Attitudes, Intentions, and Behavior

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Attitudes, Intentions, and Behavior

• MKT 750
• Dr. West

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Agenda

• Forecasting the Future
• Understanding Attitudes Behavior
• Building Brands
• Preparing for Tivo case

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Predicting Behavior

• Attitudes
• Preferences
• Intentions
• Behavior

Social Norms
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Consumer Attitudes

• Attitudes represent what we like and dislike
• Preferences represent attitudes toward one
  object in relation to another

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Consumer Attitudes

• Just because consumers prefer brand X doesnt
  mean they will necessarily buy brand X

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Attitude toward the object
How do you feel about Dell computers?
Coding Options (-3, -2, -1, 0,1, 2, 3)
Dislike very much ? ? ? ? ? ? ? Like very
much
Neutral Point
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Attitude Objects Ao

• Product
• Company
• Retailer
• Product attributes
• Brand associations (logo, symbol)
• Advertising and spokespersons

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• Antecedents Consequences
• Acompany
• Abrand
• Aproduct Intention Behavior
• Astore
• Aad
• Aattributes

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Elements of Attitudes

• Beliefs are subjective judgments about the
  relationship between two or more things
• e.g. Product Quality, Reliability, Nutritional
  Value
• Beliefs about a products attributes and their
  evaluation determine the favorability of ones
  attitude toward the product

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Theory of Reasoned ActionA Multi-Attribute
Model
(ei) (bi) (Ao) (BI) (B)
Social Norms
n Ao S bi ei SN (Fishbein Azjen) i
1
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Running Shoes
Beliefs (bi)
Brand Brand Brand Attribute
Evaluation (ei) A B C
Shock absorbent 2 2 1 -1 Price less
than 50 -1 -3 -1 3 Durability
3 3 1 -1 Comfort 3 2 3
1 Desired color 1 1 3 3 Arch
support 2 3 1 -2 Total score
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Running Shoes
Beliefs (bi)
Brand Brand Brand Attribute
Evaluation (ei) A B C
Durability 3 3 1 -1 Comfort
3 2 3 1 Shock absorbent 2 2 1
-1 Arch support 2 3 1 -2 Desired
color 1 1 3 3 Price less than 50
-1 -3 -1 3 Total score 29 22 - 6

• (3) (-3)
• (6) (9) (3)
• (2) (-2)
• (2) (-4)
• (3) (3)
• (3) (3) (-3)

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Stimulus Importance-Performance Grid
Attribute Our
Competitors Simultaneous Importance Performance
Performance Result
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Benefits of Multi-attribute Model

• Diagnostic power-- examines WHY consumers
  like/dislike your product
• Segmentation based on attribute importance
• Competitive analysis
• Forecasting sales, new product development,
  persuasion strategies

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Implications for Attitude Change

• Changing beliefs (bi)
• Cadillac (Heritage Reborn)
• Changing attribute importance (ei)
• Airbags Safety
• Antibacterial soap

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Implications for Attitude Change

• Add a new attribute
• Carbohydrates in beer?

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Influencing Consumer Attitudes

• Beliefs (bi) are easier to change than desired
  benefits (ei).
• Attitudes are easier to change when
• Involvement with the product category is low
  because attitudes are held with less confidence
  and commitment
• They are based on subjective or second hand
  information rather than personal experience

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Building a New Brand

• Positioning
• Differentiation
• Adoption
• Product Life Cycle

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Product Life Cycle
Decline harvest or rejuvenate

• Time

Decelerating Growth new segments, brand
extensions
Sales
Accelerating Growth build share, WOM
Maturity control costs, increase efficiency,
monitor competitors and trends
Emergence create awareness and induce trial
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Product Adoption Process

• Types of Consumers

13½ Early Adopters
2½ Innovators
34 Early Majority
34 Late Majority
16 Laggards
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Factors Affecting AdoptionThe ACCORD Model

• Advantage the degree to which the product
  appears superior
• Compatibility matches the values and
  experiences of users
• Complexity ease of understanding and usage
• Observability the benefits of use observable
  and describable to others
• Riskiness negative outcomes can be foreseen
• Divisibility can the product be tried on a
  limited basis

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Launching TiVo

• Analyze the situation from the consumer
  standpoint.
• What is TiVo?
• What factors facilitate or inhibit TiVos
  adoption?
• Who is TiVo best suited for?
• Segmentation and targeting

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Launching TiVo

• Analyze the situation from the networks, the
  advertisers, and the cable/satellite companies
  perspective
• What do these stakeholders want TiVo to be?

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Launching TiVo

• Think about the competition
• What are Microsofts potential strengths and
  weaknesses in this market?
• Evaluate Tivos action plan as given at the end
  of the case?

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Tivo Commercials

• Network Executive
• Cops
• Educational TV
• Earl my way

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Assignment

• Read Chapters 10, 13, 15
• Write-up the Tivo case