消费者行为学第2版英文教师手册imCh8TeachingNotes-tc.pdf

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1、 2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.1 Chapter 8 Attitude and Judgment Formation and Change Outline Chapter Objectives Chapter Summary Teaching Suggestions Opening Vignette Non-evaluative Jud

2、gments:Beliefs Evaluative Judgments:Attitudes and their Properties Zanna and Rempels Model Overview of Involvement Attitude Models Based on High or Low Consumer Involvement Expectancy-Value Models The Theory of Reasoned Action Information Integration Theory The Elaboration-Likelihood Model The Heuri

3、stic/Systematic Model Parameters of Judgment General Strategies for Changing Attitudes Review and Discussion Questions Chapter Objectives After studying this chapter,you will be able to.Objective 1Define search,experience,and credence attributes.Objective 2Describe descriptive,information,and infere

4、ntial beliefs.Objective 3Calculate numerical values for attitudes using expectancy-value models.Objective 4Use dual-process models of persuasion to design more effective marketing communications.Objective 5Use multiple strategies to develop more effective marketing communications.2015 Cengage Learni

5、ng.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.2 Chapter Summary Beliefs are non-evaluative(value-neutral)judgments,and attitudes are evaluative judgments.Marketers frequently try to change consumers beliefs and attitudes

6、 through the use of advertising and other persuasion techniques.Attitudes influence and are influenced by cognition,affect,and behavior.The theory of reasoned action suggests that attitudes and subjective norms influence intentions,and intentions influence behavior.This theory also suggests that bel

7、iefs are added together to form attitudes.Information integration theory suggests that beliefs are averaged to form attitudes;consequently,it is better to tell consumers about a few very positive features of a product than to tell them about many fairly positive features of a product.Dual-process mo

8、dels of persuasion suggest that consumers think carefully about a persuasive message when involvement is high and when they are able to think carefully about the message content.The most famous dual-process models are the elaboration-likelihood model and the heuristic/systematic model.The elaboratio

9、n-likelihood model predicts that consumers will follow the central route to persuasion only when they think carefully about a message.In contrast,consumers will follow the peripheral route to persuasion when they dont think carefully about a message.The heuristic/systematic model predicts that consu

10、mers follow the systematic route to persuasion when they think carefully and the heuristic route when they dont think carefully.Both theories suggest that it is important to predict how consumers will think about a message before designing a persuasive appeal.An effective persuasive message uses an

11、appropriate source and an appropriate argument and targets appropriate recipients.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.3 TEACHING NOTES Teaching Suggestions 1.This chapter provides an opportun

12、ity to demonstrate the differences between an additive model(Theory of Reasoned Action)and an averaging model(Information Integration).At the beginning of class,select a product category(e.g.,running shoes)and provide three or four important attributes(e.g.,performance,comfort,style,durability,price

13、).Then ask students to compute their attitudes for three different brands using both models(e.g.,Nike,Reebok,and Adidas).The text provides examples for Clark Shoes.Initially,students may have difficulty differentiating between the belief(b)component and the evaluation(e)component of the Theory of Re

14、asoned Action.Thus,it may be helpful to deconstruct the model and explain the Clark Shoes example in detail.After students have computed their attitudes using the Theory of Reasoned Action,ask them to do the same using the Information Integration Theory.Here,students will need to assign importance w

15、eights(w)to each attribute,and the weights must sum to 100%.This is one of the critical differences between the two modelsInformation Integration is an averaging model.Students can see that adding additional attributes(i.e.,bells and whistles)benefits brands when consumers apply the Theory of Reason

16、ed Action(more is better),but it may not help when consumers apply the Information Integration Theory(sometimes less is more,depending on the attribute weighting).Students sometimes find it interesting to see if both models predict the same winning brand.When this isnt the case,it can be insightful

17、to examine why two different predictions emerge.It is also important to show students that with the Information Integration Model,if one attribute receives 100%of the weight(e.g.,style is all that matters),the model is reduced to a Lexicographic heuristic(i.e.,the brand that scores best on the most

