Consumer Judgment
Nonevaluative Judgment
 Evaluative Judgment
 Preference Judgment
 Satisfaction Judgment
 Prediction and Intention
Judgment
 Judgment and Behavior

Copyright © 1999 Addison Wesley Longman, Inc.
TM 4-1
Nonevaluative judgments and beliefs
Beliefs-- Nonevaluative judgments
at any point on a continuum
Not Large
Not Hot
Very large
Very hot
Not Effective
Very Effective
Not Safe
Very Safe
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TM 4-2
Evaluative judgments--Attitudes
Attitudes-- Evaluative judgments at
any point on a continuum
Very Bad
Very Good
Very Unfavorable Very Favorable
Very Negative
Very Positive
Dislike very much Like very much
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TM 4-3
Persuading
people to
make an
evaluative
judgment
about drinking
and driving
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TM 4-4
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TM 4-5
Considering two products
Comparing B with A
Comparing A with B
Auto Brand A
Auto Brand A
Auto Brand B
air-conditioning
air-conditioning air-conditioning
power steering
power steering
power steering
Auto Brand B
air-conditioning
power steering
acceleration
?
acceleration
?
smoothness of ride
?
smoothness of ride
?
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TM 4-6
Direction of comparison effect
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TM 4-7
Prediction & Intention Judgment
 Representativeness Heuristic (similarity-based
judgment)
If a new product reminds us of an old one we liked, we predict
we will like the new one too (even if we focused on an
irrelevant similarity)
Availability
Heuristic (memory-based judgment)
Easy to remember- High predictions
Hard to remember- Low predictions
Anchoring
and Adjustment Heuristic
Form an initial judgment or anchor, then adjust up or down.
Adjustment tends to be insufficient.
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TM 4-8
Satisfaction Judgment
 Direction of Comparison


Expectancy Disconfirmation
Attribution
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TM 4-9
The Attitude-Behavior Relationship
 Allport
(1935)
An attitude is a “mental and neural state of readiness to
respond, organized through experience exerting a directive
and/or dynamic influence on behavior.”
The “is” question: Is there a relationship between attitudes
and subsequent behavior?

Wicker (1969)
“It is considerably more likely that attitudes will be unrelated or
only slightly related to overt behaviors than that attitudes will
be closely related to actions.”
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TM 4-10
The Attitude-Behavior Relationship
The “when” question: Under what conditions do what kinds of
Attitudes held by what kinds of individuals predict what kinds of
behavior?
1. Situational Variables
Norms
2. Individual Difference Variables
Self-monitoring
Self-consciousness
Locus of Control
3. Attitudinal Variables
The Specificity Hypothesis
Heberlein & Black (1976)
Environment
Air Pollution
Lead-free Gas
Buying Lead-free Gas
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.12
.21
.36
.59
TM 4-11
Manner of Attitude Formation
Regan and Fazio (1976)
Direct Behavioral Experience
Indirect Experience
.42
.04
Smith and Swinyard (1983)
Direct Behavioral Experience
Indirect Experience
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.66
.27
TM 4-12
The Attitude-Behavior Relationship
The “how” question: How do attitudes guide behavior?
1. The definition of the situation
Kelley (195)
Latane and Darley (1968)
2. Selective Perception
Hastorf and Cantril (1954)
Lord, Ross, and Lepper (1979)
Lee, Acioto, and Day (1987)
3. The crucial importance of attitude accessibility
Snyder and Swann (1976)
Attitude salient
.58
Attitude non-salient
.07
Fazio Chen, McDonel, and Sherman (1982)
Fazio, Powell, and Herr (1983)
Fazio, Sanbonmatsu, Powell, and Kardes (1986)
Kardes, Sanbonmatsu, Voss, and Fazio (1986)
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TM 4-13
Fazio’s model of the attitudebehavior process
Attitude
activation
Selective
perception
Norms
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Immediate
perception
of the
attitude
objects
Definition
of the
event
Behavior
Definition
of the
situation
TM 4-14
What does the Fazio Process Model Buy Us?
1. The process model indicates how the “translation” of attitudes
into behavior can fail to occur.
2. The process model provides a framework for conceptually
integrating a long list of seemingly unrelated moderator
variables.
3. The model is useful for identifying new moderator variables.
4. The model has managerial implications that cannot be derived
from other models:
a. Product trial
b. Advertising repetition
c. Repeated attitude activation with a single ad exposure
d. Cues that prompt attitude activation
e. Attitude accessibility and persuasion
Copyright © 1999 Addison Wesley Longman, Inc.
TM 4-15
The theory of reasoned action
The personís (1) beliefs
that the behavior leads to
certain outcomes and (2)
evaluations of these
outcomes
Attitude toward
the behavior
Intention
The personís (1) beliefs
that specific individuals
or groups thinks he or she
should or should not
perform the behavior and his
or her motivation to comply
with the specific
referents
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Behavior
Subjective
norm
TM 4-16
The Theory
Information
of Reasoned Action
Integration Theory
Ao = Sbiei
Ao = Swisi
Ao = Attitude toward object
Ao = Attitude toward object
bi = Belief about attribute i
wi = Importance of attribute i
ei = Evaluation of i
si = Scale value for attribute i
Swi = 1
Copyright © 1999 Addison Wesley Longman, Inc.
TM 4-17
MODE MODEL
Sanbonmatsu and Fazio (1990)
Smith’s Department Store was described positively on most
attributes (e.g., excellent clothing, jewelry, sporting goods,
and cosmetics departments)
Brown’s Department Store was described negatively on most
attributes, except for their camera department
Later, subjects were asked which store would they shop for
cameras? (Higher scores indicate a greater likelihood of
shopping at Brown’s)
Opportunity
Low
High
Low Motivation
.05
.09
High Motivation
.59
1.59
Copyright © 1999 Addison Wesley Longman, Inc.
TM 4-18
Empirical test of the MODE model
Likelihood of shopping at
Brownís Department Store
1.59
.59
High
.09
.05
Low
High opportunity to deliberate
Low opportunity to deliberate
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TM 4-19