Consumer Behavior - Chapter 7

Attitude functions

1. Utilitarian

2. Value-Expressive

3. Ego-Defensive

4. Knowledge

Utilitarian

Attitudes help consumers obtain rewards and avoid punishment. Ex. Buying comfortable shoes because they prevent foot pain.

Value-Expressive

Attitudes allow consumers to express their personal values, beliefs, and identity. Ex. Buying environmentally friendly products because you care about sustainability.

Ego-Defensive

Attitudes help protect consumers from internal feelings such as insecurity, anxiety, or threats to their self-image. Ex. Someone who cannot afford an expensive car convinces themselves that luxury cars are unnecessary.

Knowledge

Attitudes help consumers organize information and make sense of the world. Ex. Avoiding a brand because you previously had a bad experience with it.

ABC Model of Attitudes

1. Affect: the way a consumer feels about an attitude object

2. Behavior: person’s intentions to do something with regard to an attitude object

3. Cognition: beliefs a consumer has about an attitude object

Hierarchies of Effects

1. Standard learning hierarchy: Think, feel, do. Consumers first learn about a product, develop an attitude, and then take action.

2. Low-involvement hierarchy: Think, do, feel. Consumers learn basic information, make a purchase, and develop feelings afterward.

3. Experiential hierarchy: Feel, do, think. Consumers develop feelings first, take action, and then think about or evaluate their experience.

Attitude Commitment

How strongly a person holds an attitude and how connected they feel to it.

Attitude Commitment - 3 Factors

1. Compliance: A person adopts an attitude to receive a reward or avoid punishment.

2. Identification: A person adopts an attitude because they want to be associated with another person or group.

3. Internalization: A person adopts an attitude because it genuinely matches their personal beliefs and values.

Cognitive Dissonance

Occurs when a person experiences psychological discomfort because their beliefs, attitudes, or behaviours conflict with one another.

Belief: I should eat healthy.

Behaviour: I regularly eat unhealthy food.

Result: You feel guilty or uncomfortable.

Cognitive Harmony

Occurs when a person's beliefs, attitudes, and behaviours are consistent with one another.

Post Purchase Dissonance

The doubt or uncertainty consumers experience after making a purchase, especially when the purchase is expensive or important.