18、important attribute wins).Some professors use an Excel Spreadsheet to demonstrate the sensitivities of both models.2.Involvement is an important construct in consumer behavior;it emerges in chapter after chapter.Ask students to identify several product categories that engender high involvement and s

19、everal that elicit lower levels of involvement.Then,ask them to differentiate between enduring and situational involvement.Students are likely to identify high involvement categories related to their hobbies and interests and low involvement categories such as life insurance or investments.Next,walk

20、 students through the Elaboration-Likelihood Model of Persuasion(ELM).They will see that both involvement and motivation are necessary for consumers to effortfully process persuasive appeals.If either is absent,consumers conduct minimal processing.Opening Vignette The opening vignette demonstrates t

21、hat consumers are capable of believing just about anything,and that some of our beliefs can be manipulated by unethical marketers(e.g.,homeopathic medicines).The vignette explains that two psychological principles benefit erroneous beliefs about the effectiveness of homeopathy:(1)“like goes with lik

22、e”and(2)“you are what you eat.”2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.4 Nonevaluative Judgments:Beliefs This section defines beliefs as non-evaluative judgments.Beliefs do not possess a directio

23、nal component(e.g.,good or bad).Beliefs are measured on continuous scales because belief dimensions are continuous(versus discrete)in the minds of consumers.Beliefs capture consumers assessments about a specific relationship between a brand and an attribute(e.g.,Pepsi is sweet)without judging the re

24、lationship to be good,bad,or neutral.Beliefs also entail assessments about probability or likelihood(e.g.,The Kia Soul will get 35 miles per gallon on the highway).Consumers maintain beliefs about the importance of an attribute or benefit(e.g.,caffeinemore or lessis an important attribute for coffee

25、).Types of Beliefs 1.Descriptive beliefs are based on direct experience.2.Informational beliefs are based on indirect experience,i.e.,information consumers receive from secondary sources(e.g.friends,advertisements,etc.)3.Inferential beliefs go beyond information given through firsthand or secondhand

26、 sources.Inferences may be made on the basis of correlated presented information or prior knowledge of product categories.Evaluative Judgments:Attitudes and their Properties This section defines attitudes as judgments about how good or bad consumers find a person,place,object,or issue.Attitudes are

27、evaluative in nature.Attitudes have a directional element(e.g.,good or bad)and an extremity element(e.g.,very good or very bad).Attitudes are measured on continuous scales because attitude dimensions are continuous(versus discrete)in the minds of consumers.Attitude Direction:positive,negative,neutra

28、l,or ambivalent(some of each).Attitude Extremity(magnitude):on a continuum from weak to moderate to strong.Strong Attitudes are:1.Highly accessible from memory 2.Maintained with confidence 3.Held with little uncertainty 4.Highly correlated with beliefs Weak attitudes are not highly correlated with b

29、ehavior,and so,are not predictive.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.5 Zanna and Rempels Model Zanna and Rempel assert that attitudes,while being formed by beliefs,are also formed through af

30、fect.Furthermore,the researchers suggest a reciprocal relationship between attitude and the bases of attitudes(i.e.,belief,affect,and behavior).A positive(negative)attitude primes the individual to focus on positive(negative)beliefs and behaviors.Figure 8.1 provides a graphical description of the re

31、ciprocal relationship between attitudes and their formative bases.Overview of Involvement This section defines consumer involvement as the level of personal relevance or importance attached to an issue or situation.When an issue or situation is important,higher levels of consumer involvement follow,

32、and consumers think very carefully about the implications of available information.When an issue or situation is not relevant or important,involvement is low,and consumers reflect very little.1.Enduring involvement describes consumers levels of interest in the topic or situation as fundamental or in

33、trinsiceither high or low,and as a result,consumers interest(or lack of interest)endures.2.Situational involvement is based solely on special circumstances or conditions.Here,any personal relevance that a consumer develops for a situation is ephemeral or short-lived.When the situation goes away,the

