消费者行为08consumer attitudes资料.ppt

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 Structural Models of Attitudes Tricomponent Attitude Model Multiattribute Attitude Model Attitude-Toward-the-Ad Model 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 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 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 Multiattribute Attitude Models The attitude-toward-object model Theory-of-reasoned-action model Attitude toward behavior Includes subjective norms in addition to attitude Discussion Question Now use the theory of reasoned action to describe your attitude toward your college/university when deciding on which school to attend. Issues in Attitude Formation How attitudes are learned Conditioning and experience Knowledge and beliefs Sources of influence on attitude formation Personal experience Influence of family Direct marketing and mass media Strategies of Attitude Change Changing the Basic Motivational Function Associating the Product with an Admired Group or Event Resolving Two Conflicting Attitudes Altering Components of the Multiattribute Model Changing Beliefs about Competitors’ Brands Changing the Basic Motivational Function Utilitarian Ego-defensive Value-expressi