...Chapter 7 – Attitudes The Power of Attitudes Attitude: A lasting, general evaluation of people, (including oneself), objects, or issues. • Is lasting because it tends to endure over time • It is general because it applies to more than a momentary event • Can be very product-specific behaviours (Crest toothpaste rather than Colgate) • Can be toward more general consumption-related behaviours (how often they should brush their teeth) Attitude Object (A0): Anything toward which a person has an attitude, whether it is tangible or intangible. The Functions of Attitudes Functional Theory of Attitudes: Attitudes exist because they serve some function for the person; that is, they are determined by a person’s motives. • Developed by psychologist Danial Katz Attitude Functions 1. Utilitarian Function a. Related to the basic principles of reward and punishment b. Develop attitudes based on whether these products provide pleasure or pain c. Ads that stress straightforward product benefits appeal to the utilitarian function 2. Value-expressive Function a. Express the consumer’s central values or self-concept b. Product attitude not because of its objective benefits c. Of what the product says about him/her as a person d. Highly relevant to lifestyle analyses, where consumers cultivate a cluster of activities, interest and opinions to express a particular social identity 3. Ego-defensive Function a. Formed to protect the person, either from external threats...
Words: 3636 - Pages: 15
...Volume–VI, Number-01, January-June, 2011 Customers’ Attitude towards Wireless Internet Services in Bangladesh: An Empirical Study Comparing WIMAX Based and EDGE/EVDO Based Internet Service S.M. MONIRUL ISLAM* BULBUL AHAMED** Abstract This study is an attempt to measure the attitude of customers towards the wireless Internet services in Bangladesh based on the Mertin Fishbein’s multi attribute attitude model. Some salient attributes (i.e., speed, bandwidth fluctuation rate) of WIMAX based and EDGE/EVDO based Internet services that affect the attitude of the customers have been selected which customers emphasizes to take purchase-decision as well as usage continuation decision. Two types of wireless Internet service providers (WIMAX and EDGE/EVDO) and ten salient attributes have been considered for this study. It has been found from the study that customers form more positive attitude towards WIMAX based Internet service than EDGE/EVDO based service. Observed differences in mean attitude of different attributes for the two categories of wireless Internet services are measured through Z-test to test the significance of those differences. Findings of this study may be used as an index by the Internet service providers for improvement of their services to satisfy the customers. Key words: Wireless Internet, Customer Attitude, WIMAX, EDGE, EVDO 1. INTRODUCTION Communication is the fundamental need of human beings. From the early evolution of civilization man has invented...
Words: 3584 - Pages: 15
...Attitude and its role in consumer behavior Consumer Behavior – MKTG578 DeVry University, Keller Graduate School of Management October 19, 2014 Abstract This paper will address the role of attitude in consumer behavior that is related to belief, which has a significant influence on consumer’s decision making. The paper will also discuss the major factors of attitude and belief that consumer’s tendency respond to certain brand, product, and service. The finding contains in this paper will also present what can attitudes tell marketers about consumer, and what type of information consumer use in making a decision. Moreover, marketer would learn that it is easier to indirectly influence consumer behavior and belief by providing any type of knowledge, such as information and music, to create a good feeling about the product. Most importantly, the basic components that are an effective approach to changing attitude will be found in this paper, which will be very helpful to marketers in term of marketing and repositioning their brand, product, or service. This approach will alter the cognitive structure of a consumer’s attitude that leads them to changes in behavior. Finally, this paper contains an explanation of the link between attitude towards a brand, product, or service and consumer purchasing behavior. Table...
Words: 2322 - Pages: 10
...UNIT 6 ATTITUDE MEASUREMENT AND SCALES Objectives After reading this unit, you should be able to : • • • • describe the type of managerial research problems which utilise the tools of attitude measurement; discuss the type of issues which come up when one attempts the measurement of attitudes; explain the different attitude measurement scales, alongwith their strengths and limitations; decide for which type of research problems one should go in for specific scale or think of using multidimensional scaling. Attitude Measurement and Scales Structure 6.1 6.2 6.3 6.4 6.5 6.6 6.7 6.8 6.9 6.10 6.11 6.12 6.13 6.14 6.15 6.16 Introduction Attitudes, Attributes and Beliefs Issues in Attitude Measurement Scaling of Attitudes Deterministic Attitude Measurement Models : The Guttman Scale Thurstone's Equal-Appearing Interval Scale The Semantic Differential Scale Summative Models : The Likert Scale The Q-Sort Technique Multidimensional Scaling Selection of an Appropriate Attitude Measurement Scale Limitations of Attitude Measurement Scales Summary Key Words Self-assessment Exercises Further Readings 6.1 INTRODUCTION There are a number of management decisions which are taken in an organisation, from time to time. The decisions may relate to the acquisition or disposal of materials/machines, manufacturing or marketing of products, hiring or firing of employees, opening or closedown of plants, promotion or reversion of personnel, and so on. Some of these decisions may rely on data...
