CHAPTER 1

CUSTOMER BEHAVIOR: A MANAGERIAL PERSPECTIVE

PART 2: Foundations of Customer Behavior

CHAPTER 6

Customer Attitudes:

Cognitive and Affective

1

Copyright © 2002

All rights reserved.

Conceptual Framework

Customer Behavior: A Managerial Perspective

Attitude Change

Psychological Processes

1. Learning theories

2. Attribution processes

3. Cognitive Consistency theories

4. High/Low Involvement Information Processing

PART 2 CHAPTER 6

Attitudes

• Three-Component Model

• Cognition

• Affect

• Conation

Copyright © 2002


Buyer

Payer

User

Copyright © 1999 by Thomas Southwestern. All rights reserved.

Attitudes

• Multiattribute Models

• Functional Theory of Attitude

2

Attitude: Definition and

Characteristics



Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way

Copyright © 2002



3

Attitudes as Evaluations



Attitudes are our evaluations of:

 Objects





People

Places





Brands

Products

 Organizations, etc.

People evaluate these in terms of their goodness, likability, or desirability

Copyright © 2002



4

Three Underlying Dimensions to Global Attitude



Cognition

 Knowledge

Affect

 Feeling

Conation

 Action

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5

Brand Belief


CHAPTER 6 PART 2

Beliefs are expectations as to what something is or is not or what something will or will not do

 Descriptive

 Evaluative

 Normative

Brand belief is a thought about a specific property or quality of the brand

Copyright © 2002



6

Illustrative Measures of the Three-

Component Model of Attitude


Attitude

Component

Cognitions or

Beliefs

Attitude Object

Dhl, For Shipping A

Business’s Small Packages

• DHL is very reliable in its service.

• DHL is more economical than other package carrier services.

• DHL is able to customize its service to my shipping needs.

Affect or

Feelings

Conations or

Actions

• When I ship by DHL, I feel secure.

• I am very happy to be suing DHL for my shipping needs.

• I don’t care if DHL goes out of business.

• I use DHL for my shipping more than I use other carriers.

• I am often recommending DHL to other business associates.

• I am looking for alternative carriers.


Shopping For Airline

Tickets On The Internet

• For my airline tickets, shopping on the internet is very convenient.

• You can find the cheapest fares by shopping on the internet.

• Internet based travel agents do not offer you a comprehensive set of airline and flight options.

• Shopping on the Internet is:

(please circle as many as apply)

Totally cool Boring Confusing

A pain in the neck Enjoyable Terrible

• I have used Internet for my travel airline tickets recently.

• I often search Internet for planning my travel itinerary.

Copyright © 2002

7



Hierarchies In Attitude



Attitude hierarchy refers to the sequence in which the three components occur

 Learning

 Emotional

 Low Involvement

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8

Learning Hierarchy of Attitude



LEARNING

Cognitive

(thoughts)

Affective

(feelings)

Conative

(actions)

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9

Emotional Hierarchy of Attitude



EMOTIONAL

Affect

(feelings)

Conation

(actions)

Cognition

(thoughts)

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10

Low Involvement Hierarchy of Attitude



LOW

INVOLVEMENT

Conation

(actions)

Affect

(feelings)

Cognition

(thoughts)

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11

Degrees of Involvement and

Types of Attitude Hierarchy



High Involvement

Emotional Hierarchy

• Begins with intense emotions

• Begins with mood

Rational Hierarchy

• Begins with consideration of multiple features

• Begins with consideration of one or two features

Lowinvolvement hierarchy

Low Involvement

Copyright © 2002



12

Consistency Among the Three

Components



Consistency can be related to two factors:



 Valence

 Attitude valence refers to favorable and unfavorable thoughts, feelings, and actions

Intensity (strength)

 Attitude strength refers to the degree of commitment one feels toward a cognition or feeling or action

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13

Three Attitude Components in

Mutual Interdependence



Affective

(feelings)

Conative

(actions)

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Cognitive

(thoughts)

14

Molding Customer Attitude



Three avenues of attitude molding:

 Via cognitive change

 Via affective change

 Via behavior (conative) change

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15

Methods of Influencing the

Customer’s Behavior



Incentives

Structuring the physical environment

Business procedures

Government mandates

Information structuring

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16

The Psychological Processes

Underlying Attitude Change



Four major groups of theories:

 Learning theories

 Attribution theory

 Cognitive consistency theories

 High- and low-involvement information processing

Copyright © 2002



17

Learning Theories



Learning is a pathway to attitude change

The four learning theories are:

 Classical conditioning

 Instrumental conditioning

 Modeling

 Cognitive learning

Copyright © 2002



18

Attribution Processes



Attribution processes are set in motion when the customer first engages in some behavior that is incongruent with his or her initial attitude

 Self-perception theory

 Attribution theory



 Foot-in-the-door strategy

Door-in-the-face strategy

 Norm of reciprocity

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19

Cognitive Consistency Theories



Concept:

 Various cognitions people hold have to be consistent with one another

Festinger’s cognitive dissonance theory

Heider’s balance theory

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20

Cognitive Dissonance Theory



Buyer’s Remorse

According to Festinger’s dissonance theory this happens because two cognitions are in dissonance:

 The cognition that the decision has been made

 The cognition that the decision may not have been the best

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21

Heider’s Balance Theory



Cognitive Consistency

According to Heider’s balance theory, when a respected opinion leader endorses an issue not initially favored by a person:





The person would either lower the opinion leader in his or her esteem or

Become more favorable toward the endorsed issue

Copyright © 2002



22

High- and Low-Involvement

Information-Processing Modes



Central processing route

 The customer attends to and scrutinizes message content actively and thoughtfully

Peripheral processing route

 The consumer attends to the message only cursorily, and tends to make quick inferences by simply looking at the elements in the ad

