Attitudes, Intentions, and Behavior

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Attitudes, Intentions, and Behavior

• MKT 750
• Dr. West

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Agenda

• Understanding attitudes behavior
• Building brands
• Preparing for Tivo case

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Answer Key
Yellow Green Yellow Green
1 C E 11 any any
2 D A 12 B C
3 E A 13 B E
4 E E 14 E C
5 E A 15 B or E B
6 B E 16 E B or D
7 A C 17 B D
8 E E 18 B B
9 B or D C or D 19 B A
10 D C 20 A C
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Overview

• Models Managerial Implications
• Need/Opportunity Post
• Recognition Search Evaluation
  Choice Choice

Decision Rules
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Overview

• Models Managerial Implications
• Prior Need/Opportunity Post
• Beliefs Recognition Search
  Evaluation Choice Choice

Decision Rules
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Whats to come?

• How knowledge is acquired and used
• Attitude Formation Change
• Information Processing
• Memory (storage retrieval)
• Managerial Implications
• Brand building maintenance
• Communication (advertising)

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(No Transcript)
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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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Measuring Attitudes
Cognitive Component Measuring Beliefs about
Specific Attributes Using the Semantic
Differential Scale Diet Coke Strong
taste Mild taste Low
priced High
priced Caffeine free
High in caffeine Distinctive in
Similar in taste totaste
most
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Measuring Attitudes

• Affective Component
• (Measuring Feelings about Specific
• Attributes Using Likert Scales)
• Neither
  Agree Strongly nor
  Strongly Agree Agree Disagree
  Disagree Disagree
• I like the taste of Diet Coke.
  
• Diet Coke is overpriced.
• Caffeine is bad for your health.
  
• I like Diet Coke.

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Measuring Attitudes

• Behavioral Component
• (Measuring Actions or Intended Actions)
• The last soft drink I consumed was a
  ___________________.
• I usually drink________________soft drinks a
  week.
• What is the likelihood you will buy Diet Coke ?
  Definitely will buy
• the next time you purchase a soft drink? ?
  Probably will buy
• ? Might buy
• ? Probably will not buy
• ? Definitely will not buy

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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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The rest of the story

• Whats missing from Fishbeins Theory of
  Reasoned Action
• Attitudes F(Beliefs, Evaluations, Social
  Norms)
• Where do our attitudes come from?
• Friends and family
• Personal experience
• Observation
• Media Advertising

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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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Assignment

• Read Chapter 7
• Write-up the Tivo case