Attitudes, Intentions, and
Behavior
MKT 750
Dr. West
Agenda
Understanding attitudes & behavior
Building brands
Preparing for Tivo case
Answer Key
#
Yellow
Green
#
Yellow
Green
1
C
E
11
any
any
2
D
A
12
B
C
3
E
A
13
B
E
4
E
E
14
E
C
5
E
A
15
B or E
B
6
B
E
16
E
B or D
7
A
C
17
B
D
8
E
E
18
B
B
9
B or D
C or D
19
B
A
10
D
C
20
A
C
Overview
Models & Managerial Implications
Need/Opportunity
Recognition
Search
Awareness
&
Availability
Evaluation
Choice
Decision
Rules
Post
Choice
Satisfaction
&
Retention
Overview
Models & Managerial Implications
Prior Need/Opportunity
Beliefs
Recognition
Search
Fishbein
Attitude
Model
Awareness
&
Availability
Evaluation
Choice
Decision
Rules
Post
Choice
Satisfaction
&
Retention
What’s to come?
How knowledge is acquired and used
Attitude Formation & Change
Information Processing
Memory (storage & retrieval)
Managerial Implications
Brand building & maintenance
Communication (advertising)
Predicting Behavior
Attitudes
Preferences
Intentions
Social Norms
Behavior
Consumer Attitudes
Attitudes: represent what we
like and dislike
Preferences: represent attitudes
toward one object in relation to
another
Consumer Attitudes
Just because
consumers prefer
brand X doesn’t mean
they will necessarily
buy brand X
Attitude toward the object:
How do you feel about Dell computers?
Coding Options:
(-3, -2, -1, 0,1, 2, 3)
Dislike very much        Like very much
Unfavorabl
e Attitude
Neutral
Point
Favorable
Attitude
Measuring Attitudes
Cognitive Component:
Measuring Beliefs about Specific Attributes Using the
Semantic Differential Scale
Diet Coke
Strong taste
——
——
——
—— —— —— —— Mild taste
Low priced
——
——
——
—— —— —— —— High priced
Caffeine free
——
——
——
—— —— —— —— High in caffeine
Distinctive in
taste
——
——
——
—— —— —— —— Similar in taste to
most
Measuring Attitudes
Affective Component
(Measuring Feelings about Specific
Attributes Using Likert Scales)
Neither
Agree
Strongly
nor
Agree Agree Disagree Disagree
Strongly
Disagree
I like the taste of Diet Coke.
——
——
——
——
——
Diet Coke is overpriced.
——
——
——
——
——
Caffeine is bad for your health. ——
——
——
——
——
I like Diet Coke.
——
——
——
——
——
Measuring Attitudes
Behavioral Component
(Measuring Actions or Intended Actions)
The last soft drink I consumed was a ___________________.
I usually drink________________soft drinks a week.
What is the likelihood you will buy Diet Coke
the next time you purchase a soft drink?
Definitely will buy
Probably will buy
Might buy
Probably will not buy
Definitely will not buy
Attitude Objects: Ao
Product
Company
Retailer
Product attributes
Brand associations (logo, symbol)
Advertising and spokespersons
Antecedents
Consequences
Acompany
Abrand
Aproduct
Astore
Aad
Aattributes
Intention
Behavior
Elements of Attitudes
Beliefs are subjective judgments about
the relationship between two or more
things
e.g. Product Quality, Reliability, Nutritional Value
Beliefs about a product’s attributes and
their evaluation determine the
favorability of one’s attitude toward the
product
Theory of Reasoned Action:
A Multi-Attribute Model
(ei)
(bi)
Evaluation of
Product
Attributes
Brand
Beliefs
(Ao)
(BI)
Overall
Product
Evaluation
Intention
to
Buy
(B)
Behavior
Social
Norms
n
Ao = S bi ei + SN
i =1
(Fishbein & Azjen)
Running Shoes
Beliefs (bi)
Attribute
Brand Brand Brand
Evaluation (ei) A
B
C
Shock absorbent
+2
+2
+1
-1
Price less than $50
-1
-3
-1
+3
Durability
+3
+3
+1
-1
Comfort
+3
+2
+3
+1
Desired color
+1
+1
+3
+3
Arch support
+2
+3
+1
-2
Total score
Running Shoes
Beliefs (bi)
Attribute
Brand Brand Brand
Evaluation (ei) A
B
C
Durability
+3
+3 (9) +1 (3) -1 (-3)
Comfort
+3
+2 (6) +3 (9) +1 (3)
Shock absorbent
+2
+2 (4) +1 (2) -1 (-2)
Arch support
+2
+3 (6) +1 (2) -2 (-4)
Desired color
+1
+1 (1) +3 (3) +3 (3)
Price less than $50
-1
-3 (3) -1 (3) +3 (-3)
Total score
+29
+22
-6
Stimulus Importance-Performance Grid
Attribute
Our
Importance Performance
Competitor’s
Performance
Simultaneous
Result
Poor
Neglected Opportunity
POOR
Good
Competitive Disadvantage
GOOD
Poor
Competitive Advantage
Good
Head-to-head competition
Poor
Null Opportunity
POOR
Good
False Alarm
GOOD
Poor
False Advantage
Good
False Competition
HIGH
LOW
Benefits of Multi-attribute Model
Diagnostic power-- examines WHY
consumers like/dislike your product
Segmentation based on attribute
importance
Competitive analysis
Forecasting sales, new product
development, persuasion strategies
Implications for Attitude Change
Changing beliefs (bi)
Cadillac (Heritage Reborn)
Changing attribute importance (ei)
Airbags & Safety
Antibacterial soap
Implications for Attitude Change
Add a new attribute
Carbohydrates in beer?
Influencing Consumer Attitudes:
Beliefs (bi) are easier to change than desired
benefits (ei).
Attitudes are easier to change when
Involvement with the product category is
low because attitudes are held with less
confidence and commitment
They are based on subjective or second
hand information rather than personal
experience
The rest of the story…
What’s missing from Fishbein’s “Theory of
Reasoned Action”
Attitudes = F(Beliefs, Evaluations, Social Norms)
Where do our attitudes come from?
Friends and family
Personal experience
Observation
Media & Advertising
Product Life Cycle
Decelerating Growth:
Sales
new segments, brand extensions
Accelerating Growth:
control costs,
increase efficiency,
monitor competitors
and trends
Profit
awareness and induce trial
harvest or
rejuvenate
Maturity:
build share, WOM
Emergence: create
Decline:
Time
Product Adoption Process
13½%
Early Adopters
2½%
Innovators
34%
34%
16%
Early Majority Late Majority Laggards
Types of Consumers
Factors Affecting Adoption:
The ACCORD Model
Advantage – the degree to which the product
appears superior
Compatibility – matches the values and
experiences of users
Complexity – ease of understanding and usage
Observability – the benefits of use observable and
describable to others
Riskiness – negative outcomes can be foreseen
Divisibility – can the product be tried on a limited
basis
Launching TiVo
Analyze the situation from the
consumer standpoint.
What is TiVo?
What factors facilitate or inhibit TiVo’s
adoption?
Who is TiVo best suited for?
Segmentation and targeting
Launching TiVo
Analyze the situation from the
networks, the advertisers, and the
cable/satellite companies perspective:
What do these stakeholders want TiVo to
be?
Launching TiVo
Think about the competition
What are Microsoft’s potential strengths
and weaknesses in this market?
Evaluate Tivo’s action plan as given at
the end of the case?
Assignment
Read Chapter 7
Write-up the Tivo case