Consumer Attitude Models

Question 1

Two types of consumer judgments

Answer 1

Non-evaluative: Beliefs (consumers’ assessments about a specific relationship between a brand and an attribute)

Evaluative: Attitude (A general and enduring evaluation of a product)

Question 2

3 Attributes of Beliefs

Answer 2

Search attribute:
Can acquire belief without experience (Interest rate, calories)

Experience attributes:
Need experience to acquire belief (Service quality, taste)

Credence attributes:
Trust is important; mere experience is not enough
Even after experiencing the product, a consumer cannot evaluate these attributes

Question 3

What is the definition of Attitude?

Answer 3

A general and enduring evaluation of people, objects, advertisements, or issues

Question 4

Attitude is important because…

Answer 4

Cognitive function:
Guides our thoughts

Affective function:
Influences our feelings

Conative function:
Affects our behavior

Question 5

What are the three components of ABC model of attitudes?

Answer 5

Affect:
The way a consumer feels about an attitude object (Feel)

Behavior:
Person’s intentions to do something with regard to an attitude object (Do)

Cognition:
Beliefs a consumer has about an attitude object (Think)

Question 6

How is the strength of an Attitude measured?

Answer 6

1. Attitude accessibility
2. Resistance to competitive efforts
3. Confidence in the attitudinal judgment

Question 7

What are the 2 alternative theories of attitude formation?

Answer 7

1. Consistency principle
2. Multi-attribute model

Question 8

What is Consistency principle?

Answer 8

Its basically Cognitive Dissonance Theory

We seek harmony among thoughts, feelings, and behaviors, and thus will change components to make them consistent

Thus, attitude may change to be consistent with behavior (rationalization)

Question 9

How can markets make consumers to change attitudes and decide that the product is fine in a case of ‘buyer’s remorse’?

Answer 9

1. Seamless communication
2. Include promotional materials in the package
3. Send congratulatory mailings
4. Offer various post-purchase services

Question 10

What is Balance theory?

Answer 10

Considers how a person might perceive relationships among different attitude elements and how he might alter attitudes to maintain consistency

Question 11

What are the Triad attitude structures in the balance theory?

Answer 11

1. Person
2. Attitude
3. Other person

Question 12

What will a consumer do in a case where there are two positive links and one negative link in balance theory?

Answer 12

1. Change your attitude
2. Deny relationship
3. Differentiate the relationship

Question 13

What is the Multiattribute attitude model?

Answer 13

Consumer’s attitude toward an attitude object depend on beliefs she has about object attribute (Beliefs -> Attitude -> Behavior)

Question 14

What are the three elements of the multiattribute model?

Answer 14

1. Attributes of AO
2. Beliefs about AO
3. Importance weights

An extended model may include subjective norms

Question 15

How to utilize the fishbein model to change consumers’ attitudes?

Answer 15

1. Can change performance on weaker attributes
2. Can change perception of performance on weaker attributes
3. Change weights so that it build on your strong attributes
4. Can add a new attribute