Title: Consumer Attitudes
1Consumer Attitudes
2Attitudes
What is an attitude?
- Expressions of inner feelings that reflect
whether a person is favorably or unfavorably
predisposed to some object - in marketing, object can be a brand, a brand
name, a service, a service provider, a retail
store, a company, an advertisement, in essence,
any marketing stimuli. - Opinions
3Attitudes
Attitude is a concept attitudes are acquired,
we are not born with them attitudes can be
positive or negative attitudes may be complex
and contradictory attitudes are functional
for an individual's lifestyle attitudes have
different intensities attitudes have
centrality, how well they fit our central
values, attitudes are personally unique to each
individual attitudes can be modified and
influenced by PERSUASION attitudes are assumed
to be linked to BEHAVIOUR (e.g purchasing)
4Why, From a Marketers point of view, is it
important to know about Attitudes?
If a consumer is favorably disposed towards your
product or service then you want to keep them so
disposed If they are unfavorably disposed then
you want to change their attitude.
5Therefore we need to know
Why Do Consumers Form Attitudes? (The Functions
of Attitudes)
How Do Consumers Form Attitudes? (Attitude
Formation)
How Do Consumers Change Their Attitudes?
(Attitude Change and Persuasion)
6Development of Attitudes
Attitudes are learned predispositions therefore,
their development is influenced by
- personality of the individual
- family
- peers
- experience
- education
- culture
- subculture, nationality
7Functions of Attitudes
- Utilitarian Do the products provide some benefit
or reward?
8- Value-expressive Does the product say something
about who I am or would like to be? Is it
self-expressive.
9- Ego-defensive Does the product protect my
self-esteem Does it help overcome any self doubts
Edna's plight Bad breath. A Listerine ad from
the 1920s.
10- Knowledge function does the product help me to
organize the information does the product meet
the needs for order and structure
Shells ad provides reassurance
11Which is more likely to be affective in forming a
positive attitude toward a particular brand of
coffee?
Copy that said the person was discriminating
Copy that said the coffee was flavourful
What type of function are each of the above
appealing to?
12Three Components of Attitudes
- The ABCs of attitudes
- The Affective Component (based on feelings or
overall evaluation) I feel good about myself
when I drive a BMW - The Behavioral Component (likely action toward
object e.g. from a consumer behavior point of
view, the consumers intention to buy a product)
I will buy a BMW next time - The Cognitive Component (based on beliefs what
you think about a marketing stimulus) I think
BMWs are quality cars
13Hierarchy of Effects
This sweater looks so good on the mannequin that
some consumers just have to have it. In other
words, they fall in love with it and buy it. Once
they get it home they learn about it by looking
at the tag to see if it needs to be dry cleaned.
Whats the ABC sequence.
14Golf Pro shops encourage shoppers to take clubs
to the driving range to try them out before
buying them. Many companies give out free
samples. Consumers first try the product, then
decide whether they like it or not. Finally they
form an opinion of it. The ABC sequence is?
15Washing machines are about as expensive as other
major appliances but are usually hidden in the
basement, and few care about how they look.
Washing machines are functional. When buying one
it is likely consumers will visit several stores
first, talk to salesmen check the Internet etc.
i.e. Consumers gather information, consider the
alternatives and then choose a model. When they
discover it doesnt clean their clothes theyre
likely to return it. The ABC sequence is?
16Sequence varies with involvement level and
motivation
- High Involvement
- Learn-Feel-Do
- Low Involvement
- Learn-Do-Feel
17The Woman in This Ad Exhibits a High Level of
Attitudinal Commitment to Her Employer
18Fishbeins Multi-attribute Theory
- Fishbeins model argues that consumers attitudes
towards a brand derive from their beliefs about
the attributes of the brand and their evaluations
of those attributes - Three factors influence attitude formation
- salient attributes for an object/product
- extent to which consumer believes product
contains these salient attributes - Importance of the attribute to the consumer
19Fishbeins Multiattribute Theory
- Step One List of Attributes
- Step Two Obtain the relative importance of them
(weights). The more important the higher the
weight - Step Three Obtain the evaluation of each brand
with respect to each attribute. - (6Excellent, 5Very Good, 4Good, 3Bad, 2Very
Bad, 1Poor) - Step Four Obtain the mathematical solution,
applying Fishbeins Formula.
