Consumer Behaviour 2nd Edition Supplementary Material

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Attitudes St?se?? t?? ?ata?a??t?
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?e??e??µe?? ????e???

• ?? e??a? ?? St?se??
• ?e?t?????e? p?? ep?te???? ?? st?se??
• ABC model
• ??aµ??f?s? St?se??
• ??? µet??µe t?? st?se??

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?? e??a? ?? St?se??

• A predisposition to evaluate an object or product
  positively or negatively.
• ?? st?se?? ????? d????e?a st? ?????, ? d?aµ??f?s?
  t?? e?a?t?ta? ap? pe??stas?a???? pa?????te?
  (level of commitment)
• 3 d?ast?se?? ???st???, s??????s?a??, ?a?
  st???e?? d??s??
• ? p??d???es? t?? a????p?? ?a a??????e? ??p???,
  p?????, ?at?stas?, ?e?????, ??µa ??p. ?et??? ?
  a???t???. ? p??d???es? a?t? s??d?eta? ? µp??e? ?a
  e?f???eta? µe t? s?µpe??f??? t?? at?µ??

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??? ?? pe??st?se?? µp??e? ?a ep??e????? t??
st?se??
PRODUCT/SERVICE
ATTITUDE
SITUATION
Coppertone Oil Free Sunscreen
It sounds like a good idea to use an oil free
sunscreen when involved in summer sports
activities.
Active sports in the sun
Cannon Color Printers
Now that they have gone down in price so much,
its time for me to buy a color printer.
Old PC printer ceases to work
Hilton Resorts and Casinos
I worked hard I earned a couple of days away to
relax.
Exhausted, time or a weekend get-a-way
Altoids Mints
I really need a strong mint after I drink a
large cup of coffee.
Bad taste in ones mouth
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??? ?? pe??st?se?? µp??e? ?a ep??e????? t??
st?se?? (continued)
PRODUCT/SERVICE
ATTITUDE
SITUATION
Sports Illustrated for Kids
He loves sports I should get a one-year
subscription.
Its my nephews birthday
Omega Seamaster Professional
Now I have an opportunity to get the watch James
Bond wears.
Old wristwatch is lost
Claritin-D 24 Hour
I need something that really works. Ive heard
good things about Claritin.
Summer allergy
Kraft Free Salad Dressing
I really should try using more fat-free
products.
Going on a diet
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Functional Theory of Attitudes

• Katz attitudes exist because they serve some
  function

UTILITARIAN FUNCTION Relates to rewards and
punishments
VALUE-EXPRESSIVE FUNCTION Expresses consumers
values or self-concept
EGO-DEFENSIVE FUNCTION Protect ourselves from
external threats or internal feelings
KNOWLEDGE FUNCTION Need for order, structure,
or meaning
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?? ?e?t?????e? p?? ep?te???? ?? st?se??

• ?e?t??????? (Utilitarian function) a?apt?ss??µe
  st?se?? µe ß?s? a? µa? ??a??p??e? ??a p????? ?
  ???.
• S??????s?a?? (?xpressive function) a?apt?ss??µe
  st?se?? ?ta? ta?t???µaste µe ??p??? p?????.
• ???stas?a t?? at?µ?? (Ego defensive function)
  ??a ?a p??state?s??µe t?? e?at? µa? ? µe??s??µe
  t? ???st??? d?af???a.
• G??st??? (Knowledge function) ??a ?a
  ???a??s??µe t?? s???e?? µa? se s??s? µe ??p???
  ??? p?????.

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The ABC model ??ast?se?? t?? St?se??

• Affect how a consumer feels about an attitude
  object.
• Behaviour the consumers intention to do
  something with regard to an attitude object.
• Cognition the beliefs a consumer has about an
  attitude object.
• The model emphasises the interrelationships
  between knowing, feeling, and doing. ??? ??e? ??
  d?ast?se?? t?? st?se?? e??a? s?µa?t???? ?
  s?µas?a/ßa??t?ta p?? ap?d?d??µe se ???e d??stas?
  µa? ß???a ?a ?ata??ß??µe t? s??µat?sµ? t?? st?se??

