Marketing 260 Buyer Behaviour ATTITUDES

1
Marketing 260 Buyer BehaviourATTITUDES

• With Duane Weaver

2
OUTLINE

• Attitude Defined
• Functional Theory
• ABC Model
• Forming Attitudes
• Attitude Models
• Predicting Behaviour

3
Attitude Defined

• ATTITUDEa lasting, general evaluation of
  people (including oneself), objects or issues.
• Attitude Object anything toward which a person
  has an attitude, albeit tangible or intangible

4
Functional Theory

• Attitudes exist because they serve some function
  for the person determined by motives.
• Utilitarian (reward punishment)
• Value-Expressive (enables outward expression of
  self)
• Ego-Defensive (protects from internal or external
  feelings e.g. Marlboro Man machismo)
• Knowledge (order, structure, and meaning)
• Ads relevant to the prevalent function prompt
  favorable thoughts about product.

5
ABC Model

• Emphasizes interrelationships among knowing,
  feeling, and doing.
• Affect
• Feelings
• Behaviour
• Intention to do something with regard to an
  attitude object
• Cognition
• Beliefs about an attitude object

6
ABC Model
Hierarchy of Effects fixed sequence of events
occurs on the way to forming an attitude
How would we market to these different Attitude
formations? What form of advertising would you
use?
7
Forming Attitudes

• Classical Conditioning (pairing product with
  repeated concepts)
• Instrumental Conditioning (reinforcing value of
  consumption)
• Complex Cognitive Process
• IN YOUR TEAMS PROVIDE AN EXAMPLE of how you would
  use the following theory/concept in your approach
  to a market segment
• Levels of Commitment Compliance (low),
  Identification (medium), Internalization (high)
• Consistency Principle (harmony) and Cognitive
  Dissonance Theory (congruence)
• Self-Perception Theory (rationalization?)
• Social Judgment Theory (social accpetance?)
• Balance Theory (Triad of attitude structures
  persons perception, attitude object, other
  person or object)

8
Attitude Models

• Multi-Attribute
• Assumes attitude of an attitude object depends on
  persons beliefs about several or many attributes
  of the object.
• Attributes, Beliefs, and Importance Weights
• Fishbein Aijk ?BijkIik
• Where A Attitude, B Beliefs, and I
  Importance Weight and i attribute, j brand,
  k consumer
• Provides computable Metric of
• Salient Beliefs
• Object-attribute linkages
• Evaluation of attributes

9
Predicting Behaviour

• Issues
• Low correlation between attitudes and behaviour
• Inability to act due to unexpected
  circumstances(no banker available when want to
  get a mortgage) ltltwasted marketing energyget
  all the ducks in a row!! THIS IS MANAGEABLE!
• Not all behaviour is intentional (impulse?!)
• Timeframe delay from time of attitude
  measurement to expected behaviour (attitudes do
  change over time)
• Personal or environmental barriers between intent
  and goal
• Extending Fishbein with Theory of Reasoned Action
• Direction/degree or attitude (intensity)
• Social Pressure (use of engineered theatres)
• Attitude towards the actual act of buying
• Past purchase behaviour is better predictor

10
Predicting Behaviour

• Theory of Trying
• Past frequency
• Recency
• Evaluations of consequences
• The Process
• Expectations of Success or Failure
• Subjective norms towards trying

11
THANK YOU FOR YOUR TIME!