Copyright © 2002



23

Multiattribute Models of

Attitude



Overall attitude is based on the component beliefs about the object, weighted by the evaluation of those beliefs

 The Rosenberg model

 The Fishbein model

 The extended Fishbein model

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24

The Rosenberg Model



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A o is the overall attitude toward the object

I is the importance of value j

V is the instrumentality of the object in obtaining value j

η is the number of values

A

η

= Σ

I o j= 1


j

×

V j

25

The Fishbein Model



Copyright © 2002


A o is the overall attitude toward the object

B i is the belief that object consequence i has a certain

E i is the evaluation of that consequence

η is the number of consequences

A o

η

= Σ

B i

×

E i i= 1


26

Example of Customer Attitudes:

Two Internet Service Providers



Attribute

EVALUATION OF ATTRIBUTE

(UNLIKELY 1 2 3 4 5 LIKELY)

America Online AT&T

5 1. Connection will be established successfully every time.

2. The connection will be established speedily.

3. The connection will be dropped in the middle of the session.

4. The price (monthly fee) will be high.

(Very bad -3 -2 -1 0 +1 +2 +3 Very good)

Copyright © 2002


3

4

3

2


3

3

5

Evaluation of

Consequences

+3

+2

-3

-1

27

Schematic of Fishbein’s

Extended Model


Beliefs about consequences from behavior

(B i

) i m 



1

B i

E i

Evaluations of consequences from behavior

(E i

)

Attitude

(A act

)


Behavioral

Intention (BI)

Behavior

(B)

Normative

Beliefs related to different sources

(NB j

) j n 



1

NB j

E j

Subjective

Norms

(SN)

Motivation to comply with


(MC j

)


Social Norms



Along with attitude, a person’s behavior depends on social norms

 Subjective norms

 Others’ desires or expectations from us

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29

Fishbein’s Extended Model of

Behavior


B = f

  

 f

  w 1



  w 2

 where

B = overt behavior (I.e., brand purchase)

PART 2

BI = behavioral intention or purchase intention

A act

SN

= attitude toward purchase of brand

= subjective norm w 1 and w 2 = empirically determined evaluation weights

A act where

= i m 



1

B i

E i

B i

= belief that performance of a certain behavior-brand purchase-will lead to an anticipated outcome

Copyright © 2002



CHAPTER 6

Fishbein’s Extended Model of

Behavior (cont’d)



E i

= evaluation of an anticipated outcome, either a positive benefit or the avoidance of a negative consequence i = anticipated outcome 1, 2, …m n

SN = NB j

MC j where j





1 j

SN = subjective norm-the motivation toward an act as determined by the influence of significant others

NB j

= normative beliefs-belief that significant others (j) expect the consumer to engage in an action

MC j

= motivation to comply-the extent to which the consumer is motivated to realize the expectations of significant others (j)

= significant other 1,2,…n

Copyright © 2002



31

Use of Multiattribute Models



According to the multiattribute model, we can change customer attitudes in three ways:

 By changing a specific component belief, which can be done by changing the perception of the corresponding attribute level or associated consequence





By changing the importance customers assign to an attribute or the evaluation of that consequence

By introducing a new attribute into customers’ evaluation process

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32

The Functional Theory of

Attitude


Utilitarian

Ego defense

Value expressive

Knowledge


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33

Functions of Attitudes



FUNCTION

Utilitarian

Egodefensive

Knowledge

Valueexpressive

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DEFINITION EXAMPLE

Related to whether the object serves some utility

Held to protect a person’s ego

Related to whether the object adds to a person’s knowledge

Manifesting one’s existing values

I prefer no-crease jeans because they are easy to care for.

My income may not be high, but

I can buy this luxury car.

I like to work with this salesperson, because he spends a lot of time learning my needs and explaining how his company’s products will help our company.

Every year I donate to the art institute and a local dance theater because the arts are a vital part of this community.



34

Applying the Theory of Attitudes:

Planned Social Change


PART 2

Eight strategies of planned social change:

 Informing and educating





Persuasion and propaganda

Social controls





Delivery systems

Economic incentives





Economic disincentives

Clinical counseling and behavior modification

 Mandatory rules and regulations

Copyright © 2002



CHAPTER 6

35

A Typology of Strategy Mix for

Planned Social Change



ENGAGED

NONENGAGED

ATTITUDE

POSITIVE

Cell 1

Reinforced Strategy

(Behavioral or Psychological)

NEGATIVE

Cell 3

Rationalization Strategy

Attitude Change

(Psychological)

Cell 2

Inducement Strategy

(Behavioral)

Cell 4

Confrontation Process

Strategy

(Behavioral or Psychological)

Copyright © 2002



36

Attitudes and the Three

Customer Roles



Customer attitudes

Threecomponentmodel

USER

• Users like products/services they use, and dislike products they avoid.

• Users hold beliefs about products and services, have feelings toward them, and manifest approach or avoidance behavior.

PAYER

• Payers have attitude towards credit.

• Payers have beliefs, feelings, and behaviors toward specific credit cards, and other forms of payment methods.

Fishbein’s extended model

• Subjective norms dictate customer use or nonuse of many products/services.

• Subjective norms influence a person’s debt behavior, and also spending norms for specific purchases.

High and low involvement

Copyright © 2002


• Users are very involved with some products, exhibiting fanatic consumption.

• Payers differ in their concern with what happens to the money they pay.


BUYER

• Buyers like some vendors more than others.

• Buyers have beliefs about the attributes of vendors, have feelings of like or dislike toward them, and patronize or ignore them, accordingly.

• Subjective norms influence one’s choice of vendors.

Government has list of approved vendors.

• Some buyers are highly involved, others not.

37

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