Bài giảng Consumer Behaviour - Chapter 11 Attitude and Attitude Change

Chapter 11 Attitude and Attitude ChangeWhat are attitudes? Main components of attitudesStrategies that can be used to change attitudesEffect of marketing communication on attitudes Strategic implications of attitudes1Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAttitudesAttitude componentscognitiveaffectivebehaviouralComponent consistencyMeasurement of attitude components2Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsDefinition of AttitudeAn attitude is a learned predisposition to respond in a consistently positive or negative way to a given object or event. 3Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsTerminologyFavourability: the positive or negative evaluation of the object or eventIntensity: the strength with which the consumer can hold an attitudeConfidence: the degree to which the consumer believes their attitude is ‘right’4Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsComponents of an AttitudeCognitiveAffectiveBehavioural5Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAttitude Components and ManifestationsCognitive ComponentConsists of the consumer’s beliefs and knowledge about the attributes of a particular brand, product or outletmany beliefs relate to the evaluation of attributesthe cognitive component represents the summation of evaluationsmulti-attribute model7Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAffective ComponentRepresents the consumer’s ‘feelings’ or emotional reaction to a productBased on experience or cognitive informationResponse is person-situation specificCultural influence8Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsBehavioural ComponentRepresents the consumer’s tendency (intention) to respond in a particular way towards the object or eventBehaviourIntentionSituational influence 9Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsComponent Consistency The three components of an attitude (cognitive, affective and behavioural) have a tendency to be consistent. A change in one component will have a flow-on effect on the other components.10Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAttitude-Component ConsistencyMeasurement of Attitude ComponentsAs components of attitude are an integral part of a marketing strategy, it is important to be able to measure each component.12Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMeasuring Attitude ComponentsCognitive Component (Measuring Beliefs about Specific Attributes Using the Semantic Differential Scale)Diet CokeStrong taste ____ ____ ____ ____ ____ ____ ____ Mild tasteLow priced ____ ____ ____ ____ ____ ____ ____ High pricedCaffeine free____ ____ ____ ____ ____ ____ ____ High in caffeine Distinctive in____ ____ ____ ____ ____ ____ ____ Similar in taste taste to most13Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMeasuring Attitude Components (cont.)Affective Component (Measuring Feelings about Specific Attributes Using Likert Scales) Neither Agree Strongly nor Strongly Agree Agree Disagree Disagree Disagree DisagreeI like the taste of Diet ____ ____ ____ ____ ____Coke.Diet Coke is overpriced. ____ ____ ____ ____ ____ Caffeine is bad for your ____ ____ ____ ____ ____ health. I like Diet Coke. ____ ____ ____ ____ ____14Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMeasuring Attitude Components (cont.)Behavioral Component (Measuring Actions or Intended Actions)Have you ever purchased Diet Coke?  Yes How often?___  NoWhat is the likelihood you will buy Diet Coke the next time you purchase a soft drink?  Definitely will buy  Probably will buy  Might buy  Probably will not buy  Definitely will not buy 15Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAttitude-Change StrategiesChanging or establishing an attitude requires manipulation of one or more of the components of the attitude (i.e. cognitive, affective or behavioural)16Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsStrategies Based on AttitudesMarket segmentationbenefit segmentationProduct development17Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAttitude-Change StrategiesChanging the affective componentclassical conditioningaffect towards the advertisementmere exposureChanging the behavioural componentChanging the cognitive componentfour basic strategies18Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAttitude-Change Strategies (cont.)Affective componentClassical conditioningPositive affect towards the advertisementMere exposure19Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAttitude-Change Strategies (cont.)Change affective componentInvolves changing the consumer’s ‘feel’ about a product, without necessarily directly influencing their beliefs or behaviour20Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAttitude Change in AdsAttitude Change in Ads (cont.)Attitude-Change StrategiesChange behavioural componentAlter the purchase behaviour or consumption behaviour directly, which may in turn lead to a change in belief or affectChange in beliefs or improved knowledge base will have subsequent influence on affect and behaviour23Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAttitude-Change Strategies (cont.)Change behavioural componentOperant conditioningSampling (trialing)24Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsStrategies Used for Altering the Cognitive ComponentChange in beliefs or improved knowledge base will have a subsequent influence on affect and behaviourChange the beliefs about the attributes of the brandChange the relative importance of these beliefsAdd new beliefsChange the beliefs about the attributes of the ‘ideal’ brand25Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAdding a New BeliefCommunication andAttitude ChangeSource characteristicssource credibility—trustworthiness and expertisecelebrity sources27Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsMatching Endorser with Product and Target AudienceCommunication and Attitude ChangeAppeal CharacteristicsFear (unpleasant consequences if attitude and/or behaviour is not altered)Humour Comparative advertisement(comparing attributes of focus brand to those of competitor)Emotional(message is constructed to elicit a positive response/feeling rather than provide information) 29Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsAd Seeking an Emotional ResponseCommunication and Attitude ChangeMessage-structure characteristicsone-sided versus two-sided messagesnon-verbal components 31Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, HawkinsNext LectureChapter 12:Australasian Society: Demographics and Lifestyles32Copyright  2004 McGraw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour 4e by Neal, Quester, Hawkins