Consumer Attitude Formation Change[1]
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CONSUMER ATTITUDE FORMATION & CHANGE
Understanding of consumer attitude models, the hierarchies of attitude, how attitudes are formed and how attitudes can be molded /changed.
What are Attitudes
An attitude is a learned predisposition to a consistently favorable or unfavorable fashion. Attitude are object specific. It can be DVD players or may be included brands such as Panasonic, Sony, Samsung etc. Attitudes are learned predisposition (attitudes have a motivational quality). Attitudes have consistency. Attitudes occur within a situation.
ATTITUDE – DEFENITION & CHARACTERISTICS
Attitudes are Learned ( formed by an individual on the basis of some experience or based on information received about the object).
Attitudes are based on Predispositions (they already reside in the mind).
Attitude cause Consistent Response (they precede and produce behavior)
ATTITUDE – DEFENITION & CHARACTERISTICS
Therefore attitudes can be used to predict behaviour.
(If you show a positive attitude towards a new product concept, the marketers predict that when the product is made available, you are likely to buy it).
Alternatively behaviour can be used to infer the underlying attitudes. (If you buy a ticket for a fine arts show, then marketers infer that you have a favourable attitudes towards fine arts. Later a fund raising letter is send to you in the hope that the interest in arts category will translate to support for development of fine arts.
ATTITUDES AS EVALUATIONS
Attitudes are our evaluations of objects, people, places, brands, products, organizations and so on. People evaluate these in terms of their goodness, likeability or desirability. Attitudes are measured by getting customers to rate statements such as: I like it; I am positive to this; Ifeel like buying it.
Please check how you feel about Anchor Tooth paste (the 100% vegetarian tooth paste) My Opinion of Anchor is: positive - - - - - ------ negative I dislike Anchor very much - - - - - - - - - - - - - - I like it very much Toward Anchor, I feel favourably - - - - - - - - - I feel un-favourably
Tri-component Attitude Model
Cognitio n Conation Affect
Tri-component Attitude Model
Cognition or thoughts about brands are also called as beliefs (expectations of what something is or is not, or what something will do or will not do). Statements of belief connect an object ( person, brand) to an attribute or a benefit. Affect is feelings a person has toward an object or the emotions that object evokes for the person. Conation is the action a person wants to take toward the object. Researchers can measure attitude components by asking respondents how well each statement describe them or their beliefs.
THREE COMPONENT MODEL OF ATTITUDE An Illustration
DHL for shipping Small Packages Attitude Component – Cognition (Beliefs) DHL is very reliable in its service DHL is more economical than other package-carrier services DHL is not able to customize to customer needs Attitude Component - Affect (Feelings) When I ship by DHL I feel secure I am very happy to be using DHL for my services I don’t care if DHL goes out of business Attitude Component – Conations (Actions) I use DHL for my shipping needs than others I often recommend DHL to my business associates I am looking for alternative carriers.
Shopping For Airline Tickets On The Internet. Attitude Component – Cognition (Beliefs) Shopping on Net is very convenient for my airline tickets You can get the cheapest airline fares by shopping in internet Internet based travel agents provide only very limited travel options Attitude Component - Affect (Feelings) Shopping on the internet is considered to be ------- (Tick whatever you feel appropriate). (a) Cool (b) Boring (c) Enjoyable (d) Confusing (e) Terrible (f) Trendy Attitude Component – Conations (Actions) I have used the internet for my travel airline tickets recently I often search the internet for planning my travel itinerary I will not recommend internet to my friends for booking airline tickets.
Tri-component Attitude Model
The Cognitive component: Knowledge and perceptions that are acquired by combinations of direct experience with the object or through related information from various sources.
Evaluative scale used to attitude towards Dove moisturizing lotion - Compared to other moisturizing lotions, Dove is Moisturizing effect Cleansing effect Fragrance Packaging /product
Good ____ ____ _____ ______ Bad Positive ____ ____ ____ ______ Negative Pleasant _____ ____ _____ _____ Unpleasant Appealing _____ _______ ______ Unappealing
Cognition – Brand Belief
Cognition or thoughts about brands are also called Brand beliefs A Brand Belief is a thought about a specific property or quality of the brand. (3 types) Descriptive Beliefs connect an object to the quality of the outcome ( this computer has large memory; this airline is always late) Evaluative Beliefs connect an object to personal likes or dislikes (this computer is very user friendly; the service in this airline is pathetic) Normative Beliefs invoke moral and ethical judgments in relation to some ones acts (its unfair for business to take advantage of innocent clients)
Tri-component Attitude Model
The Affective Component The consumers emotions or feelings towards the object. Measuring consumers feelings and emotions with regard to Dove Moist. Lotion – How your skin felt after using Dove for 30 days. I feel Relaxed (Very) ____ ____ ____ Not at all I feel Refreshed ____ ____ ___ ____ Not at all I feel Younger ____ ___ ____ ____ Not at all
Tri-component Attitude Model
The Conative component It is about the likelihood or tendency that an individual will undertake a specific action or behave in a particular way to the particular object. According to some interpretations, the conative component may include the actual behavior. In marketing and consumer research conative component is frequently treated as an expression of consumers intent to purchase.
Tri-component Attitude Model
Intention to Buy – Conative Component Buyer intention scales are used to assess the likelihood of a consumer purchasing a product. Consumers who respond positively to an intention to buy generally purchase the product (than consumers who were not asked to respond to the question).
Tri-component Attitude Model
Intention To Buy Scales (Examples) Which of the following best describes the chance that you will buy Dove Lotion the next time you buy a skin care product. ___I will definitely buy it. * ___ I Probably will buy it ___ I am uncertain whether I will buy it. ___I probably will not buy it * ___ I certainly will not buy How likely are you to buy Dove Lotion in next three months __ Very Likely * ___ Likely __ Unlikely * ___ Very unlikely
Multi Attribute Attitude Models
The attitude Toward Object Model
The attitude Toward – Behaviour Model
The Theory – Of reasoned – Action Model
Multi Attribute Attitude Models
Multi attribute models portray consumers attitude with regard to an attitude (product / service or an issue) as a function of consumers perception and assessment of the key attributes or beliefs held with regard to the particular attitude object.
