1. Consumer Attitude Formation and Change

2. Issues in Attitude Formation
How attitudes are learned
Sources of influence on attitude formation
Personality factors
Cognition
Affect
Attitude

3. Attitude change
Explain how the product manager of a breakfast cereal might change consumer attitudes toward the company’s brand by
(a) changing beliefs about the brand,
(b) changing beliefs about competing brands,
(c) changing the relative evaluation of attributes, and
(d) adding an attribute.

4. Strategies of Attitude Change
Changing the Basic Motivational Function
Associating the Product With a Special Group, Event,or Cause
Resolving Two Conflicting Attitudes
Altering Components of the Multiattribute Model
Changing Beliefs About Competitors’ Brands
The Elaboration Likelihood Model (ELM)

5. Four Basic Motivational Functions
The Utilitarian Function
The Ego-defensive Function
The Value-expressive Function
The Knowledge Function

6. Utilitarian Function
Changing attitudes by showing that the product serves a useful purpose that the consumers did not previously consider

7. Ego-Defensive Function
Offers reassurance to the consumer’s self-concept from inner feelings of doubt.

8. Value-Expressive Function
Anticipates and appeals to the consumer’s values, lifestyle, and outlook

9. Knowledge Function
Consumers have a strong need to know and understand the people and things with which they come into contact.
This is attempted by emphasizing a brand’s advantages over competitive brands.

10. Associating the Product with a Special Group, Event, or Cause
It is possible to alter attitudes toward products by pointing out their relationships to particular social groups, events, or causes.

11. Resolving Two Conflicting Attitudes
If consumers can be made to see that their attitude toward a brand is in conflict with another attitude, they may be induced to change their evaluation of the brand.
Chinese goods?

12. Altering Components of the Multiattribute Model
Changing the Relative Evaluation of Attributes
Changing Brand Beliefs
Adding an Attribute
Changing the Overall Brand Rating

13. Changing the Relative Evaluation of Attributes
The market for many product categories is structured so that different consumer segments are attracted to brands that offer different features or beliefs.
In these market situations, marketers have an opportunity to persuade consumer’s to “crossover,” or to shift their favorable attitude toward another version of the product.
It serves to upgrade consumer beliefs about one product although downgrading another.

14. Changing Brand Beliefs
This is the most common form of advertising appeal.
Advertisers constantly remind us that their product has “more,” or is “better,” or “best” in terms of some important product attribute.
Within the context of brand beliefs, there are forces working to stop or slow down attitude change.
Therefore, information suggesting a change in attitude needs to be compelling and repeated enough to overcome the natural resistance to letting go of established attitudes.

15. Adding an Attribute
This cognitive strategy pivots on adding a previously ignored attribute, or adding an attribute that reflects an actual product or technological innovation.

16. Changing the Overall Brand Rating
Another cognitive-oriented strategy is altering consumers’ overall assessment of the brand directly, without attempting to improve or change their evaluation of any single brand attribute.

17. Changing Beliefs About Competitors’ Brands
This strategy involves changing consumer beliefs about attributes of competitive brands.
One tool is comparative advertising.
But comparative advertising can boomerang by giving visibility to competing brands.

18. Elaboration Likelihood Model (ELM)
A theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.

19. The Elaboration Likelihood Model (ELM)
Involvement
HIGH
LOW
Central Route
Peripheral Route
Message Arguments Influence Attitudes
Peripheral Cues Influence Attitudes

20. Dual mediation model (DMM).
This model demonstrates the interrelationship between the central and peripheral processes.

21. Why Might Behavior Precede Attitude Formation?
Behave (Purchase)
Cognitive Dissonance Theory
Attribution Theory
Form Attitude
Form Attitude

22. Cognitive Dissonance Theory
Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.

23. Your dissonance?
Think back to the time when you were selecting a college. Did you experience dissonance immediately after you made a decision? Why or why not? If you did experience dissonance, how did you resolve it?

24. Postpurchase Dissonance
Cognitive dissonance that occurs after a consumer has made a purchase commitment. Consumers resolve this dissonance through a variety of strategies designed to confirm the wisdom of their choice.

25. Dissonance reduction tactics
Tactics that consumers can use to reduce dissonance include reduction:
By rationalizing the decision as being wise
By seeking out advertisements that support the original reason for choosing the product
By trying to “sell” friends on the positive features of the brand
By looking to known satisfied owners for reassurance

26. Attribution Theory
A theory concerned with how people assign casualty to events and form or alter their attitudes as an outcome of assessing their own or other people’s behavior.

27. Issues in Attribution Theory
Self-perception Theory
Foot-In-The-Door Technique
Attributions Toward Others
Attributions Toward Things
How We Test Our Attributions

28. Self-Perception Theory
A theory that suggests that consumers develop attitudes by reflecting on their own behavior.

29. Defensive Attribution
A theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution).

30. Foot-in-the-Door Technique
Individuals look at their prior behavior (e.g., compliance with a minor request) and conclude that they are the kind of person who says “Yes” to such requests (i.e., an internal attribution).
Such self-attribution serves to increase the likelihood that they will agree to a similar, more substantial request.

31. Price-off: foot in the door
Most effective is a moderate incentive, one that is just big enough to stimulate initial purchase of the brand but still small enough to encourage consumers to internalize their positive usage experience and allow a positive attitude change to occur.

32. Attributions Toward Others
Every time a person asks “Why?” about a statement or action of another or “others”—a family member, a friend, a salesperson, a direct marketer!

33. Attributions Toward Things
Happens when judging product performance
To find out why a product meets or does not meet their expectations.
Consumers could attribute the product’s successful performance (or failure) to the product itself, to themselves, to other people or situations, or to some combination of these.

34. How We Test Our Attributions
By acting like “naive scientists;” that is, by collecting additional information in an attempt to confirm prior inferences.
In collecting such information, consumers often use:
Distinctiveness—Attribute an action to a particular product or person if the action occurs when the product (or person) is present and does not occur in its absence.
Consistency over time—Whenever the person or product is present, the consumer’s inference or reaction must be the same, or nearly so.
Consistency over modality—The inference or reaction must be the same, even when the situation in which it occurs varies.
Consensus—The action is perceived in the same way by other consumers.