Chapter7ConsumerAttitudeFormationandChange.pptVIP

Chapter 7Consumer Attitude Formation and Change Consumer Behaviour Canadian Edition Schiffman/Kanuk/Das Opening Vignette The impact of SARS on tourism - real risk was low, but perceived risk was high - led to negative attitude towards Canada, especially Toronto Attitude change through - value-expressive appeals - use of celebrities Attitudes A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object A positive attitude is generally a necessary, but not sufficient, condition for purchase Mercedes seen as ‘top of class’ but intention to purchase was low Characteristics of Attitudes Attitudes have an “object” Attitudes are learned Can ‘unlearn’ Attitudes have behavioural, evaluative and affective components Predisposition to act Overall evaluation Positive or negative feelings continued Characteristics of Attitudes Attitudes have consistency Attitudes have direction, degree, strength and centrality Positive or negative Extent of positive or negative feelings Strength of feelings Closeness to core cultural values Attitudes occur within a situation Four Basic Functions of Attitudes The Utilitarian Function How well it performs The Ego-defensive Function To protect one’s self-concept The Value-expressive Function To convey one’s values and lifestyles The Knowledge Function A way to gain knowledge How are attitudes learned? Classical conditioning - through past associations Operant conditioning - through trial and reinforcement Cognitive learning – through information processing Cognitive dissonance theory Attribution theory Attitude Models Structural Models of Attitudes Tri-component Attitude Model Multi-attribute Attitude Model Both assume a rational model of human behaviour Other models of attitude formation Cognitive dissonance model Attribution theory The Tri-component Model Cognitive Component knowledge and perceptions acquired through direct experience and information from various sources. Affect