Words: 4956 - Pages: 20
...Chapter 7 Attitude & Persuasion * The power of attitude: * Attitude: a lasting, general evaluation of people, objects, advertisements, or issues. * Attitude object (AO): anything toward which one has an attitude. * Functional theory of attitude: * Utilitarian Function: Relates to rewards & punishment. * Value-expressive function: Expresses consumer’s values or self-concept. * Ego-defensive function: Protect ourselves from external threats or internal feelings. * Knowledge function: Need for order, structure or meaning. * ABC model of attitude: * An attitude has three components: •Affect: the way a consumer feels about an attitude object. •Behavior: person’s intentions to do something with regard to an attitude object. •Cognition: beliefs a consumer has about an attitude object. * The standard learning hierarchy: Assumes that a person approaches a product decision as a problem-solving process. * The low-involvement hierarchy: Assumes the consumer initially does not have strong preferences for one brand over another and instead forms an evaluation only after she has bought the product. * The experiential hierarchy: We act on our emotional reactions. * Attitude toward advertisement: * We form attitudes toward objects other than the product that can influence our product selections. * We often form product attitudes from its ads. * Ad: attitude toward advertiser + evaluations of ad execution...
Words: 729 - Pages: 3
...text archive of this journal is available at www.emeraldinsight.com/1361-2026.htm JFMM 12,1 Attitudes toward domestic and foreign luxury brand apparel A comparison between status and non status seeking teenagers Ian Phau and Yip Siew Leng The School of Marketing, Curtin University of Technology, Perth, Australia Abstract Purpose – The purpose of the current research is to determine if status and non-status seeking Australian teenagers differ in their attitudes toward buying domestic and foreign (i.e. Italy, Japan, China) luxury brand apparel. Design/methodology/approach – A total of 365 teenagers participated in this study through a self-completed questionnaire. Fishbein’s Multi-Attribute Attitude Model was used to measure and compare attitudes toward buying domestic and foreign made apparel. Repeated measure ANOVA and t-tests were utilized to examine whether the groups differed with regards to their attitudes toward buying luxury brand apparel, using a comparison of apparels “Made in Australia” with those “Made in Italy”, “Made in Japan” and “Made in China”. Findings – The research findings indicate that status-seeking teenagers have overall, a more positive attitude toward foreign luxury brand apparel as compared to Australian luxury brands, with the exception of Chinese brands. On the other hand, non-status seeking teenagers reported that they have more positive attitude towards Australian brands than foreign brands, and consider Australian luxury brands superior to...
Words: 10487 - Pages: 42
...Rebecca Zellner Professor Joseph Ben-Ur MKGT 4311-Buyer Behavior Exercise in Consumer Psychology 1. Describe, define and explain all relationships between all the systems in Freud’s theory. According to Sigmund Frued analyses, human personality consists of three interacting systems: the id, suger ego, and the ego. These elements of personality work together to create complex human behaviors. The id consist of primitive and impulsive drives impelled by the pleasure principle consisting of basic physiological needs such as thirst, hunger, and sex which the individual seeks immediate satisfaction without concern for the specific means. For example, an increase in hunger or thirst should produce an immediate attempt to eat or drink. The id is established in early life such as an infant that is hungry, he or she will cry until the demands of the id is met. However, immediately satisfying these needs is not always realistic or logical. If we were ruled entirely by the pleasure principle we might find ourselves indulging or participating in wrongful behaviors not thinking of the outcome. In comparison the super ego is conceptualized as the individual’s expression of society’s moral and ethical codes of conduct. The super ego’s role is to ensure the individual’s needs are met in a socially acceptable fashion. Lastly the ego is the individual’s conscious control. The ego’s role is to monitor and balance the impulsive demands of the id and the sociocultural constraints of...
