1. Marketing 260 Buyer Behaviour ATTITUDES
With Duane Weaver

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

3. 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

4. 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.

5. 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

6. 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?

7. 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)

8. 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

9. 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

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

11. THANK YOU FOR YOUR TIME!