Multi Attribute Attitude Models
1. The Attitude Toward Object Model Especially suitable for measuring attitudes toward a product category or specific brands. Consumer attitude toward a product (or specific brands of the category) is a function of the presence (/ absence) and evaluation of certain product specific beliefs and / or attributes.
Multi Attribute Attitude Models
1. The Attitude Toward Object Model
Consumers generally have favorable attitude toward those brands that they believe to have an adequate level of attributes that they consider as positive And the have an unfavourable attitude toward those brands which they consider not to have required level of desired attributes or have too many negative attributes.
MULTI ATTRIBUTE MODELS OF ATTITUDE
Suggest that overall attitude is based on the component beliefs about the object, weighted by the evaluation of those beliefs. 1. Fishbein Model: (Attitude-Toward-Object Mode) Explain overall attitude by seeing the object as having a set of consequences which couldn be desirable/ undesirable i=1
Ao =
Bi x
Ao is the overall attitude, Bi is the belief that object I a certain consequence, Ei is the evaluation of that Eihas consequence and n is the number of consequences.
Customer Attitude Toward Two Internet Service Providers Evaluation Of Attributes (Unlikely 1
2 3 4 5 Likely)
Attribute 1. Connection will be established successfully every time.
America Online 3
AT&T
Evaluation OF Consequences
5
+3
2. The connection will be established speedily
4
3
+2
3. The connection can get disconnected in the middle of a session
3
3
-3
4. The price (monthly fee) will be high
2
Aaol = 3(3) + 2(4) + -3(3) + -1(2) = 6
3
-1
(Very Bad -3, -2 -1 0 +1 +2 +3 Very Good) /
Aat&t = 3(5) + 2(3) + -3(3) + -1(3) = 7
Multi Attribute Attitude Models
2. The Attitude-Toward-Behaviour Model Is the individuals attitude toward behaving w.r.to an object rather than the attitude to the object itself. It seems to correspond more closely to actual behaviour than does the attitude- toward-object model
Tri-component Attitude Model
Intention To Buy Scales (Examples) Which of the following best describes the chance that you will buy Dove Lotion the next time you buy a skin care product. ___I will definitely buy it. * ___ I Probably will buy it ___ I am uncertain whether I will buy it. ___I probably will not buy it * ___ I certainly will not buy How likely are you to buy Dove Lotion in next three months __ Very Likely * ___ Likely __ Unlikely * ___ Very unlikely
Multi Attribute Attitude Models
2. The Attitude-Toward-Behaviour Model
Rahul’s attitude toward the act of purchasing a BMW (attitude toward the behaviour) reveals more about the potential act of purchasing than just simply knowing his attitude toward expensive German cars or specifically BMW.
The consumer might have a positive attitude toward BMW but is negative about his prospects for purchasing such an expensive model
Multi Attribute Attitude Models
Theory-Of-Reasoned-Action Model This model incorporates a cognitive component, an affective component and a conative component, however arranged in a pattern different from that of the tri-component model. With this expanded model, to understand intention to buy – one has to measure the subjective norms also.
Multi Attribute Attitude Models
3. Theory-Of-Reasoned-Action Model
A subjective norm can be measured directly by assessing a consumers feeling as to what others (friends, relatives, peers) would think of the action being contemplated. A fresh MBA is planning to buy a M. swift. He stops himself to contemplate what his parents & girlfriend will think about the same. --- such reflection will reflect his subjective norms.
3.Extended Model Of Behavioral Intention
Also called the THEORY OF REASONED ACTION. In this expanded model, to understand purchase intention we also need to measure the subjective norms that influence an individuals intention to act. Subjective norms can be directly measured by assessing a the normative beliefs that the individual attributes as relevant to others (friends, relatives, co-workers etc.). Bachelor planning to buy a Swift may check with his girl friend and parents.... ”My parents consider the car expensive, but my girlfriend will love it” …. Will comply with one of them.
3.Extended Model Of Behavioral Intention BELIEFS ABOUT OUTCOMES (Bi)
Bi . Ei
Attitude Ao
EVALUATIONS OF THE OUTCOMES (Ei) Intention NORMATIVE BELIEFS RELATED TO OTHER REFERANTS (Nj)
MOTIVATION TO COMPLY WITH SUBJECT NORMS (Mj)
Nj . Mj
Subjective Norms Sn
Behaviour
Multi Attribute Attitude Models Beliefs that behaviour Will lead to certain Outcomes.
Attitude toward The behaviour
Evaluations of the outcomes Intention Belief that my referents Think that I should/Shouldn’t perform the behaviour Subjective norm Motivation to comply with The specific referents
Behaviour
Attitude-Toward-The-Ad Models
Model to understand the impact of ads or some other promotion on generating favourable consumer attitudes towards a brand/ product. The consumer forms various feelings (affect) and judgments (cognitions) as the result of exposure to an Ad. They in turn affect the consumers attitude toward the brand and also the beliefs about the brand.
Attitude-Toward-The-Ad Models Exposure to an ad
Judgment about the Ad (Cognition)
Beliefs about the Brand
Feelings from the Ad (Affect)
Attitude towards the Ad
Attitude towards the brand
Attitude-Toward-The-Ad Models
Positive relation exists between attitude toward the advertisement and purchase intention for each of the advertised product/brand. For a novel product (foot gear for dogs), consumer attitude toward the ad has a stronger impact on the brand attitude and purchase intention than a familiar product (dog food).
Attitude Formation 1. 2.
Hierarchies in Attitude Attitude Formation – How?