Words: 2077 - Pages: 9
...Reference Group Influence: they influence the information, attitudes, and aspiration levels that help set a consumer’s standards. 1. Aspiration group: one that a person wishes to be a member of or wishes to be identified with, such as a professional society or sports team, 2. Dissociative group: one that a person wishes to maintain a distance from because of differences in values or behaviors. Family Influence: 1. Consumer socialization: the process by which people acquire the skills, knowledge, and attitudes necessary to function as consumers. 2. Family Life Cycle: describes the distinct phases that a family progresses through from formation to retirement, each phase brining with it identifiable purchasing behaviors. 3. Family Decision Making: decision made by husband or wife or both. Consumer Values, Beliefs, and Attitudes: Attitude formation: Attitude—Ex: if you believe a specific car brand has this attribute, you are likely to have a favorable attitude toward it. Believe—Ex: create favorable or unfavorable attitude the consumer has toward certain products, services, and brands. Attitude change: 1. Changing beliefs about the extent to which a brand has certain attributes 2. Changing the perceived importance of attributes 3. Adding new attributes to the product Selective Perception: 1. Selective perception: people pay attention to messages that are consistent with their attitudes and beliefs and ignore messages that are inconsistent...
Words: 266 - Pages: 2
...SUGENTHEERAN KOMANNAYAR (28380) GAYTHRI KUPUSAMY (26347) SELF PERCEPTION THEORY Self-perception theory is an account of attitude change developed by psychologist Daryl Bem. It asserts that people develop their attitudes by observing their behaviour and concluding what attitudes must have caused them. The theory is counterintuitive in nature, as the conventional wisdom is that attitudes come prior to behaviours. Furthermore, the theory suggests that a person induces attitudes without accessing internal cognition and mood states. The person reasons their own obvious behaviours rationally in the same way they attempt to explain others’ behaviours. The self perception theories is categories into three parts which is, Foot-In-The-Door technique There is both foot-in-the-door phenomenon and foot-in-the-door technique. As you can guess, the technique is used to get the phenomenon. The phenomenon is the tendency for people to comply with some large request after first agreeing to a small request. As you can then imagine, the technique is used to get compliance from others (to get them to behave in a way you want) in which a small request is made first in order to get compliance for a larger request. For example, someone might want you to give to give 5 hours of your time a week for the three months as a volunteer to a charity (a big request). But to get you to agree to this big request, they first ask you to volunteer for 1 hour one time and one time only. After hearing...
Words: 1685 - Pages: 7
...Attitude Change Models In general, attitude change models all have three phases. First, consumers’ attitudes are measured based on the existing and similar products. Then, secondly, consumers are given the new product and, after use, attitudes are measured again. Then, using the data gathered, we can translate the attribute measure into purchasing probability and correct that probability with awareness and availability factors. The final outcome is the prediction of purchasing probability. For collecting the preferences, there are two main models. First is the COMP and the second is Silk and Urban. The procedures are the same and the difference is the estimation methods they use to collect the preference data. COMP - Linear Modeling Procedure COMP uses the linear model to collect consumer preferences and states the importance of each attribute. The attribute measure of the product under test equals to: (Preference of measured product)/(Sum of the preferences for All Products) Silk and Urban- Logit Modeling Procedure Silk and Urban doesn’t use the linear modeling method but instead uses the logit model. Consumers’ preferences are measured from a constant sum paired comparison task in which consumers allocate a fixed number of chips among each pair of products in their consideration set. Then we can translate the result into ratio-scaled preferences. To forecast the purchase probability, Silk and Urban define it as the multiply of unadjusted purchase...
Words: 874 - Pages: 4
...Introduction According to (Schiffman, Kanuk & Hansen, 2012), the term “attitude” is defined as a learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. As a consumer, we have a wide range of products and services to choose from and we tend to form attitudes towards each products while making decisions, for example when we are being questioned whether we like or dislike the specific product in a survey. At that moment, we are being asked to express our point of view on the certain product or service. As the way consumers feel about the brand reflects their attitudes towards that brand. Consumer’s attitudes towards a certain product is crucial for any marketers as it determines how well their products or services perform in the specific market. From that, marketers will know how to tailor their products to meet each individual’s unique requirement. There are two types of attitudes, positive attitude and negative attitude. When a consumer have a positive attitude towards a product, he or she will spread positive word of mouth to others, this can boost up the company’s image, however, negative attitudes towards the product may have a big impact on both reputation and sales of the company. This essay will outline how consumer attitudes are formed and affect the behavior of consumers. Next, the difference in behavior and attitudes on product choice and purchase when consumers are rational or irrational decision makers will...
