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B206 Week 13: Attitude models and their applications - Coggle Diagram
B206 Week 13: Attitude models and their applications
13.1 Beliefs, attitudes and behaviours
Task 1
Relationships between beliefs, attitudes and behaviours
Marketers are interested in understand the relationship between beliefs, attitudes and behaviours so they can create marketing strategies to influence behaviour (purchases)
marketers current understanding of how they interact
Attitude measures
Use market research to understand attitude about products and competitors.
Questions need to be insightful (not too vague)
tri-component structural approach
to questions leads to understanding of why customer think, feels and actions (Evans et al., 2006)
Use scales to measure each attribute (cognitive, affective, behavioural) of an attitude
different types of scales available, use most insightful
The 8 steps to creating a scale
1: Clarify what is to be measured.
2: Select scale formats (Likert, Stapel, Semantic Differential, etc.). limit number of scale formats.
3: Generate a pool of items that will be used to measure the concept or construct.
4: Have others critique the pool of items.
5: Consider adding items that will provide a check on internal consistency. For example, in non-adjacent places ask the respondent's age and birth date.
6: Pre-test the instrument. This helps researchers learn if respondents are misinterpreting questions.
7: Drop redundant items.
8: Optimize the scale, which involves consideration of reliability and the length of the instrument.
Task 2 Voluntary organisations and attitude change
some organisations (such as charities) want to create social change by changing peoples attitudes
Some challenges with this:
defining the elements of attitude to change
creating the procedure to define and measure the change
how to share the vision of the new social attitude
13.2 Multi- attribute attitude models
identifying customer beliefs
attitudes are complex phenomena so multi-attribute models can be used to help understand them
when a product has multiple attributes, multi-attribute models help researchers understand the scale of importance of each attribute to that customer
The 3 components for basic attribute models:
who: Wicker
when: 1969
Attributes: the attributes of the attitude object
Beliefs: the cognitions regarding a certain attitude object
Importance weights: the relative importance of the attribute to the customer
restaurant example
7-point semantic differential scales used to rate different attributes. this helps evaluate the strength of a customers attitude towards an attribute
13.3 The Fishbein model
Task 1 The fishbein multi-attribute model
who: Fishbein
when: 1973
Solomon (2017) the 3 components of attitude measure by the model:
salient (beliefs about an attitude object)
object-attribute linkages (the attitude object has an important attribute to the customer)
evaluation (of each attribute by the customer)
Attitudes are complex so a multi-attribute model asks questions to understand how a customer feels about an attribute and what weight of importance that attribute has to the customer
the model exposes the reasons behind what and why something is popular or not. this gives insight into what attributes are important, and what to improve on
example: using the model to test Italian vs Chinese restaurant popularity
13.4 Predicting customers behaviour
a customers attitude towards something doesn't necessarily dictate their behaviour e.g. they might like something but still not buy it
Fishbein model is a basis for linking attitude and behaviour. Fishbein and Ajzen have improved on the model with 2 further models to better link the two
Theory of reasoned action (TRA)
who: Ajzen and Fishbein
when: 1980
The idea that
intention
is the determining factor of our behaviour. The stronger our intention is to do something, the more likely we are to do it.
What determines our intention strength = our attitude to the behaviour in question and 'subjective norms'
Subjective norms = how much we think people whom we value acceptance from want us to do the behaviour. e.g. if we think they would want us to do it, our intention to do it is higher
Elements of the TRA
attitude doesn't necessarily lead to behaviour, for example:
"a study by Buzby and Skees (1994) revealed that more than 50% of respondents claim they prefer to buy organically grown fresh fruits and vegetables, but just a quarter mentioned that they buy them on a regular basis. (open uni online
reference)
TRA states that many distal factors which are not included in the model also influence behaviour, this is done as distal factors affect attitude. such as wealth, i would like to go on holiday to Switzerland (attitude) but i don't (behaviour) because i cant afford it (distal factor)
TRA emphasises that what other people might think is a big influence on our behaviour
It extends the OG Fishbein model by including what other (relevant) people think. this is called a subjective norm and researchers se two factors to measure them:
the intensity of the normative belief that other people think we should or shouldn't act on
the motivation to comply with that belief
Attitudes towards buying (or other targeted behaviour)
TRA also measures the attitude towards the act of buying. rather than just measuring the attitude towards the attitude object, it focuses on the perceived consequences of that purchase (Solomon, 2017)
Theory of planned behaviour (TPB)
TRB is an extended version of TRA
TRA includes: 1. attitude toward behaviour + 2. subjective norms. TRB includes 1. attitude towards behaviour, 2. (subjective norms + considering the knowledge that person has), 3. Perceived behavioural control
perceived behavioural control = the perception of how easy or difficult a task is going to be to complete based on the abilities of the customer. It includes things like motivation, time, money, availability etc (indirect quote from Ajzen 1991)