HIERARCHIES IN ATTITUDE (1)
Attitude hierarchies refers to the sequence in which the three components occur. Answering the questions such as Do you think first and act ? Or do you act first and think afterward ? Learning Hierarchy:
Learning
Cognitive (Actions)
Affective (Feelings)
Conative (Actions)
HIERARCHIES IN ATTITUDE 1
An NRK coming back to settle in India. Will consider his home town - Trichur, or cities in his state like Kochi or Calicut. Or metros like Bangalore or Chennai. He first rationally consider the cost of living, real estate costs, infrastructure & facilities, where his friends relatives are based and his opportunities to pursue something etc. Then he considers all these information and looks at which of these places excites him to be. Based on this judgment he initiates action toward buying a house/property.
HIERARCHIES IN ATTITUDE 2
Emotional Hierarchy Emotions
Affect (feelings)
Conations (actions)
Cognition (thoughts)
“My decision to join advertising industry was based on a commercial I saw on Ad agencies where I saw young men and women casually dressed having lots of fun while doing extremely creative work”.
HIERARCHIES IN ATTITUDE 2
Based on your emotions – attraction or repulsion toward certain brands or person or things - you embrace (avoid) them, buy them and start to use them. Finally through experience you learn more about the brand. A Manager fixing the site for his next conference – Goa because the beaches enchanted him. (Eg. From business situation)
HIERARCHIES IN ATTITUDE (3)
Low-Involvement Hierarchy of Attitude
Low Involvement
Conation (actions)
Affect (feelings)
Cognition (thoughts)
HIERARCHIES IN ATTITUDE (3)
You are in the neighborhood bakery and see a new variety of bread with nuts and dry fruits and looked good. The bread is new so you do not have an attitude towards it. You do not have to know a lot about it or feel attracted to it to buy it. So you pick it up and bring it home. You take the first bite and then find out whether you like it or not. Then you may pause to find out about its flavor, taste and may go through the ingredients and information on who manufacture it etc.
HIERARCHIES IN ATTITUDE
Learning and Emotional hierarchies are high involvement hierarchies, because the attitude the object generates is of high involvement (degree of stake one has in the object). In the case of low involvement product action comes first followed by affect and thought process. Involvement is not a property of the product or service, rather it is the importance of it to a customer.
HIERARCHIES IN ATTITUDE
Thus the same product could be low involvement for some one while its high for some others. Involvement is no dichotomous ( choice between high & low), but it’s a matter of degree (continuum). At the very low involvement end can be something of no consequence to the customer.
Attitude Formation How attitudes are learned and the sources that influence attitude formation.
How Attitudes are Learned
Attitude formation is a result of learning. Consumers often purchase new products that are associated with a favourably viewed brand name. Classical conditioning – the established brand name is the unconditioned stimulus that through past reinforcements have created a favourable brand attitude. New product yet to be established become the conditioned stimulus.
How Attitudes are Learned 2
Sometimes attitude follows the purchase of a product. (Operant / Instrumental conditioning). Consumer may buy a brand because it is the only product available. Consumers also make trial purchase of brands in categories belonging to low involvement for them. If they find the brand to be satisfactory then they will develop favourable attitude.
Sources Of Influence On attitude Formation
Consumer attitude is strongly influenced by personal experience. Primary means of attitude formation is through consumers direct experience in trying and evaluating them. Realizing this marketers often stimulate trial of new products by offering special bargains or free samples. Free test drive for cars.
Sources Of Influence On attitude Formation 2
Through mass media we are constantly exposed to new products, ideas etc thru advertising. For people without direct experience of the product, exposure to emotionally appealing Ads will create favourable attitude. Attitudes developed thru direct experience is much more enduring than those developed from indirect experience (Ads).
Sources Of Influence On attitude Formation 3
Personality factors also play a critical role in attitude formation.
Individuals with a high need for cognition (who crave for info & enjoy thinking) are likely to form positive attitude response to direct mail or ads that are rich with product related info. Individual with low need for cognition – ads with well known model or a celebrity helps.
Strategies of attitude Change Factors that are relevant for attitude formation are relevant for attitude change also.
Strategies of attitude Change
Altering attitude is a key consideration for most marketers. Most competitors target market leaders when they develop their strategies. Their objective is to change the attitudes of the market leaders customers and win them over. Market Leader in turn will try to fortify the attitudes which customers currently hold towards them.
Strategies of attitude Change
1. Changing consumers basic motivational function. 2. Associating the product with an admired group or event. 3. Resolving two conflicting attitudes. 4. Altering components of the multi attribute model 5. Changing consumers beliefs about competitors brands.
1. Changing The Basic Motivational Function
The utilitarian Function We hold certain brand attitudes partly because of its utility. The attitude tends to be positive if the product has been useful in the past. One way of changing attitudes is to show that the product provide a utilitarian function which the competitors are not giving Indigo car; Bacteria Free Air conditioning – Samsung; Pepsodent 24 hours Germicheck
Changing The Basic Motivational Function
3
The Value Expressive Function Attitudes are a reflection of one’s general values. If a consumer segment holds positive attitude owning latest electronic devices, then their attitudes owning latest cellular phones will also reflect the same. Segment who has a positive attitude toward ‘being in fashion’, will show favourable attitudes toward high-fashion clothing.
Changing The Basic Motivational Function
4
The Value Expressive Function (contd.) Thus by knowing target consumers attitudes, marketers can anticipate their values, life style and out look. These can the be depicted in the ads which will create favourable disposition from the target group. The product can then be placed to appeal to the right attitude of the group. Ac Delco (General Motors) “ You have not missed a day of work in 12 years. --- so it comes as no surprise that your auto parts are AC Delco
Changing The Basic Motivational Function
2
The Ego Defensive Function Most people want to hide their inner feelings of doubt and project confident outlook. Cosmetic and personal care products understand this need, increase both their relevance and the likelihood of a favourable attitude change ------By offering reassurance to the consumers self concept. Rexona Deodorant, Fair & Lovely, Axe “True Love is not Disposable” Express Zippo Lighter and the long lasting relationship it can build with the customer.
