Chapter 8
Consumer Attitude
Formation and Change
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Copyright 2007 by Prentice Hall
Chapter Outline
•
•
•
•
•
What Are Attitudes?
Structural Models of Attitudes
Attitude Formation
Strategies of Attitude Changes
Behavior Can Precede or Follow Attitude
Formation
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Attitude
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A learned
predisposition
(Tendency) to behave
in a consistently
favorable or
unfavorable manner
with respect to a
given object.
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What Are Attitudes?
•
•
•
•
The attitude “object” Product
Attitudes are a learned predisposition
Attitudes have consistency
Attitudes occur within a situation
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This attempts to
change the
attitude toward
calcium in a soft
drink situation.
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Structural Models of Attitudes
•
•
•
•
Tricomponent Attitude Model
Multiattribute Attitude Model
The Trying-to-Consume Model
Attitude-Toward-the-Ad Model
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A Simple Representation of the
Tricomponent Attitude Model
Figure 8.2
Cognition
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The Tricomponent Model
Components
• Cognitive
• Affective
• Conative
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The knowledge and
perceptions that are
acquired by a
combination of direct
experience with the
attitude object and
related information
from various
sources
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The Tricomponent Model
Components
• Cognitive
• Affective
• Conative
A consumer’s
emotions or
feelings about a
particular product or
brand
Starbucks Coffee
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The Tricomponent Model
Components
• Cognitive
• Affective
• Conative
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The likelihood or
tendency that an
individual will
undertake a specific
action or behave in
a particular way with
regard to the attitude
object
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Multiattribute
Attitude
Models
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Attitude models that
examine the
composition of
consumer attitudes
in terms of selected
product attributes or
beliefs.
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Multiattribute Attitude Models
Types
• The attitude-towardobject model
• The attitude-towardbehavior model
• Theory-ofreasoned-action
model
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• Attitude is function of
evaluation of
product-specific
beliefs and
evaluations
• Useful to measure
attitudes toward
brands
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Positive
attitudes
toward brands
help with
brand
extensions
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Multiattribute Attitude Models
Types
• The attitude-towardobject model
• The attitude-towardbehavior model
• Theory-ofreasoned-action
model
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• Is the attitude toward
behaving or acting
with respect to an
object, rather than the
attitude toward the
object itself
• Corresponds closely
to actual behavior
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Multiattribute Attitude Models
Types
• The attitude-towardobject model
• The attitude-towardbehavior model
• Theory-ofreasoned-action
model
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• Includes cognitive,
affective, and
conative components
• Includes subjective
norms in addition to
attitude
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Theory of
Trying to
Consume
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An attitude theory
designed to account
for the many cases
where the action or
outcome is not
certain but instead
reflects the
consumer’s attempt
to consume (or
purchase).
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AttitudeToward-theAd Model
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A model that proposes
that a consumer forms
various feelings
(affects) and judgments
(cognitions) as the result
of exposure to an
advertisement, which, in
turn, affect the
consumer’s attitude
toward the ad and
attitude toward the
brand.
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Issues in Attitude Formation
• How attitudes are learned
– Conditioning and experience
– Knowledge and beliefs
• Sources of influence on attitude formation
– Personal experience
– Influence of family
– Direct marketing and mass media
• Personality factors
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Changing the Basic Motivational
Function Approach
• Utilitarian function: Through showing people that
our product can serve a utilitarian purposes that may
not have considered it
• Ego-defensive function: protect their self- image
from feeling uncertainty (teenage acne) advertising
• Value-expressive function: Attitudes are expression
or reflection of the consumer general values.
• Knowledge function: a cognitive needs
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Crest uses
a
knowledge
appeal.
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Why Might Behavior Precede
Attitude Formation?
• Cognitive Dissonance
Theory
• Attribution Theory
Form Attitude
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Behave (Purchase)
Form Attitude
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Cognitive
Dissonance
Theory
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Holds that discomfort or
dissonance occurs when
a consumer holds
conflicting thoughts
about a belief or an
attitude object.
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Attribution
Theory
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A theory concerned
with how people assign
causality to events and
form or alter their
attitudes as an outcome
of assessing their own
or other people’s
behavior.
