Week 11 - Consumer Attitudes and Attitudes Change Flashcards
(45 cards)
1
Q
attitude
A
a learned predisposition to behave in a fairly consistently favourable or unfavourable manner with regards to any given symbol or object (or consumption practice)
2
Q
attitudinal object (in marketing)
A
- any marketing/consumption related concept - a brand, product, product category, retailer, celebrity endorser
3
Q
attitude formation (4)
A
- learned
- socially influenced
- normative influenced
- direct and past influences
4
Q
attitudes are learned
A
- motivational quality
- can propel us towards or repel us away from a specific attitude object
- have intensity (strong - weak)
5
Q
attitudes are (not always) consistent with behaviour
A
- attitudes do not always translate into behaviour
- many factors can get in the way (motivation, control, convenience, framing)
6
Q
tri-component model (attitude model)
A
attitude the sum of three components
- cognition (knowledge, beliefs and perceptions)
- affect (feelings)
- conation (behavioural intentions)
balance of three, but one can ‘trump’ the other
7
Q
reasoned action model (of attitude)
A
challenge automatic lower cognition models of learning (classical and operant conditioning)
brings in reasoning and behavioural intentions
8
Q
theory of reasoned action model diagram
A
normative belief + normative motivation –> subjective norm
behaviour beliefs + behaviour evaluation –> attitude towards the behaviour
—> intentions –> behaviour
9
Q
normative beliefs (TRA)
A
- belief that specific referents think i should/shouldn’t perform the behaviour
10
Q
normative motivation (TRA)
A
- motivation to comply with the specific informants
11
Q
behaviour beliefs
A
belief that behaviour leads to outcomes
12
Q
behaviour evaluation
A
evaluation of behavioural beliefs
13
Q
who is a referent
A
- anyone who can influence your behaviour
14
Q
what is an outcome
A
- anything that you think might come from engaging/not engaging in a behaviour
15
Q
critiques of theory of reasoned action
A
assumes intentions will lead to behaviour when we know that things like the situation, our ability or access to resources might play a part
16
Q
theory of planned behaviour (TPB)
A
- extent to which people believe that they can perform a given behaviour
- the capacity/resources (e.g., time, access)
- i can (autonomy/skills)
(feeds into perceived behavioural control)
diagram on slides
17
Q
how can marketers encourage behaviours using TPB/TRA?
A
- change subjective norms
- change the attitude towards consequences
- alter perceived behavioural control
18
Q
how to change subjective norms (marketers)
A
- add a new significant reference group (i.e. people in community/friends-of-friends). make the circle wider
- change perceived belief of a reference group
- change the motivation to comply with a reference group - i.e. ‘you can say no’
19
Q
how to change the attitude towards consequences (marketers)
A
- add a consequence of the behaviour - who else would be impacted e.g., FOMO
- change the perceived likelihood of a consequence - e.g., speed-camera/drink driving ads regularly do this
20
Q
how to alter perceived behavioural control (marketers)
A
- remind consumers of their skills/resources e.g., Nicabate
21
Q
limitations of attitudinal models
A
- motivation or situational cues are difficult to encapsulate and predict
- skills and resources are constantly changing
22
Q
how to capture attitudes
A
- quantitatively: e.g., numbers - figure out average consumer attitudes
- qualitatively e.g., words, thoughts, feelings - looking more widely at a group
23
Q
tri-component model (attitudes)
A
- cognition e.g., salient beliefs
- affect e.g., projections
- conation e.g., intentions to purchase, actual observations of behaviour
24
Q
how to capture attitudes directly
A
- self-reports: scales and written exercises (surveys)
- observation: see what people actually do
- interviews and focus groups: talk to people
25
how to capture attitudes indirectly
- implicit association test: rapid testing - people tend to respond quickly compared to questions that cause emotional/memory difficulty
- eye-tracking studies: more in terms of how perception influences consumers on the situation
26
attribution theory
- explains how a person uses information to arrive at explanations about the cause and effect for events
- brands want to attribute positive things to their products/services, and bad things to competitors and consumers current circumstances
27
internal attribution
- the inference that a person is behaving a certain way because of something about the person (i.e., their attitudes, character or personality)
