Structural models of consumer attitudes
In order to understand the relationship between a consumer’s attitude and their behaviour, psychologist constructed a few attitude models to help marketers to understand the consumer’s attitude and behaviour (Shiffman & Kanuk, 2010:249). Some of the attitude models that are considered as important are the following: the single-component attitude model, the tri-component, the multi-attribute attitude model (Rousseau, 2007:195), the theory of trying-to-consume model and the attitude-toward-the-ad models (Shiffman & Kanuk, 2010:255).
According to Rousseau (2007:195) the single-component attitude model is unrealistic and a one-dimensional view of a consumer’s attitude. It has to do with the feelings of the consumer and view their attitudes as an affective learning process. Rousseau (2007:195) also mentioned that the single-component model is easy and straightforward to use and to construct a questionnaire from. The single-component attitude model is also popular to use with commercial marketing research. The single-component model only gives the indication of liking or disliking and not the real beliefs of a consumer’s attitude (Rousseau, 2007:195). The use of this model makes it difficult to determine the consumer’s real opinion towards the product or service, since it only determines whether or not the consumer likes or dislikes the product or service.
The tri-component consists of three components, namely cognition, affect and conation (Rousseau, 2007:195). Rousseau (2007:195) states that cognition, the first component of the tri-component refers to the consumer’s knowledge and their perceptions, while the affect has to do with their emotions and feelings. Shiffman and Kanuk (2010:249) on th...
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... of consumer behaviour, lays emphasis on the objectivity of science and the consumer as a reasonable and sensible decision maker. While, the interpretive point of view is in contrast to that of the positivist, in that it emphasises on the importance of the subjective meaning of the consumers individual experience, hence, it suggest that whichever behaviour a consumer performs is subject to diverse interpretations to a certain extent than just a single explanation to it.
Friedman, H. S., & Schustack, M. W. (2012). Personality: Classic theories and modern research (5th ed). Boston , MA, USA: Pearson
The term models of consumers refer to general view or perspective as to how and why individuals behave as they do. Specifically, models of consumers have been examined in terms of the following four views:
Schiffman, L., O’cass, A., Paladino, A., D’Alessandro, S., Bednall, D. (2011) Consumer Behaviour. Australia: Pearson
To achieve and maintain success in such a complex system as market it is essential to every marketing person to understand clearly consumer behavior. Understanding consumer behavior is not that easy as it may seem from the first glance. The reason is that there are plenty of various factors that may influence it in one certain way or the other. When considering each of the factors it is also important not to forget that they ought to be analyzed as different parts of one whole picture, that is, in correlation with each other.
Mooij, M.de. (2004). Consumer Behavior and Culture, Sage Publications, Page 102, Page 119, Page 274, Page 275
This field work study and reaction paper is in relation to the Elaboration Likelihood Model concepts one exercises while making purchasing decisions. In the field work, I visited ‘Target’, my local grocery store and consciously thought about my purchase decisions as well as observed other shoppers’ purchasing behavior. Many factors and specifics influence a customer’s decision making process while making purchases. The customer’s gender, brand, price, type of product and promotions among others are some the factors influencing consumer purchasing patterns the first part of this paper examines. According to Booth-Butterfield, S. and Welbourne, J. (2002), the ELM posits that attitude change may occur through one of two different processing routes: central route or the peripheral route. When one is highly involved in an issue or has greater knowledge around it, one is likely to put his mind into it more so when there are no distractions. According to ELM (Petty & Cacioppo, 1986; Petty $ Wegeberm 1999, factors that influence elaboration likelihood may be either situationally induced or internal to the person processing the communication. Part two of this paper will examine the two processing routes and the factors that may influence Elaboration likelihood.
In today’s cut throat competition among business competitors, the knowledge about consumer behavior is the first step toward an effective and successful competitive strategy. The study of consumer behavior is necessary for companies to get the knowledge about their target market. It helps them to gather knowledge about the consumer that how they behave, what process they follow to make a decision and what influences them in making a decision.
attitudes tend to be enduring, and because they are based on people values and beliefs, they are hard to change. According to Ryan Jnr (1991), consumers always think about the likes and dislike of the brand to the consumer. Thu, it makes it difficult for consumers to switch to another competing brand. However, this does not prevent companies trying hard to change our attitude, and if anything, have a positive view towards the product. McDonald’s new add is trying to convince consumers that, the new small burger carry is healthy. An altitude can shift depending on the environment and the circumstance the consumer is in. Attitude can change depending on consumer need, situation variables, pre-existing attitudes, development of salient belief’s and attributes of the product. For example, consumer may have a belief that eating McDonald’s is bad for their health, however, if they with their family and choose to visit the restaurant they may be tempted to eat the meal so as not to spoil the family atmosphere, and this is exactly the McDonald’s advert is try to
From the cognitive part, it likes an attitude of the consumer behaviour towards the advertising. Cognitive is a processes involved in acquisition and understanding of knowledge about the advertising, beliefs and attitudes, and decision making and also problem solving. They are distinct from emotional and needed processes involved in wanting and intending. It is means the consumer could be understand, attracted and give their response or feedback towards the advertising. A cognitive response is a thought generated in response to persuasive communication (Petty, 1981) and therefore, triggers an attitude change. The way in which a cognitive is response to the effects of attitude, after exposed to persuasive communication, has to do with the way the receiver of the communication to manipulates, elaborates and integrates the information (Greenwald, 1968). When people exposed to information, they relate it to existing thoughts that they already have on the subject. People are more likely to persuade by messages to which they have previously thought optimistically. The cognitive response theory probation to understand the link between the initial response to communication and the attitude change that results. The theory said that a cognitive response influences final attitude and therefore may effect behavior. This factor can be classified as an attitude because of the consumer show their attitude or feeling towards the advertisement that they see on the newspaper. This attitude can be one of the factors to measure the effectiveness of interactive advertising in newspaper.