20Fishbeins Multi-attribute Theory
- Aijk ? (Bijk x Iik) where
- A Attitude toward brand/product/etc.
- i attribute
- j brand
- k consumer
- I Importance weighting
- B Extent to which the brand is believed to
possess the attribute
21Example Application of Fishbeins Multi-attribute
Theory
- In Crowfoot, there are 3 banks TD, CIBC, Royal.
- We would like to know the degree of preference
clients have to each - Step One List of Attributes quickness in
service, office hours, localization, parking
facilities, etc - Step Two Obtain the relative importance of them
(weights). Quickness 1, Parking 2 Localization 3,
Hours 4 - Step Three Obtain the evaluation of each bank
with respect to each attribute. (6 Excellent,
5Very Good, 4Good, 3Bad, 2Very Bad, 1Poor) - Step Four Obtain the mathematical solution,
applying Fishbeins Model.
22Example Application of Fishbeins Multi-attribute
Theory
- Importance Royal TD
CIBC - Quickness 1 4 3
1 - Hours 4 3
3 3 - Localization 3 4
3 2 - Parking 2 1 2
5 - Total 30 28
29
Which is the best Bank? Which is the worst
Bank? What would you do if you were responsible
for TD?
23Implications of Attitude Research for Marketing
Strategy
- Product positioning and repositioning
- Shows which attribute has a competitive advantage
and which a disadvantage - Advertising-focus on certain attributes/benefits
- Marketing research
- Segmentation
- Distribution select outlets for which consumers
have favorable attitudes
24Problems with Fishbeins Model
- Measure of Attitude not equal to Behaviour
- Does not address situational factors
- Not all attitudes are equal - some strongly held
others weakly - Does not consider social factors
- Assumes that we have been able to specify
adequately all the relevant attributes
25Fishbeins Theory of Reasoned Action
- A refinement of his multi-attribute model
- Now considers conviction with which attitude held
- more of a behavioral intention model - Introduces ideas of importance of opinions of
significant others (subjective norms) and a
consumers motivation to comply with the opinions
of these significant others.
26Attitude-Behavior Consistency
- Note A positive attitude toward a product does
not necessarily mean that the consumer will buy - Attitude-behavior consistency, the extent to
which attitudes lead to purchase, is determined
by a variety of consumer, situational, and
measurement factors
27Attitude-Behavior Consistency
- Consumer Characteristics
- Resources, experience, degree of conviction with
which attitude is held - Situational Characteristics
- Intervening time, unforeseen events, social
influences, message repetition - Measurement Characteristics
- timing of measurement, reliability of measurement
28Consumers can also have attitudes towards the act
of buying
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30Attitude Change
31The Marketers Challenge
- Deep seated attitudes are internalised and
become part of the person's value system - Attitudes are difficult to change because they
are so important to the individual e.g. New Coke
32What is this ad trying to do?
33Branding America
34- Persuasion - the active attempt to change
attitudes - Marketing messages are designed to persuade
consumers to change brands - The effort to persuade will influence how to
market/advertise - Who will be depicted using the product in the
ad - How the message should be constructed
- What media to use
- Where to advertise
35Interactive Communications
36THE ELEMENTS OF COMMUNICATION
37- THE SOURCE
- Who is delivering the message can have a big
impact on whether it will be accepted. - source credibility
- a credible source can be particularly persuasive
Expertise
Trustworthiness
Objectivity
Attractiveness
38Source Credibility Credibility can be enhanced if
the sources qualifications are perceived as
relevant to the product being endorsed. If they
are seen as experts.
39Celebrities as Credible Sources
- Awareness
- Due to their fame and high profile celebrity
endorsers enable messages to stand out and break
through the media clutter. - hold the viewer's attention
- a consumer is more likely to keep the television
on the channel showing a commercial with Wayne
Gretzky than a commercial with an unknown actor. - provide testimony for a product or service,
- especially effective when the product has
contributed to their celebrity eg. consumers may
be more likely to try a motor oil endorsed by Al
Unser, Jr. This relationship can increase a
consumer's belief and trust in the product and
its benefits. - Instant credibility
- when consumers see a credible celebrity endorsing
a product, consumers think that the product must
be at least OK
40- PR coverage
- celebrities are topical and create high PR
coverage. - Celebrity-company marriages are covered by most
media - To create positive attitudes towards products
and generate sales - EG for sports figures, people know they are not
going to be as good as these athletes, but having
their equipment makes them feel better. - Approximately 20 of all television commercials
feature a famous person from the world of sport,
television, movies or musical entertainment
41Drawbacks of using Celebrities
Pepsi Shaquille O'Neal 25 million Nike
Tiger Woods 40 million Reebok Venus Williams
40 million Reebok Allen Iverson 100 million
(lifetime) Shick Andre Agassi 19
million Nike Michael Jordan 40 million
42Drawbacks of using Celebrities
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44- Consumer cynicism
- People know celebrities get paid a lot of money
for endorsements and this knowledge leads them to
cynicism about celebrity endorsements.
