消费者行为课件.ppt

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1、Chapter 8Consumer Attitude Formation and ChangeChapter OutlineWhat Are Attitudes?Structural Models of AttitudesAttitude FormationStrategies of Attitude ChangesBehavior Can Precede or Follow Attitude FormationAttitudeA learned predisposition to behave in a consistently favorable or unfavorable manner

2、 with respect to a given object.Structural Models of AttitudesTricomponent Attitude ModelMultiattribute Attitude ModelAttitude-Toward-the-Ad ModelCognitionA Simple Representation of the Tricomponent Attitude Model Figure 8.2 Discussion QuestionExplain your attitude toward your college/university bas

3、ed on the tricomponent attribute model.Be sure to isolate the cognitive,affective,and conative elementsMultiattribute Attitude ModelsAttitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.Multiattribute Attitude ModelsThe attitude-toward

4、-object modelTheory-of-reasoned-action modelAttitude is function of evaluation of product-specific beliefs and evaluationsUseful to measure attitudes toward brandsTypesThe Fishbein ModelThe Basic Formula:Aijk=ijkIikWhere:i=attributej=brandk=consumerI=the importance weight given attribute I by consum

5、er k=consumer ks belief regarding the extent to which brand j possesses attribute IA=a particular consumers(ks)attitude score for brand jCommunicating the Presence of Desirable AttributesCommunicating the Absence of Undesirable AttributesThis Ad Attempts to Change Consumers Attitude by?Multiattribut

6、e Attitude ModelsThe attitude-toward-object modelTheory-of-reasoned-action modelAttitude toward behaviorIncludes subjective norms in addition to attitudeTypesA Simplified Version of the Theory of Reasoned Action-Figure 8.5 Discussion QuestionNow use the theory of reasoned action to describe your att

7、itude toward your college/university when deciding on which school to attend.Attitude-Toward-the-Ad ModelA 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 consumers attitude toward the

8、ad and attitude toward the brand.A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model-Figure 8.7 Issues in Attitude FormationHow attitudes are learnedConditioning and experienceKnowledge and beliefsSources of influence on attitude formationPersonal experienceInfluence o

9、f familyDirect marketing and mass mediaStrategies of Attitude Change1.Changing the Basic Motivational Function2.Associating the Product with an Admired Group or Event3.Resolving Two Conflicting Attitudes4.Altering Components of the Multiattribute Model5.Changing Beliefs about Competitors BrandsChang

10、ing the Basic Motivational FunctionUtilitarianEgo-defensiveValue-expressiveKnowledgeSwiffer Appeals to Utilitarian FunctionweblinkCrest uses a knowledge appeal.Why Might Behavior Precede Attitude Formation?Cognitive Dissonance TheoryAttribution TheoryBehave(Purchase)Behave(Purchase)Form AttitudeForm

11、 AttitudeForm AttitudeCognitive Dissonance TheoryHolds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.Attribution TheoryA theory concerned with how people assign causalty to events and form or alter their attitudes as an outcome of assessing their own or other peoples behavior.Issues in Attribution TheorySelf-perception TheoryFoot-in-the-Door TechniqueHow We Test Our AttributionsDistinctivenessConsistency over timeover modalityConsensusweblink