8
A simple representation of the tri
componenet attitude model
• Cognition, Affect, conation
9
• Cognitive component –beliefs
The knowledge and perceptions that are acquired b a compination of direct
experience with the attitude object and related information from various sources
• Affective component - feelings/emotion

A consumers emotion or feelings about a particular product or brand.
Even people are branded
• Conative component – intention

The likelihood or tendency that an individual will undertake a specific action or
behaviour in a particular way with regard to the attitude object
10
ATTITUDE HIERARCY
• A) The learning hierarchy(rational hierarchy)

THINK-> FEEL – > Act
• B)Emotional Hierarchy
Feel then think then act
• C)The Low Involvement Hierarchy
ACT then FEEL then THINK
11
Attitude Hierarchy
• A) The Learning Hierarchy(High involvement)
• B)Emo hierarchy(high involvement)- Bought a product on sale

and realised it wasn’t worth it and now you’re not happy
• C) Low involvement hierarchy(low involvement)Grocery
shopping where you buy something due to impulse buying
e.g. chewing gum cause of no change, then you taste and
develop cognitive processes
• Every single person has a different attitude so it differs for
everyone person
12
What Information Does This Ad Provide to Assist
Consumers in Forming Attitudes Toward
the Saturn Vue Hybrid?
It is Stylish, Safe, and
Good for the Environment
Structural Models of Attitudes
• Tricomponent Attitude Model

• Multiattribute Attitude Model
• The Trying-to-Consume Model
• Attitude-Toward-the-Ad Model
A Simple Representation of the Tricomponent
Attitude Model - Figure 8.3
Cognition
The Tricomponent Model
Components The knowledge and

perceptions that are
• Cognitive acquired by a
• Affective combination of direct
experience with the
• Conative attitude object and
related information
from various sources
Components A consumer’s
• Cognitive emotions or feelings
about a particular
• Affective product or brand
• Conative
Components
The likelihood or
• Cognitive tendency that an
• Affective individual will
undertake a specific
• Conative action or behave in a
particular way with
regard to the attitude
object e.g.
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.
Attitude models that
examine the
composition of
consumer
Multiattribute
perceptions and
Attitude
assessment of key
Models
attributes or beliefs
held with regards to
a particular attitude
object.
Multiattribute Attitude Models
• Attitude is function of the

Types presence of certain beliefs or
attributes.
• The attitude-toward- • Useful to measure attitudes
object model toward product and service
categories or specific brands.
• The attitude-toward- • According to this
model,consumer attitude
behavior model towards a product or a specific
• Theory-of-reasoned- brand of a product is a function
of the presence(or absence) and
action model evaluation of certain product-
specific beliefs and of attributes
• Is the attitude toward behaving
Types or acting with respect to an
object, rather than the attitude
toward the object itself
• The attitude-toward- • Corresponds closely to actual
object model behavior
• The attitude-toward- • It proposes that a consumer’s
attitude towards a specific
behavior model behabiour is a function of how
strongly he or she believes that
• Theory-of-reasoned- action will lead to a specific
action model outcome(either fav or unfav)
• It corresponds more closely with
the actual behavior than does the
attitude toward the object
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall model. Chapter Eight Slide 23
Consumer Characteristics, Attitude,
and Online Shopping
Types
• The attitude-toward- • Includes cognitive,
object model affective, and conative
• The attitude-toward- components
behavior model • Includes subjective
• Theory-of-reasoned- norms in addition to
action model attitude
A Simplified Version of the Theory of
Reasoned Action - Figure 8.5
Discussion Question
• Now use the theory of reasoned action to

describe your attitude toward your
college/university when deciding on which
school to attend.
An attitude theory
designed to account
for the many cases
Theory of where the action or
Trying to outcome is not certain
Consume but instead reflects
the consumer’s
attempt to consume
(or purchase).
Selected Examples of Potential Impediments
That Might Impact Trying - Table 8.7
A model that proposes
that a consumer forms
various feelings (affects)
and judgments
Attitude- (cognitions) as the result
of exposure to an
Toward-the-
advertisement, which, in
Ad Model turn, affect the
consumer’s attitude
toward the ad and
attitude toward the
brand.
A Conception of the Relationship Among
Elements in an Attitude-Toward-the-Ad Model
- Figure 8.6
Issues in Attitude Formation
• How attitudes are learned

– Conditioning and experience
– Knowledge and beliefs
How Does a Favorably Known Brand Name Impact the
Formation of Consumer Attitudes
Toward a New Product?
There is Stimulus Generalization From the Lean
Cuisine Brand Names to the New Product.
Issues in Attitude Formation
• Sources of influence on attitude formation

– Personal experience
– Influence of family
– Direct marketing and mass media
• Personality factors
How Does a Cents- Off Coupon Impact
Consumers’ Attitudes?
New Customers Will Try the Product,
Existing Customers will be Rewarded.
Strategies of Attitude Change
Changing the Basic Motivational Function
Why and How Does This Ad Appeal to
the Utilitarian Function?
The Product is Green and Works as
Well or Better than Other Products.
Which Lifestyle- Related Attitudes Are
Expressed or Reflected in This Ad?
Healthy Eating and Snacking Lifestyle
How Does This Ad Provide Information to Establish
or Reinforce Consumer Attitudes?
It Raises the Question About UVA Rays and
then Provides Information on Sun Protection.
Discussion Questions
• What products that

you purchase
associate themselves
with an Admired
Group or Event?
• When does it
personally influence
your purchasing?
How Is Fiji Water’s Link to an Environmental Cause
Likely to Impact Consumers’
Attitudes Toward Its Product?
They Might Have a More Favorable Attitude.
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
How Is This New Benefit Likely to Impact
Consumers’ Attitudes Toward the Product?
The Consumer Will Have a More Positive
Attitude Overall from the New Attribute.
How Is the Absence of an Ingredient Likely to
Lead to a Favorable Attitude Toward a
Product?
When It Was An
Unfavorable Attribute
Which Attitude Change Strategy Is
Depicted in This Ad?
Changing the Overall Brand Rating
How Is Valvoline’s Attempt to Change Attitudes
Toward a Competing Brand Likely to Impact Attitudes
Toward Its Own Brand?
By Showing Better Wear Protection
Customer attitudes are
Elaboration changed by two
Likelihood distinctly different
Model routes to persuasion:
(ELM) a central route or a
peripheral route.
Elaboration Likelihood Model
Behavior Can Precede or Follow
Attitude Formation
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
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mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
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CHAPTER

1. To Understand What Attitudes Are, How They Are

• The attitude “object”

• Utilitarian-attitude object serves some utility eg.I like Imran

The Trying to consume Model

• Affective component - feelings/emotion

• Conative component – intention

• A) The learning hierarchy(rational hierarchy)

• A) The Learning Hierarchy(High involvement)

• B)Emo hierarchy(high involvement)- Bought a product on sale

• Tricomponent Attitude Model

Components The knowledge and

• Explain your attitude toward your

• Attitude is function of the

• Now use the theory of reasoned action to

• How attitudes are learned

• Sources of influence on attitude formation

• What products that

Copyright © 2010 Pearson Education, Inc. Publishing as

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