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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,8-,*,Chapter 8,Consumer Attitude Formation and Change,Chapter Outline,What Are Attitudes?,Structural Models of Attitudes,Attitude Formation,Strategies of Attitude Changes,Behavior Can Precede or Follow Attitude Formation,Attitude,A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.,Structural Models of Attitudes,Tricomponent Attitude Model,Multiattribute Attitude Model,Attitude-Toward-the-Ad Model,Cognition,A Simple Representation of the Tricomponent Attitude Model Figure 8.2,Discussion Question,Explain your attitude toward your college/university based on the tricomponent attribute model.Be sure to isolate the cognitive,affective,and conative elements,Multiattribute Attitude Models,Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.,Multiattribute Attitude Models,The attitude-toward-object model,Theory-of-reasoned-action model,Attitude is function of evaluation of product-specific beliefs and evaluations,Useful to measure attitudes toward brands,Types,The Fishbein Model,The Basic Formula:,A,ijk,=,ijk,I,ik,Where:,i=,attribute,j=,brand,k=,consumer,I=,the importance weight given attribute,I,by consumer,k,=,consumer,ks,belief regarding the extent to which brand,j,possesses attribute,I,A=,a particular consumers,(ks),attitude score for brand,j,Communicating the Presence of Desirable Attributes,Communicating the Absence of Undesirable Attributes,This Ad Attempts to Change Consumers Attitude by?,Multiattribute Attitude Models,The attitude-toward-object model,Theory-of-reasoned-action model,Attitude toward behavior,Includes subjective norms in addition to attitude,Types,A Simplified Version of the Theory of Reasoned Action-Figure 8.5,Discussion Question,Now use the theory of reasoned action to describe your attitude toward your college/university when deciding on which school to attend.,Attitude-Toward-the-Ad Model,A model that proposes that a consumer forms various feelings(affects)and judgments(cognitions)as the result of exposure to an advertisement,which,in turn,affect the consumers,attitude toward the ad,and,attitude toward the brand.,A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model-Figure 8.7,Issues in Attitude Formation,How attitudes are learned,Conditioning and experience,Knowledge and beliefs,Sources of influence on attitude formation,Personal experience,Influence of family,Direct marketing and mass media,Strategies of Attitude Change,Changing the Basic Motivational Function,Associating the Product with an Admired Group or Event,Resolving Two Conflicting Attitudes,Altering Components of the,Multiattribute,Model,Changing Beliefs about Competitors Brands,Changing the Basic Motivational Function,Utilitarian,Ego-defensive,Value-expressive,Knowledge,Swiffer Appeals to Utilitarian Function,weblink,Crest uses a knowledge appeal.,Why Might Behavior Precede Attitude Formation?,Cognitive Dissonance Theory,Attribution Theory,Behave(Purchase),Form Attitude,Form Attitude,Cognitive Dissonance Theory,Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.,Attribution Theory,A theory concerned with how people assign causalty to events and form or alter their attitudes as an outcome of assessing their own or other peoples behavior.,Issues in Attribution Theory,Self-perception Theory,Foot-in-the-Door Technique,How We Test Our Attributions,Distinctiveness,Consistency,over time,over modality,Consensus,weblink,
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