Consumer Behavior

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Consumer Behavior

• Chapter 7Consumer Beliefs, Attitudes,
  Behaviors Formation and Change

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Consumer Beliefs About Product Attributes

• Represent the knowledge and inferences that a
  consumer has about objects, their attributes, and
  their benefits provided.
• Attributes Can Be Placed Into Two Broad Classes
• Intrinsic attributes
• Extrinsic attributes

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Attribute Importance and Consumer Attitude/Beliefs

• Consumer Attitude and Beliefs
• Attitude is the amount of affect or feelings for
  or against a stimulus
• Beliefs are the cognitive knowledge about an
  object

• Attribute Importance
• a persons general assessment of the significance
  of an attribute for products or services of a
  certain type

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Behaviors Intentionsto Behave

• Consumer behaviors consist of all the actions
  taken by consumers related to acquiring,
  disposing, and using products and services

• Behavioral intentions may be defined as the
  intentions of consumers to behave in a particular
  way with regard to the acquisition, disposition,
  and use of products and services

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Beliefs, Attitudes, and Behaviors May Be Formed
in Two Ways

• Direct formation
• Hierarchy of effects

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Predicting Consumer Attitudes

• Multiattribute models identify how consumers in
  high-involvement situations (i.e. standard
  hierarchy of effects) combine their beliefs about
  product attributes to form attitudes about
  various brand alternatives, corporations, or
  other objects.

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Attitude-Toward-The-Object Model

• Identifies three major factors that are
  predictive of attitudes
• Salient Beliefs
• Strength of the Belief
• Evaluation

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The Behavioral Intentions Model

• . . . was developed by Fishbein and his
  colleagues to improve on the ability of the
  attitude-toward-the-object model to predict
  consumer behavior

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Persuasion and Communication

• Persuasion -- the explicit attempt to influence
  beliefs, attitudes, and/or behaviors
• Communication -- defined broadly to include all
  aspects of the message, including the source of
  the message, the type of message given, and
  through what channel it moved

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The Elaboration Likelihood Model . . .

• Belief/Attitude Change May Take One of Two
  Routes
• The Central Route
• The Peripheral Route

understanding the persuasion process which
illustrates the decision-making path to belief,
attitude, and behavior change
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The Central and Peripheral Routes to Persuasion

• Peripheral Route
• Cognitive responses are much less likely to occur
• Peripheral Cues -- include the attractiveness of
  the source, the number of arguments, and the
  pos/neg stimuli that form the context of message
  presentation (e.g., pleasant music)

• Central Route
• attends to the message and compares it to his/her
  own attitudes.
• Likely generates a number of cognitive responses
• Central Cues -- ideas and supporting data that
  bear directly upon the quality of the arguments
  developed in the message

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Multiattribute Models and the Decision-Making Path

• A-T-O model
• Behavioral Intentions Model

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Balance Theory . . .
. . . proposes that people have a preference to
maintain a balanced state among the cognitive
elements if these elements are perceived as
forming a system
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Social Judgment Theory . . .
. . . proposes that when consumers form an
attitude about an object, an incoming message is
compared to the initial attitude, which acts as a
frame of reference for the judgment
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Impact of Reactance Dissonance on Attitudes
Predecisional Reactance . . . Postpurcha
se cognitive dissonance . . .
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Attitudes Toward the Advertisement . . .
. . . are a consumers general liking or
disliking for a particular advertising stimulus
during a particular advertising exposure
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The Behavioral Influence Route to Behavior Change

• The ecological design of buildings and spaces can
  strongly affect the behavior of people without
  them being aware of the influence
• Strong reinforcers or punishers in the
  environment can induce people to take actions
  that they would prefer to avoid

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Ingratiation . . .

• . . . refers to self-serving tactics engaged in
  by one person to make himself or herself more
  attractive to another
• The Foot-in-the-Door Technique
• The Door-in-the-Face Technique
• Even-a-Penny-Will-Help Technique