Bài giảng Hành vi người tiêu dùng - Chương 5: Attitudes - Bùi Thị Phương Hoa
Chapter 5
Attitudes
CONSUMER
BEHAVIOR, 8e
Michael Solomon
Chapter Objectives
When you finish this chapter you should understand
why:
• It’s important for consumer researchers to
understand the nature and power of attitudes.
• Attitudes are more complex than they first appear.
• We form attitudes in several ways.
• A need to maintain consistency among all of our
attitudinal components motivates us to alter one or
more of them.
5-2
Chapter Objectives (cont.)
• We use attitude models to identify specific
components and combine them to predict a
consumer’s overall attitude toward a product or
brand.
5-3
The Power of Attitudes
Attitude: a lasting, general evaluation of people,
objects, advertisements, or issues
• Attitude object (AO)
• Help to determine a number of preferences and
actions
5-4
Functional Theory of Attitudes
• Katz: attitudes exist because they serve some
function
UTILITARIAN
FUNCTION:
VALUE-EXPRESSIVE
FUNCTION:
Relates to rewards and
punishments
Expresses consumer’s values
or self-concept
EGO-DEFENSIVE
FUNCTION:
KNOWLEDGE
FUNCTION:
Protect ourselves from
external threats or internal
feelings
Need for order, structure, or
meaning
5-5
Functional Theory of Attitudes (cont.)
• Marketers emphasize the benefits a product serves
for consumers
• Example: study of football fans identified three
clusters:
Cluster
Sports Marketer’s Strategy
Die-hard team fans
Provide greater sports knowledge
Relate attendance to personal values
Those who enjoy
Publicize aspects of visiting teams,
cheering for winning team such as sports stars
Those who look for
camaraderie
Provide improved peripheral benefits
(e.g., improved parking)
5-6
Discussion
• Imagine that you work for the marketing department
of your college or university and have segmented
students into four different clusters, each
representing one of the four functions identified by
Katz.
• Develop a marketing strategy based on each of the
four functions to motivate students to stay in school
and complete their degrees.
5-7
ABC Model of Attitudes
Attitude has three components:
• Affect: the way a consumer feels about an attitude
object.
• Behavior: person’s intentions to do something with
regard to an attitude object.
• Cognition: beliefs a consumer has about an
attitude object.
5-8
Hierarchies of Effects
• Impact/importance of attitude components depends
on consumer’s motivation toward attitude object
5-9
Figure 7.1
Hierarchy of Effects
• Standard Learning Hierarchy
• Results in strong brand loyalty
• Assumes high consumer involvement
• Low-Involvement Hierarchy
• Consumer does not have strong brand preference
• Consumers swayed by simple stimulus-response
connections
• Experiential Hierarchy
• Consumers’ hedonic motivations and moods
• Emotional contagion
• Cognitive-affective model versus independence
hypothesis
5-10
Discussion
• One person’s “contextual marketing” is another
person’s “spyware”
• Is it ethical for marketers to track which Web sites
you visit, even if by doing so they can provide you
with information that might help you save money by
buying a competing brand?
5-11
Attitude Toward the Advertisement
• We form attitudes toward objects other than the
product that can influence our product selections.
• We often form product attitudes from its ads
• Aad: attitude toward advertiser + evaluations of ad
execution + ad evoked mood + ad arousal effects
on consumer + viewing context
5-12
Bài tập cá nhân
“phim quảng cáo”, tìm 3 bài viết về phim quảng cáo tại
VN có tiêu đề “sống chung với quảng cáo” và 2 bài viết
về ý kiến cuả độc giả về các bài viết này.
chung voi QC - nguoi lam QC len tieng”
• Mỗi cá nhân, trong 1.200 từ, hãy đánh giá thực trạng làm
film quảng cáo tại VN trong thời gian vưà qua dưới góc
độ là ngươì nghiên cứu hành vi ngươì tiêu dùng.
• Sử dụng mô hình “Attitude Toward the Advertisement”
để phân tích.
• Nộp bài vào chủ nhật tuần tới. Bài làm trên giấy trắng A4,
in (không viết bằng tay)
5-13
Ads Have Feelings Too
Commercials evoke emotion
• Upbeat feelings: amused,
delighted, playful
• Warm feelings:
affectionate,
contemplative, hopeful
• Negative feelings: critical,
defiant, offended
5-14
Attitude Commitment
Degree of commitment is related to level of
involvement with attitude object
INTERNALIZATION
Highest level: deep-seeded attitudes become part
of consumer’s value system
IDENTIFICATION
Mid-level: attitudes formed in order to conform to
another person or group
COMPLIANCE
Lowest level: consumer forms attitude because it
gains rewards or avoids punishments
5-15
Consistency Principle
Principle of cognitive consistency:
• We value/seek harmony among thoughts, feelings,
and behaviors
• We will change components to make them
consistent
5-16
Cognitive Dissonance and Harmony
• Theory of cognitive
dissonance: when a
consumer is confronted with
inconsistencies among
attitudes or behaviors, he will
take action to resolve the
“dissonance”
• Example: Two cognitive elements about smoking:
• “I know smoking causes cancer”
• “I smoke cigarettes”
• Consumer will resolve the dissonance by either
satisfying urge to smoke or stopping the behavior
5-17
Discussion
• Interview a student next to you regarding a behavior
that he or she has that is inconsistent with his or her
attitudes (e.g., attitudes toward healthy eating or
active lifestyle, attitudes toward materialism, etc.).
• Ask the student to elaborate on why he or she does
the behavior, then try to identify the way the person
has resolved dissonant elements.
5-18
Self-Perception Theory
• Self-perception theory: we use observations of our
own behavior to determine what our attitudes are.
FOOT-IN-THE-DOOR TECHNIQUE
Consumer is more likely to comply with a request if he has
first agreed to comply with a smaller request
LOW-BALL TECHNIQUE
Person is asked for a small favor and is informed after
agreeing to it that it will be very costly.
DOOR-IN-THE-FACE TECHNIQUE
Person is first asked to do something extreme (which he
refuses), then asked to do something smaller.
5-19
Balance Theory
• Balance theory: considers relations among elements
a consumer might perceive as belonging together
• Involves triad attitude structures:
• Person
• Perception of attitude object
• Perception of other person/object
• Perception can be positive or negative
• Balanced/harmonious triad elements
• Unit relation and sentiment relation
5-20
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