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Three hierarchies of effects
Figure 5.1
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??aµ??f?s? st?se??
?? d?aµ??f?s? t?? st?se?? t?? ?ata?a??t?
st????eta? st?? ?e???a? t?? ???st????
s???pe?a? (Cognitive Consistency) p?? ?p?st????e?
?t? ? ?ata?a??t?? ???e? ?a ??e? a?µ???a st??
s???e?? ta s??a?s??µata ?a? t? s?µpe??f???
t??. ?a? st?? Te???a t?? ???st???? d?af???a?
(Cognitive dissonance) p?? ?p?st????e? ?t? ?ta? ?
s?µpe??f??? t?? ?a? ?? st?se?? de? s?µp?pt???
t?te p??pe? ?a a????e? ??t? ap? ta d??.
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???e? Te???e? (1 of 2)
Te???a ??t?a?t?????? assumes that consumers use
observations of their own behaviour to determine
what their attitudes are, in the same way as we
know the attitudes of others by watching what
they do. Social judgement theory assumes that
people assimilate new information about attitude
objects in the light of what they already know or
feel. The initial attitude acts as a frame of
reference, and new information is categorised in
terms of this standard.
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Other theories (2 of 2)

• Te???a ?s????p?a? considers relations among
  elements a consumer might perceive as belonging
  together. This perspective involves relations
  among three elements (the triad)
• a person and his/her perceptions.
• an attitude object.
• some other person or object.
• The theory specifies that consumers desire
  relations among elements in the triad to be
  harmonious or balanced.

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Restoring Balance in a Triad

• Alex wants to date Larry Alex has positive
  sentiment toward Larry
• Larry wears earring Larry has positive attitude
  toward earring
• Alex doesnt like men who wear earrings has
  negative sentiment toward earrings

Figure 7.2
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S?f?a
-
-
?at????
G??????
S?f?a

S?f?a


-

G??????
?at????

G??????
?at????

S?f?a
-

?at????
?
G??????
S?f?a
?at????
G??????
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Attitude Commitment

• Degree of commitment is related to level of
  involvement with attitude object

INTERNALIZATION - ?SO???????S? Highest level
deep-seeded attitudes become part of consumers
value system
IDENTIFICATION-?????S? Mid-level attitudes
formed in order to conform to another person or
group
COMPLIANCE - S????FOS? Lowest level consumer
forms attitude because it gains rewards or avoids
punishments
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??? µet??µe t?? st?se?? t?? ?ata?a??t?
????????s? t?? ??????t??
Compared to other after shave products,Old Spice
is
Good Positive Pleasant Appealing
1 1 1 1
Bad Negative Unpleasant Unappealing
2 22 2
3 3 3 3
4 4 4 4
5 5 5 5
6 6 6 6
7 7 7 7
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??? µet??µe t?? st?se?? t?? ?ata?a??t?
S??a?s??µata
For the past 10 days you have had a chance to try
Old Spice After Shave. We would appreciate it if
you would identify how your face felt after using
the product during this 10-day trial period. For
each of the words below, we would appreciate it
if you would mark with an X in the box
corresponding to how your face felt after using
Old Spice during the past 10 days.
VERY
NOT AT ALL
My face felt relaxed My face felt handsome My
face felt tight My face felt smooth My face felt
supple My face felt clean My face felt
refreshed My face felt revived My face felt
pampered My face felt renewed





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??? µet??µe t?? st?se?? t?? ?ata?a??t?
????es? ??????
Which of the following statements best describes
the chance that you will buy Old Spice the next
time you purchase an after shave product? ___I
definitely will buy it. ___I probably will buy
it. ___I am uncertain whether I will buy it. ___I
probably will not buy it. ___I definitely will
not buy it.
How likely are you to buy Old Spice After Shave
during the next three months? ___Very
likely ___Likely ___Unlikely ___Very unlikely
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???t??? Fishbein

• Beliefs about a product
• Object Attributes
• Evaluation of each attribute
• ? st?s? t?? ?ata?a??t? ??a ??p??? p????? Aijk
  SBijkIik ?p?? iattribute, jbrand,
  kconsumer ?a? B belief, Iimportance weight
  given to an attribute

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St?s? ?ata?a??t? st? ??af?µ?s?
Exposure to an Ad
Judgments about the Ad (Cognition)
Feelings from the Ad (Affect)
Beliefs about the Brand
Attitude toward the Ad
Attitude toward the Brand