Changing The Basic Motivational Function
5
The Knowledge Function Individuals generally have a strong need to know and understand the people and things they encounter. This cognitive need is important in positioning Brand positioning is an attempt to satisfy people’s ‘need to know’ and it improves consumers attitude towards the product by emphasizing its advantages.
Changing The Basic Motivational Function
6
The Knowledge Function An Ad message for an advanced-design tooth brush might point out how it is superior to other tooth brushes in controlling gum disease by removing more plaque which is so important for overall health. This Ad also might use a bar or pie chart to show its plaque removal abilities vis-à-vis competition.
2. Associating The Product With A Special Group
Attitudes are related at least in part to certain groups, social events or causes. It is possible to alter attitudes toward product, brands or services by pointing at their relationship (in ads) with certain social groups, events etc. Microsoft - Bill Gates and their charity contribution for AIDS patients, Tata Steel and their community projects (Coke and water conservation in Palakkad).
3. Resolving Two Conflicting Attitudes
If consumers are made to see that their negative attitude toward a product, a brand or its attributes is really not in conflict with another attitude they may be induced to change their evaluation (from negative to positive).
Nitin loves the idea of moving from his computer and having a portable laptop, but what prevents him is the slow processing capabilities. However on learning Compaq makes laptops with high processing speed he is considering of purchasing a laptop seriously.
4. ALTERING COMPONENTS OF THE MULTIATTRIBUTE MODELS
Global attitude have been measured by a couple of simple scales such as dislike / like or as favorable / unfavorable etc. We can infer only that customers attitude is favourable or unfavourable but we do not know why. Multiattribute models help to infer the underlying beliefs and how they are weighted to yield overall attitudes.
4. ALTERING COMPONENTS OF THE MULTIATTRIBUTE MODELS 2
Multi attribute scales bring in the following advantages. Diagnosticity – ability to diagnose or explain why certain attitudes are the way they are and the attributes that contributes to them. Since Multi Attribute Models specify what underlies attitudes, it gives us the cue on how to change or influence customer attitude.
Evaluation Of Attributes (Unlikely 1
2 3 4 5 Likely)
Attribute 1. Connection will be established successfully every time.
America Online 3
AT&T
Evaluation OF Consequences
5
+3
2. The connection will be established speedily
4
3
+2
3. The connection can get disconnected in the middle of a session
3
3
-3
4. The price (monthly fee) will be high
2
A aol = 3(3) + 2(4) + -3(3) + -1(2) = 6
3
-1
(Very Bad -3, -2 -1 0 +1 +2 +3 Very Good) /
A at&t = 3(5) + 2(3) + -3(3) + -1(3) = 7
4. ALTERING COMPONENTS OF THE MULTIATTRIBUTE MODELS 3
Customer attitude can be changed in three ways (Multi attribute rule based) 1. By changing a specific component of belief, which can be done by changing the perception about an attribute or associated consequence. (AOL has higher rating on speed. So emphasize the importance of speed to increase its evaluation)
4. ALTERING COMPONENTS OF THE MULTIATTRIBUTE MODELS 4
2. By changing the importance customers assign to an attribute (AOL improves its connection success rate and initiates communication about this to consumers).
3. By introducing a new attribute (a new
evaluation criteria) into customers evaluation process. (If AOL has superior customer support then convince customers the importance of this)
4. ALTERING COMPONENTS OF THE MULTIATTRIBUTE MODELS 5
Changing The Overall Brand rating Attempting to alter consumers overall assessment of the brand directly, without attempting to improve or change their evaluation of any single attribute “We are the No. 1” – “The largest selling Brand”
“The one all other imitate” “We set standards for other cars” – Honda.
5. Changing Beliefs About Competitors Brands
Changing consumer beliefs about the attributes of competitor brands. Comparison Ads Indica V2 vs. Santro Ford Ikon vs. Accent It can boomerang as it give unwarranted visibility to competitors claims.
The Elaboration Likelihood Model
ELM: Consumer attitudes are changed by two distinctively different routes. Central route & Peripheral route Central route happens when consumer is motivated to assess the object. He will actively seek and analyze information leading to attitude learning and change.
The Elaboration Likelihood Model
The peripheral Route is when consumer’s motivation or assessment skills are low. Consumer learning and attitude change occur without consumer actively searching for information relevant to the object. Attitude change often is due to secondary inducements – discounts, samples, great packaging, ambience, celebrity endorsements etc.
DEGREES OF INVOLEVEMENT & TYPES OF ATTITUDE HEIRARCHY High Involvement
Emotional Hierarchy Begins with intense emotions
Begins with mood
Rational Hierarchy Begins with consideration of multiple features Begins with consideration of 1 or 2 features
Low Involvement hierarchy Low Involvement
CONSISTENCY AMONG THE THREE COMPONENTS
A person tries to make the three components consistent and to maintain consistency among them. Certain cognitions will give rise to certain affect and certain action tendencies. The Consistency can be related to two factors 1. Valence & 2. Strength Affective (feelings)
Conative (actions)
Three Attitude Components in Mutual Interdependence
Cognitive (thoughts)
CONSISTENCY AMONG THE THREE COMPONENTS
Attitude Valence: refers to favourable and unfavourable thoughts feelings and actions. Thus favorable cognitions will be associated with positive affect and unfavourable cognition with negative effect regardless of the sequence in which they might have arisen initially. Favourable action tendencies will be associated with positive affect and positive cognitions. Likewise favorable action tendencies will be associated with positive affect and positive cognition. If one of them needs to be modified even other elements need to be changed. Repositioning cases (involves such modifying).
Behavior Can Precede or Follow Attitude Formation
Cognitive Dissonance Theory and Attribution theory each provide a different explanation as to why behavior might precede attitude formation.
