Consumer Behavior,

Eighth Edition

SCHIFFMAN & KANUK

Chapter 8

Consumer Attitude
Formation and Change

8-1
 A learned
predisposition to
behave in a
consistently
Attitude
favorable or
unfavorable manner
with respect to a
given object.

8-2
 What are Attitudes?

The attitude object

Attitudes are a learned predisposition
Attitudes have consistency
Attitudes occur within a situation

8-3
 Structural Models of Attitudes

Tricomponent Attitude Model

Multiattribute Attitude Model
The Trying-to-Consume Model
Attitude-toward-the-Ad Model

8-4
 Figure 8.2 A Simple Representation of
the Tricomponent Attitude Model

Conation

Affect
Cognition

8-5
 The Tricomponent Model
Cognitive Component
The knowledge and perceptions that are acquired by a
combination of direct experience with the attitude object
and related information from various sources.
Affective Component
A consumers emotions or feelings about a particular
product or brand.
Conative Component
The likelihood or tendency that an individual will
undertake a specific action or behave in a particular way
with regard to the attitude object.

8-6
 Attitude models that
examine the
Multiattribute composition of
Attitude consumer attitudes
Models in terms of selected
product attributes or
beliefs.

8-7
 Multiattribute Attitude Models
The attitude-toward-object model
Attitude is function of evaluation of product-
specific beliefs and evaluations
The attitude-toward-behavior model
Is the attitude toward behaving or acting with
respect to an object, rather than the attitude
toward the object itself
Theory-of-reasoned-action model
A comprehensive, integrative model of attitudes

8-8
 A model that proposes
that a consumers
attitude toward a
specific behavior is a
Attitude-
function of how
Toward-
strongly he or she
Behavior
believes that the action
Model
will lead to a specific
outcome (either
favorable or
unfavorable).
8-9
 A comprehensive theory
Theory of of the interrelationship
Reasoned among
Action attitudes,intentions, and
behavior.

8-10
 An attitude theory
designed to account
for the many cases
Theory of where the action or
Trying to outcome is not certain
Consume but instead reflects
the consumers
attempt to consume
(or purchase).

8-11
 A model that proposes that
a consumer forms various
feelings (affects) and
Attitude- judgments (cognitions) as
Toward- the result of exposure to
the-Ad an advertisement, which,
Model in turn, affect the
consumers attitude
toward the ad and attitude
toward the brand.

8-12
 Issues in Attitude Formation
or Barriers to changing consumer
attitude
How attitudes are learned
Sources of influence on attitude formation
Personality factors

8-13
 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 Multi-attribute
Model
Changing Beliefs About Competitors
Brands
8-14
 Four Basic Attitude Functions

The Utilitarian Function

The Ego-defensive
Function
The Value-expressive
Function
The Knowledge Function

8-15
 A theory that suggests
that a persons level of
Elaboration involvement during
Likelihood message processing is
Model a critical factor in
(ELM) determining which
route to persuasion is
likely to be effective.

8-16
 Why Might Behavior Precede
Attitude Formation?

Cognitive Dissonance Behave (Purchase)

Theory
Attribution Theory

Form Attitude Form Attitude

8-17