100%(3)3 out of 3 people found this document helpful
This preview shows page 54 - 59 out of 66 pages.
some other person or object
•balanced triads are more pleasant because they are consistent
-leads to bemore stable attitudes
-Multi-Attribute Models •Multi-Attribute Models-this type of model assumes that a consumer’s attitude (evalu-ation) of an attitude object (Ao) will depend on the beliefs he or she has about several or many attributes of the object-the use of the model implies that an attitude toward a product or brand can be predicted by identifying these specifics beliefs and combining them to derive a measure of the consumers overall attitude -Multi-Attribute Model specifies three elements:•Attributes-are characteristics of the Attitude objects (Ao)-most models assume that the relevant characteristics can be identified •Ex; degree of freshness of produce is an attribute of a grocery store •Beliefs -are cognitions about the specific Ao-a belief measure assesses the extent to which the consumer perceives that a brand pos-sesses a particular attribute •Ex; a student might have a belief that Sobey’s has the freshest produce•Importance-reflects the relative priority of an attribute to the consumer -although an Ao can be considered on the basis of a number of attributes some are likely to be important than others •Ex; Grocery stores, one student might stress low process while another might assign greater weight to fresh produce•The Fishbein Model -the most influential multi-attribute model of attitudes -measure 3 components of attitudes:•Salient Beliefs -people have about an Ao -those beliefs about the object that are considered during evaluation•Object Attribute linkages -or the probability that a particular object has an important attribute •Evaluation -of each of the important attributes -Basic Formula:
•Aijk= SBijk Iik-where;•i= attribute•j= brand•k= consumer•I= the importance weight given attribute i, by consumer k •B= consumer k’s beliefs regarding the extent to which brand j possesses attribute i•A= a particular consumer k’s attitude score for brand j -Limitations •assumes ability and motivation to identify, weigh and sum all relevant attributes •not a great predictor of behaviour -Extending Fishbein •Fishbein -seeks to predict behaviour -attitude toward the object -does not account for social pressure •Theory of reasoned action -seeks to predict behavioural intentions -attitude toward the act of buying -accounts for social pressure -SN= NB + MC •Subjective Norm (SN)-added to include the effects of what we believe other people think we should do •Normative Belief (NB)-an action should be taken or not taken •Motivation to Comply (MC)-with that belief -ie; the degree to which the consumer takes others anticipated reactions into ac-count when evaluating a course of action or a purchase -Attitude Toward Buying •Attitude Toward the Act of Buying (Aact)-rather than only the attitude toward the product itself -in other words, it focuses on the perceived consequences of a purchase -