28
external attribution
- the inference that a person is behaving a certain way becomes of something about the situation or environment
- brand loyal consumers often blame other factors if things go wrong
29
7 ways to change consumer attitudes
1. change the basic motivational function
2. associate the product with an admired group or event
3. relate two conflicting attributes
4. change beliefs about competitors brands
5. communicate free choice
6. use fear
7. use humour
30
1. change the basic motivational function (4 motivational functions)
1. utilitarian approach: attitude may sometimes be explained by the utility of the brand. make consumers aware of functions they had not previously though of
2. the ego-defensive function: consumers want to protect their self-image from feelings of doubt. replace insecurity with confidence
3. value-expressive function: attitudes are an expression of values, lifestyle, outlook. find a way to anticipate these in advertising (incorporate product into persons life; communicate values)
4. knowledge function: consumers have a strong 'need to know'. driven to understand the people and objects they interact with. give people a reason to be curious.
31
2. associate the product with an admired group or event
- connect product/brand to something people are interested in
- tie brand with success
32
3. relate two conflicting attributes
- make use of conflict bw attitudes
- show that a brand/product can:
1. resolve the conflict
2. or, show one attribute is more important
33
4. change beliefs about competitors brands
- if the product or brand is viewed as inferior to another, show consumers your unique point of difference
- facts, story telling, brand values
34
5. communicate free choice
- usually when we make a bad choice, we feel like bad decision-makers.
- via communicating free choice, people don't feel like they 'had to' do it - eases some pressure and keeps positive attitude
- post-purchase: returns/customer service
35
6. use fear
- advertisers often use fear to sway our attitudes (esp in pro-social/health-related behaviours)
- fear appeals can put consumers into "fight or flight" mode - might 'freeze' if overwhelmed and don't change anything about attitudes/behaviour. link this to perceived behavioural control.
- having really gross and disgusting things can have an immediate avoidance orientation in audience. can sidestep 'freezing'
36
7. use humour
- can make communication more memorable, benefits for recall
- humour takes up cognitive load - may leave fewer resources for the audience to come up with counter-arguments to the message
37
function of attitudes
- utilitarian function
- ego-defensive function
- value-expressive function
- knowledge function
38
utilitarian function of attitudes
function enables us to gain rewards and avoid punishment e.g., valuing high grades to be recruited by prestigious firm
39
ego-defensive function of attitudes
function that defends our self-image against conflicting attitudes and behaviour
40
value-expressive function of attitudes
the function that enables us to express who we are and what we believe in. Give clarity to the self-image, mould that self-image closer to what we want to be
41
knowledge function of attitudes
the function that enables us to know the world - it severs the define what is worth knowing and how to judge its value. frames of reference.
42
cognitive dissonance
the uncomfortable feeling a person experiences when confronted with conflicting beliefs - the conflict requires resolution by changing one or more beliefs.
- justification of effort (tend to increase perceived value of those things we have worked hard for)
- buyer's remorse: buying unsure of whether recent purchase is the best option
43
how to reduce cognitive dissonance
- add new beliefs (add conditions/exceptions)
- reduce importance of conflicting belief
- change conflicting belief so it is consistent with other beliefs or behaviours.
- maintain option of personal freedom (autonomy)
44
habituation in social behaviour
with repeated performance, behaviour said to habituate so that it comes under direct control of stimulus cues (bypassing intentions as a determinant of behaviour)
- behavioural intentions lose predictive validity once strong habit has been established
- little empirical support for this - intentions predict routine and novel behaviours
45
automaticity in social behaviour
- below conscious awareness
- attitudes and intentions with respect to common behaviours can become implicit and exert their influence below conscious awareness.
