Online with
Louise Ripley

 
Consumer Behaviour
Attitudes
Chapter 7 Solomon Consumer Behaviour

Return to Course Syllabus
 

 

Exercise
Attitude
We'll look for examples of ads based in these theories in magazines (I'll bring some or you can use one you bring yourself)

THE POWER OF ATTITUDES

Functions of Attitudes

Utilitarian
Does it give you pleasure or pain? Do you like it or hate it?
Value-Expressive
What does the product say about you? 
 

 

 

Ego-Defensive
What self-doubts does it help you overcome? 

 

 

 

Knowledge
Does the product meet your needs for order and structure? 

 

ABC Model of Attitudes & Hierarchies of Effects

Affect – how you feel about the product

Behaviour – how you respond

Cognition – what you believe about the product 

 

Depending on the level of Involvement

High Involvement 
Learn-Feel-Do
(based on cognitive information processing)
Low Involvement 
Learn-Do-Feel
(based on behavioural learning processes)
 
Experiential (Zajonc's Model)
Feel-Do-Learn
(based on hedonic consumption)

These are just models of what we think is typical average behaviour; you may well have purchased a car as a high involvement hierarchy or you may find that brand of frozen peas is high-involvement for you. The point is that we start with a model that suggests a typical behaviour, knowing that no person is "typical" or "normal." 

It's More Than Just Your Attitude Toward the Product 

Attitude toward the Act of Buying in General
believe it or not, some people just don't like to go shopping (your professor is not among these)

Attitude toward the Ad for the Product
Think of a product you buy just because you like the ad... or don't buy because you don't like the ad

Feelings Aroused By Ads

UPBEAT WARM NEGATIVE
Exercise
Feelings About Ads
Find an example of one ad for each of these kinds of feelings; that is - an ad that arouses in you upbeat feelings, one that arouses warm feelings, and one that arouses negative feelings. Be prepared to discuss why you think you react this way to these ads

FORMING ATTITUDES

Levels of Commitment to Attitude

Compliance
Identification
Internalization

 

Exercise
Levels of Commitment
Think of one product from your personal experience about which you have each of these three kinds of commitment. What do you buy just to comply, perhaps with your need to fulfill something? What do you buy because you identify with the brand? What do you buy because "it's you"?

 

Consistency Principle

Cognitive Dissonance Theory
Self-Perception Theory
Social Judgment Theory
Balance Theory

ATTITUDE MODELS

Multi-Attribute Attitude Models - Fishbein

ORIGINAL FISHBEIN
Aijk = SBijkIik  
salient beliefs
object-attribute linkages
evaluation

EXTENDED FISHBEIN

B~BI = W1Ab +W2(SN)
where: 
B  = behaviour 
~  means “approximates” 
BI = intention to behave 
W = weights of importance 
Ab = attitude toward behaviour 
SN= social norms - who cares? 


USING ATTITUDES TO PREDICT BEHAVIOUR

Problems with using Extended Fishbein (Reasoned Action) Model to Predict Behaviour

Model deals with actual behaviour, not outcomes of behaviour
Some things are beyond consumer's control
Behaviour is not always intentional
A measure of Attitude is not always equal to Behaviour
Works better in a shorter time frame
Attitude Accessibility: Direct experience yields a stronger measure of attitude 

Note too that the Extended Fishbein model only addresses North American culture


Time for Group Meetings

OTHER UNITS

Return to Course Syllabus

AP/ADMS 3210 3.0 Consumer Behaviour
York University, Toronto
© M Louise Ripley, M.B.A., Ph.D.