Attitudes

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The tri-component theory/ model of attitude Beliefs: cognitive (psychological process) component of consumer attitude e.g. beliefs about Thumbs up like lot caff., mod. sweet, compet. Priced, mkt.ed or Licel Herbal Oil Affect: Feelings and emotive component of consumer attitude e.g. Thumbs Up shall keep me awake with its caffaine content a student prep. For exam may say Intention: behavioral intention component of consumer attitude e.g. a series of decicions to purchase or not to purchase a canon ptinter or a decrease in the price may induce a trial for less expensive brand
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Cognitive component: consumer belief(s) about a brand, outlet, product, action, etc., that is based on personal knowledge, actual experience, the knowledge or experience of others, or perception e.g. Beliefs about Thumbsup sweet, has caffaine, competitively priced, mkted by MNC. Affective component: consumer feelings/ reactions (e.g. likes, dislikes, or neutrality) about a brand, outlet, product, action, etc. flowing from beliefs e.g. I like Thumbs up or I Dont like thumbs up

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Intention component (behavior or behavioral intention): consumers intention to act positively, negatively, or neutrally toward a brand, outlet, product, action e.g. spl. deal may be liked by the consumers to purchase a less favoured brand

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A consumer belief is a psychological association between a product, brand, outlet, action, etc. and an attribute or feature (and associated benefits) of such

Beliefs are cognitive (based on knowledge, experience, perception, etc.) The stronger the association of features or attributes (and associated benefits) with the product, brand, outlet, action, etc., the stronger the consumers belief

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Positioning by

Product attributes Consumer benefits Intangible attributes Price Application

Brand user Celebrity recognition Brand personality Product category Association with competitors Country or geographic area

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Purchase decisions are typically influenced by affective response

Affectthe way in which we feel (e.g. like, dislike, neutral) in response to marketplace stimuli

It is emotive rather than cognitive (beliefs) It is comprised of both our knowledge of stimuli and our evaluations of them Affective responses can be very general or very specific

Copyright Atomic Dog Publishing, 2003

Affective responses help consumers reach purchase decisions in four ways:

Utilitarian: developing affective responses that lead to perceived rewards quick relief criteria like j&j, coldarin, Ego defense: means through which people try to realize personal goals and images e.g. personal care like mouthwsh, cremes,cosmetics, tthpste, deos have social acceptance, confidence and appreciation Value expression: displaying consumers own values to the external world e.g. aggressiveness in buying, royal enfield or bajaj pulsar, colorplus sweaters Knowledge Function: may lead to both positive and negative effects on affective response e.g. advertizing f knowledge.

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Affective responses to a brand consist of:

The strength or weakness of a consumers beliefs about the brand and its attributes The consumers evaluation of or feelings toward those attributes

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A Bi Ei
i 1
where,

A= Bi = Ei = I=

Attitude towards a brand Belief that the brand possesses attribute i Evaluation or desirability of attribute i attribute 1, 2, m
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Research Question:
Measurement scales: Beliefs about specific attributes:

What is the listeners attitude towards WXYZ radio station?

For example:

Do you believe that radio station WXYZ plays lots of music?

Yes +3 +2 +1 0 -1 -2 -3 No

Evaluation weights for each attribute:

For example: How appealing is it to you when a radio station plays lots of music?

Very appealing +3 +2 +1 0 -1 -2 -3 Not appealing

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ATTRIBUTE Plays lots of music

Plays lots of commercials

Bi +3
+3

Ei +3
-3

Bi x Ei +9
-9

Gives news updates

Has interesting DJs

+1
+2

+1
+3

+1
+6

SUM

+7
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Change Bi Change Ei Add a new Bi/Ei combination

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The Fishbein model looks at brands in isolation Evoked set of brandsa list of brands we consider prior to making a decision

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Ao Bio I i
i 1
where, Ao = Bio = Ii = i= Attitude toward brand (o) Belief that brand (o) does well or poorly when its attribute (i) is compared with those of competitors Importance of attribute (i) in selecting the brand attribute 1, 2, m
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Behavior is a direct result of intention Two factors involved in behavioral intention:

Attitude toward an act Subjective norm (family, friends and others feel about you)

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Aact Bi Ei
i 1
where, Aact = Bi = Ei = i= Attitude toward the act of purchasing a particular brand Belief that performance of a certain behaviorbrand purchasewill lead to an anticipated outcome Evaluation of an anticipated outcome, either a positive benefit or the avoidance of a negative consequence anticipated outcome 1, 2, m
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SN refers to the perception of what other people think we should do with respect to a certain behavior, such as brand purchase, and what the response to this pressure will be SN consists of

Normative beliefs: the perceived expectations that significant others think the consumer should or should not behave in a certain way (buy the brand) Motivation to comply: the extent to which the consumer considers the possible opinions of significant others when forming an intent to purchase

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SN NB j MC j
j 1
where, SN = Subjective normthe motivation toward an act as determined by the influence of significant others NBj = Normative beliefsbelief that significant others (j) expect the consumer to engage in an action MCj = Motivation to complythe extent to which the consumer is motivated to realize the expectations of significant others (j) j= significant other 1, 2, n Copyright Atomic Dog Publishing, 2003

It helps to identify those attributes most important in causing consumers to form positive (or negative) attitudes toward the purchase of a product

Changing attitude toward purchase

It helps to identify and helps to adjust sources of social pressure and their possible role in intention formation

Changing subjective norms

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Intention to try with a perspective of personal, environmental, , intentions and performance

Frequency of trying Social norms toward trying Attitude toward trying

Attitude toward consumption:

Beliefs about consequences Evaluation of consequences

Attitude toward success together with the expectations of success Attitude toward failure together with expectation of failure Attitude toward the process

Frequency of past trying Recency of past trying

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Attitudes toward success

Theory of Trying Model

Frequency and Recency of Past Trying

Expectations to Success

Recency of Past Trying

Attitude towards Failures Expectation of Failures

Attitudes Towards Trying

Intention to Try

Trying

Attitudes towards Process

Social Norms Towards Trying

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Understanding consumption behavior is necessary in order to establish long-term relationships with customers Marketers must encourage, support, and reward the consumption act It helps marketers understand:

How people consume products and services Why they consume them or not What will make them consume products in the future If they will consume product in the future What they need to stimulate long-term consumption

Copyright Atomic Dog Publishing, 2003