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Consumer Attitude lecture notes and presentation
- 1. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9 ATTITUDES
- 2. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-2 Attitudes At the end of this session, you should understand: • The nature and characteristics of attitudes and their influence over consumer behaviour • The ways in which consumer attitudes are formed • The application of attitude theories to consumer behaviour • The functions of attitudes • How consumer attitudes can be measured • The processes and methods used to change consumer attitudes
- 3. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-3 Attitudes - defined • An attitude may be defined as a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object
- 4. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-4 The nature of attitudes • Attitudes vary in their strength • Attitudes reflect a consumer’s values • Attitudes are learned • Different situations influence attitudes
- 5. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-5 Consumer attitude trends • By keeping in touch with changing consumer attitudes, marketers are better able to appeal to consumers through their marketing messages and appeals • Check out the ‘Eye on Australia’ report at www.greyglobalgroup.com for information on changing consumer trends
- 6. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-6 How are attitudes formed? • Conditioning – Learning can occur from repeated exposure to stimuli – We are more likely to develop a positive attitude towards behaviour that continually brings rewards • Modelling – Develop attitudes by watching others that we trust or respect • Cognitive Learning – Involves problem solving or reaching logical conclusions based on information
- 7. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-7 Attitude models • Two main attitude models: – Tri-component model – Fishbein’s multi-attribute model
- 8. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-8 The tri-component model of attitudes
- 9. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-9 The tri-component model of attitudes • Attitudes are generally considered to be made up of three elements: – Affective component Feelings Based on physiological nervous reactions to an object – Cognitive component Beliefs What a person believes to be true about an idea, event, person, activity or object – Behavioural intentions An observable reaction e.g. to purchase a particular brand
- 10. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-10 Fishbein’s multi-attribute model of attitudes • Assumes that attitudes often have many attributes that influence them • (The tri-component model assesses a person’s attitude to only one attribute of the attitude) • Differs from tri-component model in 4 main areas: – Focuses mainly on the affect component – Considers the strength of multiple attributes – Suggests that attitude affects intentions and this leads to behaviour – Measures strength of attributes
- 11. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-11 Fishbein’s multi-attribute model of attitudes Attitude identification involves: 1. Identifying the attitude 2. Determining consumer intention, based on their attitudes 3. Predicting behaviour based on intentions
- 12. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-12 Functions of attitudes Attitudes have 4 main functions: 1. Adjustment function – Attitudes help consumers adjust to situations – People seek out group acceptance in order to gain praise or rewards and avoid punishment 2. Ego defensive function – Attitudes are formed to protect the ‘ego’ 3. Value expressive function – A consumer’s attitudes are often a reflection of their values 4. Knowledge function – Attitudes help consumers make decisions and process and filter information
- 13. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-13 Attitude measurement • Identify consumer’s salient (most important) beliefs about the object in question
- 14. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-14 Attitude measurement tools • Likert scales – Used to measure attitudes by offering respondents a list of attitude statements, for example: Colgate is a brand I can trust. 1. Strongly Disagree 2. Disagree 3. Neither Agree nor Disagree 4. Agree 5. Strongly Agree
- 15. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-15 Attitude measurement tools • Semantic differential scales – Uses a 7-point rating scale with bipolar labels at the end points – Tends to measure a person’s beliefs about a product, for example: Pleasant taste Low priced Unpleasant taste High priced
- 16. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-16 Attitude measurement tools • Measuring purchase intention – Used to measure whether a consumer is likely to purchase a particular product, for example 1. How often do you usually purchase Colgate toothpaste? Weekly Once a month Once every few months Very occasionally 2. How likely are you to buy Colgate toothpaste in the next 3 months? Highly likely to buy Probably will buy Might buy Probably will not buy Definitely will not buy
- 17. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-17 Attitude change • Two conditions must exist to allow for attitude change: – The object of the attitude must no longer provide the satisfaction that it once did – Attitudes can change when the consumer’s aspirations change • Attitude change occurs when one of the three elements of attitude (affect, cognition, behaviour) undergoes a change
- 18. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-18 Attitude change via affect (influencing feelings) • Conditioning – Build up positive feelings through rewards, positive music or emotive symbols • Feelings towards advertisement/communication – If you like the advertisement, there is a greater chance you’ll like the product – Using well-liked celebrities • Mere exposure – Just showing an advertisement or communication to consumers can lead to a positive attitude
- 19. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-19 Attitude change via cognitions (influencing beliefs) • Changing consumer’s beliefs about the attributes of a brand – Providing information about the brand See EXHIBIT 9.6 Dairy Australia and The Wiggles work together to reinforce the need for children to have three serves of dairy every day, page 266. PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.
- 20. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-20 Attitude change via cognitions (influencing beliefs) • Influencing consumers to change the importance of beliefs about the product – Communicate the importance of other attributes See EXHIBIT 9.7 Nutella is positioned as an ‘energy’ food rather than just a tasty spread, page 266. PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.
- 21. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-21 Attitude change via cognitions (influencing beliefs) • Changing consumer beliefs about the ‘ideal’ brand – Specify what should be most important about the brand See EXHIBIT 9.8 Blackmores is the ‘ideal’ brand, according to this advertisement, page 267. PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.
- 22. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-22 Attitude change via cognitions (influencing beliefs) • Adding new beliefs about the brand – ‘Did you know that….?’ See EXHIBIT 9.9 Most front loaders are small, but LG front loaders have a very large capacity, page 267. PowerPoint slides supplied on the Instructor Resource CD to accompany Consumer Behaviour include advertisement images.
- 23. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-23 Changing attitudes by encouraging a change in behaviour • Attitudes can change as a result of behaviour • Encourage consumers to try your product. For example, with samples or tastings
- 24. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-24 Changing attitudes by changing what is ‘normal’ • Changing what is viewed as normal in a situation • For example, attitudes to red meat have changed as a result of campaigns emphasising the benefits of eating red meat
- 25. Copyright 2005 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9-25 Influences on attitude formation and change • Source credibility – Attractiveness – Expertise – Trustworthiness • Message characteristics • Media characteristics • Receiver characteristics