消費者行為Consumerattitudes說課Chapter8ConsumerAttitudeFormationandChangeChapterOutlineWhatAreAttitudes?StructuralModelsofAttitudesAttitudeFormationStrategiesofAttitudeChangesBehaviorCanPrecedeorFollowAttitudeFormationAttitudeAlearnedpredispositiontobehaveinaconsistentlyfavorableorunfavorablemannerwithrespecttoagivenobject.StructuralModelsofAttitudesTricomponentAttitudeModelMultiattributeAttitudeModelAttitude-Toward-the-AdModelCognitionASimpleRepresentationoftheTricomponentAttitudeModel

Figure8.2

DiscussionQuestionExplainyourattitudetowardyourcollege/universitybasedonthetricomponentattributemodel.

Besuretoisolatethecognitive,affective,andconativeelementsMultiattributeAttitudeModelsAttitudemodelsthatexaminethecompositionofconsumerattitudesintermsofselectedproductattributesorbeliefs.MultiattributeAttitudeModelsTheattitude-toward-objectmodelTheory-of-reasoned-actionmodelAttitudeisfunctionofevaluationofproduct-specificbeliefsandevaluationsUsefultomeasureattitudestowardbrandsTypesTheFishbeinModelTheBasicFormula:Aijk=ΣβijkIikWhere:i=attributej=brandk=consumerI=theimportanceweightgivenattributeIbyconsumerkβ=consumerk’sbeliefregardingtheextenttowhichbrandjpossessesattributeIA=aparticularconsumer’s(k’s)attitudescoreforbrandjCommunicatingthePresence

ofDesirableAttributesCommunicatingtheAbsence

ofUndesirableAttributesThisAdAttemptstoChangeConsumers’Attitudeby?MultiattributeAttitudeModelsTheattitude-toward-objectmodelTheory-of-reasoned-actionmodelAttitudetowardbehaviorIncludessubjectivenormsinadditiontoattitudeTypesASimplifiedVersionoftheTheoryofReasonedAction-Figure8.5DiscussionQuestionNowusethetheoryofreasonedactiontodescribeyourattitudetowardyourcollege/universitywhendecidingonwhichschooltoattend.Attitude-Toward-the-AdModelAmodelthatproposesthataconsumerformsvariousfeelings(affects)andjudgments(cognitions)astheresultofexposuretoanadvertisement,which,inturn,affecttheconsumer’sattitudetowardtheadandattitudetowardthebrand.AConceptionoftheRelationshipamongElementsinanAttitude-Toward-the-AdModel-Figure8.7IssuesinAttitudeFormationHowattitudesarelearnedConditioningandexperienceKnowledgeandbeliefsSourcesofinfluenceonattitudeformationPersonalexperienceInfluenceoffamilyDirectmarketingandmassmediaStrategiesofAttitudeChangeChangingtheBasicMotivationalFunctionAssociatingtheProductwithanAdmiredGrouporEventResolvingTwoConflictingAttitudesAlteringComponentsoftheMultiattributeModelChangingBeliefsaboutCompetitors’BrandsChangingtheBasicMotivationalFunctionUtilitarianEgo-defensiveValue-expressiveKnowledgeSwifferAppealstoUtilitarianFunctionweblinkCrestusesaknowledgeappeal.WhyMightBehaviorPrecedeAttitudeFormation?CognitiveDissonanceTheoryAttributionTheoryBehave(Purchase)FormAttitudeFormAttitudeCognitiveDissonanceTheoryHoldsthatdiscomfortordissonanceoccurswhenaconsumerholdsconflictingthoughtsaboutabelieforanattitudeobject.AttributionTheoryAtheoryconcernedwithhowpeopleassigncausaltytoeventsandformoraltertheirattitudesasanoutcomeofassessingtheirownorotherpeople’sbehavior.IssuesinAttributionTheorySelf-perceptionTheoryFoot-in-the-DoorTechniqueHowWeTestOur