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1、Chapter8ConsumerAttitudeFormationandChange ChapterOutline WhatAreAttitudes StructuralModelsofAttitudesAttitudeFormationStrategiesofAttitudeChangesBehaviorCanPrecedeorFollowAttitudeFormation Attitude Alearnedpredispositiontobehaveinaconsistentlyfavorableorunfavorablemannerwithrespecttoagivenobject St
2、ructuralModelsofAttitudes TricomponentAttitudeModelMultiattributeAttitudeModelAttitude Toward the AdModel Cognition ASimpleRepresentationoftheTricomponentAttitudeModelFigure8 2 DiscussionQuestion Explainyourattitudetowardyourcollege universitybasedonthetricomponentattributemodel Besuretoisolatetheco
3、gnitive affective andconativeelements MultiattributeAttitudeModels Attitudemodelsthatexaminethecompositionofconsumerattitudesintermsofselectedproductattributesorbeliefs MultiattributeAttitudeModels Theattitude toward objectmodelTheory of reasoned actionmodel Attitudeisfunctionofevaluationofproduct s
4、pecificbeliefsandevaluationsUsefultomeasureattitudestowardbrands Types TheFishbeinModel TheBasicFormula Aijk ijkIikWhere i attributej brandk consumerI theimportanceweightgivenattributeIbyconsumerk consumerk sbeliefregardingtheextenttowhichbrandjpossessesattributeIA aparticularconsumer s k s attitude
5、scoreforbrandj CommunicatingthePresenceofDesirableAttributes CommunicatingtheAbsenceofUndesirableAttributes ThisAdAttemptstoChangeConsumers Attitudeby MultiattributeAttitudeModels Theattitude toward objectmodelTheory of reasoned actionmodel AttitudetowardbehaviorIncludessubjectivenormsinadditiontoat
6、titude Types ASimplifiedVersionoftheTheoryofReasonedAction Figure8 5 DiscussionQuestion Nowusethetheoryofreasonedactiontodescribeyourattitudetowardyourcollege universitywhendecidingonwhichschooltoattend Attitude Toward the AdModel Amodelthatproposesthataconsumerformsvariousfeelings affects andjudgme
7、nts cognitions astheresultofexposuretoanadvertisement which inturn affecttheconsumer sattitudetowardtheadandattitudetowardthebrand AConceptionoftheRelationshipamongElementsinanAttitude Toward the AdModel Figure8 7 IssuesinAttitudeFormation HowattitudesarelearnedConditioningandexperienceKnowledgeandb
8、eliefsSourcesofinfluenceonattitudeformationPersonalexperienceInfluenceoffamilyDirectmarketingandmassmedia StrategiesofAttitudeChange ChangingtheBasicMotivationalFunctionAssociatingtheProductwithanAdmiredGrouporEventResolvingTwoConflictingAttitudesAlteringComponentsoftheMultiattributeModelChangingBel
9、iefsaboutCompetitors Brands ChangingtheBasicMotivationalFunction UtilitarianEgo defensiveValue expressiveKnowledge SwifferAppealstoUtilitarianFunction weblink Crestusesaknowledgeappeal WhyMightBehaviorPrecedeAttitudeFormation CognitiveDissonanceTheoryAttributionTheory Behave Purchase FormAttitude Fo
10、rmAttitude CognitiveDissonanceTheory Holdsthatdiscomfortordissonanceoccurswhenaconsumerholdsconflictingthoughtsaboutabelieforanattitudeobject AttributionTheory Atheoryconcernedwithhowpeopleassigncausaltytoeventsandformoraltertheirattitudesasanoutcomeofassessingtheirownorotherpeople sbehavior IssuesinAttributionTheory Self perceptionTheoryFoot in the DoorTechniqueHowWeTestOurAttributionsDistinctivenessConsistencyovertimeovermodalityConsensus weblink