45Consumer cynicism
Introducing The New Kmart!
- The logo does signify the change that we are
making. It's truly a new beginning for us. - Jeff Smith, Kmart
- "The new logo will signify change but the reality
is they have to do a better job inside the
store. - David Littmann, Comerica economist
- K-Mart forgot the basics, like a clean store,
well-stocked shelves, helpful personnel and
attention to detail. The stores are a mess. - The Shopper Report
46There has to be a link between product and
celebrity
Cybill Shepherd was endorsing beef industry when
said she did not eat meat.
Sainsburys used Catherine Zeta Jones for its
recipe advertisements when she was caught
shopping in Tesco (UK grocery stores)
47Guidelines For selecting a spokesperson
(FRED) Familiarity The target market must
recognize the celebrity, and perceive the person
as friendly, likeable, and trustworthy. The more
familiar an endorser, the more likely consumers
are to buy the endorsed product Relevance For
credibility there should be some link between the
celebrity and the product, and between the
celebrity and the audience. It is important for
audience to identify with the celebrity. E.g.
older consumers feel a tie to Arnold Palmer. If
consumers can associate with the endorser, they
will feel more comfortable accepting and buying
the product or service. Esteem Consumers must
respect celebrity for the commercial credibility.
Differentiation The public must see the
endorser as different from all the rest. Michael
Jordan is an example of a celebrity that stands
apart from the normal athlete, one of the
contributing factors to his success as an
endorser.
48- Source Attractiveness
- Beautiful people are used in advertising because
- consumer's pay more attention to ads containing
attractive models - degree of attractiveness influences consumer's
product evaluation - the more attractive the
higher we evaluate the product.
49Trustworthiness
50The Message What makes a marketing message
persuasive?
- stress a unique attribute or benefit of the
product - USP - showing convenience of use
- showing new product or improved features
- people incidental to the message
- indirect comparison with other products
- demonstration of the product in use
- demonstration of tangible results
- no principal character - i.e. more time is
devoted to the product
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52Words or Pictures Which conveys the message best?
- Visual
- affects aesthetic evaluations
- stress on creativity
- don't convey factual information well
- Verbal
- Take more time for consumer to process
- Better suited to high involvement medium - eg
print - harder to remember therefore more repetition
needed
verbal elements are more effective when
reinforced by an accompanying picture
53Bloomingdales 1898
Throughout the 20th century pictures have
gradually replaced words. Early advertising tried
to persuade the reader with a series of facts
about the product contained in the ad.
Corn Flakes, 1933
Cosmopolitan, 1997
Puerto Rican Rum, 1974
54- VIVIDNESS
- precise descriptions or vivid graphics
- command attention
- remembered more than vague messages
- Companies that focused attention on the culture
kept employee turnover to just 6.2 compared to
20 for industry at large. - Vs
- Companies that focused attention on the culture
kept employee turnover lower than for the
industry at large. - according to industry sources three out of every
four watch breakdowns are due to water getting
into the case - Vs
- according to industry sources, many watch
breakdowns are due to water getting into the case
55- Repetition
- is the mother of teachers
- The idea behind the use of repetition in
advertising is that we, like Pavlov's dog, will
become conditioned to behave in a certain manner
namely, we will respond by buying the product - increases familiarity and brand awareness
- Not only are ads repeated, but repetition is
also used within the ads or commercials
themselves - too much repetition leads to habituation --
consumer ignores stimulus because of boredom.
56- boredom can be eliminated by slightly varying the
content of ads around a common theme
57Constructing the Argument One-Versus two-sided
arguments
- One-sided arguments
- persuasive messages that support one side of an
issue or one product - stress on attributes and
benefits - cannot address questions
- usually more persuasive with audiences who have
little or no comprehension of an issue..
