Consumer Bheavior chapter 9

Attitude (Definition)

A lasting and general evaluation that a person holds toward an attitude object (Ao).

Attitude Object (Ao)

Anything toward which one has an attitude, such as a product, brand, person, or issue .

Attitude Characteristic: Target

Every attitude is directed toward something specific; there are no attitudes in the abstract.

Attitude Characteristic: Direction

An attitude can be positive, neutral, or negative.

Attitude Characteristic: Intensity

Not all attitudes are equally strong; some are held with more conviction than others.

Attitude Characteristic: Stability

Attitudes are not temporary opinions; they tend to be stable over time.

Attitude Formation: Learning

Attitudes are not innate; they are learned and developed over time .

Attitude Formation: Sources

Formed through direct experience, social learning (family/friends), media, and culture .

ABC Model of Attitudes

States that an attitude is composed of three interconnected components: Affect, Behaviour, and Cognition .

Affect (A)

The emotional component of an attitude; how a consumer feels about an object.

Behaviour (B)

The action component; how a consumer acts or intends to act toward an object .

Cognition (C)

The mental component; what a consumer believes or thinks about an object.

Standard Learning Hierarchy

Cognition -> Affect -> Behaviour; attitude is based on cognitive informational processing .

Low-Involvement Hierarchy

Behaviour -> Affect -> Cognition; attitude is based on behavioural learning processing.
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Experiential Hierarchy

Affect -> Behaviour -> Cognition; attitude is based on hedonic consumption and emotions.
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Formation: Classical Conditioning

Learning by association; a neutral stimulus is linked to an emotion to shape an attitude automatically .

Formation: Instrumental Conditioning

Learning through reinforcement; attitudes are shaped by rewards (positive reinforcement) or punishments .

Formation: Complex Cognitive Processes

Attitudes formed through deliberate thinking, evaluation, and reasoning (e.g., reading reviews) .

Principle of Cognitive Consistency

The need for consumers to maintain harmony among their thoughts, feelings, and behaviours .
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Cognitive Dissonance

The psychological tension or discomfort felt when thoughts and behaviours are inconsistent.
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Fishbein Attitude Model

A multiattribute model used to predict overall attitude based on beliefs and evaluations of specific attributes.
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Fishbein Component: Salient Beliefs

The beliefs a consumer has about a specific object or brand .

Fishbein Component: Object-Attribute Linkage

The probability or strength of belief that an object possesses an important attribute .
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Fishbein Component: Evaluation

How positively or negatively a consumer evaluates each of the important attributes .

Application: Capitalize on Relative Advantage

Convincing consumers that an attribute where your brand is superior is highly important .

Application: Strengthen Perceived Linkages

Providing facts to link a brand with an attribute that consumers don't yet associate with it .

Application: Add a New Attribute

Distinguishing a brand from competitors by introducing a unique feature or benefit .

Application: Influence Competitor’s Rating

Using comparative advertising to decrease the high rating of a competing brand .

Persuasion

An active attempt by marketers to change a consumer's attitudes .

Principle: Authority

People are more easily persuaded by experts or credible figures with recognized knowledge.

Principle: Scarcity

People value things more when they perceive them as limited, rare, or hard to obtain.

Principle: Reciprocity

The feeling of obligation to give something back after receiving something.

Principle: Consistency

The desire to behave in ways that align with previous actions or commitments.

Principle: Liking

People say "yes" more easily to brands or individuals they feel emotionally connected to.

Principle: Consensus

Looking at what others are doing to decide what is correct or appropriate.

Source Credibility: Competence

Derived from the source's education, occupation, experience, or fluency .

Source Credibility: Sincerity

Perceived when a source appears to lack profit motives or persuasive intention .

Source Attractiveness

Influence based on the physical appearance or social value of the person delivering the message.

Message Structure: One-sided

An argument that presents only the positive attributes of a product.

Message Structure: Two-sided

An argument that presents both positive and negative issues, often refuting the negatives first.

Comparative Advertising

A strategy where a message explicitly compares a product to its competitors .

Message Appeal: Rational

A message focusing on logic, facts, and functional benefits.

Message Appeal: Emotional

A message designed to trigger feelings like happiness, fear, or humor .

Message Appeal: Fear

Using a negative consequence to motivate a change in attitude or behaviour.

Message Appeal: Humorous

Using comedy to make a brand more likeable and the message more memorable