Marketing 260 Buyer Behaviour ATTITUDES With Duane Weaver

OUTLINE Attitude Defined Functional Theory ABC Model Forming Attitudes Attitude Models Predicting Behaviour

Attitude Defined ATTITUDE: …a lasting, general evaluation of people (including oneself), objects or issues. Attitude Object = anything toward which a person has an attitude, albeit tangible or intangible

Functional Theory Attitudes exist because they serve some function for the person; determined by motives. Utilitarian (reward & punishment) Value-Expressive (enables outward expression of self) Ego-Defensive (protects from internal or external feelings – e.g. Marlboro Man – machismo) Knowledge (order, structure, and meaning) Ads relevant to the prevalent function prompt favorable thoughts about product.

ABC Model Emphasizes interrelationships among knowing, feeling, and doing. Affect Feelings Behaviour Intention to do something with regard to an attitude object Cognition Beliefs about an attitude object

ABC Model Hierarchy of Effects – fixed sequence of events occurs on the way to forming an attitude (Hedonic Consumption) Problem solving process Behavioural Learning (through experiences) Emotional Response based Attitudes – sensory driven How would we market to these different Attitude formations? What form of advertising would you use?

Forming Attitudes Classical Conditioning (pairing product with repeated concepts) Instrumental Conditioning (reinforcing value of consumption) Complex Cognitive Process IN YOUR TEAMS PROVIDE AN EXAMPLE of how you would use the following theory/concept in your approach to a market segment: Levels of Commitment – Compliance (low), Identification (medium), Internalization (high) Consistency Principle (harmony) and Cognitive Dissonance Theory (congruence) Self-Perception Theory (rationalization?) Social Judgment Theory (social accpetance?) Balance Theory (Triad of attitude structures: person’s perception, attitude object, & other person or object)

Attitude Models Multi-Attribute Fishbein Aijk = ∑BijkIik Assumes attitude of an attitude object depends on person’s beliefs about several or many attributes of the object. Attributes, Beliefs, and Importance Weights Fishbein Aijk = ∑BijkIik Where A = Attitude, B= Beliefs, and I = Importance Weight and i = attribute, j = brand, k = consumer Provides computable Metric of: Salient Beliefs Object-attribute linkages Evaluation of attributes

Predicting Behaviour Issues: Low correlation between attitudes and behaviour Inability to act due to unexpected circumstances (no banker available when want to get a mortgage) <<wasted marketing energy…get all the ducks in a row!! THIS IS MANAGEABLE! Not all behaviour is intentional (impulse?!) Timeframe – delay from time of attitude measurement to expected behaviour (attitudes do change over time) Personal or environmental barriers between intent and goal Extending Fishbein with Theory of Reasoned Action Direction/degree or attitude (intensity) Social Pressure (use of engineered theatres) Attitude towards the actual “act of buying” Past purchase behaviour is better predictor

Predicting Behaviour Theory of Trying Past frequency Recency Evaluations of consequences The Process Expectations of Success or Failure Subjective norms towards trying

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