Judgments

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Judgments
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Consumers make judgments
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Beliefs

• Write down 3 things you believe about _______.

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Beliefs
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Belief Categories--Source
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Belief CategoriesValidation
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Attitudes
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Attitude models

• Holistic models
• Multi-attribute models
• Fishbein
• Belief x Importance

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Fishbein model of attitude
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Strength and Evaluation
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Fishbein Model Measures

• Beliefstrength of association between the
  attitude object and the attribute
• How likely is it that (brand X) has (is,
  provides) ____?
• Very Unlikely -3 -2 -1 0 1 2 3 Very
  Likely
• Evaluationgoodness of the association between
  the attitude object and the attribute
• How good or bad is it that a (product category)
  have (be, provide) _____?
• Very Bad -3 -2 -1 0 1 2 3 Very Good

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Belief X Importance Model
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B X I Model Measures

• Beliefstrength of association between the
  attitude object and the attribute
• How likely is it that (brand X) has (is,
  provides) ____?
• Very Unlikely 1 2 3 4 5 6 7 Very Likely
• Importancesignificance of the attribute
  association to the overall attitude
• How important is it that a (product category)
  have (be, provide) _____?
• Very unimportant 1 2 3 4 5 6 7 Very
  Important

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Comparing Fishbein and B X I
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Example
Attribute Importance Brand A Brand B Brand C
Low price 7 2 7 4
Comfortable 8 8 3 7
Durable 4 6 4 8
Attractive 3 5 6 6
Attitude
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1. Weight the Belief scores by their Importances
Attribute Importance Brand A Brand B Brand C
Low price 7 2 7 x 214 7 7 x 749 4 7 x 428
Comfortable 8 8 8 x 864 3 8 x 324 7 8 x 756
Durable 4 6 4 x 624 4 4 x 416 8 4 x 832
Attractive 3 5 3 x 515 6 3 x 618 6 3 x 618
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2. Sum the B x I scores
Attribute Importance Brand A Brand B Brand C
Low price 7 2 7 x 214 7 7 x 749 4 7 x 428
Comfortable 8 8 8 x 864 3 8 x 324 7 8 x 756
Durable 4 6 4 x 624 4 4 x 416 8 4 x 832
Attractive 3 5 3 x 515 6 3 x 618 6 3 x 618
49 24 16 18 107
14 64 24 15 117
28 56 32 18 134
Attitudes
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Applications of Multi-Attribute Models

• Predicting behavior
• Diagnosing market position

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Diagnosis of attitude
Attribute Importance Brand A Brand B Brand C
Low price 7 2 7 x 214 7 7 x 749 4 7 x 428
Comfortable 8 8 8 x 864 3 8 x 324 7 8 x 756
Durable 4 6 4 x 624 4 4 x 416 8 4 x 832
Attractive 3 5 3 x 515 6 3 x 618 6 3 x 618
Strengths of each brand?
Weaknesses of each brand?
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Satisfaction Judgments
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Intention Judgments
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Theory of Reasoned Action
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Self-Prophecy Effect
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Self Prophecy Paradigm

• Two groups of subjects
• One group is asked a prediction question the
  other (controls) is not
• Later, both groups are asked to perform the
  behavior
• The predictions were biased (relative to the
  behavior of the controls)
• The likelihood of the behavior is changed in the
  same direction as the prediction bias

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Self Prophecy Applications

• Voting
• Cheating in class
• Health-club membership renewal
• Donations to SU fund drive
• Littering/recycling