Consumer behaviour 2e-CHAPTER 6 2e final.pptx

Consumer Behaviour

1. CHAPTER SIX: CONSUMER ATTITUDES

2. Learning objectives Define what attitudes are and describe their characteristics Describe the main components of attitudes Discuss the relevance of attitudes in the consumer decision-making process Explain how attitudes are learnt Describe the theoretical models that depict attitudes and behaviour. LISTEN: “ Global Mobile Consumer Behavior: Smartphones, one device to rule them all? Part of the User Friendly podcast series”, accessible from: https://www2.deloitte.com/us/en/pages/technology-media-and-telecommunications/articles/user-friendly-podcast-global-mobile-consumer-behavior.html (last accessed on 14 January 2019).

3. Learning objectives (cont.). Understand the predictive limitations of attitudes on consumer behaviour Explain the methods used in measuring attitudes Discuss strategies used to influence change in consumer attitudes Discuss how marketing communication can be used to influence attitude formation and change.

4. Key terms Affective component of attitudes Attitude Attitude object Behavioural component of attitudes Cognitive component of attitudes Ego-defensive function of attitudes Elaboration likelihood model Multi-attribute attitude models Organisation-of-knowledge function of attitudes Single component attitude models Theory of planned behaviour Theory of reasoned action Tri-component model of attitudes Utilitarian function of attitudes Value-expressive function of attitudes.

5. 6.1 Introduction Attitude widely used term Describes the way people feel, think or behave towards something N ot tangible, can only observe effect of attitude S pecial interest in understanding consumer attitudes In this chapter: Define Main characteristics S tructural composition Consumer attitude formation Change attitudes Strategic marketing applications. Source: http://www.tshikululu.org.za/wp-content/uploads/2011/07/TSI_website-pics_ethical-consumerism-010711.png accessed on 3 July 213

6. 6.2 Defining attitudes Allport: attitudes are a learned predisposition to respond in a consistently favourable / unfavourable manner with respect to a given object Characteristics: Object specific Learnt Predispositions to respond Consistent response to attitude objects Valence Strength. Image accessed from: https://psychologenie.com/types-of-attitudes accessed on 15 January 2019.

7. 6.3 Components of attitudes Components of attitudes: Affective Cognitive Behavioural. Source: http://o.quizlet.com/95t1mrB-j2drBmEmHqei5w_m.png accessed on 3 July 2013.

8. 6.3 Components of attitudes (cont.). 6.3.1 The affective component Feelings people have towards attitude objects Evaluative in nature All-encompassing favourable/unfavourable attitude Advantage: overall attitudes are easy for marketers to assess Disadvantage: cannot determine the cause of the customer’s feelings.

9. 6.3 Components of attitudes (cont.). 6.3.2 The cognitive component A person’s knowledge & perception towards attributes of an attitude object Expressed in the form of beliefs Beliefs can be based on correct or incorrect information regarding product attributes or benefits Beliefs influence buying behaviour Companies should supply market continuously with correct information.

10. 6.3 Components of attitudes (cont.). 6.3.3 The behavioural component Consumer intentions or the likelihood of behaving in a certain way towards a product Conative component Inferred from likelihood or tendency to accept/reject; approach/avoid; buy/not buy Intentions have predictive value Demand and production schedules planned around intention.

11. 6.4 Models of attitudes Various models Differ according to number and nature of components emphasised T hree models S ingle component models M ulti-attribute models T ri-component models

12. 6.4 Models of attitudes (cont.). Single component models A ttitudes as one-dimensional A ffective component dominant G eneral evaluative terms G ood? B ad? Poor? Excellent? Liked? Disliked? Image source: https://parentsafrica.com/2017/07/27/making-vegetables-exciting-for-kids/ (last accessed on 15 January 2019).

13. 6.4 Models of attitudes (cont.). M ulti-attribute models A ttitudes are a function of three components: Attributes of the product Beliefs about the attributes Level of importance attached to attributes (or benefits associated with attributes) Several attributes per product to consider during product evaluation Positive attitudes when products have more attributes that are considered important by consumers, and vice versa Compensatory strategy Why? Weakness of a brand (in terms of one attribute) is compensated by its strength in another.

14. 6.4 Models of attitudes (cont.). M ulti-attribute models (cont .).

15. 6.4 Models of attitudes (cont.). Tri-component models ABC model of attitudes All three components of attitude are interrelated and internally consistent Implies that negative beliefs about a product could result in negative feelings and negative behavioural intentions Implies that changes in one component with result in corresponding changes in other components.

16. 6.5 Functions of attitudes

17. 6.6 The formation of consumer attitudes 6.6.1 How attitudes are learnt

18. 6.6 The formation of consumer attitudes (cont.). 6.6.2 Sources of influence on consumer attitude formation D irect experience F ree samples and coupons T he influence of social contacts F amily, friends and peer groups T he influence of marketing information and the media M ass media and direct marketing. WATCH: ‘ Test drive from hell as another Ford Kuga bursts into flames’’. Accessed from https://www.news24.com/Video/SouthAfrica/News/watch-test-drive-from-hell-as-another-ford-kuga-bursts-into-flames-20180619 (last accessed on 15 January 2019).

