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Consumer behaviour
Consumer behaviour is a relatively young scientific discipline that is researched within the
general context of marketing theory.
An intense study of Consumer behaviour started in the second half of the 20th century.
There are several fundamental reasons for this study and the emergence of a separate
discipline.
1. The first is a very low level of marketing implementation in practice, regardless of
many years of the study and application of the concept. A significant development in
marketing has been achieved in marketing communications as well as brand
development and maintenance. Partial progress has been made with the process of
segmentation and target market selection, as well as in marketing of non-profit and
public sector.
2. Market competition increasingly accentuates the need to implement disciplines such
as marketing in order to achieve competitive advantage.
3. The increasingly successful application of communication and other technologies
requires orientation towards a closer and more thorough understanding of
consumers in the short term.
4. Development of the Internet is one of the most important factors, because it
revolutionised the research process, collection and use of information, customisation
of products and services, distribution and development of relations with partners.
Digital revolution grants consumers more power, greater amount of available
information, better selection, instant exchange...
Definition and application of consumer behavior
Definition of consumer behaviour: Consumer behaviour is a marketing discipline that
studies the behaviour of individuals, groups or organisations and the processes they use to
select, secure, use and dispose of products and services, experiences or ideas to satisfy
needs and the impacts that these processes have on the customers and society.
Each definition of consumer behaviour encompasses both individual and group consumers,
for it is obvious that there are specifics and differences in the context of individual
consumption and the consumption of group members.
The study of consumer behaviour follows a marketing stage that merked the consumer
awareness as the black box. In the consumer behaviour model, the blackbox marked the
processes in consumers' awareness, and symbolically implied the inability to anticipate the
course or content of those processes.
Main reason for developing a separate marketing discipline in the attempt to understand
consumers better is the need to apply new discoveries in practice at the corporate and
regulatory level. First of all, market strategy creation requires a detailed and sophisticated
understanding of consumers. Further, within the area of government policy-making, the
discoveries about consumer behaviour can facilitate the design of best solutions, not only to
stimulate but also to protect consumers. Thirdly, from a social marketing poin of view, it is
very important to understand, anticipate and to some extent control consumer behaviout in
order to protect society's interests. Finally, the study of consumer behaviour can gelp
consumers discover and understand some elements of their own behaviour, which can lead
to a more efficient consumption and a better fulfilment of needs in a more rational way and
with a higher level of consumer control.
There are three key stages in consumer behaviour:
a) purchase stage;
b) consumption stage;
c) divestment or disposal stage.
Purchasestage is very important for the discipline and it encompasses complex strctures and
elements that must be explored in order to understand consumers better. This stage has 5
phases:
1.
2.
3.
4.
5.
problem/need recognition;
information search;
evaluation of alternatives;
purchase behaviour;
post-purchase behaviour.
Purchase stage is the foundation of the consumer behaviour model. However, researchers
are also increasingly interested in the consumption stage. This stage generates the elements
that influence current componenets of marketing success, such as consumer satisfaction,
concepts of value and benefits, building trust and dedication, crating loyal consumers and
long-term relations. Disposal stage is also generating more interest, in terms of future
consumption and consumer behaviour, as well as environmental protection and
consumption control within the context of potentially harmful consequences.
In consumer analysis nowadays, it is necessary to consider 5 basic principles regarding
consumers:
1.
2.
3.
4.
5.
Consumer sovereignty implies that consumers are free and independent in their decisionmaking and that their decisions are based on personal reasons and goals.
Identification of consumers' motivation is a primary goal of marketing and consumer
behaviour as a discipline. Every purchase is a complex process, regarding the purchase
stages as well as factors, variables and actions in each stage.
The influence on consumer behaviour implies marketing actions, adn is in fact the purpose
of developing a separate scientific discipline.
Socially acceptable infliences are a requirement consistent with the above principle.
Marketing operates in marketplaces with regulated conditions.
The dynamics of consumer behaviour process stems from continuous and rapid changes in
the environment. Innovation and branding processes are faster, life cycle of almost all
products is shorter, circumstances in technological supply and demand are constantly
changing.
Consumer behaviour and other scientific disciplines
Consumer behaviour is in relation with other disciplines, such as:
a)
b)
c)
d)
e)
f)
g)
marketing;
psychology;
macro- and micro-economics;
jurisprudence;
history;
demographic research;
language science, etc.
Final and organisational consumption
Individual contact with the examinee or personal surveys are usually conducted on
smaller samples due to high costs and longer implementation periods.
A postal survey allows the use of a larger sample on a wider geographic area.
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There are various types of technical equipment used in observation such as:
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Psycho-galvanometer;
Pupil-metre;
Eye tracking camera;
Measuring voice range.
