Consumer Attitude Formation and Change spring 23-24

Introduction

This set of notes focuses on understanding attitude formation, communication, and the influence of persuasive techniques in consumer behavior as articulated by Dr. Narjes Haj Salem at the University of Sharjah. The course emphasizes the psychological principles that connect consumer behavior and marketing strategies.

Understanding Attitudes

Definition

• Attitude: A learned predisposition to behave either favorably or unfavorably towards an object.

• Attitude Object (AO): Anything that an individual can develop an attitude toward.

Characteristics of Attitudes

1. Longevity: Attitudes tend to endure over time.

2. Generalization: They apply beyond specific moments, affecting behavior consistently.

3. Consistency with Behavior: Attitudes generally match a person's actions.

4. Changeability: Although they can change, this process is not uniform; some remain stable while others shift more readily.

5. Direction, Degree, and Strength: Attitudes can be positive or negative, vary in intensity, and are learned through experiences.

Functional Theory of Attitudes (Daniel Katz)

• Utilitarian Function: Relates to rewards and punishments.

• Value-Expressive Function: Expresses a consumer's self-concept and values.

• Ego-Defensive Function: Protects from internal feelings or external threats.

• Knowledge Function: Provides order and structure through learned experiences.

• Understanding these functions enables marketers to decipher the reasons behind particular attitudes, aiding in effective marketing strategy development.

The ABC Model of Attitudes

• Affect: Emotional responses to an attitude object.

• Behavior: Intentions to act regarding the attitude object.

• Cognition: Beliefs or thoughts about the attitude object. This model clarifies the complex interplay between emotions, behavior, and cognitive perception surrounding attitudes.

Hierarchies of Effects

• Cognitive Decision-Making: Driven by thoughts and beliefs.

• Habitual Decision-Making: Relying on established behaviors.

• Affective Decision-Making: Influenced by feelings and perceptions of the product.

• Understanding these hierarchies can aid marketers in addressing their target audience more effectively based on the level of involvement.

How Attitudes Are Formed

• Classical Conditioning: Attitudes formed through pairing associated stimuli.

• Operant Conditioning: Learning through trial and error with rewards and punishments.

• Cognitive Learning: Knowledge gained through information processing and personal experience.

• Various factors like family influence, media exposure, peers, and marketing contribute to attitude formation.

Levels of Attitude Strength

• Compliance: Attitude assists in gaining rewards or avoiding punishments, resulting in superficial compliance.

• Identification: Forming attitudes based on conformity to expectations of influential figures or groups.

• Internalization: Strong beliefs that become integral to a person's value system, leading to deeper commitment and action.

Consistency Principle

• Consumers seek harmony among their beliefs, feelings, and behaviors.

• Cognitive Dissonance: When inconsistencies arise, individuals will seek resolution, typically by modifying beliefs or behaviors to reduce discomfort.

Self-Perception Theory

• Individuals develop attitudes through self-observation of their behaviors. For instance, a student might conclude they enjoy a course because they often find themselves engrossed in it.

Persuasion Techniques

Key Principles of Persuasion

1. Reciprocity: Individuals are prone to responding positively after receiving something first.

2. Scarcity: Items perceived as limited are more attractive to consumers.

3. Authority: People trust credible sources.

4. Consistency: People strive for coherence in their beliefs and behaviors.

5. Liking: Consumers are more inclined to align with individuals they admire or perceive positively.

6. Consensus: Social proof influences individuals to conform to behaviors observed in peers.

Effective Message Characteristics

• Source Credibility: Knowledge and trustworthiness of the message sender impact acceptance.

• Attractiveness: Physical appeal and similarities to consumers enhance influence, especially for products with social implications.

Message Decisions

• The structure and delivery of messages can include various appeals: emotional, rational, and moral. Each type affects consumer perception and action differently.

• Framing Effects: Information can be presented positively or negatively to affect consumer sentiment.

• Repetition can enhance familiarity, thereby increasing favorability through the mere exposure effect.

Conclusion

These notes encapsulate the intricate relationship between attitudes, consumer behavior, and effective marketing strategies. Understanding these principles and models equips marketers to craft messages that resonate and influence consumer decisions.