Consumer Attitude lecture notes and presentation

Consumer Attitude

1. Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviourby Karen Webb
Slides prepared by Sarah Fletcher and Morena Dobrowolski9
ATTITUDES

2. Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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.comfor information on
changing consumer trends

6. Copyright 2005 McGraw-Hill Australia Pty Ltd
PPTs t/a Consumer Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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’sattitudes are often a reflection of theirvalues
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 Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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 Behaviourby 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