臺大消費(fèi)者行為cbattitude

1、Attitude Formation and Change2002/5/81OverviewWhat are attitudesFoundations/Components of AttitudesAttitude Formation ProcessesAttitude Change2002/5/82DefinitionsAttitudes: represent what we like and dislikePreferences: represent attitudes toward one object in relation to another (way to measure att

2、itudes)2002/5/83How Can Attitudes and Preferences Be Measured?Attitude toward the object:How much do you like/dislike IBM computers? Like very much 1 2 3 4 5 Dislike very muchPreference:Compared to Apple personal computers, how much do you like IBM personal computers? Like IBM much 1 2 3 4 5 Like Ap

3、ple much more than Apple more than IBM2002/5/84Foundations/Components of AttitudeBeliefs (cognition; 認(rèn)知)Feelings (affection；情感)2002/5/85Cognitive Foundations of Attitude : BeliefsBeliefs: subjective judgments about the relationship between two or more thingsBeliefs are based on knowledgeMultiattribu

4、te attitude models show that beliefs about a products attributes determine favorability of ones attitude toward the productThe Fishbein ModelThe Ideal-Point Model2002/5/86Multiattribute Attitude Model: The Fishbein ModelThe Fishbein Model nAo = bi ei i =1Ao = attitude toward objectbi = strength of t

5、he belief that object has attribute iei = evaluation of attribute in = number of salient or important attributes2002/5/87The Fishbein Model: Sample ResultsShock absorbent +2+2+1 -1Price less than $50 -1-3-1 +3Durability +3+3+1 -1Comfort +3+2+3 +1Desired color +1+1+3 +3Arch support +2+3+1 -2Total sco

6、re+29+20 -6 Brand Brand BrandAttributeEvaluation A B CBeliefs2002/5/88The Fishbein ModelAttitude toward an object is based on the summed set of beliefs about the objects attributes weighted by the evaluation of these attributesAttributes can be any product or brand associationCompanies want consumer

7、s to perceive their products as:Possessing desirable attributes (when ei positive; bi should be positive) Not possessing undesirable attributes (when ei is negative; bi should be negative)2002/5/89Multiattribute Attitude Model: The Ideal-Point ModelThe Ideal-Point ModelAP = Wi (Ii - Xi)AP = attitude

8、 toward productWi = importance of attribute iIi = ideal performance on attribute iXi = belief about products actual performance on attribute in = number of salient attributesi = 1n2002/5/810The Ideal-Point Model: Sample ResultsTaste: sweet (1) - bitter (7)Carbonation: high (1) - low (7) Calories: hi

9、gh (1) - low (7) Fruit juices: high (1) - low (7) Price: high (1) - low (7) Total Score 6 223 3326 4545 4122 55431629 Impor- Ideal Brand BrandAttribute tance Point A BBeliefs2002/5/811The Ideal-Point ModelConsumers indicate where they believe a product is located on scales representing the various l

10、evels of salient attributesAlso report where ideal products would fall on these scalesThe closer ideal and actual ratings are, the more favorable the attitude2002/5/812Benefits of Using Multiattribute Attitude ModelsDiagnostic power: examine why consumers like or dislike productssimultaneous importa

11、nce-performance gridProvide information for some types of segmentationUseful in new product developmentGuidance to develop attitude change strategies2002/5/813Stimulus Importance-Performance GridHIGHLOW POORGOODPOORGOOD Neglected OpportunityCompetitive DisadvantageCompetitive AdvantageHead-to-head c

12、ompetitionNull OpportunityFalse AlarmFalse AdvantageFalse Competition PoorGoodPoorGoodPoorGoodPoorGood Attribute Our Competitors Simultaneous Importance Performance PerformanceResult2002/5/814Affective Foundations of Attitude: FeelingsFeelings: an affective state (such as mood you currently are in)

13、or reaction (such as feelings experienced during product consumption or when processing an advertisement)Can be positive or negative and range from overwhelming to virtually nonexistent2002/5/815Types of Feelings (Partial List)AngryAnnoyedBadBoredCriticalDefiantDisgustedFed-upInsultedIrritatedRegret

14、fulAffectionateCalmConcerned ContemplativeEmotional HopefulKindPeacefulPensiveTouchedWarm-heartedActiveAdventurousAliveAttractiveConfidentCreativeElatedEnergeticGoodHappyPleased2002/5/816Attitude Formation Processes The amount of processing The content of processingthe favorableness of the cognitive

15、 and affective responses that occur during processingthe extent to which processing involves product-relevant thinkingDifferences in thinking have created two different attitude formation processes: Central process 中央路徑 Peripheral process 邊陲路徑2002/5/817Central Process of Attitude FormationCentral pr

16、ocess: process in which attitudes are formed from thoughtful consideration of relevant informationThese attitudes are very sensitive to the strength or quality of the relevant information presentedThe persuasiveness of an ads claims depends on the product-relevant thinking undertaken during processi

17、ng2002/5/818The Influence of Advertising Claims Depends on the Thinking That Occurs During Ad ProcessingMoreLessWeaker ad claims Stronger ad claims Amount of relevant thinking during ad processingFavorability of post-message product opinions2002/5/819Peripheral Process of Attitude FormationPeriphera

18、l process: leads to the formation of opinions without thinking about relevant informationPeripheral cues: stimuli devoid of product-relevant information, e.g., attractive picture, likable spokesperson, music, etc.When thinking was minimal, attractive picture lead to more favorable product attitudes;

19、 when thinking was more likely, attitudes were unaffected by the pictures2002/5/820Peripheral Pictures Become More Influential When Product-relevant Thinking Declines During Ad ProcessingMoreLessNegative irrelevant picture Positive irrelevant picture Amount of relevant thinking during ad processingF

20、avorability of post-message product opinions2002/5/821Attitude ChangeAttitude are dynamicBoth positive and negative attitudes may become neutral as time passesAttitude persistence: an attitudes immunity to corrosionAttitude resistance: the degree to which an attitude is immune to attack2002/5/822Attitude Change Implications from Multiattribute Attitude ModelsThree primary ways for changing consumer attitudes:Changing beliefs