CHAPTER
EIGHT
Consumer Attitude
Formation and Change
Learning Objectives
1. To Understand What Attitudes Are, How They Are
Learned, as Well as Their Nature and Characteristics.
2. To Understand the Composition and Scope of
Selected Models of Attitudes.
3. To Understand How Experience Leads to the Initial
Formation of Consumption-Related Attitudes.
4. To Understand the Various Ways in Which Consumers’
Attitudes Are Changed.
5. To Understand How Consumers’ Attitudes Can Lead to
Behavior and How Behavior Can Lead to Attitudes.
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Chapter Eight Slide
2
What Is Your Attitude Toward the Product Advertised? What Is
Your Attitude Toward the Ad Itself? Are the Two Attitudes
Similar or Different?
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Chapter Eight Slide
3
You May Have Liked the Product but
Disliked the Ad or Vice Versa
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Chapter Eight Slide
4
Attitude
A learned
predisposition to
behave in a
consistently
favorable or
unfavorable manner
with respect to a
given object.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide
5
What are Attitudes?
• A learned predisposition to behave in a
consistently favorable or unfavorable manner
with respect to a given object.
6
What Are Attitudes?
• Attitudes are a learned predisposition
• Attitudes have consistency
• Attitudes occur within a situation
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Chapter Eight Slide
7
What Information Does This Ad Provide to Assist
Consumers in Forming Attitudes Toward
the Saturn Vue Hybrid?
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Chapter Eight Slide
8
It is Stylish, Safe, and
Good for the Environment
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Chapter Eight Slide
9
Structural Models of Attitudes
• Tricomponent Attitude Model
• Multiattribute Attitude Model
– Theory-of-Reasoned-Action Model
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Chapter Eight Slide 10
A Simple Representation of the Tricomponent
Attitude Model - Figure 8.3
Cognition
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Chapter Eight Slide 11
The Tricomponent Model
Components
• Cognitive
• Affective
• Conative
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What you know and
think about an object
(product).
Acquired from direct or
indirect
experience/knowledge
Chapter Eight Slide 12
The Tricomponent Model
Components
• Cognitive
• Affective
• Conative
A consumer’s
emotions or feelings
about a particular
product or brand
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 13
The Tricomponent Model
Components
• Cognitive
• Affective
• Conative
The likelihood or
tendency that an
individual will
undertake a specific
action or behave in a
particular way with
regard to the attitude
object
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 14
Discussion Questions
• Explain your attitude toward your
college/university based on the tricomponent
attribute model.
• Be sure to isolate the cognitive, affective, and
conative elements.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 15
Multiattribute
Attitude
Models
Attitude models that
examine the
composition of
consumer attitudes
in terms of selected
product attributes or
beliefs.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 16
Multiattribute Attitude Models
Types
• The attitude-towardobject model
• The attitude-towardbehavior model
• Theory-of-reasonedaction model
• Includes cognitive,
affective, and conative
components
• Includes subjective
norms in addition to
attitude
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Chapter Eight Slide 17
A Simplified Version of the Theory of
Reasoned Action - Figure 8.5
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Chapter Eight Slide 18
Discussion Question
• Now use the theory of reasoned action to
describe your attitude toward your
college/university when deciding on which
school to attend.
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Chapter Eight Slide 19
Issues in Attitude Formation
• Sources of influence on attitude formation
– Personal experience
– Influence of family
– Direct marketing and mass media
• Personality factors
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Chapter Eight Slide 20
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
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Chapter Eight Slide 21
Why and How Does This Ad Appeal to
the Utilitarian Function?
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Chapter Eight Slide 22
The Product is Green and Works as
Well or Better than Other Products.
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Chapter Eight Slide 23
Which Lifestyle- Related Attitudes Are
Expressed or Reflected in This Ad?
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Chapter Eight Slide 24
Healthy Eating and Snacking Lifestyle
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Chapter Eight Slide 25
How Does This Ad Provide Information to Establish
or Reinforce Consumer Attitudes?
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Chapter Eight Slide 26
It Raises the Question About UVA Rays and
then Provides Information on Sun Protection.
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Chapter Eight Slide 27
Discussion Questions
• What products that
you purchase
associate themselves
with an Admired
Group or Event?
• When does it
personally influence
your purchasing?
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Chapter Eight Slide 28
How Is Fiji Water’s Link to an Environmental Cause
Likely to Impact Consumers’
Attitudes Toward Its Product?
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Chapter Eight Slide 29
They Might Have a More Favorable Attitude.
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Chapter Eight Slide 30
Attitude Change
• Altering Components of the Multiattribute
Model
– Changing relative evaluation of attributes
– Changing brand beliefs
– Adding an attribute
– Changing the overall brand rating
• Changing Beliefs about Competitors’
Brands
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Chapter Eight Slide 31
How Is This New Benefit Likely to Impact
Consumers’ Attitudes Toward the Product?
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Chapter Eight Slide 32
The Consumer Will Have a More Positive
Attitude Overall from the New Attribute.
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Chapter Eight Slide 33
How Is the Absence of an Ingredient Likely to
Lead to a Favorable Attitude Toward a Product?
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Chapter Eight Slide 34
When It Was An
Unfavorable Attribute
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Chapter Eight Slide 35
Which Attitude Change Strategy Is
Depicted in This Ad?
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Chapter Eight Slide 36
Changing the Overall Brand Rating
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Chapter Eight Slide 37
How Is Valvoline’s Attempt to Change Attitudes
Toward a Competing Brand Likely to Impact Attitudes
Toward Its Own Brand?
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Chapter Eight Slide 38
By Showing Better Wear Protection
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Chapter Eight Slide 39
Elaboration
Likelihood
Model
(ELM)
Customer attitudes are
changed by two
distinctly different
routes to persuasion:
a central route or a
peripheral route.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall
Chapter Eight Slide 40
Elaboration Likelihood Model
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Chapter Eight Slide 41