Beliefs and Attitudes
127
Goals of this section
Understand the similarities, differences, and
relationship between beliefs and attitudes
Be able to explain how attitude influences
behavior
Be able to explain how customer satisfaction
can be managed
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 128
Consumer Judgment
Non evaluative Judgment - beliefs
Evaluative Judgment - attitudes
Preference Judgment – comparison of
alternatives
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 129
Consumer Judgment
Satisfaction Judgment – comparison of
alternatives
Prediction and Intention Judgment
Judgment and Behavior
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 130
Non evaluative judgments and beliefs
Beliefs– Non evaluative judgments
at any point on a continuum
Not Large Very large
Not Hot Very hot
Not Effective Very Effective
Not Safe Very Safe
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 131
Beliefs
Beliefs serve as the determinants of a
person’s attitudes; implication is that in order
to understand why a person holds a certain
attitude toward an object it is necessary
to assess his salient beliefs about that object;
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 132
Beliefs
Non-evaluative judgments
Beliefs are measured on continuous scales
because belief dimensions are continuous in
the consumer’s mind.
Descriptive Beliefs:
based on direct experience
Informational Beliefs:
based on information we receive from secondary
sources (e.g. friends, advertisements, etc.)
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 133
Salient Beliefs
A person may hold a large number of beliefs
about any given object, but s/he can attend
to only a relatively small number of beliefs (5-
9) at any given moment; these are salient
beliefs;
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 134
Important Points About Salient Beliefs
self - related
different situations, different salient beliefs
salient beliefs not just about product
attributes
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 135
How Beliefs Are Formed
Direct experience,
Information processing,
Vicarious learning,
Inferences
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 136
Beliefs
Inferential Beliefs:
go beyond information given through firsthand or
secondhand sources. Inferences may be made
on the basis of correlated presented information
or prior knowledge of product categories
This is why branding works
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 137
Three Types of Beliefs
Object - Attribute
Attribute - Benefit
Object - Benefit
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 138
139
Attribute Benefit BENEFIT
ATTRIBUTE
Belief
Recycles Environmentally
Friendly
Object Attribute Object Benefit
Belief Belief
“Green” Hotel
OBJECT
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 139
Object - Attribute
the knowledge that an object possesses a
particular attribute; these beliefs link an
attribute to an object
e.g., Hyatt is known for its atriums
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 140
Object - Attribute
the knowledge that an object possesses a
particular attribute; these beliefs link an
attribute to an object
e.g., Hyatt is known for its atriums
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 141
Attribute - Benefit
the extent to which a particular attribute will
result in or provide a particular benefit
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 142
143
Attribute Benefit
Quick acceleration Creates thrills by snapping
head back
Allows driver to pass more
safely
Creates a feelings of
excitement and fun
Superior handling Allows driver to navigate
winding roads more quickly
Creates a feelings of
excitement and fun
Good repair frequency Saves money and time
Good gas mileage Lowers expenses
Futuristic styling Makes owner feel good
Turns people’s heads
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 143
Object - Benefit Beliefs
consumer’s perception of the extent to which
a particular product, person, or service will
lead to a particular benefit
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 144
Understanding Beliefs
Laddering:
a. Based on Belief that:
Consumers buy products to do something
Consumers’ product knowledge is organized in terms
of what products do -- e.g., their consequences
Product attributes per se have little relevance, it is the
consequences of the attributes; attributes can be
concrete or abstract
Consequences: both positive and negative
Consequences can be functional or psychosocial
Consequences involve outcomes-- called values
Values can be instrumental or terminal
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 145
Laddering- continued
Exercise:
Assume that you are trying to decide in
which hotel loyalty program to be involved
. What features to you especially look for?
Then Ask: Which two features are most
important to you in making your decision?
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 146
Laddering- continued
For each of two factors, do
laddering: Why is _____ important
to you? Or, Why is _____
important? Or, “what does _____
give you?”
Continue this process for each
factor until consumer cannot go on
Draw out the means-end chains
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 147
A means-End Chain Model of Consumers’ Product Knowledge
Level of Abstraction Examples Explanation
Self-esteem Thrifty Preferred and state of being and
Values preferred modes of behavior
Others I feel like a Psychological (How do I feel?) and
notice me good shopper social (How do others feel about
Psychosocial me?) consequences of product use.
consequences
Immediate, tangible consequences
Excellent Durable of product use, What does the
performance product do? What functions does it
Functional
perform?
Consequences
Physical characteristics of product
High price Good –quality as well as more subject, less
workmanship tangible characteristics.
Attributes
Consumer Behavior Marketing Strategy by J.Paul Peter and Jerry C. Olson P.82
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 148
Means-end chains
Functional Psychosocial
Brand Attributes Consequences Values
consequences
Three anti- Less resistance Feel well Be
friction and close groomed attractive
blades shave
MACH 3
Turbo razor
Lubricating Smooth, Be Relaxed,
strip with soft razor comfortable not
vitamin E glide stressed
Consumer Behavior Marketing Strategy by J.Paul Peter and Jerry C. Olson P.82
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 149
Example of Means-End Chains
Consumer Behavior Marketing Strategy by J.Paul Peter and Jerry C. Olson P.83
Attributes Functional Psychosocial Values
Consequences consequences
Pump Light mist, Feel more Impress Self-
Hair not attractive Others esteem
Hair dispenser
tacky
Spray Natural I can be the
Unscented
odor real me
(Product class level)
Guests enjoy
Bar B-Q Tastes
Flavored Themselves Social recognition
Flavor good
more
potato
chips Gain Not attractive
High (Low) self-esteem
Weight to Others
calories
(Product form level)
Not fattening Attractive to Self-esteem
Scope Sugarless
others
mouthwash
Fluoride Stops
cavities
Avoids bad Feel confident in I perform
(Brand level)
breath social situations better
Consumer Attitudes and Behaviors (2008) (c) Stowe Shoemaker, Ph.D. 150