Understanding of consumer attitude models, the hierarchies of attitude, how attitudes are formed and how attitudes can be molded /changed.
What are Attitudes
An attitude is a learned predisposition to a consistently favorable or unfavorable fashion. Attitude are object specific. It can be DVD players or may be included brands such as Panasonic, Sony, Samsung etc. Attitudes are learned predisposition (attitudes have a motivational quality). Attitudes have consistency. Attitudes occur within a situation.
ATTITUDE – DEFENITION & CHARACTERISTICS
Attitudes are Learned ( formed by an individual on the basis of some experience or based on information received about the object).
Attitudes are based on Predispositions (they already reside in the mind).
Attitude cause Consistent Response (they precede and produce behavior)
ATTITUDE – DEFENITION & CHARACTERISTICS
Therefore attitudes can be used to predict behaviour.
(If you show a positive attitude towards a new product concept, the marketers predict that when the product is made available, you are likely to buy it).
Alternatively behaviour can be used to infer the underlying attitudes. (If you buy a ticket for a fine arts show, then marketers infer that you have a favourable attitudes towards fine arts. Later a fund raising letter is send to you in the hope that the interest in arts category will translate to support for development of fine arts.
ATTITUDES AS EVALUATIONS
Attitudes are our evaluations of objects, people, places, brands, products, organizations and so on. People evaluate these in terms of their goodness, likeability or desirability. Attitudes are measured by getting customers to rate statements such as: I like it; I am positive to this; Ifeel like buying it.
Please check how you feel about Anchor Tooth paste (the 100% vegetarian tooth paste) My Opinion of Anchor is: positive - - - - - ------ negative I dislike Anchor very much - - - - - - - - - - - - - - I like it very much Toward Anchor, I feel favourably - - - - - - - - - I feel un-favourably
Tri-component Attitude Model
Cognitio n Conation Affect
Tri-component Attitude Model
Cognition or thoughts about brands are also called as beliefs (expectations of what something is or is not, or what something will do or will not do). Statements of belief connect an object ( person, brand) to an attribute or a benefit. Affect is feelings a person has toward an object or the emotions that object evokes for the person. Conation is the action a person wants to take toward the object. Researchers can measure attitude components by asking respondents how well each statement describe them or their beliefs.
THREE COMPONENT MODEL OF ATTITUDE An Illustration
DHL for shipping Small Packages Attitude Component – Cognition (Beliefs) DHL is very reliable in its service DHL is more economical than other package-carrier services DHL is not able to customize to customer needs Attitude Component - Affect (Feelings) When I ship by DHL I feel secure I am very happy to be using DHL for my services I don’t care if DHL goes out of business Attitude Component – Conations (Actions) I use DHL for my shipping needs than others I often recommend DHL to my business associates I am looking for alternative carriers.
Shopping For Airline Tickets On The Internet. Attitude Component – Cognition (Beliefs) Shopping on Net is very convenient for my airline tickets You can get the cheapest airline fares by shopping in internet Internet based travel agents provide only very limited travel options Attitude Component - Affect (Feelings) Shopping on the internet is considered to be ------- (Tick whatever you feel appropriate). (a) Cool (b) Boring (c) Enjoyable (d) Confusing (e) Terrible (f) Trendy Attitude Component – Conations (Actions) I have used the internet for my travel airline tickets recently I often search the internet for planning my travel itinerary I will not recommend internet to my friends for booking airline tickets.
Tri-component Attitude Model
The Cognitive component: Knowledge and perceptions that are acquired by combinations of direct experience with the object or through related information from various sources.
Evaluative scale used to attitude towards Dove moisturizing lotion - Compared to other moisturizing lotions, Dove is Moisturizing effect Cleansing effect Fragrance Packaging /product
Good ____ ____ _____ ______ Bad Positive ____ ____ ____ ______ Negative Pleasant _____ ____ _____ _____ Unpleasant Appealing _____ _______ ______ Unappealing
Cognition – Brand Belief
Cognition or thoughts about brands are also called Brand beliefs A Brand Belief is a thought about a specific property or quality of the brand. (3 types) Descriptive Beliefs connect an object to the quality of the outcome ( this computer has large memory; this airline is always late) Evaluative Beliefs connect an object to personal likes or dislikes (this computer is very user friendly; the service in this airline is pathetic) Normative Beliefs invoke moral and ethical judgments in relation to some ones acts (its unfair for business to take advantage of innocent clients)
Tri-component Attitude Model
The Affective Component The consumers emotions or feelings towards the object. Measuring consumers feelings and emotions with regard to Dove Moist. Lotion – How your skin felt after using Dove for 30 days. I feel Relaxed (Very) ____ ____ ____ Not at all I feel Refreshed ____ ____ ___ ____ Not at all I feel Younger ____ ___ ____ ____ Not at all
Tri-component Attitude Model
The Conative component It is about the likelihood or tendency that an individual will undertake a specific action or behave in a particular way to the particular object. According to some interpretations, the conative component may include the actual behavior. In marketing and consumer research conative component is frequently treated as an expression of consumers intent to purchase.
Tri-component Attitude Model
Intention to Buy – Conative Component Buyer intention scales are used to assess the likelihood of a consumer purchasing a product. Consumers who respond positively to an intention to buy generally purchase the product (than consumers who were not asked to respond to the question).
Tri-component Attitude Model
Intention To Buy Scales (Examples) Which of the following best describes the chance that you will buy Dove Lotion the next time you buy a skin care product. ___I will definitely buy it. * ___ I Probably will buy it ___ I am uncertain whether I will buy it. ___I probably will not buy it * ___ I certainly will not buy How likely are you to buy Dove Lotion in next three months __ Very Likely * ___ Likely __ Unlikely * ___ Very unlikely
Multi Attribute Attitude Models
The attitude Toward Object Model
The attitude Toward – Behaviour Model
The Theory – Of reasoned – Action Model
Multi Attribute Attitude Models
Multi attribute models portray consumers attitude with regard to an attitude (product / service or an issue) as a function of consumers perception and assessment of the key attributes or beliefs held with regard to the particular attitude object.
