ZeePedia Add to Favourites   |   Contact us


Consumer Psychology

<<< Previous ATTITUDES:Characteristics of Attitudes, Attitudes have consistency Next >>>
 
img
Consumer Psychology (PSY - 514)
VU
LESSON33
ATTITUDES
CHAPTER 5: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOR
Understanding:
 Attitudes
 Attitude Research
 Characteristics of Research
Attitudes
Attitude is a learned predisposition to behave in a constantly favorable or unfavorable way with respect to
an object
As consumers each of us has a vast number of attitudes towards products, services, advertisements, internet, etc...
Whenever we are asked: Whether we like cable TV or Direct TV, Whether we like or dislike a product. We are
being asked to express our attitudes.
Within the domain of Consumer Behavior, an appreciation of prevailing attitudes has considerable merit for
Consumer Psychology. For example there has been rapid growth in the sales of natural ingredient bath, and other
cosmetic products through out the world. This trend is linked to current popular "attitude". Things natural are
good and things synthetic are bad. In realty this evidence is not based on systematic evidence that natural products
are any safer or better for consumers. To get to the heart of what is driving the Consumer Behavior attitude
research has been used to study a wide range of topics.
Attitude Research
Attitude Research is frequently undertaken to determine whether consumers will accept a proposed new product
idea, to gauge why a firm's target audience has not reacted more favorably to its new product advertisement or to
understand how target consumers are likely to react to a proposed change in the firm's packaging design. All
marketing activities are related to the task of impacting the Consumer's Attitudes.
Characteristics of Attitudes
Following characteristics explain the nature of attitudes
The attitude object
Attitude are learned predisposition
Attitudes have consistency
Attitudes occur within a situation
1. Attitude Object
The word object in our consumer-oriented definition should be interpreted broadly to include specific
consumption or marketing related concepts such as product, product category, brand, service, possessions,
product use, causes or issues, people or advertisements. In conducting attitude research we tend to be object
specific. For example if we are interested in learning about three popularly priced brands of watches our "object"
my include:
Seiko
Fossil
Casio
If we are examining attitudes towards major brands of computer printers, our "object" of study may include HP,
Dell, Brother, and Epson
2. Attitudes are learned predisposition
110
img
Consumer Psychology (PSY - 514)
VU
There is general agreement that attitudes are learned. This means attitudes relevant to purchase behavior are
formed as a result of direct experience with product, word of mouth, information acquired from others, exposure
to mass media advertising, the internet and various forms of direct marketing. It is important to remember that
attitudes result from behavior they are not synonymous to behavior, instead they reflect either favorable or
unfavorable evaluation of the attitude object
3. Attitudes have consistency
Attitudes are relatively consistent with the behavior they reflect; however, attitudes are not necessarily permanent.
Attitudes do change
4. Attitudes occur within a situation
Situation means events or circumstances that at a particular point in time influence the relationship between
attitude and behavior. A specific situation may cause individuals to behave in a way seemingly inconsistent with
their behavior. For example if Ali purchases a different brand of toothpaste every time he runs low. Although his
brand switching behavior may seem to reflect a negative attitude or dissatisfaction with the brands he tries, it
actually may be influenced by a specific situation which in this case is Ali's wish to economize.
111
Table of Contents:
  1. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer Behavior
  2. INTRODUCTION TO CONSUMER PSYCHOLOGY:Consumer research
  3. INTRODUCTION TO CONSUMER PSYCHOLOGY:Marketing Mix, Product, Price
  4. INTRODUCTION TO CONSUMER PSYCHOLOGY:Customer Value, Perceived Value
  5. VALUE AND RETENTION FOCUSED MARKETING AND CONSUMER DECISION MAKING PROCESS
  6. CONSUMER RESEARCH:Quantitative Research, Qualitative Research
  7. MAJOR STEPS IN CONSUMER RESEARCH PROCESS:Design of Primary research
  8. QUANTITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  9. QUANTITATIVE RESEARCH DATA COLLECTION TECHNIQUES:ATTITUDE SCALES
  10. QUALITATIVE RESEARCH DESIGNS & DATA COLLECTION METHODS
  11. CUSTOMER SATISFACTION MEASUREMENT, SAMPLING, AND DATA ANALYSIS AND REPORTING
  12. MARKET SEGMENTATION AND ITS BASES:Geographical Segmentation
  13. BASES FOR SEGMENTATION: DEMOGRAPHIC SEGMENTATION PSYCHOGRAPHIC SEGMENTATION
  14. BASES FOR SEGMENTATION: SOCIOCULTURAL SEGMENTATION USE RELATED SEGMENTATION USAGE SITUATION SEGMENTATION
  15. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Intrinsic Cues
  16. BASES FOR SEGMENTATION: HYBRID SEGMENTATION STRATEGIES
  17. MARKET SEGMENTATION IMPLEMENTING SEGMENTATION STRATEGIES ENVIRONMENTAL INFLUENCES CULTURE
  18. HOW CULTURE IS LEARNT ENVIRONMENTAL INFLUENCES:Formal Learning
  19. CULTURE AND ITS MEASUREMENT ENVIRONMENTAL INFLUENCES
  20. MEASUREMENT OF CULTURE ENVIRONMENTAL INFLUENCES:Consumer Fieldwork
  21. SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  22. AGE AND GENDER SUBCULTURE CHAPTER 4: ENVIRONMENTAL INFLUENCES
  23. BASES FOR SEGMENTATION: BENEFIT SEGMENTATION:Market Segmentation
  24. SOCIAL CLASS CHAPTER 4: ENVIRONMENTAL INFLUENCES:Occupation
  25. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Affluent Consumer
  26. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Membership Group
  27. CONSUMER SOCIAL CLASSES CHAPTER 4: ENVIRONMENTAL INFLUENCES:Shopping Groups
  28. UNDERSTANDING PERSONALITY CHAPTER 5: INDIVIDUAL DETERMINANTS OF CONSUMER BEHAVIOR
  29. CONSUMER PERSONALITY, TRAIT THEORY AND SELF IMAGES
  30. CONSUMER MOTIVATION:Needs, Goals, Generic Goals
  31. UNDERSTANDING LEARNING:Intentional and Incidental Learning, Implications for Marketers
  32. INSTRUMENTAL CONDITIONING, INFORMATION PROCESSING AND MEMORY
  33. ATTITUDES:Characteristics of Attitudes, Attitudes have consistency
  34. ATTITUDE FORMATION AND CHANGE:How attitudes are learned?
  35. ATTITUDE CHANGE STRATEGIES:Resolving two conflicting attitudes
  36. INTRODUCTION TO CONSUMER DECISION MAKING:Decision Complexity
  37. Problem Recognition, Search and Evaluation and Decision and Purchase
  38. Decision and Purchase:Consumer Decision Rules, Output, Relationship Marketing
  39. Decisions Related to Post Purchase:Product Set up and Use
  40. Marketing Implications of Decisions Related to Post Purchase:Understanding
  41. Post Purchase Evaluation:Determinants of Satisfaction, Consumer Complaint Behavior
  42. Post Purchase Dissonance:Dissonance Reduction, Marketing Implications
  43. Consumerism:Roots of Consumerism, The Nature of Consumerism
  44. Consumerism Issues and Responses:Environmental Concerns, Consumer Privacy
  45. Review Consumer Psychology Course:Consumer Research, Consumerism