Transcript File

Chapter No: 10
Chapter Name: Consumer Attitude
Formation and Change
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Learning Objectives
1. Learn how attitudes relate to different objects.
2. Learn how the theories of attitudes relate to the
different environment.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Attitudes
A learned predisposition
(tendency) to behave in a
consistently favorable or
unfavorable manner with
respect to a given object.
What are Attitudes?
•
•
•
•
The attitude “object”
Attitudes are a learned predisposition (tendency)
Attitudes have consistency (regularity)
Attitudes occur within a situation
Definition: Attitude
• What we are actually doing?
• Are some learned behaviors that can be applied or not applied to
purchase a product is called attitudes.
• In other sense, are some learned behaviors that are applied to do an
action.
• According to Psychology, An attitude is a learned predisposition
(tendency) to behave in a consistently (time after time) favorable or
unfavorable way with respect to a given object.
• Attitudes are not directly observable, but must be inferred from what
people say or what they do.
• A whole universe of consumer behaviors – consistency of purchases,
recommendations to others, top rankings, beliefs, evaluations and
intentions are related to attitudes.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Attitude (continued)
• Attitudes relate to some things:
– The attitude “object”: The attitudes are normally creates upon a object and
here object means product, product category, brand, service, possessions,
product use, cause, issue, people, advertisement, internet site, price,
medium etc.
In other words, object means upon which you make your decision. Ex: For
DVD players you will make your decision on whether Sony or Panasonic or
Toshiba etc are objects.
Another Ex: You will make decision on PBL/ IBBL/ DBBL to open a savings
account are objects.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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• Attitudes are a learned predisposition(tendency): Attitudes
are formed as a result of direct experience with the product,
word-of-mouth information acquired from others or exposure
to mass-media advertising.
• Attitudes have consistency: Attitudes would be consistent
with the concurrent event.
• Ex: if a French consumer reported preferring Japanese over Korean
electronics, we would expect that the individual would be more likely
to buy a Japanese brand when his current VCD player needed to be
replaced.
Attitude (continued)
• How attitudes are learned?
– Through Learning
with the help of ad, from family, observing, others using
etc.
– Following to others
The ad of Garu Marka Dhewtin.
– To solve a problem/ Just satisfy a need
If you hungry, then it is needed to feed.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Table 8.1 Examples of How Situations
Might Influence Attitudes
PRODUCT/SERVICE
SITUATION
ATTITUDE
Delta Life Insurance
Financial
planning
“If anything happens to my spouse,
I’ve got to have enough money to
get the kids through college.”
Cannon Color
Printers
Old PC printer
ceases to
work
“Now that they have gone down in
price so much, it’s time for me to
buy a color printer.”
Hilton Resorts and
Casinos
Exhausted,
time or a
weekend geta-way
Rough skin
“I worked hard; I earned a couple of
days away to relax.”
Dove shop
My skin gets dry in winter, so I
want to use a soap with
moisturizer in it.”
Table 8.1 continued
PRODUCT/SERVICE
SITUATION
ATTITUDE
Sports Illustrated
for Kids
It’s my
nephew’s
birthday
“He loves sports; I should get a
one-year subscription.”
Omega Seamaster
Professional
Old
wristwatch is
lost
Summer
allergy
“Now I have an opportunity to get
the watch James Bond wears.”
Going on a
diet
“I really should try using more fatfree products.”
Claritin-D 24 Hour
Kraft Free Salad
Dressing
“I need something that really
works. I’ve heard good things
about Claritin.”
Theories of Attitudes
• Four theories of attitudes are:
– Tricomponent attitude model
(cognitive, affective & conative components)
– Mulattribute attitude model
attitude toward object, attitude toward behavior & responseaction.
– Trying to consume model
– Attitude toward the ad model
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
1. Tricomponent attitude model: Three major components are:
– Cognitive component:
– Model consists of a person’s cognitions, that is , the knowledge and
perceptions that are acquired by a combination of direct experience with
the attitude object and related information from various sources.
– Theme: People initially show their attitudes based on their knowledge. Here
no interaction with other people.
What they think just observing/ hearing about an object?
Example: When a person hear about Pencil computer, they may be think
that the computer is operated by pencil or the computer is similar to a
pencil. This theory is totally brainstorming based.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
1. Tricomponent attitude model: Three major components are:
– Affective component:
Theme: People initially think when they interact with others. It is emotional
based.
What they think just talking about an object with others?
Example: When a person talking about Pencil computer with other person,
they may be think that while the computer is about pencil sized, then is the
computer is consisting of all features or not? And is the computer is of
highly configured or not?
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
1. Tricomponent attitude model: Three major components are:
– Conative component:
Theme: People normally perform an activity just observing the others. It is
imitative theory.
What they do while observing others?
Example: When a person see that the other people break-down his/ her
computer, then he/ she also break-down his/ her computer but it actually
shouldn’t be because you are not an expert to assembly the computer.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
Reflection of Tricomponent attitude model:
Cognitive
Affective
Conative
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
2. Multi attribute (quality) attitude model: Three categories
– Attitude-toward-object model:
Theme: Consumers generally have favorable attitudes towards those
products/ services/ brands that have an adequate level of attributes
(quality). On the other hand, Consumers generally have unfavorable
attitudes towards those products/ services/ brands that haven’t an
adequate level of attributes. Here the objects are – products, service, brand
etc.
Satisfaction through the features of the object
Example: A person will satisfy with a car when it is of speed, reliability, cost
– effective, availability of 24/ 7 technical assistance, etc. This theory is
object related.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
2. Multi attribute attitude model: Three categories
– Attitude-toward-behavior model:
Theme: Consumers show their attitude toward behaving or acting
with respect to an object rather than the attitude toward the
object itself. It is people related.
Satisfaction through the owner of the object
Example: A person will satisfy with a car when the seller of the car
provide 24/ 7 technical assistance.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
2. Multiattribute attitude model: Three categories
– Response - action model:
Theme: Consumers have had satisfaction if others show their
respect toward himself.
Satisfaction through the eyes of other people
Example: A person will satisfy with a car when the people besides
himself/ herself think positively. An undergraduate student want to
purchase a computer and he/ she will satisfy if the parents give
supports.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
3. Trying to consume model:
Theme: Consumers don’t have the purchase if they had no reflective
/thoughtful/philosophical products. They will have the product which have
the attributes to fulfill his/ her satisfaction.
Satisfaction through desire
The application may be through permission marketing.
Example: A person will have the product pencil computer if it is of all
features of the desktop computer or laptop computer.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
4. Attitude toward the ad model:
Theme: Consumer will purchase the product through his/ her feelings and
judgments.
Satisfaction through nice ad
The application should be of informative or reminding advertising and
obviously of providing all (negative and positive impacts) information.
Example: A person will have the product pencil computer if it is of all
features of the desktop computer or laptop computer.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Query?
Thank You
… For staying with me …
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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