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Chapter 10
Reference Groups and
Family References
Consumer Behavior,
Ninth Edition
Schiffman & Kanuk
Copyright 2007 by Prentice Hall
Chapter Outline
• What Is a Group?
• Categories of Reference Groups
• Selected Consumer-Related Reference
Groups
• Reference Group Appeals
• The Changing U.S. Family
• Consumer Socialization
• Family Decision Making
• The Family Life Cycle
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What Is a Group?
• Two or more people who interact to
accomplish either individual or mutual
goals
• A membership group is one to which a
person either belongs or would qualify for
membership
• A symbolic group is one in which an
individual is not likely to receive
membership despite acting like a member
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Reference
Group
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A person or group
that serves as a point
of comparison (or
reference) for an
individual in the
formation of either
general or specific
values, attitudes, or
behavior.
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Broad Categories of
Reference Groups
• Normative
Reference Groups
Family
• Comparative
Reference Groups
(benchmark)
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Indirect
Reference
Groups
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Individuals or groups
with whom a person
identifies but does not
have direct face-to-face
contact, such as movie
stars, sports heroes,
political leaders, or TV
personalities.
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Major Consumer Reference
Groups - Figure 10.1
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Table 10.1 Positive Influences
on Conformity (Compliance)
Group Characteristics
• Attractiveness
• Expertise
• Credibility
• Past Success
• Clarity of Group
Goals
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Personal Characteristics
• Tendency to Conform
(Agree)
• Need for Affiliation
• Need to be Liked
• Desire for Control
• Fear of Negative
Evaluation
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Factors Encouraging Conformity:
A Reference Group Must ...
• Inform or make the individual aware of a specific
product or brand
• Provide the individual with the opportunity to
compare his or her own thinking with the
attitudes and behavior of the group
• Influence the individual to adopt attitudes and
behavior that are consistent with the norms of
the group
• Legitimize the decision to use the same products
as the group
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Selected Consumer-Related
Reference Groups
• Friendship groups: Informal group
unstructured
• Shopping groups: friendship or family
• Work groups: Formal group& informal
coffee break
• Virtual groups or communities: Adult or
children turned their computers
• Consumer-action groups: correct the
consumer abuse and solve it
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Households
Family Households:
Married couple,
Nuclear family
Households
Nonfamily Households:
Unmarried couples,
Friends/ Roommates,
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The Changing U.A.E Family
• Increase in childless women
• More working mothers
• Changes in household spending patterns
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Consumer
Socialization
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The process by which
children acquire the
skills, knowledge, and
attitudes necessary to
function as
consumers.
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Other Functions of the Family
• Economic well-being (Welfare)
• Emotional support
• Suitable family lifestyles
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Table 10.7 Eight Roles in the Family
Decision-Making Process
ROLE
Influencers
Gatekeepers
Deciders
Buyers
Preparers
Users
DESCRIPTION
Family member(s) who provide information to other members about a
product or service
Family member(s) who control the flow of information about a
product or service into the family
Family member(s) with the power to determine unilaterally or jointly
whether to shop for, purchase, use, consume, or dispose of a specific
product or service
Family member(s) who make the actual purchase of a particular
product or service
Family member(s) who transform the product into a form suitable for
consumption by other family members
Family member(s) who use or consume a particular product or service
Maintainers
Family member(s) who service or repair the product so that it will
provide continued satisfaction.
Disposers
Family member(s) who initiate or carry out the disposal or
discontinuation of a particular product or service
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Dynamics of Husband-Wife
Decision Making
• Husband-Dominated
• Wife-Dominated
• Joint
– Equal
– Synchronic (Occur in the same time)
• Autonomic (Independence)
– Solitary (Alone)
– Unilateral (One-side)
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Expanding Role of Children In
Family Decision Making
• Choosing restaurants and items in
supermarkets
• Pester power
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The Family Life Cycle
• Traditional Family Life Cycle
– Stage I: Bachelorhood
– Stage II: Honeymooners
– Stage III: Parenthood
– Stage IV: Postparenthood
– Stage V: Dissolution
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