Download The tri-component model of attitudes

ATTITUDES
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
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
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 - 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
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
The nature of attitudes
• Attitudes vary in their strength
• Attitudes reflect a consumer’s values
• Attitudes are learned
• Different situations influence attitudes
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
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
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
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
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
Attitude models
• Two main attitude models:
–
Tri-component model
–
Fishbein’s multi-attribute model
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
The tri-component model of
attitudes
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
• Attitudes are generally considered to be made up
of three elements:
–
Affective component


–
Cognitive component


–
Feelings
Based on physiological nervous reactions to an object
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
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
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
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
Attitude identification involves:
1.
Identifying the attitude
2.
Determining consumer intention, based on their attitudes
3.
Predicting behaviour based on intentions
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
Functions of attitudes
Attitudes have 4 main functions:
1.
Adjustment function
–
–
2.
Ego defensive function
–
3.
Attitudes are formed to protect the ‘ego’
Value expressive function
–
4.
Attitudes help consumers adjust to situations
People seek out group acceptance in order to gain praise
or rewards and avoid punishment
A consumer’s attitudes are often a reflection of their values
Knowledge function
–
Attitudes help consumers make decisions and process and
filter information
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
Attitude measurement
•
Identify consumer’s salient (most important) beliefs about the
object in question
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 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
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
• 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
Copyright  2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski
Unpleasant taste
High priced
9-15
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
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 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
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 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
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 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.
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)
• 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.
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)
• 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.
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)
• 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.
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
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
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 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
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
Influences on attitude formation and
change
• Source credibility
–
–
–
Attractiveness
Expertise
Trustworthiness
• Message characteristics
• Media characteristics
• Receiver characteristics
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