consumer attitudes and behaviors (2008) (c) stowe shoemaker, ph.d. evaluative judgments--attitudes...

Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D.

Evaluative judgments--Attitudes

Very Bad Very Good

Attitudes-- Evaluative judgments at any point on a continuum

Very Unfavorable Very Favorable

Very Negative Very Positive

Dislike very much Like very much

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Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 2

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Attitudes

Definition: comes from the Latin term “aptus,” which means

“fitness”’ or “adaptiveness” Thurston: the amount of affect or feeling for or

against a stimulus Peter & Olsen “overall evaluation of a concept”

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Characteristics of Attitudes

Direction: can be positive, negative, or neutral

Magnitude: degree of favorability or negativity; extremity of liking or disliking

Ambivalence/Internal Consistency: degree to which underlying cognitions or beliefs are similar in evaluative criteria

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Centrality: degree to which knowledge about attitude object is closely connected to important, central end goals, needs, values

Interrelatedness: degree to which knowledge about attitude object is interconnected amongst itself and is associated with other knowledge

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Emotionality: degree of emotionality associated with the attitude object

Stability: Consistency or sameness of attitude and related cognitive structures over time and situations

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Tricomponent Attitude Model

Conation

Affect

Cognition

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Cognitive Knowledge and perceptions Attitudes and beliefs Need for Cognition

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Affect Emotions or feelings Evaluative (e.g., favorable, unfavorable) Emotionally charged states (happy, sadness, etc.)

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Conative (behavior) Likelihood or tendency that an individual will

undertake a specific action or behave in a certain way

Frequently treated as “intention to buy”

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Persuading people to make an evaluative judgment about drinking and driving

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Four Functions of Attitudes

Utilitarian Function Ego-Defensive Function Knowledge Function Value-Expressive Function

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Utilitarian Function

People express feelings to maximize rewards and minimize punishments received from others;

e.g., express favorable attitudes about something to win support of someone who you suspect as similar attitudes

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Ego-Defensive Function

self-esteem maintenance function; attitudes held to protect people from basic truths

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Knowledge Function

Helps a person to give meaning to the unorganized and chaotic world; i.e., form a frame of reference by which the world is interpreted;

e.g., have a positive attitude towards a brand, buy it all the time to simplify life

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Value-Expressive Function

social identify function; people express positive views about products, brands, services, etc. to make a statement about themselves;

e.g., like to stay in Ritz Carlton Hotels because means I have arrived

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How Are Attitudes Formed

Formed by integrating salient beliefs about attitude concept

Come from: exposure to an advertisement comment from a friend while making a purchase

decision articles in Consumer Reports; etc.

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Attitude Toward Object

States three major factors are predictive of attitudes salient beliefs strength of belief evaluation of each salient belief

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Attitude Toward Object

Ao = overall attitude towards object “o” bi = strength of the belief of whether or not

object o has some particular attribute “i” ei = evaluation of the goodness or badness of

attribute “i”

bi = 1 “extremely unlikely” 10 “extremely likely” that you buy car with attribute x ei = -3 = “very bad” +3 = “very good”

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Corvette Buick Park Avenue

Mercedes 300 E

Attribute ei bi bi x ei bi bi x ei bi bi x ei

Sporty styling +3 8 24 5 15 7 21

Good handling/ride +3 8 24 4 12 7 21

High cost -1 7 -7 6 -6 8 -8

Great acceleration +3 7 21 3 9 6 18

Low repair frequency +1 3 3 2 2 8 8

SUM +65 +32 +60

Attribute ei bi bi x ei bi bi x ei bi bi x ei

Sporty styling -1 9 -9 5 -5 7 -7

Good handling/ride +3 3 9 9 27 7 21

High cost -3 8 -24 6 -18 10 -30

Great acceleration -2 10 -20 2 -4 6 -12

Low repair frequency +3 2 6 8 22 9 27

SUM -38 +24 -1

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Level of Specificity of Attitude Concept There are different levels of specificity;

implication is that when measuring attitudes, one must precisely identify the attitude concept, at the level of abstraction and specificity that is most relevant to the marketing problem of interest;

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Specificity of Attitude Concept

“How do you feel about Marriott Hotels” vs. “How do you feel about the Marriott Hotel located at the corner of Green Valley Parkway and Sunset”

