pptch09 121013104644 Phpapp01

ATTITUDES
Copyright 2005 McGraw-Hill Australia Pty Ltd

PPTs t/a Consumer Behaviour by Karen Webb
Slides prepared by Sarah Fletcher and Morena
Attitudes
At the end of this session, you should understand:
The nature and characteristics of attitudes and their influence

over consumer behaviour
The ways in which consumer attitudes are formed
The application of attitude theories to consumer behaviour
The functions of attitudes
How consumer attitudes can be measured
The processes and methods used to change consumer
attitudes

9-2
Attitudes - defined
An attitude may be defined as a learned predisposition

to respond in a consistently favourable or unfavourable
manner with respect
to a given object

9-3
The nature of attitudes

Attitudes vary in their strength
Attitudes reflect a consumers values
Attitudes are learned
Different situations influence attitudes

9-4
Consumer attitude trends

By keeping in touch with changing consumer
attitudes, marketers are better able to appeal to

consumers through their marketing messages
and appeals
Check out the Eye on Australia report at
www.greyglobalgroup.com for information on

changing consumer trends
9-5
How are attitudes formed?

Conditioning
Learning can occur from repeated exposure to stimuli

We are more likely to develop a positive attitude towards
behaviour that continually brings rewards
Modelling
Develop attitudes by watching others that we trust or

respect
Cognitive Learning
Involves problem solving or reaching logical conclusions

based on information

9-6
Attitude models
Two main attitude models:
Tri-component model
Fishbeins multi-attribute model

9-7
The tri-component model of

attitudes

9-8
The tri-component model of

attitudes
Attitudes are generally considered to be made up
of three elements:
Affective component
Cognitive component
Feelings
Based on physiological nervous reactions to an object
Beliefs
What a person believes to be true about an idea, event,
person, activity or object
Behavioural intentions
An observable reaction
Copyright
to2005
McGraw-Hill
Australia
e.g.
purchase
a particular brand
Pty Ltd

9-9
Fishbeins multi-attribute
model of attitudes
Assumes that attitudes often have many attributes
that influence them

(The tri-component model assesses a persons
attitude to only one attribute of the attitude)
Differs from tri-component model in 4 main areas:
Focuses mainly on the affect component

Considers the strength of multiple attributes
Suggests that attitude affects intentions and this leads
to behaviour
Measures strength of attributes

910
Fishbeins multi-attribute
model of attitudes
Attitude identification involves:
1.
Identifying the attitude
2.
Determining consumer intention, based on their attitudes
3.
Predicting behaviour based on intentions

911
Functions of attitudes
Attitudes have 4 main functions:
1.
Adjustment function
2.
Ego defensive function
3.
Attitudes are formed to protect the ego
Value expressive function
4.
Attitudes help consumers adjust to situations

People seek out group acceptance in order to gain praise or
rewards and avoid punishment
A consumers attitudes are often a reflection of their values
Knowledge function
Attitudes help consumers make decisions and process and

Copyrightfilter
2005
McGraw-Hill Australia Pty Ltd
information

912
Attitude measurement
Identify consumers salient (most important) beliefs about the

object in question

913
Attitude measurement tools

Likert scales
Used to measure attitudes by offering respondents a list

of attitude statements, for example:
Colgate is a brand I can trust.
1.
Strongly Disagree
2.
Disagree
3.
Neither Agree nor Disagree
4.
Agree
5.
Strongly Agree

914

Semantic differential scales
Uses a 7-point rating scale with bipolar labels at the end

points
Tends to measure a persons beliefs about a product, for
example:
Pleasant taste
Low priced
Unpleasant taste
High priced

915

Measuring purchase intention
1.
Used to measure whether a consumer is likely to

purchase a particular product, for example
How often do you usually purchase Colgate toothpaste?
Weekly
Once a month
Once every few months
Very occasionally
2.
How likely are you to buy Colgate toothpaste in the next 3 months?
Highly likely to buy
Probably will buy
Might buy
Probably will not buy
Copyright
2005
McGraw-Hill
Australia Pty Ltd
Definitely
will not
buy

916
Attitude change
Two conditions must exist to allow for attitude
change:
The object of the attitude must no longer provide the

satisfaction that it once did
Attitudes can change when the consumers aspirations
change
Attitude change occurs when one of the three
elements of attitude (affect, cognition, behaviour)

undergoes a change
917
Attitude change via affect

(influencing feelings)
Conditioning
Build up positive feelings through rewards, positive music

or emotive symbols
Feelings towards advertisement/communication
If you like the advertisement, there is a greater chance

youll like the product
Using well-liked celebrities
Mere exposure
Just showing an advertisement or communication to
consumers
canMcGraw-Hill
lead to a positive
attitudePty Ltd
Copyright
2005
Australia

918
Attitude change via cognitions

(influencing beliefs)
Changing consumers
beliefs about the

attributes of a brand
Providing information
about the brand
See EXHIBIT 9.6 Dairy Australia and The

Wiggles work together to reinforce the
need for children to have three serves of
dairy every day, page 266.
PowerPoint slides supplied on the
Instructor Resource CD to accompany
Consumer Behaviour include
advertisement images.

