Ebook Consumer Behaviour: Part 2

Ebook Consumer Behaviour: Part 2 presents the following content: Consumer Attitudes; Attitude Formation and Change; Reference Group Influences; Family Influences; Culture and Consumer Behaviour; Sub-culture and Cross-cultural Consumer Behaviour;...Please refer to the documentation for more details.
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Ebook Consumer Behaviour: Part 2 Sukhpreet Kaur, Lovely Professional University Unit 8: Attitude Formation and Change Notes Unit 8: Attitude Formation and Change CONTENTS Objectives Introduction 8.1 Attitude Formation 8.2 Strategies of Attitude Change 8.2.1 Multi-attribute Models and Attitude Change 8.2.2 Katz Functional Theory and Attitude Change 8.2.3 Elaboration Likelihood Model and Attitude Change 8.3 Post-purchase Attitude Change 8.3.1 Cognitive Dissonance Theory 8.3.2 Attribution Theory 8.4 Summary 8.5 Keywords 8.6 Self Assessment 8.7 Review Questions 8.8 Further Readings Introduction Attitudes cannot be directly observed but must be inferred from what people say or do. Attitudes can be quite useful in building an understanding of why consumers prefer a particular store or format. They can be used for judging the effectiveness of marketing activities - say, an advertising campaign designed to increase sales by enhancing consumers' attitudes. But the sales can be affected by many other factors. Thus, it is possible for advertising to have a positive impact on store and its brands - and choose target segments. Consumers' attitudes, say, towards health and fitness can have potent implications for many industries like cigarettes, liquor, fitness equipments, and diet foods. Consumer's attitudes towards an advertisement can determine its effectiveness. According to Martin Fishbein, a more recent approach views attitudes as being multidimensional as opposed to earlier definitions. According to this thinking, an individual’s overall attitude towards an object is believed to be a function of (1) the strength of each belief (the consumer has a number of beliefs) the individual holds about various attributes of the object and (2) the evaluation she/he gives to each belief as it relates to the attitude object. Beliefs represent the cognitive component and denote the probability an individual attaches to a given piece of knowledge as being true. LOVELY PROFESSIONAL UNIVERSITY 111 Consumer Behaviour Notes Attitudes are relatively consistent and are reflected in an individual’s behaviour but are not necessarily unchangeable. Attitude consistency is more observable when all the conditions are favourable. Example: An Indian consumer may have a highly favourable attitude towards German cars but the matter of affordability may intervene and she/he finds Maruti Esteem as a more realistic choice. 8.1 Attitude Formation Earlier we discussed that attitudes are learnt predispositions. This means that the starting point for an individual is having no attitude towards an attitude object to forming a positive or negative attitude. Consumers sometime purchase new products without any prior experience with the category based on their favourable attitude towards a brand name. For example, a consumer who has had a satisfying experience with Samsung refrigerator, washing machine, and television, and has no prior experience with a microwave oven, but just because of repeated satisfying experience with company's products, buys a Samsung microwave oven. In this situation, according to the classical conditioning theory, the established brand name (Samsung) serves as unconditioned stimulus through past satisfying experience and the new product (oven) becomes the conditioned stimulus. Personal experience with a product or service is an important factor in the formation of attitudes. Attitudes thus developed tend to be more enduring and resistant to change, compared to indirect experience that consumers develop as a result of exposure to ads. Example: If a person with bothersome headache approaches the nearest chemist shop looking for some OTC drug and the only available product is Disprin, which she/he has never used before and hence has no attitude towards it. After consuming Disprin, she/he gets quick relief from headache. This satisfying experience results in a favourable attitude towards Disprin. The same thing happens in case of trials of free samples or trial purchases of many low-cos ...