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Changing Attitudes

Associate the Product with a Special Group, Event, or Cause

Resolve Two or More Conflicting Attitudes Change the Relative Evaluation of Attributes Change Brand Beliefs Add an Attribute Change Brand Overall Rating Change Belief about Competitor

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How to Change Attitudes

Add a new salient belief Change the strength (bi) of an existing salient

belief Change the evaluation (ei) of an existing

salient belief Make an existing belief more salient

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Conative (behavior)

The behavior involves four distinct elements the action: (i.e., the behavior one is trying to

measure); e.g., purchase of a hotel room the target: (the thing at which a behavior is

directed); e.g., purchase of a Marriott hotel room

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Conative (behavior)

the context: e.g., staying at a Marriott for business vs. staying at a Marriott for pleasure

the time: e.g., perhaps if late at night stay not at a Marriott, but first place you find

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Correspondence with Attitudes and Conative (behavior) Ao misses action, context, and time

elements; thus, attitudes toward a brand can be unrelated to attitudes toward buying the brand

Need to understand attitude towards the action

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Theory of Reasoned Action

Basic Tenet: A person’s intention is a function of two basic determinants

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Attitude towards the behavior

Individual’s positive or negative evaluation of performing the behavior; the beliefs that underlie attitudes towards the behavior are called the behavioral beliefs; e.g. of attitude toward the behavior of buying Miller Beer

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A action = bi * ei

A action = overall attitude towards action bi = strength of the belief that performing the

action will result in consequence “i” ei = evaluation of the goodness or badness of

consequence “i”

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Social Norm

Person’s perception of the social pressures put on her/him to perform or not perform the behavior in question the beliefs that underlie a person’s subjective

norm are termed normative beliefs

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Formula for Subjective Norm

Nbj = normative belief that a referent group j thinks that consumer should/ should not perform behavior

MCj = motivation to comply with influence of referent j

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Final Formula

Behavior Behavioral Intention = W1 (AB) + W2 (SN) AB = attitude towards the action SN = subjective norms W1 and W2 = empirically determined weights

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Belief that the behavior leads to certain outcomes

Evaluation of the outcomes

Beliefs that specific referents think I should or should not perform the behavior

Attitude toward the behavior

Subjective norm

Intention Behavior

Motivation to comply with the specific referents

Theory of Reasoned Action 36


Commercial

McDonald’s Wedding Club 18-30

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Balance Theory

Balance theory suggests that attitude inconsistencies can lead to persuasion.

Balance theory focuses on consistency between a person (p), another person known to p (o) and a stimulus (x).

Balance exists if all three relations are positive (e.g., the friend of my friend is my friend) or if two relations are negative and one is positive (the enemy of my enemy is my friend).

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Applying balance theory

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Question

Describe an instance from your own experience in which social norms conflicted with your own attitude. What behavior did you adopt? Why

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Exercise

If you worked for a resort that vacationers were likely to visit about once a year, how would you use information presented to get customers to return?

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Case Study: American Legacy

Research has shown that 80% of all smokers begin smoking before the age of 18. Why is smoking so attractive to a thirteen-year-old?

What was the rationale behind Legacy’s decision to focus on prevention, and target sensation-seeking teens between the ages of 12 and 17? Do you agree with this rationale?

Legacy made a number of interesting decisions with respect to the truth advertising campaign. For example, it decided that (1) the campaign would not be a “call to action;” i.e., that the ads would not urge kids to quit smoking; (2) it would not identify itself as the sponsor of any of the ads; (3 it would focus exclusively on the tobacco industry – rather than politicians, parents, the media, marketers, etc – as the enemy in all the ads; and (4) it would use graphic images such as body bags, urine, dog feces, etc, to communicate its message. Do you agree with these decisions? How “truthful” was this campaign?

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Case Study: American Legacy

How was the truth campaign different than most traditional public service campaigns? More generally, why are most traditional public service campaigns ineffective?

By comparison, how effective was the truth campaign? What accounts for its success? What are the benchmarks you are using to evaluate its success?

Why did Legacy decide to build a truth “brand” rather than stay with the traditional PSA paradigm? From Legacy’s perspective, was the difference simply semantic, or was it more significant than that? In what ways is truth brand the same/different as other well-known brands, like Nike, Disney, or Mercedes-Benz?

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consumer attitudes and behaviors (2008) (c) stowe shoemaker, ph.d. evaluative judgments--attitudes...

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