58two-sided arguments
- provide information about both positive and
negative attributes of a product or service - Negative attributes trivialised or refuted
- Help to differentiate the product
- works well when receivers are not already loyal
to the product - possess the potential for different types of
delivery. E.g. do you deliver positive or
negative first
59Why would a marketer want to draw attention to
the negative aspects of their product?
- audience may pay more attention to it.
- By presenting the opposing side, the advertiser
causes its audience to question the product or
service. - By questioning it, the individuals are made to
think about the attributes. - The more these attributes are considered...the
longer the product or service is in the mind of
the consumer. - When topics are made more interesting or
involving messages are processed more thoroughly.
- Consumers think more highly of products, brands,
and services which make them think. - The process is viewed as novel and pleasant.
- more credible than one-sided ads because they
admit that the advertised brands have
shortcomings.
60- those exposed to the two-sided messages were more
likely to have a more favourable attitude after
the exposure. - That is the negative aspects of the message can
yield a positive, desired attitude after exposure - provides a built-in counter claim, or opposing
message. - By providing only mild negative information to
the consumer, the consumer is prevented from
concocting potentially worse negative images on
their own. - Thus, it leads the consumer to perceive that the
positive attributes presented are the stronger
attributes.
61- Comparative advertisement
-
- type of two-sided message
- includes positive attributes about a product or
service and some negative aspects of its
competitor's product product A is better than
product B. - the negative inclusions may lead a consumer to
believe that there are more positive attributes
to associated with the product or service when it
admits that it has competitors. - often works in priced-based advertising in print
media, where competitors' prices are compared
side-by-side. - acknowledgement of the competitors may be direct
or indirect.
62Pitfalls of Comparative Advertising
- Every mention of a competitor's name or product
in an advertisement increases the probability
that the audience will think the ad is for that
competitor. Research commonly finds that a large
percentage of the audience will believe that the
competitor's product is the one being advertised. - audience may also doubt the credibility of the
biased ad - false or misleading statements could lead to
litigation. - Eg. 1992 Ad for Maytag dishwasher said that
"Nobody, But Nobody Cleans Better than Maytag or
Holds More Dishes!" - supported by results of a proprietary test .
Whirlpool argued that its dishwasher cleaned
better based on independent tests.
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64- EMOTIONAL APPEALS
- emotional versus rational appeals to head or
heart - depends on the product and the type of
relationship the consumers have with it. - ads
for cars focus on emotion - recall for ad contents tends to be better for
thinking ads than for feeling ads - Products are sold today through the use of
emotional appeals and identifications.
65images and text in this ad are designed to have
the maximum emotional effect for one purpose to
persuade the reader to make an act of charity
66Heart or Head?
67- Humorous Appeals
- Culturally relative
- effective at catching people's attention.
- Recognition scores high for humorous ads
- Inhibit consumer from counter arguing which
increases the likelihood of message acceptance - more effective when brand is clearly identified
creates a positive attitude - subtle humour usually best
68- 1996 advertisers spent 10 billion on humorous
ads out of the total 100 billion spent on all
ads - 72 percent of the 100 Best Commercials of All
Time use humor to reach the target audience
69Effective humour surprises the audience, and at
the same time, speaks some sort of truth. The
goal in using humour in advertising is to make
the audience laugh, and, more importantly, have
them walk away thinking "this company understands
me"
70Brands will be remembered more if they are
intimately entwined in the humour
71- Pitfalls of Humorous Appeals
- funny material can dominate the message and thus
the product recognition is lost - Reduces Comprehension
- a punch line that doesn't pay off can backfire
72Fear Factor
- Highlight the risk or negative consequences of
not using the advertised brand or of engaging in
unsafe behaviour - Fear of social physical harm or social
disapproval - Fear stimulates message involvement
- common factor for public-policy issues e.g. stop
smoking - Fear appeals are usually most effective when
only a moderate amount of fear is induced
increasing levels of fear do no result in
increased change - Pitfall - distract customer from focal product
(ie. dwell on the fearful event rather than the
proposed solution)
73Which ad is more effective?
74a solution to the problem should be presented.
otherwise consumers will tune out the ad since
they can do nothing it solve the problem
75- Resonance
- a literary device that employs a play on words
(a double meaning) to communicate a product
benefit. - puns are used as attention-grabbers