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Consumer attitudes: Functional Attitudes
Theory
This theory explains attitudes by positing that all attitudes serve some number of functions. IE. we don't believe things because they are true, but because believing them is useful to us. Of course, true beliefs are likely to be more useful than false beliefs. But according to this theory, function trumps truth
An utilitarian function which allows one to make sense of the world and interact with it in useful ways that get us what we want. A social function which allows ones attitudes to help one bond with others. A value expressive function that helps one solidify and express those values which are important to oneself. An ego defensive function which helps one reduce cognitive dissonance. UTILITARIAN FUNCTION Utilitarian function is related to the basic principles of reward and punishment. We develop some attitudes toward products simply on the basis of whether these products provide pleasure or pain. If a person likes the taste of a cheeseburger, that person will develop a positive attitude toward cheeseburgers. Ads that stress straightforward product benefits (e.g., you should drink Diet Coke "just for the taste of it") appeal to the utilitarian function. VALUE-EXPRESSIVE FUNCTION Attitudes that perform a value-expressive function express the consumer's central values or self-concept. A person forms a product attitude not because of objective product benefits, but rather because of what using the product says about him or her as a person (e.g., "What sort of man reads Playboy?"). Value- expressive attitudes are highly relevant to life-style analyses, where consumers cultivate a cluster of activities, interests, and opinions to express a particular social identity. EGO-DEFENSIVE FUNCTION Attitudes that are formed to protect the person, either from external threats or internal feelings of insecurity, perform an ego-defensive function. An early marketing study indicated that housewives in the 1950s resisted the use of instant coffee because it threatened their conception of themselves as capable honiemakers. Products that promise to help a man project a "macho" image (e.g., Marlboro cigarettes) may be appealing to his insecurities about his masculinity. Many deodorant campaigns stress the dire, embarrassing consequences of being caught with underarm odor in public. KNOWLEDGE FUNCTION Some attitudes are formed as the result of a need for order, structure, or meaning. This need is often present when a person is in an ambiguous situation or is confronted with a new product (e.g., "Bayer wants you to know about pain relievers"). FUNCTIONAL THEORY AND STRATEGIC POSITIONING An attitude can serve more than one function, but in many cases a particular one will be dominant. Identifying the dominant function served can be helpful to marketers, who can structure ad copy to emphasize it over another. Ads relevant to the function engaged by a product prompt more favorable thoughts about what is being marketed and result in a heightened preference for both the product and the ad.
This theory that i am going to explain here basically tells about the components of attitudes. How attitudes are formed? and how these components are integrated to form an attitude. I'll discuss it here majorly in consumer's context. So let's have deep insight of it...
In the under discussion model of attitude, three components of attitudes are identified by researchers n these are; Cognitive Component, Affective Component, Conative Component. Three three components are interrelated and integrate to form an attitude of a person toward any product or service in consumer scenario.
Cognitive Component:
Cognition is basically making decisions going through a thinking process. So this thinking process can occur on the basis of knowledge and perceptions that are already existing in our minds. So here i'll say that Cognitive Component of attitude is developing a belief based on past experience or perception and whenever we are exposed to attitude object (about which we are to form certain attitude) and our those belief will form our behavior towards that attitude object, and if its positive our attitude towards it will also be positive or vice versa, i.e.
Suppose you are to make decision between where to lunch either McDonald's or KFC, now you will think and extract all the knowledge in your mind that may be due to past experience or gathered from different sources, you will be having certain beliefs on the basis of these knowledge bits and bytes and then your behavior will be led by these beliefs and your attitude would be led by you behavior.
Affective Component:
This Component of Attitude formation is all about emotional feelings of a consumer about the particular product or brand. People have certain emotions regarding the attitude objects either favorable or unfavorable; good or bad, it may be regardless of any quality, specification, features, utility or brand name. Like i may prefer KFC over McDonald's as KFC people are more into charitable social work. So my positive emotions would be with KFC.
attribute ‘i’ Ii = ideal point of performance on attribute i ei = Person’s evaluation of feeling toward attribute i (importance of attribute) n = The number of relevant belief of person about object
Multi-Attribute Model The Fishbein’s Attitude toward Behavior Model
AB =∑iei b i= 1 Where: AB= the individual’s overall attitude towards performing the specified behavior bi = the person’s belief that performing the behavior results in consequence 1 ei = Person’s evaluation of consequence 1 n = The number of relevant behavioral belief.
The theory of reasoned action (TRA), developed by Martin Fishbein and Icek Ajzen (1975, 1980), derived from previous research that started out as the theory of attitude, which led to the study of attitude and behavior. The theory was, “born largely out of frustration with traditional attitude-behavior research, much of which found weak correlations between attitude measures and performance of volitional behaviors” (Hale, Householder, & Greene, 2003, p. 259). The key application of the theory of reasoned action is prediction of behavioral intention, spanning predictions of attitude and predictions of behavior. The subsequent separation of behavioral intention from behavior allows for explanation of limiting factors on attitudinal influence (Ajzen, 1980).