Multi Attribute Attitude Models
1. The Attitude Toward Object Model Especially suitable for measuring attitudes toward a product category or specific brands. Consumer attitude toward a product (or specific brands of the category) is a function of the presence (/ absence) and evaluation of certain product specific beliefs and / or attributes.
Multi Attribute Attitude Models
1. The Attitude Toward Object Model
Consumers generally have favorable attitude toward those brands that they believe to have an adequate level of attributes that they consider as positive And the have an unfavourable attitude toward those brands which they consider not to have required level of desired attributes or have too many negative attributes.
MULTI ATTRIBUTE MODELS OF ATTITUDE
Suggest that overall attitude is based on the component beliefs about the object, weighted by the evaluation of those beliefs. 1. Fishbein Model: (Attitude-Toward-Object Mode) Explain overall attitude by seeing the object as having a set of consequences which couldn be desirable/ undesirable i=1
Ao =
Bi x
Ao is the overall attitude, Bi is the belief that object I a certain consequence, Ei is the evaluation of that Eihas consequence and n is the number of consequences.
Customer Attitude Toward Two Internet Service Providers Evaluation Of Attributes (Unlikely 1
2 3 4 5 Likely)
Attribute 1. Connection will be established successfully every time.
America Online 3
AT&T
Evaluation OF Consequences
5
+3
2. The connection will be established speedily
4
3
+2
3. The connection can get disconnected in the middle of a session
3
3
-3
4. The price (monthly fee) will be high
2
Aaol = 3(3) + 2(4) + -3(3) + -1(2) = 6
3
-1
(Very Bad -3, -2 -1 0 +1 +2 +3 Very Good) /
Aat&t = 3(5) + 2(3) + -3(3) + -1(3) = 7
Multi Attribute Attitude Models
2. The Attitude-Toward-Behaviour Model Is the individuals attitude toward behaving w.r.to an object rather than the attitude to the object itself. It seems to correspond more closely to actual behaviour than does the attitude- toward-object model
Tri-component Attitude Model
Intention To Buy Scales (Examples) Which of the following best describes the chance that you will buy Dove Lotion the next time you buy a skin care product. ___I will definitely buy it. * ___ I Probably will buy it ___ I am uncertain whether I will buy it. ___I probably will not buy it * ___ I certainly will not buy How likely are you to buy Dove Lotion in next three months __ Very Likely * ___ Likely __ Unlikely * ___ Very unlikely
Multi Attribute Attitude Models
2. The Attitude-Toward-Behaviour Model
Rahul’s attitude toward the act of purchasing a BMW (attitude toward the behaviour) reveals more about the potential act of purchasing than just simply knowing his attitude toward expensive German cars or specifically BMW.
The consumer might have a positive attitude toward BMW but is negative about his prospects for purchasing such an expensive model
Multi Attribute Attitude Models
Theory-Of-Reasoned-Action Model This model incorporates a cognitive component, an affective component and a conative component, however arranged in a pattern different from that of the tri-component model. With this expanded model, to understand intention to buy – one has to measure the subjective norms also.
Multi Attribute Attitude Models
3. Theory-Of-Reasoned-Action Model
A subjective norm can be measured directly by assessing a consumers feeling as to what others (friends, relatives, peers) would think of the action being contemplated. A fresh MBA is planning to buy a M. swift. He stops himself to contemplate what his parents & girlfriend will think about the same. --- such reflection will reflect his subjective norms.
3.Extended Model Of Behavioral Intention
Also called the THEORY OF REASONED ACTION. In this expanded model, to understand purchase intention we also need to measure the subjective norms that influence an individuals intention to act. Subjective norms can be directly measured by assessing a the normative beliefs that the individual attributes as relevant to others (friends, relatives, co-workers etc.). Bachelor planning to buy a Swift may check with his girl friend and parents.... ”My parents consider the car expensive, but my girlfriend will love it” …. Will comply with one of them.
3.Extended Model Of Behavioral Intention BELIEFS ABOUT OUTCOMES (Bi)
Bi . Ei
Attitude Ao
EVALUATIONS OF THE OUTCOMES (Ei) Intention NORMATIVE BELIEFS RELATED TO OTHER REFERANTS (Nj)
MOTIVATION TO COMPLY WITH SUBJECT NORMS (Mj)
Nj . Mj
Subjective Norms Sn
Behaviour
Multi Attribute Attitude Models Beliefs that behaviour Will lead to certain Outcomes.
Attitude toward The behaviour
Evaluations of the outcomes Intention Belief that my referents Think that I should/Shouldn’t perform the behaviour Subjective norm Motivation to comply with The specific referents
Behaviour
Attitude-Toward-The-Ad Models
Model to understand the impact of ads or some other promotion on generating favourable consumer attitudes towards a brand/ product. The consumer forms various feelings (affect) and judgments (cognitions) as the result of exposure to an Ad. They in turn affect the consumers attitude toward the brand and also the beliefs about the brand.
Attitude-Toward-The-Ad Models Exposure to an ad
Judgment about the Ad (Cognition)
Beliefs about the Brand
Feelings from the Ad (Affect)
Attitude towards the Ad
Attitude towards the brand
Attitude-Toward-The-Ad Models
Positive relation exists between attitude toward the advertisement and purchase intention for each of the advertised product/brand. For a novel product (foot gear for dogs), consumer attitude toward the ad has a stronger impact on the brand attitude and purchase intention than a familiar product (dog food).
Attitude Formation 1. 2.
Hierarchies in Attitude Attitude Formation – How?