34、consumers interest decreases correspondingly.Expectancy-Value Models Early expectancy-value models were used to determine the value of gambles.The expected value is the probability of success multiplied by the monetary outcome.Expectancy-value models can also be used to compute attitudes toward prod

35、ucts.Theory of Reasoned Action This type of expectancy-value model suggests that beliefs are added together to form attitudes and,as the number of favorable beliefs increases,the amount of favorable attitude also increases.Thus,the Theory of Reasoned Action is an additive model.A=be,where A is the a

36、ttitude toward a product or toward buying the product;b is the belief that the product has a given attribute considered important to consumers;and e is the evaluation or the extent to which consumers like each specific attribute.Figure 8.2 provides a computational example of attitude formation for C

37、lark Shoes using the Theory of Reasoned Action.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.6 Figure 8.3 provides a computational example of subjective norms formation for Clark Shoes using the Theory

38、 of Reasoned Action.Figure 8.4 shows a flow chart for the Theory of Reasoned Action,including both attitudes and subjective norms.Information Integration Theory This model suggests that beliefs are averaged together to form attitudes.This model implies that a small number of extremely favorable feat

39、ures would be preferred to a product with the same positive features plus several slightly favorable features(because the slightly favorable features bring down the average).A=ws,with w=1,where A is the attitude toward the product;w is the importance weight of each attribute;and s is the evaluation

40、of each attribute.Figure 8.5 provides a computational example of attitude formation for Clark Shoes using the Information Integration Theory.The Elaboration-Likelihood Model(ELM)This dual-process model suggests that consumers are likely to think carefully about or elaborate on persuasive messages on

41、ly when they are motivated(e.g.,involved with the product)and able(e.g.,not distracted)to process the information.The ELM proposes two specific routes to persuasion:1.The Central route to persuasion(attitude change)occurs when consumers diligently consider all the information central to the message.

42、Elaboration leads the consumer down the central route to persuasion.In the central route,the consumer focuses on the most important arguments presented.2.The Peripheral route to persuasion occurs when consumers process peripheral(ancillary)cues that are not central to the true merits of the message.

43、In the peripheral route,the consumer gives little thought to the message.In this case,the consumer is more likely to be influenced by background cues(e.g.,source attractiveness or expertise)than by logical arguments.Figure 8.6 shows the ELM in a flow chart.It emphasizes that there are multiple route

44、s to persuasion.The Heuristic/Systematic Model Similar to the ELM,this dual-process model of persuasion also suggests two routes to persuasion:1.When involvement is high and when consumers are able to think carefully about a persuasive message,they follow the systematic route to persuasion.In doing

45、so,2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.7 they analyze all information for its relevance to an attitude and integrate all relevant information into an attitude.2.When involvement is low or whe

46、n consumers are unable to think carefully about a message,they follow the heuristic route to persuasion and use persuasion heuristics or shortcuts to form an attitude.Parameters of Judgment This section explains that nearly all types of information can be used in consumer judgment.Information from m

47、arketing communications,consumer magazines,other consumers,and prior knowledge and experiences retrieved from memory influence judgment.The information used and how it is used however,depend on five important parameters:1.Perceived relevance of the information(e.g.,word-of-mouth)2.Task demands(diffi

48、cult tasks encourage easy-to-use information)3.Cognitive resources(reduced resources encourage easy-to-use information)4.Nondirectional motivation(balanced information processing)5.Directional motivation(preference for supporting information)General Strategies for Changing Attitudes This section exp

49、lains that persuasion depends on the likelihood that consumers will receive and comprehend a message and on the probability and strength of counterarguments.A=R(1 CA),where A refers to attitude;R refers to the likelihood of receiving and comprehending a message;and CA refers to the likelihood of cou

50、nterarguing.Persuasion is greater when R and CA are moderate than when both are high or both are low.2015 Cengage Learning.All Rights Reserved.May not be scanned,copied or duplicated,or posted to a publicly accessible website,in whole or in part.8 Answers to Review and Discussion Questions 1.Clearly