消费者行为08Consumer attitudes

ConsumerBehavior,NinthEditionSchiffman&KanukChapter8ConsumerAttitudeFormationandChange8-2ChapterOutline•WhatAreAttitudes?•StructuralModelsofAttitudes•AttitudeFormation•StrategiesofAttitudeChanges•BehaviorCanPrecedeorFollowAttitudeFormation8-3AttitudeAlearnedpredispositiontobehaveinaconsistentlyfavorableorunfavorablemannerwithrespecttoagivenobject.8-4StructuralModelsofAttitudes•TricomponentAttitudeModel•MultiattributeAttitudeModel•Attitude-Toward-the-AdModel8-5CognitionASimpleRepresentationoftheTricomponentAttitudeModelFigure8.28-6DiscussionQuestion•Explainyourattitudetowardyourcollege/universitybasedonthetricomponentattributemodel.Besuretoisolatethecognitive,affective,andconativeelements8-7MultiattributeAttitudeModelsAttitudemodelsthatexaminethecompositionofconsumerattitudesintermsofselectedproductattributesorbeliefs.8-8MultiattributeAttitudeModels•Theattitude-toward-objectmodel•Theory-of-reasoned-actionmodel•Attitudeisfunctionofevaluationofproduct-specificbeliefsandevaluations•UsefultomeasureattitudestowardbrandsTypes8-9TheFishbeinModel•TheBasicFormula:Aijk=ΣβijkIik–Where:•i=attribute•j=brand•k=consumer•I=theimportanceweightgivenattributeIbyconsumerk•β=consumerk’sbeliefregardingtheextenttowhichbrandjpossessesattributeI•A=aparticularconsumer’s(k’s)attitudescoreforbrandj8-10CommunicatingthePresenceofDesirableAttributes8-11CommunicatingtheAbsenceofUndesirableAttributes8-12ThisAdAttemptstoChangeConsumers’Attitudeby?8-13MultiattributeAttitudeModels•Theattitude-toward-objectmodel•Theory-of-reasoned-actionmodel•Attitudetowardbehavior•IncludessubjectivenormsinadditiontoattitudeTypes8-14ASimplifiedVersionoftheTheoryofReasonedAction-Figure8.58-15DiscussionQuestion•Nowusethetheoryofreasonedactiontodescribeyourattitudetowardyourcollege/universitywhendecidingonwhichschooltoattend.8-16Attitude-Toward-the-AdModelAmodelthatproposesthataconsumerformsvariousfeelings(affects)andjudgments(cognitions)astheresultofexposuretoanadvertisement,which,inturn,affecttheconsumer’sattitudetowardtheadandattitudetowardthebrand.8-17AConceptionoftheRelationshipamongElementsinanAttitude-Toward-the-AdModel-Figure8.78-18IssuesinAttitudeFormation•Howattitudesarelearned–Conditioningandexperience–Knowledgeandbeliefs•Sourcesofinfluenceonattitudeformation–Personalexperience–Influenceoffamily–Directmarketingandmassmedia8-19StrategiesofAttitudeChange1.ChangingtheBasicMotivationalFunction2.AssociatingtheProductwithanAdmiredGrouporEvent3.ResolvingTwoConflictingAttitudes4.AlteringComponentsoftheMultiattributeModel5.ChangingBeliefsaboutCompetitors’Brands8-20ChangingtheBasicMotivationalFunction•Utilitarian•Ego-defensive•Value-expressive•Knowledge8-21SwifferAppealstoUtilitarianFunctionweblink8-22Crestusesaknowledgeappeal.8-23WhyMightBehaviorPrecedeAttitudeFormation?•CognitiveDissonanceTheory•AttributionTheoryBehave(Purchase)FormAttitudeFormAttitude8-24CognitiveDissonanceTheoryHoldsthatdiscomfortordissonanceoccurswhenaconsumerholdsconflictingthoughtsaboutabelieforanattitudeobject.8-25AttributionTheoryAtheoryconcernedwithhowpeopleassigncausaltytoeventsandformoraltertheirattitudesasanoutcomeofassessingtheirownorotherpeople’sbehavior.8-26IssuesinAttributionTheory•Self-perceptionTheory–Foot-in-the-DoorTechnique•HowWeTestOurAttributions–Distinctiveness–Consistency•overtime•overmodality–Consensusweblink