消费者行为08consumerat全对titudes.pptVIP

8 - * Consumer Behavior,Ninth Edition Schiffman Kanuk Chapter 8 Consumer Attitude Formation and Change Chapter Outline What Are Attitudes? Structural Models of Attitudes Attitude Formation Strategies of Attitude Changes Behavior Can Precede or Follow Attitude Formation Attitude A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. Structural Models of Attitudes Tricomponent Attitude Model Multiattribute Attitude Model Attitude-Toward-the-Ad Model Cognition A Simple Representation of the Tricomponent Attitude Model Figure 8.2 Discussion Question Explain your attitude toward your college/university based on the tricomponent attribute model. Be sure to isolate the cognitive, affective, and conative elements Multiattribute Attitude Models Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs. Multiattribute Attitude Models The attitude-toward-object model Theory-of-reasoned-action model Attitude is function of evaluation of product-specific beliefs and evaluations Useful to measure attitudes toward brands Types The Fishbein Model The Basic Formula: Aijk = ΣβijkIik Where: i = attribute j = brand k = consumer I = the importance weight given attribute I by consumer k β = consumer k’s belief regarding the extent to which brand j possesses attribute I A = a particular consumer’s (k’s) attitude score for brand j Communicating the Presence of Desirable Attributes Communicating the Absence of Undesirable Attributes This Ad Attempts to Change Consumers’ Attitude by ? Multiattribute Attitude Models The attitude-toward-object model Theory-of-reasoned-action model Attitude toward behavior Includes subjective norms in addition to attitude Types A Simplified Version of the Theory of Reasoned Action - Figure 8.5 Discussion Question Now use the theory of reasoned action to describe your attitude toward your college/university when deciding o