19. 6.7 Attitudes and behaviour 6.7.1 Factors impacting the predictive power of attitudes on behaviour The strength of an attitude Situational factors Time frame Specificity of attitudes Differences between expressed & held attitudes Attitudes held by significant others. This Photo by Unknown Author is licensed under CC BY-NC-ND

20. 6.7 Attitudes and behaviour (cont.). 6.7.2 Theories on consumer attitude and behaviour 6.7.2.1 The theory of reasoned action Ajzen and Fishbein (1975, 1980) Most important determinant of behavior is behavioural intention (BI) BI is function of a person’s attitudes towards the behaviour and subjective norms (i.e. influence of others) General feeling of favourableness towards a behaviour Salient beliefs Limitation Behaviour is not always under the control of the individual.

21. 6.6 Attitudes and behaviour (cont.). 6.7.2 Theories on consumer attitude and behaviour (cont.). 6.7.2.2 The theory of planned behaviour

22. 6.8 Measuring attitudes Attitudes are very commonly measured constructs; we ask consumers to respond to questions or we can observe their behaviour. This Photo by Unknown Author is licensed under CC BY-SA-NC

23. ‘Research shows why South Africans recycle… a sense of obligation, and need’ A study by BMi Research Consumer Division to test if consumer attitudes towards recycling had changed much showed that consumers at the higher end of the market still recycle out of obligation and those at the bottom end still do it for the financial rewards. The large gap between attitudes towards recycling was highlighted by the fact that more recycling points are available in suburban areas while townships had hardly any. Convenience is an important factor in recycling behaviour and attitudes and if consumers have to walk far through dangerous areas to recycle, they will choose not to. “Although the research showed both positive and negative attitudes to recycling in South Africa, it confirmed that the negative attitudes can be converted to positive contributions with more education and accessibility to collection points for waste”. Source: http://www.wecanchangeourworld.co.za/Editors/Articles/tabid/55/itemid/529/amid/376/south-african-recycling-attitudes-reconfirmed-by-research.aspx accessed on 3 July 2013.  

24. 6.8 Measuring attitudes (cont.). 6.8.1 The qualitative approach to measuring attitudes In-depth understanding U nstructured questions P re-determined objectives Non-numerical information Methods: In-depth interviews Focus group discussions.

25. 6.7 Measuring attitudes (cont.). Source: http://socialmeteor.com/wp-content/uploads/2009/04/skydeck1.gif last accessed on 3 July 2013.

26. 6.8 Measuring attitudes (cont.). 6.8.2 The quantitative approach to measuring attitudes Numerical data Collected by means of questionnaires Attitudes measured by making use of scales The Likert-type scale The semantic differential scale The rank-order scale.

27. 6.9 Changing consumer attitudes Source: http://media.findinghomesforyou.com/wp-content/blogs.dir/5/files/2011/07/consumer-confidence1.jpg on 3 July 2013

28. 6.9 Changing consumer attitudes (cont.). The ease with which consumer attitudes change depends on their strength Strongly held attitudes are resistant to change Changes can be in any direction Changes can take place before or after a purchase.

29. 6.9 Changing consumer attitudes (cont.). 6.9.1 Changing the affective component of attitudes Influencing affect towards advertisements Associating the product or brand with special causes or events. 6.9.2 Changing the cognitive component of attitudes Changing customer’s beliefs about the attributes of the product Changing the level of importance attached to the attributes of the producer Adding new attributes 6.9.3 Influencing actual consumer behaviour Product trials: promotions, samples, reduced prices, coupons.

30. 6.10 Marketing communication and consumer attitudes Persuasion is the main goal 6.10.1 Elements of the communication process The source The message The channel The receiver. This Photo by Unknown Author is licensed under CC BY-NC-ND

31. 6.10 Marketing communication and consumer attitudes (cont.). 6.10.2 The elaboration likelihood model Petty & Cacioppo (early 1980s) P ersuasion is the primary source of attitude formation and change Consumer process suing motivation & ability to understand information Common motivational factors P ersonal relevance of the information I nnate need for cognition Personal responsibility. Ability to process information Distraction, repetition, prior knowledge, easy to grasp.

32. 6.10 Marketing communication and consumer attitudes (cont.). 6.10.2 The elaboration likelihood model (cont.). 6 .10.2.1 The central route to persuasion H igh elaboration Motivated and has ability to process information High involvement purchase decisions Quality of arguments important to marketers Very predictive of consumer behaviour.

33. 6.10 Marketing communication and consumer attitudes (cont.). 6.10.2 The elaboration likelihood model (cont.). 6 .10.2.2 The peripheral route to persuasion Does not involve extensive cognitive processing Consumer not motivated nor has ability to process information Relies on peripheral cues E.g. perceived credibility of the source E.g. catchy slogans Temporary attitude change results from this Less predictive of consumer behaviour.

34. Consumer behaviour in reality Case study: “The best advert is about glass” Clip-to-case: “Consol – the best things come in glass” https://www.youtube.com/watch?v=4hDMLMcpn40

35. Summary