Definition and Example
Derived from the social psychology setting, the theory of reasoned action (TRA) was proposed by Ajzen and Fishbein (1975 & 1980). The components of TRA are three general constructs: behavioral intention (BI), attitude (A), and subjective norm (SN). TRA suggests that a person's behavioral intention depends on the person's attitude about the behavior and subjective norms (BI = A + SN). If a person intends to do a behavior then it is likely that the person will do it. Furthermore a person's intentions are themselves guided by two things: the person's attitude towards the behavior and the subjective norm. Behavioral intention measures a person's relative strength of intention to perform a behavior. Attitude consists of beliefs about the consequences of performing the behavior multiplied by his or her valuation of these consequences. Subjective norm is seen as a combination of perceived expectations from relevant individuals or groups along with intentions to comply with these expectations. In other words, "the person's perception that most people who are important to him or her think he should or should not perform the behavior in question" (Ajzen and Fishbein, 1975).
To put the definition into simple terms: a person's volitional (voluntary) behavior is predicted by his/her attitude toward that behavior and how he/she thinks other people would view them if they performed the behavior. A person’s attitude, combined with subjective norms, forms his/her behavioral intention.
Fishbein and Ajzen say, though, that attitudes and norms are not weighted equally in predicting behavior. “Indeed, depending on the individual and the situation, these factors might be very different effects on behavioral intention; thus a weight is associated with each of these factors in
the predictive formula of the theory. For example, you might be the kind of person who cares little for what others think. If this is the case, the subjective norms would carry little weight in predicting your behavior” (Miller, 2005, p. 127).
Miller defines each of the three components of the theory as follows and uses the example of embarking on a new exercise program to illustrate the theory:
Attitudes: the sum of beliefs about a particular behavior weighted by evaluations of these beliefs o You might have the beliefs that exercise is good for your health, that exercise makes you look good, that exercise takes too much time, and that exercise is uncomfortable. Each of these beliefs can be weighted (e.g., health issues might be more important to you than issues of time and comfort). Subjective norms: looks at the influence of people in one’s social environment on his/her behavioral intentions; the beliefs of people, weighted by the importance one attributes to each of their opinions, will influence one’s behavioral intention o You might have some friends who are avid exercisers and constantly encourage you to join them. However, your spouse might prefer a more sedentary lifestyle and scoff at those who work out. The beliefs of these people, weighted by the importance you attribute to each of their opinions, will influence your behavioral intention to exercise, which will lead to your behavior to exercise or not exercise. Behavioral intention: a function of both attitudes toward a behavior and subjective norms toward that behavior, which has been found to predict actual behavior. o Your attitudes about exercise combined with the subjective norms about exercise, each with their own weight, will lead you to your intention to exercise (or not), which will then lead to your actual behavior.
The theory of reasoned action has “received considerable and, for the most part, justifiable attention within the field of consumer behavior…not only does the model appear to predict consumer intentions and behavior quite well, it also provides a relatively simple basis for identifying where and how to target consumers’ behavioral change attempts” (Sheppard, Hartwick, & Warshaw, 1988, p. 325).
Hale et al. (2003) say the TRA has been tested in numerous studies across many areas including dieting (Sejwacz, Ajzen, & Fishbein, 1980), using condoms (Greene, Hale, & Rubin, 1997), consuming genetically engineered foods (Sparks, Shepherd, & Frewer, 1995), and limiting sun exposure (Hoffman, 1999).
Formula
In its simplest form, the TRA can be expressed as the following mathematical problems:
BI = (AB)W1 + (SN) W
BI = behavioral intention
(AB) = one’s attitude toward performing the behavior
Frequency of past trying Recency of past trying
Applying the Theory of Trying to Change Consumption Behavior Understanding consumption behavior is necessary in
order to establish long-term relationships with customers Marketers must encourage, support, and reward the consumption act It helps marketers understand: How people consume products and services Why they consume them or not What will make them consume products in the future If they will consume product in the future What they need to stimulate long-term consumption
Theory of Trying Model ∑ biei i =1 n
Attitude towards success (AB) Expectation of success (ES) Frequency of Past Trying Intention to Try
Recency of Past Trying
∑ BjEj j =
Attitude towards Failure (Af) Expectation of Failure (Ef)
Attitude towards Trying
Trying
Social Norms towards Trying
∑ BkEl k =
Attitude towards Process
Attitude-Behavior Consistency It refers to the extent to which attitude leads
to purchase It is influenced by
Consumer factors: access to resources, past experiences with a brand, orientation (action- or state-oriented consumers) Situational factors: time passed, message repetition, social influence Measurement factors: specificity, time of measurement
