[农学]ch08_Consumer_Attitude_Formation_and_Change.ppt

Chapter 8 Consumer Attitude Formation and Change What are Attitudes? The attitude “object” Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation Figure 8.1 Wendy’s Offers Salads To Differentiate Itself 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. Affective Component A consumer’s emotions or feelings about a particular product or brand. 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. Multiattribute Attitude Models The attitude-toward-object model Attitude is function of evaluation of product-specific beliefs and evaluations The attitude-toward-behavior model Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself Theory-of-reasoned-action model A comprehensive, integrative model of attitudes Figure 8.5 Ad Illustrating the Theory of Trying to Consume Issues in Attitude Formation How attitudes are learned Sources of influence on attitude formation Personality factors Figure 8.8EncouragingTrial Strategies of Attitude Change Changing the Basic Motivational Function Associating the Product With an Admired Group or Event Resolving Two Conflicting Attitudes Altering Components of the Multiattribute Model Changing Beliefs About Competitors’ Brands Four Basic Attitude Functions The Utilitarian Function The Ego-defensive Function The Value-expressive Function The Knowledge Function Figure 8.9 Clorox Uses A Utilitarian Appeal Figure 8.10 Suave Uses Ego Defensive Appeal Figure 8.11 AC Delco Uses a Value-Expressive Appeal Figure 8.12 A Knowledge Appeal W