Slide 5.1
Attitudes
Στάσεις του Καταναλωτή
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.2
Περιεχόμενο Διάλεξης
Τι είναι οι Στάσεις;
Λειτουργίες που επιτελούν οι στάσεις
ABC model
Διαμόρφωση Στάσεων
Πως μετράμε τις στάσεις
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.3
Τι είναι οι Στάσεις;
• A predisposition to evaluate an object or product
positively or negatively.
• Οι στάσεις έχουν διάρκεια στο χρόνο, η διαμόρφωση
του εξαρτάται από περιστασιακούς παράγοντες
(level of commitment)
• 3 διαστάσεις – γνωστική, συγκινησιακή, και στοιχείο
δράσης
• Η προδιάθεση του ανθρώπου να αξιολογεί κάποιο,
προϊόν, κατάσταση, γεγονός, θέμα κλπ. θετικά ή
αρνητικά. Η προδιάθεση αυτή συνδέεται ή μπορεί να
εκφράζεται με τη συμπεριφορά του ατόμου
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.4
Πως οι περιστάσεις μπορεί να
επηρεάζουν τις στάσεις;
PRODUCT/SERVICE
SITUATION
ATTITUDE
Coppertone Oil Free
Sunscreen
Active sports in
the sun
“It sounds like a good idea to use an oil
free sunscreen when involved in
summer sports activities.”
Cannon Color
Printers
Old PC printer
ceases to work
“Now that they have gone down in price
so much, it’s time for me to buy a
color printer.”
Hilton Resorts and
Casinos
Exhausted, time
or a weekend
get-a-way
“I worked hard; I earned a couple of
days away to relax.”
Altoids Mints
Bad taste in
one’s mouth
“I really need a strong mint after I
drink a large cup of coffee.”
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.5
Πως οι περιστάσεις μπορεί να
επηρεάζουν τις στάσεις (continued);
PRODUCT/SERVICE
SITUATION
ATTITUDE
Sports Illustrated for
Kids
It’s my
nephew’s
birthday
“He loves sports; I should get a oneyear subscription.”
Omega Seamaster
Professional
Old wristwatch
is lost
“Now I have an opportunity to get the
watch James Bond wears.”
Claritin-D 24 Hour
Summer allergy
“I need something that really works.
I’ve heard good things about
Claritin.”
Kraft Free Salad
Dressing
Going on a diet
“I really should try using more fat-free
products.”
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.6
Functional Theory of Attitudes
Katz: attitudes exist because they serve
some function
UTILITARIAN
FUNCTION:
VALUE-EXPRESSIVE
FUNCTION:
Relates to rewards and
punishments
Expresses consumer’s values
or self-concept
EGO-DEFENSIVE
FUNCTION:
Protect ourselves from
external threats or internal
feelings
KNOWLEDGE
FUNCTION:
Need for order, structure, or
meaning
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.7
Οι λειτουργίες που επιτελούν οι στάσεις
• Λειτουργική (Utilitarian function) – αναπτύσσουμε
στάσεις με βάση αν μας ικανοποιεί ένα προϊόν ή όχι.
• Συγκινησιακη (Εxpressive function) – αναπτύσσουμε
στάσεις όταν ταυτιζόμαστε με κάποιο προϊόν.
•
Προστασία του ατόμου (Ego defensive function) – για
να προστατεύσουμε τον ευατό μας ή μειώσουμε τη
γνωστική διαφωνία.
• Γνωστική (Knowledge function) – για να
οργανώσουμε τις σκέψεις μας σε σχέση με κάποιο
νέο προϊόν.
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.8
The ABC model: Διαστάσεις των Στάσεων
•Affect – how a consumer feels about an attitude object.
•Behaviour – the consumer’s intention to do something
with regard to an attitude object.
•Cognition – the beliefs a consumer has about an attitude
object.
The model emphasises the interrelationships between
knowing, feeling, and doing. Ενώ όλες οι διαστάσεις των
στάσεων είναι σημαντικές η σημασία/βαρύτητα που
αποδίδουμε σε κάθε διάσταση μας βοηθα να
καταλάβουμε το σχηματισμό των στάσεων
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.9
Three hierarchies of effects
Figure 5.1
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.10
Διαμόρφωση στάσεων
Οι διαμόρφωση των στάσεων του καταναλωτή στηρίζεται:
στην θεωρίας της γνωστικής συνέπειας (Cognitive
Consistency) που υποστηρίζει ότι ο καταναλωτής θέλει να
έχει αρμονία στις σκέψεις τα συναισθήματα και τη
συμπεριφορά του.
