台大消费者行为cb 09 attitude

2002/5/8ch91AttitudeFormationandChange2002/5/8ch92OverviewWhatareattitudesFoundations/ComponentsofAttitudesAttitudeFormationProcessesAttitudeChange2002/5/8ch93DefinitionsAttitudes:representwhatwelikeanddislikePreferences:representattitudestowardoneobjectinrelationtoanother(waytomeasureattitudes)2002/5/8ch94HowCanAttitudesandPreferencesBeMeasured?Attitudetowardtheobject:Howmuchdoyoulike/dislikeIBMcomputers?Likeverymuch12345DislikeverymuchPreference:ComparedtoApplepersonalcomputers,howmuchdoyoulikeIBMpersonalcomputers?LikeIBMmuch12345LikeApplemuchmorethanApplemorethanIBM2002/5/8ch95Foundations/ComponentsofAttitudeBeliefs(cognition;認知)Feelings(affection；情感)2002/5/8ch96CognitiveFoundationsofAttitude:BeliefsBeliefs:subjectivejudgmentsabouttherelationshipbetweentwoormorethingsBeliefsarebasedonknowledgeMultiattributeattitudemodelsshowthatbeliefsaboutaproduct’sattributesdeterminefavorabilityofone’sattitudetowardtheproductTheFishbeinModelTheIdeal-PointModel2002/5/8ch97MultiattributeAttitudeModel:TheFishbeinModelTheFishbeinModelnAo=Σbieii=1Ao=attitudetowardobjectbi=strengthofthebeliefthatobjecthasattributeiei=evaluationofattributein=numberofsalientorimportantattributes2002/5/8ch98TheFishbeinModel:SampleResultsShockabsorbent+2+2+1-1Pricelessthan$50-1-3-1+3Durability+3+3+1-1Comfort+3+2+3+1Desiredcolor+1+1+3+3Archsupport+2+3+1-2Totalscore+29+20-6BrandBrandBrandAttributeEvaluationABCBeliefs2002/5/8ch99TheFishbeinModelAttitudetowardanobjectisbasedonthesummedsetofbeliefsabouttheobject’sattributesweightedbytheevaluationoftheseattributesAttributescanbeanyproductorbrandassociationCompanieswantconsumerstoperceivetheirproductsas:Possessingdesirableattributes(wheneipositive;bishouldbepositive)Notpossessingundesirableattributes(wheneiisnegative;bishouldbenegative)2002/5/8ch910MultiattributeAttitudeModel:TheIdeal-PointModelTheIdeal-PointModelAP=ΣWi(Ii-Xi)AP=attitudetowardproductWi=importanceofattributeiIi=idealperformanceonattributeiXi=beliefaboutproduct’sactualperformanceonattributein=numberofsalientattributesi=1n2002/5/8ch911TheIdeal-PointModel:SampleResultsTaste:sweet(1)-bitter(7)Carbonation:high(1)-low(7)Calories:high(1)-low(7)Fruitjuices:high(1)-low(7)Price:high(1)-low(7)TotalScore622333264545412255431629Impor-IdealBrandBrandAttributetancePointABBeliefs2002/5/8ch912TheIdeal-PointModel•Consumersindicatewheretheybelieveaproductislocatedonscalesrepresentingthevariouslevelsofsalientattributes•Alsoreportwhereidealproductswouldfallonthesescales•Thecloseridealandactualratingsare,themorefavorabletheattitude2002/5/8ch913BenefitsofUsingMultiattributeAttitudeModelsDiagnosticpower:examinewhyconsumerslikeordislikeproductssimultaneousimportance-performancegridProvideinformationforsometypesofsegmentationUsefulinnewproductdevelopmentGuidancetodevelopattitudechangestrategies2002/5/8ch914StimulusImportance-PerformanceGridHIGHLOWPOORGOODPOORGOODNeglectedOpportunityCompetitiveDisadvantageCompetitiveAdvantageHead-to-headcompetitionNullOpportunityFalseAlarmFalseAdvantageFalseCompetitionPoorGoodPoorGoodPoorGoodPoorGoodAttributeOurCompetitor’sSimultaneousImportancePerformancePerformanceResult2002/5/8ch915AffectiveFoundationsofAttitude:FeelingsFeelings:anaffectivestate(suchasmoodyoucurrentlyarein)orreaction(suchasfeelingsexperiencedduringproductconsumptionorwhenprocessinganadvertisement)CanbepositiveornegativeandrangefromoverwhelmingtovirtuallynonexistentTypesofFeelings(PartialList)NegativeWarmUpbeatAngryAnnoyedBadBoredCriticalDefiantDisgustedFed-upInsultedIrritatedRegretfulAffectionateCalmConcernedContemplativeEmotionalHopefulKindPeacefulPensiveTouchedWarm-heartedActiveAdventurousAliveAttractiveConfidentCreativeElatedEnergeticGoodHappyPleased2002/5/8ch917AttitudeFormationProcessesTheamountofprocessingThecontentofprocessingthefavorablenessofthecognitiveandaffectiveresponsesthatoccurduringprocessingtheextenttowhichprocessinginvolvesproduct-relevantthinkingDifferencesinthinkinghavecreatedtwodifferentattitudeformationprocesses:Centralprocess中央路徑Peripheralprocess邊陲路徑2002/5/8ch918CentralProcessofAttitudeFormationCentralprocess:processinwhichattitudesareformedfromthoughtfulconsiderationofrelevantinformationTheseattitudesareverysensitivetothestrengthorqualityoftherelevantinformationpresentedThepersuasivenessofanad’sclaimsdependsontheproduct-relevantthinkingundertakenduringprocessing2002/5/8ch919TheInfluenceofAdvertisingClaimsDependsontheThinkingThatOccursDuringAdProcessingMoreLessWeakeradclaimsStrongeradclaimsAmountofrelevantthinkingduringadprocessingFavorabilityofpost-messageproductopinions2002/5/8ch920PeripheralProcessofAttitudeFormationPeripheralprocess:leadstotheformationofopinionswithoutthinkingaboutrelevantinformationPeripheralcues:stimulidevoidofproduct-relevantinformation,e.g.,attractivepicture,likablespokesperson,music,etc.Whenthinkingwasminimal,attractivepictureleadtomorefavorableproductattitudes;whenthinkingwasmorelikely,attitudeswereunaffectedbythepictures2002/5/8ch921PeripheralPicturesBecomeMoreInfluentialWhenProduct-relevantThinkingDeclinesDur