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1、Chapter 7AttitudesCONSUMER BEHAVIORFourth EditionMichael R. SolomonAttitudesA lasting, general evaluation of people (including oneself), objects, advertisements, or issues.Anything toward which one has an attitude is called an Attitude Object.An attitude is: Lasting because it tends to endure over t

2、ime.General because it applies to more than a momentary event.Attitudes help us make all forms of choices such as:Very product-specific behaviors, andMore general consumption-related behaviors.The Functions of AttitudesUtilitarianReward and PunishmentKnowledgeNeed for Meaning,Order & StructureValue-

3、ExpressiveConsumers Valuesor Self-ConceptAttitudeFunctionsEgo-DefensiveProtect Person From Threats By Identifying the Dominant Function a Product Serves for Consumers - What Benefits it Provides - Marketers Can Emphasize These Benefits in Communications & Packaging. The ABC Model of AttitudesAffectW

4、ay a Consumer FeelsBehaviorPersons Intentionsto Do CognitionConsumersBeliefsComponents of anAttitudeStandard Learning HierarchyBeliefsAffectBehaviorATTITUDEBased on Cognitive Information ProcessingHierarchies of EffectsLow-Involvement HierarchyBeliefsAffectBehaviorATTITUDEBased on Behavioral Learnin

5、g ProcessesExperiential HierarchyBeliefsAffectBehaviorATTITUDEBased on Hedonic Consump-tionAttitudes Toward the AdvertisementThe Attitude Toward the Advertisement is Defined as a Predisposition to Respond in a Favorable or Unfavorable Manner to a Particular Advertising Stimulus During a Particular E

6、xposure Occasion.Determinants Include:Attitude Toward AdvertiserMood Evoked by the AdDegree to Which the Ad Affects Viewers Arousal LevelsEvaluationsof the Ad ExecutionItselfForming AttitudesAn Attitude can form in several different ways depending on the Hierarchy of Effects and how the attitude is

7、learned.It can occur because of:Classical Conditioning, i.e. Attitude Object is paired with a catchy jingle.Instrumental Conditioning, i.e. consumption of the Attitude Object is reinforced.Complex Cognitive Process, i.e. teenager models behavior of friends and media figures.Forming AttitudesLevels o

8、f Commitment to an AttitudeInternalizationIdentificationCompliance Degree of CommitmentThe Consistency PrincipleConsumers Value Harmony Among Their Thoughts, Feelings, and Behaviors, and They are Motivatedto Maintain Uniformity Among These Elements. States that when a person is confronted with incon

9、sistencies among attitudes or behaviors, he or she will take some action to resolve this “dissonance”.Theory focuses on situations in which two Cognitive Elements are inconsistent with one another.Cognitive Elements can be something that a person believes about himself, a behavior he performs, or an

10、 observation about his surroundings.Dissonance reduction can occur either by eliminating, adding, or changing elements.Cognitive Dissonance and Harmony Among ValuesSocial Judgment Theory Latitudes of Acceptance and RejectionLatitudes of RejectionAttitude AnchorAssimilationContrastLatitude of Accepta

11、nceBalance TheoryConsiders Relations Among Elements a Person Might Perceive as Belonging Together and Desires the Relations Among the Elements in a Triad to be Harmonious, or Balanced. A Person and His/ Her Perceptions (+ or - ) An Attitude ObjectSome Other Person or ObjectMarketers May Use Celebrit

12、ies to Endorse Products to Achieve Balance.TriadMultiattribute Attitude Models AttributesBeliefsImportanceWeightsModels Assume That a Consumers Attitude (Evaluation) of an Attitude Object Will Depend on the Beliefs He or She Has About Several or Many Attributes of the Object.The Fishbein ModelThe Fi

13、shbein Model is the Most Influential Multiattribute Model and It Measures Three Components of Attitudes:Salient Beliefs About the Object ThatAre ConsideredDuring EvaluationObject-Attitude Linkages, or The Probability That a Particular Object Hasan Important Attribute Evaluation of Each of the Import

14、ant AttributesStrategic Implications of the Multiattribute ModelCapitalize onRelative AdvantageStrengthen PerceivedProduct / AttributeLinkagesInfluence CompetitorsRatingsAdd a New AttributeUsing Attitudes to PredictBehaviorIntentionsVersusBehaviorSocialPressureAttitudeToward BuyingThe Extended Fishb

15、ein Model is Called the “Theory of Reasoned Action” and Includes the Following Modifications:Obstacles to Predicting Behavior in the Theory of Reasoned Action Obstacles to Predicting BehaviorDesignLocus of ControlBasic AssumptionsCorrespondenceTime-FrameAttitude AccessibilityTheory of TryingAmount o

16、f Control Over SituationExpectations of Success or FailureSocial NormsAttitudes Toward the Process of TryingFrequency of Past Trying of BehaviorRecency of Past Trying of BehaviorStates That the Criterion of Behavior in the Reasoned Action Model Should be Replaced With Trying to Reach a Goal. Recognizes That Additional Factors Might Intervene Between Intent and Performance Such As: Tracking Attitudes Over TimeAttitude Tracking Programs Allow Researchers to Analyze Attitude Trends Over a