Download Consumer Beliefs - Consumer Behaviour - Lecture Slides and more Slides Consumer Behaviour in PDF only on Docsity! Consumer Beliefs • Beliefs are the knowledge and inferences that a consumer has about products/brands and possible benefits derived from using them • Beliefs result from cognitive learning Attribute importance springs from: • A person’s assessment of the significance of an attribute. • The amount of attention directed to it. • A person’s self-concept, advertising, and the salience of the attribute can influence the attention focussed on it. Consumer Feelings • Attitudes of a consumer are formed based on how a product makes them feel • As part of “ advertising experience” Hamara Bajaj Campaign, Amul Butter—“Utterly, butterly delicious” • As part of ‘’shopping experience” – shopping environment helps form an attitude • As part of ‘’ consumption experience” Consumers are more satisfied if consumption leads to positive feelings Functions of Attitudes • Utilitarian function: Consumers have certain attitudes about an object because of its utility. Communication is directed to product attributes like Dove soap • Ego –defensive function: Consumers develop attitudes to achieve personal goals and protect their self images e.g. Advts for cosmetics and personal care emphasize personal confidence Functions of Attitudes • Value-expressive function: Attitudes are formed to display consumers own values, lifestyle and outlook. Peter England shirt – Honest Shirt – value for money • Knowledge function – Consumers have a strong urge to know things – tendency utilised through brand advertising and later product positioning Tri-component Attitude Model
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Theory of Reasoned Action (TORA) • TORA looks at the process of attitude formation and also evaluates social and environmental influences • Components of TORA are behavioural intention, attitude and subjective norm related to behaviours Changing Customers Atitude • Changing Consumers Beliefs • Adding New Beliefs • Changing Attribute importance • Changing ideal points – New attributes to alter consumers perception Multi- Attribute Model - Examples
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