919

Influencing consumers
to change the
importance of beliefs
about the product
Communicate the
importance of other
attributes
See EXHIBIT 9.7 Nutella is positioned

as an energy food rather than just a
tasty spread, page 266.

920

Changing consumer
beliefs about the ideal

brand
Specify what should be

most important about
the brand
See EXHIBIT 9.8 Blackmores is the ideal

brand, according to this advertisement, page
267.
PowerPoint slides supplied on the Instructor
Resource CD to accompany Consumer
Behaviour include advertisement images.

921

Adding new beliefs
about the brand
Did you know that.?
See EXHIBIT 9.9 Most front loaders are

small, but LG front loaders have a very
large capacity, page 267.

922
Changing attitudes by
encouraging a change in
behaviour
Attitudes can change as a result of behaviour

Encourage consumers to try your product. For
example, with samples or tastings

923
Changing attitudes by
changing what is normal
Changing what is viewed as normal in a situation
For example, attitudes to red meat have changed
as a result of campaigns emphasising the benefits

of eating red meat

924
Influences on attitude
formation and change
Source credibility
Attractiveness
Expertise
Trustworthiness
Message characteristics
Media characteristics
characteristics
2005 McGraw-Hill Australia Pty Ltd
Copyright
Receiver
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ATTITUDES

Copyright 2005 McGraw-Hill Australia Pty Ltd

The nature and characteristics of attitudes and their influence

Copyright 2005 McGraw-Hill Australia Pty Ltd

An attitude may be defined as a learned predisposition

Copyright 2005 McGraw-Hill Australia Pty Ltd

The nature of attitudes

Copyright 2005 McGraw-Hill Australia Pty Ltd

Consumer attitude trends

attitudes, marketers are better able to appeal to

www.greyglobalgroup.com for information on

How are attitudes formed?

Learning can occur from repeated exposure to stimuli

Develop attitudes by watching others that we trust or

Involves problem solving or reaching logical conclusions

Copyright 2005 McGraw-Hill Australia Pty Ltd

Fishbeins multi-attribute model

Copyright 2005 McGraw-Hill Australia Pty Ltd

The tri-component model of

Copyright 2005 McGraw-Hill Australia Pty Ltd

The tri-component model of

PPTs t/a Consumer Behaviour by Karen Webb

that influence them

Focuses mainly on the affect component

Copyright 2005 McGraw-Hill Australia Pty Ltd

Identifying the attitude

Determining consumer intention, based on their attitudes

Predicting behaviour based on intentions

Copyright 2005 McGraw-Hill Australia Pty Ltd

Ego defensive function

Attitudes are formed to protect the ego

Value expressive function

Attitudes help consumers adjust to situations

A consumers attitudes are often a reflection of their values

Attitudes help consumers make decisions and process and

PPTs t/a Consumer Behaviour by Karen Webb

Identify consumers salient (most important) beliefs about the

Copyright 2005 McGraw-Hill Australia Pty Ltd

Attitude measurement tools

Used to measure attitudes by offering respondents a list

Neither Agree nor Disagree

Copyright 2005 McGraw-Hill Australia Pty Ltd

Attitude measurement tools

Uses a 7-point rating scale with bipolar labels at the end

Copyright 2005 McGraw-Hill Australia Pty Ltd

Attitude measurement tools

Used to measure whether a consumer is likely to

PPTs t/a Consumer Behaviour by Karen Webb

The object of the attitude must no longer provide the

Attitude change occurs when one of the three

elements of attitude (affect, cognition, behaviour)

Attitude change via affect

Build up positive feelings through rewards, positive music

Feelings towards advertisement/communication

If you like the advertisement, there is a greater chance

PPTs t/a Consumer Behaviour by Karen Webb

Attitude change via cognitions

beliefs about the

See EXHIBIT 9.6 Dairy Australia and The

Copyright 2005 McGraw-Hill Australia Pty Ltd

Attitude change via cognitions

See EXHIBIT 9.7 Nutella is positioned

Copyright 2005 McGraw-Hill Australia Pty Ltd