consumer behavior ch.10

CHAPTER 10

CONSUMER INTENTIONS, ATTITUDES, BELIEFS, AND FEELINGS

CHAPTER OUTLINE

I. Consumer Intentions

A.        Intentions are subjective judgments about how we will behave in the future

B.         There are many types of consumer intentions:

1.          Purchase intentions

2.          Repurchase intentions

3.          Shopping intentions

4.          Spending intentions

5.          Search intentions

6.          Consumption intentions

C.         Consumption on the predictive power of intentions

1.          Intentions can change

2.          Behavioral expectations represent the likelihood of performing a behavior

3.          How intentions are measured

4.          When intentions are measured

5.          The to-be-predicted behavior

6.          Behaviors repeated with regularity can be forecasted with greater precision

7.          Volitional control

8.          Perceived behavioral control

D.        Other uses of consumer intentions

1.          An indicator of possible effects of certain marketing activities

2.          An indication of the company’s likely success in retaining customers

3.          To determine repurchase intent

II. Consumer Attitudes

A.        Attitudes represent what we like and dislike

B.         Researchers distinguish between two types of attitudes:

1.          Attitudes toward the object

2.          Attitudes toward the behavior

C.         The variety of consumer attitudes

1.          Toward a company

2.          Toward retailers

3.          Toward information

4.          Toward product attributes

5.          Toward types of brand associations

6.          Toward advertising

D.        Attitude formation is based on formed beliefs, which are subjective judgments about the relationship between two or more things

E.         Multi-attributes modes state that product attributes determine the favorability of one’s attitude toward the product

1.          The Fishbein model

2.          The Ideal-Point model

F.          Benefits of these models include:

1.          Substantial diagnostic power

2.          Provide information for some types of segmentation

3.          Useful in new product development

4.          Guidance to develop attitude change strategies

G.        The role of feelings in attitude formation

1.          Part of the consumptions experience

2.          Part of the advertising experience

3.          Part of the mood state

H.        Attitude change

1.          Attitude erode if neglected

2.          Attitude persist

3.          Attitudes change

4.          Attitudes resist change because of how strong a foundation the attitude is built on

I.           Three basic ways to change consumer attitudes

1.          Change beliefs

2.          Change attribute importance

3.          Change ideal points

J.           Estimating the attitudinal impact of alternative changes is based on several considerations:

1.          Cost of product modification

2.          Impossible product changes

3.          Consumer resistance to change

4.          The potential attitudinal payoff of each change