Consumer panel, which occurs in two forms: regular panel and individual panel. A
regular panel is when the researcher comes to the examinees home, in agreed time
intervals, and records packaging of used products, stocks and purchased quantities of
products, in order to get a clear picture of purchasing and consumption in a defined
period. An individual panel is when the examinee is keeping a record of purchasing
which he sends to the researcher by mail or otherwise in an agreed time period,
association technique;
completion test;
role-playing;
personalisation;
symbol technique.
Metaphor analysis occurs as a result of the fact that most communication is nonverbal, and
the fact that the majority of people think visually which is why it is hard for them to express
their attitudes, opinions or feelings about the research subject in words.
A case study is focused on a specific individual case.
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Likert scale, which became very popular due to the simplicity of answering, but also
of interpreting.
Semantic differential scale, which is formed based on bipolar adjectives which are
situated on opposite sides of an odd number of five or seven items.
Rank scale, which requires the examinees to rank objects according to certain
criteria.
Sampling
Sampling is a part of the total population on which the research will be conducted. It is
important for the sample to be representative. A sample is representative only if it has all
the characteristics of the group it is representing.
In probability sampling, all units of the basic set have the same, previouslyknown,
probability of being selected as a sample. The basic set refers toall units which have a specifi
c characteristic and are the subject of theresearch. A non-probability sample is used if there
is no need for the research results to be projected onto the entire population, but if it is
enough forthem to represent the population. Combined samples are selected through
several phases where combinations of different previously mentioned approaches can be
used.
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Need for achievement, which is characteristic for people who want to be successful
and to take responsibility in problem-solving. Research showed that more than four
fifths of the people with this type of need show a tendency towards risk-taking in
decision-making, and that they are successful managers.
Need for affi liation, According to McClelland, people with this need are more prone
to socialising than to success.
Need for power, or for gaining and establishing control over others. It can be
expressed in two forms: positive, whose result is a convincing and inspirational
power, and negative, which results in the desire to dominate and subjugate others.
Types of motivation
If motivation that stimulates a consumer is put under the microscope, there is no doubt that
as a rule it is not under the infl uence of only one, but of a number of motives: a specific
motivational combination. You are motivated to shop because it takes you out of the house
and interrupts the routine, but also because shopping is a sort of amusement, because it
enables you to meet friends, creates the feeling of pleasure and success that you achieve in
the process, etc. Motivation does not always take the same shape. On the contrary, a
differentiation between two types of motivation is rather common: positive and negative.
More precisely, the most common state in real life is that of a parallel existence and a
conflict of positive and negative motivational forces.
Regardless of the manifested form though, at least four types of involvement are relevant
for consumer behaviour. Permanent involvement is a longterm interest of an individual for a
certain product or group of products. The so-called situational involvement, or involvement
in the process of shopping, is entirely different. It does not have a characteristic of durability.
Cognitive involvement is the involvement manifested as contemplation during the
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Chapter 4: Perception
Perception is a very interesting and important physiological category. The relevance of
perception for understanding consumer behaviour is exceptional, for it determines the level
of possibility to create and master communication by creating a companys image, brand,
products and other elements of vital importance for marketing in general. Perception of the
world around us determines individual attitudes, beliefs, evaluations, decisions and
reactions. The way people experience the environment, or the stimuli and incentives around
them, directly influences their reactions, purchase decisions and other types of decisions.
Definition of perception
The most common definition of perception is the one that describes it as the process by
which an individual selects, organise s and interprets stimuli into a meaningful and coherent
picture of the world.
Mowen and Minors definition is used to a similar extent and according to it perception is
(also) a process in which individuals are exposed to information that arouses their attention
and consideration, which leads to their understanding of it.
Even though the rational approachexplains that using perception we in fact see or hear what
actually happens around us, the process itself is much more complex. The objectivist
approach would be correct if every individual interpreted stimuli and incentives from the
environment in an identical way. In order to better understand and encompass all the
elements that influence perception, it is important to include bothemotional and irrational
elements, which are oft en called wishes and beliefs. In other words, people see, hear and
feel what they expect or want to see, hear or feel.
Elements that influence perception
The following elements have a crucial influence on the perception of reality:
a) sensory or sensorial factors;
b) involvement;
c) psychological andsocial factors.
Sensory or sensorial factors relate to senses that all people have. Humans have five senses:
sight, hearing, smell, taste and touch. The receptors for these senses are: eyes, ears, nose,
mouth and skin. The most common elements of perception:
a)
b)
c)
d)
e)
Generally it is considered that the greater the value or durability of a product or service, the
greater the consumers involvement and interest. Considering the risk that a purchase
carries, which is almost always related to high value products, consumers are highly involved
in the process of buying a house, flat, car, furniture and such goods. Further communication
with consumers regarding highly valuable products is almost always different from that
regarding daily consumables.