HIERARCHIES IN ATTITUDE (1)
Attitude hierarchies refers to the sequence in which the three components occur. Answering the questions such as Do you think first and act ? Or do you act first and think afterward ? Learning Hierarchy:
Learning
Cognitive (Actions)
Affective (Feelings)
Conative (Actions)
HIERARCHIES IN ATTITUDE 1
An NRK coming back to settle in India. Will consider his home town - Trichur, or cities in his state like Kochi or Calicut. Or metros like Bangalore or Chennai. He first rationally consider the cost of living, real estate costs, infrastructure & facilities, where his friends relatives are based and his opportunities to pursue something etc. Then he considers all these information and looks at which of these places excites him to be. Based on this judgment he initiates action toward buying a house/property.
HIERARCHIES IN ATTITUDE 2
Emotional Hierarchy Emotions
Affect (feelings)
Conations (actions)
Cognition (thoughts)
“My decision to join advertising industry was based on a commercial I saw on Ad agencies where I saw young men and women casually dressed having lots of fun while doing extremely creative work”.
HIERARCHIES IN ATTITUDE 2
Based on your emotions – attraction or repulsion toward certain brands or person or things - you embrace (avoid) them, buy them and start to use them. Finally through experience you learn more about the brand. A Manager fixing the site for his next conference – Goa because the beaches enchanted him. (Eg. From business situation)
HIERARCHIES IN ATTITUDE (3)
Low-Involvement Hierarchy of Attitude
Low Involvement
Conation (actions)
Affect (feelings)
Cognition (thoughts)
HIERARCHIES IN ATTITUDE (3)
You are in the neighborhood bakery and see a new variety of bread with nuts and dry fruits and looked good. The bread is new so you do not have an attitude towards it. You do not have to know a lot about it or feel attracted to it to buy it. So you pick it up and bring it home. You take the first bite and then find out whether you like it or not. Then you may pause to find out about its flavor, taste and may go through the ingredients and information on who manufacture it etc.
HIERARCHIES IN ATTITUDE
Learning and Emotional hierarchies are high involvement hierarchies, because the attitude the object generates is of high involvement (degree of stake one has in the object). In the case of low involvement product action comes first followed by affect and thought process. Involvement is not a property of the product or service, rather it is the importance of it to a customer.
HIERARCHIES IN ATTITUDE
Thus the same product could be low involvement for some one while its high for some others. Involvement is no dichotomous ( choice between high & low), but it’s a matter of degree (continuum). At the very low involvement end can be something of no consequence to the customer.
Attitude Formation How attitudes are learned and the sources that influence attitude formation.
How Attitudes are Learned
Attitude formation is a result of learning. Consumers often purchase new products that are associated with a favourably viewed brand name. Classical conditioning – the established brand name is the unconditioned stimulus that through past reinforcements have created a favourable brand attitude. New product yet to be established become the conditioned stimulus.
How Attitudes are Learned 2
Sometimes attitude follows the purchase of a product. (Operant / Instrumental conditioning). Consumer may buy a brand because it is the only product available. Consumers also make trial purchase of brands in categories belonging to low involvement for them. If they find the brand to be satisfactory then they will develop favourable attitude.
Sources Of Influence On attitude Formation
Consumer attitude is strongly influenced by personal experience. Primary means of attitude formation is through consumers direct experience in trying and evaluating them. Realizing this marketers often stimulate trial of new products by offering special bargains or free samples. Free test drive for cars.
Sources Of Influence On attitude Formation 2
Through mass media we are constantly exposed to new products, ideas etc thru advertising. For people without direct experience of the product, exposure to emotionally appealing Ads will create favourable attitude. Attitudes developed thru direct experience is much more enduring than those developed from indirect experience (Ads).
Sources Of Influence On attitude Formation 3
Personality factors also play a critical role in attitude formation.
Individuals with a high need for cognition (who crave for info & enjoy thinking) are likely to form positive attitude response to direct mail or ads that are rich with product related info. Individual with low need for cognition – ads with well known model or a celebrity helps.
Strategies of attitude Change Factors that are relevant for attitude formation are relevant for attitude change also.
Strategies of attitude Change
Altering attitude is a key consideration for most marketers. Most competitors target market leaders when they develop their strategies. Their objective is to change the attitudes of the market leaders customers and win them over. Market Leader in turn will try to fortify the attitudes which customers currently hold towards them.
Strategies of attitude Change
1. Changing consumers basic motivational function. 2. Associating the product with an admired group or event. 3. Resolving two conflicting attitudes. 4. Altering components of the multi attribute model 5. Changing consumers beliefs about competitors brands.
1. Changing The Basic Motivational Function
The utilitarian Function We hold certain brand attitudes partly because of its utility. The attitude tends to be positive if the product has been useful in the past. One way of changing attitudes is to show that the product provide a utilitarian function which the competitors are not giving Indigo car; Bacteria Free Air conditioning – Samsung; Pepsodent 24 hours Germicheck
Changing The Basic Motivational Function
3
The Value Expressive Function Attitudes are a reflection of one’s general values. If a consumer segment holds positive attitude owning latest electronic devices, then their attitudes owning latest cellular phones will also reflect the same. Segment who has a positive attitude toward ‘being in fashion’, will show favourable attitudes toward high-fashion clothing.
Changing The Basic Motivational Function
4
The Value Expressive Function (contd.) Thus by knowing target consumers attitudes, marketers can anticipate their values, life style and out look. These can the be depicted in the ads which will create favourable disposition from the target group. The product can then be placed to appeal to the right attitude of the group. Ac Delco (General Motors) “ You have not missed a day of work in 12 years. --- so it comes as no surprise that your auto parts are AC Delco
Changing The Basic Motivational Function
2
The Ego Defensive Function Most people want to hide their inner feelings of doubt and project confident outlook. Cosmetic and personal care products understand this need, increase both their relevance and the likelihood of a favourable attitude change ------By offering reassurance to the consumers self concept. Rexona Deodorant, Fair & Lovely, Axe “True Love is not Disposable” Express Zippo Lighter and the long lasting relationship it can build with the customer.
