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B206 Session 11 Consumer attitude and its components - Coggle Diagram
B206 Session 11 Consumer attitude and its components
11.4 Levels of commitment to attitudes
Three processes of attitude change
Who: Kelman
When: 1958
3 categories of why people change their behaviour
Complience
behaviour changes because we feel we are under surveillance and want to avoid punishment by incorrect behaviour or desire reward for correct behaviour
e.g. we stop at traffic lights to avoid a fine
compliance disappears as soon as there is no control as the behaviour is simply to avoid punishment/receive reward so doesn't reflect our personal feelings
power of producer needed: ability to provide punishment/reward
Identification
behaviour changes in order to be like someone else whom we admire/ want to be like
e.g. I buy kim kardashian SKIMS because I want to be like kim kardashian
compliance is only maintained whilst I desire to be like Kim Kardashian or for as long as Kim Kardashian endorses/behaves in that way
power of producer needed: attractiveness
Internalisation
behaviour changes because the new behaviour aligns with our personal values and we feel personally happy adopting the new behaviour
e.g. I care about climate impact so I now use bamboo loo roll. doing this aligns with my personal values and makes me feel good for doing it
most lasting change
power of producer needed: Credibility (trustworthy and expert)
to work out HOW to influence behaviour change (e.g. which of the 3 methods to use) you need to identify what power you have.
It is possible to use a mixture of all three.
e.g. The Government trying to make people stop smoking could:
compliance - fine you if you smoke
identification - celebrity endorsement saying why smoking is bad
internalisation - provide facts why smoking is bad
11.1 Customer attitudes
Task 1 The Power of attitudes
"A mental and neural state of readiness, organised through experience, exerting a directive or dynamic influence upon the individuals response to all objects and situations with which it is related"
who: Allport
when: 1935
Chisnall (1995) points out that the degree of readiness can vary from the "most latent [to] dormant traces of forgotten habits"
'A relatively enduring organisation of beliefs, feelings and behavioural tendencies towards scoailly significant objects, groups, events or symbols' (Vaughan and Hogg, 2005, p.150)
who: Vaughan and Hogg
When: 2005
exact definitions vary but most people agree that attitudes are enduring and elicit responses within people
definition of attitude in marketing context
A general evaluation of a porduct or service formed over time (Solomon, 2008), influencing customers shopping and buying habits (referenced from open uni block 3 session 11)
interesting for marketing strategists because attitudes are enduring and whilst they do not dictate/garauntee certain behaviours, they can be used as a guide
Task 2 Functional theory of attitude
The functional approach to attitudes suggests we have attitudes to serve a function e.g. preserve us from danger
The Functional Theory of Attitude
Who: Daniel Katz
Psychologist
when?
the function theory of attitudes helps explain how attitudes affect our behaviour
Useful for marketers to understand the reason for someone's attitude towards something before trying to change it. (The reason why I like something might be different to why someone else likes the same thing)
Four functions of attitude:
Utilitarian function
basic principles of rewards and punishment
eg positive attitude towards Rolex because it is sturdy and precise
Value-expressive function
relates to consumer self-concept or values
e.g. I go to the gym because it expresses my values in keeping fit and staying healthy
Ego-defensive function
relates to consumers ego regarding external threat or internal feelings
e.g. positive attitude towards Veuve Clicquot because other people will think its fancy (avoids external threat) and i think its fancy so makes me feel good about myself (internal feelings)
Knowledge function
formed due to the desire of keeping order, structure or meaning
applies in ambiguous situations or new product purchases
e.g. I'll buy a new Apple product because I have an attitude that Apple products are great because I have an iPhone
11.2 Attitude components and effects
The ABC Model of attitudes
Model components
I believe birds are violent (cognitive), and I feel scared when I am near them (affective) so I avoid walking near them (behavioural)
Cognitive
e.g. I believe birds are mean
belieges, perceptions, values (not necessarily true to reality)
Affective
e.g. I enjoy this
emotions and feelings
Behavioural
e.g. I
exercise
to keep fit
actions / behaviours
the model components interact / influence each other. It is necessary to understand someones attitude towards something if you only know one element
brand attitude doesnt always influence purchasing behaviour. e.g. you may feel positively about something but still not purchase it, if for example it is out of your price range
Cognitive and affective stage advertising
people process information differently depending on their personality characteristics
there are people who process information in a cognitive style, and those who process in an affective style.
-thus those who process in a cognitive style respond well to adverts with high levels of information
and those who process affectively respond well to emotion triggering adverts
Adverts are most successful if they are congruent with the individuals processing style
Hierachy of effects
THE AIDA Model (attention, interest, desire and action)
Who: E. St Elmo Lewis
US advertising pioneer
When: beginning of the twentieth century
sellers need to:
A
grab attention,
I
keep interest,
D
create desire,
A
get action in order to be successful (Barry and Howard, 1990)
three hierarchies of effects (in model)
High-involvement hierachy
think>feel>do
e.g. buying a computer
Low-involvement hierachy
think>do>feel
e.g. buying a deodorant
Experiential hierarchy
feel>do>think
e.g. buying chocolate at Hotel Chocolat because i'm enjoying the shopping experience
It is a model to understand the effectiveness of marketing. It does this by breaking down the effects of marketing into stages
11.3 formation of attitude
attitudes are formed based on peoples stimulus/ information received from their environment. Attitudes can be changed over time
examples of information received from environment/stimulus which help form attitude:
music in adverts
music enhances an affective response
Research shows that positive brand attitudes can be created when brand and music used exhibite high levels of congruency. and conversely, poor brand and music match can create negative feelings
different genres have difference associations therefore it is important to pick the most appropriate
conditioning
classical conditioning
associating a previously neutral stimulus with an unconditioned stimulus
instrumental conditioning
creating an association between a behaviour and a consequence. this is reinforcing a behaviour as good or bad
e.g. lynx advert = use lynx and women will be attracted to you. this reinforces that using lynx is good behaviour
