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Literature Review of Consumer Attitude
Literature Review of Consumer Attitude
Perhaps the attitude formed as the result of a positive or negative personal experience.
Maybe outside influences of other individuals persuaded the consumers opinion of a
product or service. Attitudes are relatively enduring (Oskamp & Schultz, 2005, p. 8).
Attitudes are a learned predisposition to proceed in favor of or opposed to a given
object. In the context of marketing, an attitude is the filter to which every product and
service is scrutinized.
The utilitarian function is one of the most recognized of Katzs four defined
functions. The utilitarian function is based on the ethical theory of utilitarianism,
whereas an individual will make decisions based entirely on the producing the
greatest amount of happiness as a whole (Sidgwick, 1907). A consumers attitude is
clearly based on a utility function when the decision revolves around the amount of
pain or pleasure in brings.
The ego-defensive function is apparent when a consumer feels that the use of a
product or service might compromise their self-image. Moreover, the ego-defensive
attitude is difficult to change. The ego-defensive attitudein general psychologyis
a way for individuals deny their own disconcerting aspects (Narayan, 2010). A
marketer must tread lightly when considering a message strategy to a consumer with
an attitude based on the ego-defensive function.
The knowledge function is prevalent in individuals who are careful about organizing
and providing structure regarding their attitude or opinion of a product or service
(Solomon, 2008). A marketer can change a consumers knowledge function based
attitude by using fact-based comparisons and real-world statistics in the message
strategy. Vague and non-relevant marketing campaigns are ineffective against a
knowledge attitude audience.
Advertising campaigns that appeal to consumer behaviors based on the valueexpressive or utilitarian functions are the most common (Sirgy, 1991). Utilitarian
advertisements deliver a message regarding the benefits of using a product or service.
Advertising targeted to consumers with value-expressive attitudes will typically
include product symbolism and an image strategy. In either case, it is important to
understand why a consumer holds a particular attitude toward the product or service.
The hierarchy of effects is the result of all three components working together. The
hierarchy of effects is a concept used to distinguish between the involvement levels or
motivation an individual might have toward the attitude object. The standard-learning
hierarchy, low-involvement hierarchy, and experiential hierarchy are the three
hierarchies of effects. Dr. Jill Novack, from Texas A&M University, includes a fourth
member of the hierarchy of effects. Novack states that behavioral influence should be
The elaboration likelihood model (ELM) offers a theory concerning attitude change.
Similar to the ABC model of hierarchy, the ELM model is based on the level of
involvement in the purchase (Petty & Cacioppo, 1981). Depending on the level of
involvement and motivation, the consumer will follow one of two possible routes.
The central route is when the consumer is highly involved in every aspect of the
purchase. A consumer following the central route extends extra effort in researching
and understanding the products or services. The peripheral routeas the name
impliesis followed by a consumer with low involvement in the purchase process.
Social judgment theory offers another explanation for attitude changes, whereas a
consumer compares current information to previous notions (Novack, 2010).
Incoming messages are filtered down two possible pathslatitudes of acceptance and
latitudes of rejection. If the new information is similar to existing information, the
consumer follows the latitude of acceptance. In contrast, if the information is
disparate, the consumer follows the latitude of rejection (Solomon, 2008).
Multiattribute models are used to understand and measure attitudes. The basic
multiattribute model has three elementsattributes, beliefs, and weights. Attributes
are the characteristics of the attitude object. Beliefs are a measurement of a particular
attribute. Weights are the indications of importance or priority of a particular attribute.
A multiattribute model can be used to measure a consumers overall attitude.
flow and direction of information, recently semantic clustering is being used to elicit
attitudes toward brands (Shaughnessy, 2010). Blogs and forums are a prime target for
an analyst using the semantic clustering technique.
Results from a multiattribute will reveal several pieces of information that can be
used in various marketing applications. If the competitor scores higher on a particular
attribute, a marketer should downplay the attribute and emphasize the importance of a
high-scoring attribute of his or her own. Likewise, if the score reveals a broken
connection between a product and attribute, the marketer can develop a message
strategy to establish the link. Differentiation is an important advantage to marketers.
Using the results of a multiattribute model, a marketer can develop and market new
attributes to existing products.
Changing beliefs is the most difficult of the three. A marketer can leverage several
approaches to changing a consumers beliefs about a product. Four common
approaches include: change current held beliefs, change the importance of beliefs,
add beliefs, and change ideal. Changing beliefs is sometimes a necessary, for
example, when a mature product is to be reintroduced into the market (Arora, 2007).
Attitudes can be influenced by many factors outside the product attributes. Social and
cultural environment as well as demographic, psychographic, and geographic
conditions can sometimes shape consumer behavior. Consumer attitude, if positive, is
an advantage to a marketer. A savvy marketer can build a model for prospecting new
consumers from the attributes of a satisfied customer. Direct marketing companies
create higher response rates by using look-alike modeling based on existing
customersindividuals with a positive attitude.
Consumer behavior is the study of how a consumer thinks, feels, and selects between
competing products. Moreover, the study of attitudes is critical to understanding the
motivation and decision strategies employed by consumers. The combination of
beliefs, attitudes, and behaviors influence how a consumer reacts to a product or
service. Marketers develop relative, compelling marketing messages using the same
combination of information, and ultimately influence consumer behavior.