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15 - Understanding Consumer Attitudes by Gregory Dean - 13th Session
15 - Understanding Consumer Attitudes by Gregory Dean - 13th Session
Gregory Dean
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Consumer attitudes are both an obstacle and an advantage to a marketer. Choosing
to discount or ignore consumers attitudes of a particular product or servicewhile
developing a marketing strategyguarantees limited success of a campaign. In
contrast, perceptive marketers leverage their understanding of attitudes to predict
the behavior of consumers. These savvy marketers know exactly how to distinguish
the differences between beliefs, attitudes, and behaviors while leveraging all three in
the development of marketing strategies.
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.
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 included, and represented by the component orderbehavior, belief, and
affect (Novack, 2010).
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 implies
is 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.
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).
Marketing spans many disciplines including mathematics, and psychology. Math plays
an important role is predicting consumer behavior. Understanding the reasons behind
consumer behavior requires knowledge of several theories of psychology. These two
disciplines combine to aid in the complete rationalization of consumer behavior.
Attitudes are easily formed, but difficult to change. Marketing is an ongoing attempt
to instill a positive attitude toward a specific product or service.
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.
References:
Arora, R. (2007). Message framing strategies for new and mature products. The
Journal of Product and Brand Management, 16(6), 377. Retrieved October 4, 2010,
from ABI/INFORM Global. (Document ID: 1373518421).
Solomon, M. (2009). Consumer behavior buying, having, and being (8th ed.).
Upper Saddle River, NJ: Pearson Prentice Hall.
(Source: http://marketography.com/2010/10/17/understanding-consumer-attitudes/)