και
στην Θεωρία της γνωστικής διαφωνίας (Cognitive
dissonance) που υποστηρίζει ότι όταν η συμπεριφορά του και
οι στάσεις δεν συμπίπτουν τότε πρέπει να αλλάξει κάτι από τα
δυο.
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.11
Άλλες Θεωρίες (1 of 2)
Θεωρία Αυτοαντίληψης – assumes that consumers use
observations of their own behaviour to determine what
their attitudes are, in the same way as we know the
attitudes of others by watching what they do.
Social judgement theory – assumes that people
assimilate new information about attitude objects in the
light of what they already know or feel. The initial
attitude acts as a frame of reference, and new
information is categorised in terms of this standard.
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.12
Other theories (2 of 2)
Θεωρία Ισορροπίας – considers relations among elements a
consumer might perceive as belonging together. This
perspective involves relations among three elements (the
triad):
• a person and his/her perceptions.
• an attitude object.
• some other person or object.
The theory specifies that consumers desire relations among
elements in the triad to be harmonious or balanced.
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.13
Restoring Balance in a Triad
 Alex wants to date
Larry; Alex has
positive sentiment
toward Larry
 Larry wears earring;
Larry has positive
attitude toward
earring
 Alex doesn’t like men
who wear earrings;
has negative
sentiment toward
earrings
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Figure 7.2
Σοφία
Slide 5.14
-
-
Τατουάζ
Γιώργος +
Σοφία
Σοφία
+
+
-
+
Γιώργος
Γιώργος
+
Τατουάζ
+ Τατουάζ
Σοφία
+
Γιώργος
-
ο
Τατουάζ
Σοφία
Γιώργος
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective,
Τατουάζ
3rd
edition © Pearson Education Limited 2006
Slide 5.15
Attitude Commitment
Degree of commitment is related to level of
involvement with attitude object
INTERNALIZATION - ΕΣΩΤΕΡΙΚΕΥΣΗ
Highest level: deep-seeded attitudes become part
of consumer’s value system
IDENTIFICATION-ΤΑΥΤΙΣΗ
Mid-level: attitudes formed in order to conform to
another person or group
COMPLIANCE - ΣΥΜΟΡΦΩΣΗ
Lowest level: consumer forms attitude because it
gains rewards or avoids punishments
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.16
Πως μετράμε τις στάσεις του καταναλωτή;
Αξιολόγηση του Προϊόντος
Compared to other after shave products,Old Spice is:
Good
Positive
Pleasant
Appealing
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Bad
Negative
Unpleasant
Unappealing
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.17
Πως μετράμε τις στάσεις του καταναλωτή ;
Συναισθήματα
For the past 10 days you have had a chance to try Old Spice After Shave. We would
appreciate it if you would identify how your face felt after using the product during
this 10-day trial period. For each of the words below, we would appreciate it if you
would mark with an “X” in the box corresponding to how your face felt after using
Old Spice during the past 10 days.
My face felt relaxed
My face felt handsome
My face felt tight
My face felt smooth
My face felt supple
My face felt clean
My face felt refreshed
My face felt revived
My face felt pampered
My face felt renewed
VERY
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NOT AT ALL
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Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.18
Πως μετράμε τις στάσεις του
καταναλωτή ;
Πρόθεση Αγοράς
Which of the following statements best describes the chance that you
will buy Old Spice the next time you purchase an after shave product?
___I definitely will buy it.
___I probably will buy it.
___I am uncertain whether I will buy it.
___I probably will not buy it.
___I definitely will not buy it.
How likely are you to buy Old Spice After Shave during the next
three months?
___Very likely
___Likely
___Unlikely
___Very unlikely
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.19
Μοντέλο Fishbein
Beliefs about a product
Object Attributes
Evaluation of each attribute
Η στάση του καταναλωτή για κάποιο
προϊόν Aijk= ΣBijkIik όπου i=attribute,
j=brand, k=consumer και B= belief,
I=importance weight given to an attribute
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006
Slide 5.20
Στάση Καταναλωτή στη Διαφήμιση
Exposure to an Ad
Judgments about
the Ad (Cognition)
Feelings from the
Ad (Affect)
Beliefs about the
Brand
Attitude toward
the Ad
Attitude toward
the Brand
Solomon, Bamossy, Askegaard, Hogg, Consumer Behaviour : A European Perspective, 3rd edition © Pearson Education Limited 2006