Marketing 260 Buyer Behaviour
ATTITUDES
With Duane Weaver
OUTLINE
•
•
•
•
•
•
Attitude Defined
Functional Theory
ABC Model
Forming Attitudes
Attitude Models
Predicting Behaviour
Attitude Defined
ATTITUDE:
…a lasting, general evaluation of people
(including oneself), objects or issues.
Attitude Object =
anything toward which a person has an attitude,
albeit tangible or intangible
Functional Theory
• Attitudes exist because they serve
some function for the person;
determined by motives.
– Utilitarian (reward & punishment)
– Value-Expressive (enables outward expression of self)
– Ego-Defensive (protects from internal or external
feelings – e.g. Marlboro Man – machismo)
– Knowledge (order, structure, and meaning)
• Ads relevant to the prevalent function prompt
favorable thoughts about product.
ABC Model
Emphasizes interrelationships
among knowing, feeling,
and doing.
• Affect
– Feelings
• Behaviour
– Intention to do something with regard to an attitude object
• Cognition
– Beliefs about an attitude object
ABC Model
Hierarchy of Effects – fixed sequence of events occurs on
the way to forming an attitude
Problem solving process
Behavioural Learning (through experiences)
(Hedonic Consumption)
Emotional Response based Attitudes – sensory driven
How would we market to these different Attitude formations? What
form of advertising would you use?
Forming Attitudes
•
•
•
Classical Conditioning (pairing product with repeated concepts)
Instrumental Conditioning (reinforcing value of consumption)
Complex Cognitive Process
1. Levels of Commitment – Compliance (low), Identification
(medium), Internalization (high)
2. Consistency Principle (harmony) and Cognitive Dissonance
Theory (congruence)
3. Self-Perception Theory (rationalization?)
4. Social Judgment Theory (social accpetance?)
5. Balance Theory (Triad of attitude structures: person’s perception,
attitude object, & other person or object)
Attitude Models
•
Multi-Attribute
–
Assumes attitude of an attitude object depends
on person’s beliefs about several or many
attributes of the object.
Attributes, Beliefs, and Importance Weights
–
•
–
Fishbein Aijk = ∑BijkIik
–
Where A = Attitude, B= Beliefs, and I = Importance Weight
and i = attribute, j = brand, k = consumer
Provides computable Metric of:
1. Salient Beliefs
2. Object-attribute linkages
3. Evaluation of attributes
Predicting Behaviour
• Issues:
– Low correlation between attitudes and behaviour
– Inability to act due to unexpected circumstances
(no banker available when want to get a mortgage) <<wasted
marketing energy…get all the ducks in a row!! THIS IS MANAGEABLE!
– Not all behaviour is intentional (impulse?!)
– Timeframe – delay from time of attitude measurement to expected
behaviour (attitudes do change over time)
– Personal or environmental barriers between intent and goal
• Extending Fishbein with Theory of Reasoned Action
– Direction/degree or attitude (intensity)
– Social Pressure (use of engineered theatres)
– Attitude towards the actual “act of buying”
• Past purchase behaviour is better predictor
Predicting Behaviour
• Theory of Trying
– Past frequency
– Recency
– Evaluations of
consequences
– The Process
– Expectations of
Success or Failure
– Subjective norms
towards trying
THANK YOU FOR YOUR TIME!