Words: 4255 - Pages: 18
...ANSWER SHEET FOR HM3 Visit the Gap web site at www.gap.com and examine either the virtual style section or the current advertising section. Discuss the types of beliefs and attitudes you think this information would create. What effects might these beliefs and attitudes have on consumers’ behavioral intentions? (Use the Theory of Reasoned Action to guide your thinking and your answer.) This is a review and application question with a web exercise. Fishbein and Ajzen’s Theory of Reasoned Action is a powerful model for analyzing and understanding the factors that influence voluntary, overt behaviors. Students need to understand the basic components of the model and the logic that underlies their interrelationships. Exhibit 6.6 in the text clearly presents the major components of the model and their interrelationships. Students should be able to discuss these "flows of influence." The theory of reasoned action identifies two main influences on behavioral intentions--Aact and SN that is attitudes toward the action and subjective norms. Different promotional strategies, such as those used by The Gap, can try to change consumers’ attitudes and/or their subjective norms. For instance, if the weak BI is due to negative attitudes toward purchasing clothing from The Gap, advertising needs to focus on the specific negative beliefs about the consequences of buying and using the product. Alternatively, The Gap could try to use social influences to...
Words: 588 - Pages: 3
...An Example of the Original Fishbein Attitude Model (based on lecture material) Ao = biei where, Ao = Attitude toward the object (brand) bi = belief about the brand’s possession of the attribute ei = evaluation of the attribute as being good or bad n = there are a limited number (n) of attributes which the person will consider The following asks a consumer to evaluate these attributes for luxury cars: |Attribute: | |Sporty Styling | |Good Handling/Ride | |High Cost | |Great Acceleration | |Low Repair Frequency | | | Use the numbers from the following scale to evaluate each characteristic of luxury cars. Neither Good Extremely Moderately Slightly nor Slightly Moderately Extremely Good Good Good Bad Bad Bad Bad +3 +2 +1 0 -1 -2 -3 The consumer provides the following responses, which represent ei (an evaluation of the attribute as being good or bad) |Attribute |Rating (ei) | |Sporty Styling |+3 | |Good Handling/Ride |+3 | ...
Words: 1329 - Pages: 6
...Consumer Green Attribute Endorsement: An Empirical Study Praveen Goyal Research Scholar, Department of Management Studies, Indian Institute of Technology Roorkee, India praveeng23@gmail.com Zillur Rahman Associate Professor, Department of Management Studies, Indian Institute of Technology Roorkee, India yusuffdm@iitr.ernet.in Vinod Kumar Research Scholar, Department of Management Studies, Indian Institute of Technology Roorkee, India Vinodmehta8383@gmail.com Ishwar Kumar Research Scholar, Department of Management Studies, Indian Institute of Technology Roorkee, India Ishwar1983@gmail.com Abstract- The changes in the global climatic conditions have led and will lead to adaptive consumption behaviour and life styles in the form of aggressive conservation, recycling, energy saving, and green product. The impact of consumers’ environmental knowledge, attitudes, behaviour, and its resultant popular political actions have opened doors to pro-environmental thinking and consumption. Therefore, marketing can earn for the pro-environmental initiatives taken by the companies in terms of sustainable process and green product offerings as well as play a vital role in establishing greener patterns of consumption into contemporary life styles. Keywords- consumer behaviour, Green attributes, Green purchase decision INTRODUCTION In order to promote greener patterns of consumption into contemporary lifestyles, companies need to segment their markets on ...
Words: 1665 - Pages: 7
...5/22/2015 Attitudes Attitudes What are Attitudes? • The attitude “object” • Attitudes are a learned predisposition • Attitudes have consistency • Attitudes occur within a situation Tricomponent Attitude Model A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. Structural Models of Attitudes • Tricomponent Attitude Model • Muliattribute Attitude Model • The Trying-to-Consume Model • Attitude-toward-the-Ad Model The Tricomponent Model • Cognitive Component • The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. • A consumer belief is a psychological association between a product or brand and an attribute or feature of that product or brand 1 5/22/2015 The Tricomponent Model • Affective Component • A consumer’s emotions or feelings about a particular product or brand. • Purchase decisions are continually influenced by affective response • It is comprised of both our knowledge of stimuli and our evaluations of them Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs. Multiattribute Attitude Models • Conative Component • The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. A model that...
Words: 946 - Pages: 4