Changing The Basic Motivational Function
5
The Knowledge Function Individuals generally have a strong need to know and understand the people and things they encounter. This cognitive need is important in positioning Brand positioning is an attempt to satisfy people’s ‘need to know’ and it improves consumers attitude towards the product by emphasizing its advantages.
Changing The Basic Motivational Function
6
The Knowledge Function An Ad message for an advanced-design tooth brush might point out how it is superior to other tooth brushes in controlling gum disease by removing more plaque which is so important for overall health. This Ad also might use a bar or pie chart to show its plaque removal abilities vis-à-vis competition.
2. Associating The Product With A Special Group
Attitudes are related at least in part to certain groups, social events or causes. It is possible to alter attitudes toward product, brands or services by pointing at their relationship (in ads) with certain social groups, events etc. Microsoft - Bill Gates and their charity contribution for AIDS patients, Tata Steel and their community projects (Coke and water conservation in Palakkad).
3. Resolving Two Conflicting Attitudes
If consumers are made to see that their negative attitude toward a product, a brand or its attributes is really not in conflict with another attitude they may be induced to change their evaluation (from negative to positive).
Nitin loves the idea of moving from his computer and having a portable laptop, but what prevents him is the slow processing capabilities. However on learning Compaq makes laptops with high processing speed he is considering of purchasing a laptop seriously.
4. ALTERING COMPONENTS OF THE MULTIATTRIBUTE MODELS
Global attitude have been measured by a couple of simple scales such as dislike / like or as favorable / unfavorable etc. We can infer only that customers attitude is favourable or unfavourable but we do not know why. Multiattribute models help to infer the underlying beliefs and how they are weighted to yield overall attitudes.
4. ALTERING COMPONENTS OF THE MULTIATTRIBUTE MODELS 2
Multi attribute scales bring in the following advantages. Diagnosticity – ability to diagnose or explain why certain attitudes are the way they are and the attributes that contributes to them. Since Multi Attribute Models specify what underlies attitudes, it gives us the cue on how to change or influence customer attitude.
Evaluation Of Attributes (Unlikely 1
2 3 4 5 Likely)
Attribute 1. Connection will be established successfully every time.
America Online 3
AT&T
Evaluation OF Consequences
5
+3
2. The connection will be established speedily
4
3
+2
3. The connection can get disconnected in the middle of a session
3
3
-3
4. The price (monthly fee) will be high
2
A aol = 3(3) + 2(4) + -3(3) + -1(2) = 6
3
-1
(Very Bad -3, -2 -1 0 +1 +2 +3 Very Good) /
A at&t = 3(5) + 2(3) + -3(3) + -1(3) = 7
4. ALTERING COMPONENTS OF THE MULTIATTRIBUTE MODELS 3
Customer attitude can be changed in three ways (Multi attribute rule based) 1. By changing a specific component of belief, which can be done by changing the perception about an attribute or associated consequence. (AOL has higher rating on speed. So emphasize the importance of speed to increase its evaluation)
4. ALTERING COMPONENTS OF THE MULTIATTRIBUTE MODELS 4
2. By changing the importance customers assign to an attribute (AOL improves its connection success rate and initiates communication about this to consumers).
3. By introducing a new attribute (a new
evaluation criteria) into customers evaluation process. (If AOL has superior customer support then convince customers the importance of this)
4. ALTERING COMPONENTS OF THE MULTIATTRIBUTE MODELS 5
Changing The Overall Brand rating Attempting to alter consumers overall assessment of the brand directly, without attempting to improve or change their evaluation of any single attribute “We are the No. 1” – “The largest selling Brand”
“The one all other imitate” “We set standards for other cars” – Honda.
5. Changing Beliefs About Competitors Brands
Changing consumer beliefs about the attributes of competitor brands. Comparison Ads Indica V2 vs. Santro Ford Ikon vs. Accent It can boomerang as it give unwarranted visibility to competitors claims.
The Elaboration Likelihood Model
ELM: Consumer attitudes are changed by two distinctively different routes. Central route & Peripheral route Central route happens when consumer is motivated to assess the object. He will actively seek and analyze information leading to attitude learning and change.
The Elaboration Likelihood Model
The peripheral Route is when consumer’s motivation or assessment skills are low. Consumer learning and attitude change occur without consumer actively searching for information relevant to the object. Attitude change often is due to secondary inducements – discounts, samples, great packaging, ambience, celebrity endorsements etc.
DEGREES OF INVOLEVEMENT & TYPES OF ATTITUDE HEIRARCHY High Involvement
Emotional Hierarchy Begins with intense emotions
Begins with mood
Rational Hierarchy Begins with consideration of multiple features Begins with consideration of 1 or 2 features
Low Involvement hierarchy Low Involvement
CONSISTENCY AMONG THE THREE COMPONENTS
A person tries to make the three components consistent and to maintain consistency among them. Certain cognitions will give rise to certain affect and certain action tendencies. The Consistency can be related to two factors 1. Valence & 2. Strength Affective (feelings)
Conative (actions)
Three Attitude Components in Mutual Interdependence
Cognitive (thoughts)
CONSISTENCY AMONG THE THREE COMPONENTS
Attitude Valence: refers to favourable and unfavourable thoughts feelings and actions. Thus favorable cognitions will be associated with positive affect and unfavourable cognition with negative effect regardless of the sequence in which they might have arisen initially. Favourable action tendencies will be associated with positive affect and positive cognitions. Likewise favorable action tendencies will be associated with positive affect and positive cognition. If one of them needs to be modified even other elements need to be changed. Repositioning cases (involves such modifying).
Behavior Can Precede or Follow Attitude Formation
Cognitive Dissonance Theory and Attribution theory each provide a different explanation as to why behavior might precede attitude formation.
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