台大消费者行为cb 09 attitude(PPT 25页)

Fruit juices: high (1) - low (7)
Price: high (1) - low (7)
Total Score
Importance
6 3 4 4 5
Ideal Brand Brand
Point
A
B
2
2
3
3
2
6
5
4
5
1
2
2
5
4
3
16
29
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The Ideal-Point Model
Differences in thinking have created two different attitude formation processes:
Central process 中央路徑 Peripheral process 邊陲路徑
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Central Process of Attitude Formation
Preference:
Compared to Apple personal computers, how much do you like IBM personal computers?
Like IBM much 1 2 3 4 5 Like Apple much
more than Apple
more than IBM
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The Fishbein Model: Sample Results
Beliefs
Attribute
Brand Brand Brand
Evaluation A
BC
Shock absorbent +2
+2 +1 -1
Price less than $50 -1
-3 -1
+3
2
Definitions
Attitudes: represent what we like and dislike
Preferences: represent attitudes toward one object in relation to another (way to measure attitudes)
Durability
+3
+3 +1 -1
Comfort
+3
+2 +3 +1
Desired color
+1
+1 +3 +3
Arch support
+2
+3 +1 -2
Total score
+29 +20 -6
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The Fishbein Model
Attitude toward an object is based on the summed set of beliefs about the object’s attributes weighted by the evaluation of these attributes
The persuasiveness of an ad’s claims depends on the product-relevant thinking undertaken during processing
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The Influence of Advertising Claims Depends on the Thinking That Occurs During Ad Processing
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Stimulus Importance-Performance Grid
Attribute
Our
Competitor’s
Importance Performance Performance
Simultaneous Result
HIGH LOW
POOR GOOD POOR GOOD
台大消费者行为cb 09 attitude(PPT 25页)
Overview
What are attitudes Foundations/Components of Attitudes Attitude Formation Processes Attitude Change
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False Advantage False Competition
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Affective Foundations of Attitude: Feelings
Feelings: an affective state (such as mood you currently are in) or reaction (such as feelings experienced during product consumption or when processing an advertisement)
Beliefs: subjective judgments about the relationship between two or more things
Beliefs are based on knowledge
Multiattribute attitude models show that beliefs about a product’s attributes determine favorability of one’s attitude toward the product
Central process: process in which attitudes are formed from thoughtful consideration of relevant information
These attitudes are very sensitive to the strength or quality of the relevan Model
The Ideal-Point Model
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Multiattribute Attitude Model: The Fishbein Model
The Fishbein Model n
Ao = Σ bi ei i =1
Ao = attitude toward object bi = strength of the belief that object has attribute i ei = evaluation of attribute i n = number of salient or important attributes
like or dislike products simultaneous importance-performance grid
Provide information for some types of segmentation Useful in new product development Guidance to develop attitude change strategies
Angry Annoyed Bad Bored Critical Defiant Disgusted Fed-up Insulted Irritated Regretful
Affectionate Calm Concerned Contemplative Emotional Hopeful Kind Peaceful Pensive Touched Warm-hearted
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The Ideal-Point Model: Sample
Results
Beliefs
Attribute
Taste: (7)
sweet (1) - bitter
Carbonation: high (1) low (7)
Calories: high (1) - low (7)
Attributes can be any product or brand association
Companies want consumers to perceive their products as:
Possessing desirable attributes (when ei positive; bi should be positive)
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How Can Attitudes and Preferences Be Measured?
Attitude toward the object:
How much do you like/dislike IBM computers? Like very much 1 2 3 4 5 Dislike very much
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Foundations/Components of Attitude
Beliefs (cognition; 認知)
Feelings (affection；情感)
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Cognitive Foundations of Attitude : Beliefs
Can be positive or negative and range from overwhelming to virtually nonexistent