Perception progress stages
There are two basic approaches to perception process stages or to the dynamics of
perception. The first one presents the stages of exposure, attention and understanding, and
the second one is about perceptual selection, organisation of terms, and interpretation.
1. Exposure/selective perception stage
Every individual in the contemporary world is theoretically exposed to a potential influence
of thousands of stimuli. Starting with uncontrolled ones such as the ones coming from
nature and physical surroundings, to the determined ones that are launched with the
intention of reaching an individual and achieving some sort of communication and influence.
It is a fact that the increasing number of stimuli that people are potentially exposed to in a
modern society pollutes and overcrowds the space and atmosphere we live in. This leads
to the impossibility of individuals to perceive most stimuli they are exposed to due to the
physical impossibility to accept and consider such a huge number, as well as due to the lack
of interest or understanding, belief or value discrepancy, or for any other reason.
The process of selection of a small number of stimuli depends on individual expectations and
willingness to open up to the possibility of perception, as well as on the characteristics and
intensity of stimuli. Along with perception, an individuals previous experiences play an
important role in the process of stimuli selection. Still, the nature of stimuli plays the most
important role in the first stage of selection process. A stimulus is a raw material that
during selection creates attention in an individuals consciousness and lead to perception.
Human senses and the possibility of measuring environmental stimuli are limited: what
people hear, see, taste, feel or smell is in fact only a small segment of what happens in
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nature. As perception is, among other things, the creation of a coherent picture of the world,
individuals often think that they have perceived something that in the objective world has in
fact never happened, or it has happened in a different way.
The absolute threshold of perception presents the level of stimuli intensity below which
people do not know of a stimuluss existence, and above which they become aware of it.
Very often it is eff ectively said that it is the line between something and nothing.
The differential threshold of perception is the next important component of understanding
the general concept of perception. It refers to two levels of a stimulus: one that does not
stimulate any perception, and one that does. This means that the change in stimulus that
causes the detection of the diff erence between the two is called diff erential threshold of
perception.
Webers Lawis in its logic an extension of JND, and refers to the fact that the relation
between two stimuli is not an absolute objectivised category, but depends on the intensity
of the primary stimulus. The phenomenon called sensory adaptation is related to Webers
Law and JND. People exposed to intensive stimuli adjust to them with time and stop noticing
them regardless of their intensity or attraction. Sensitivity of senses decreases as the
exposure to stimuli increases.
A very interesting and intriguing area within consumer behaviour discipline is subliminal or
unconscious perception. Basically it is selfexplanatory; it relates to the possibility or
assumption that people perceive stimuli without conscious understanding or under the level
of awareness.
Selective perception is a defence mechanism that selects stimuli in accordance with the
motives, expectations and interests of individuals, but that also depends on the nature and
intensity of stimuli. Four basic concepts regarding selective perception are:
-
Selective exposure is a sort of behaviour that exhibits openness toward the stimuli
that lead to pleasant and satisfying reactions i.e. that indulge individuals. People
instinctively tend to expose themselves to good music, pleasant odours, attractive
visual arrangements, etc.
Selective attention goes one step further and takes people specifically to those
stimuli that match the current needs and interests. Within the marketing context,
this implies a conscious search for and exposure to those messages and content that
match the current interests.
Perceptual defence is an extremely important mechanism of consumer perception. It
explains how it is possible for completely identical stimuli to be interpreted
differently, or to be noticed by one group of individuals and go unnoticed by another.
Perceptual blocking is a common mechanical method of defence from the vast
amount of stimuli in the contemporary world. Zapping, i.e. changing TV channels
using a remote controller is a good example.
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2. Attention stage
Attention is actually a natural continuation of selective perception. It occurs when the
selective filter chooses a stimulus. There are several types of attention:
-
This stage is also called the understanding stage and it consists of two substages:
organisation and interpretation of stimuli.
-
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Interpretation of stimuli, along with organisation, is the final part of the perception
process, i.e. a part of the third stage, coming after the stages of exposure and
attention. Interpretation is the final action of attaching signifi cance or meaning to
stimuli. Interpretation follows stimuli organisation. Considering the entire process,
the inevitable conclusion is reached: that interpretation is an individual process and
that very often the interpretations of a single stimulus vary or differ greatly from one
person to another. The so-called perceptual distortionsare a very important aspect
for the consideration of stimuli interpretation. These distortions are contributing
factors that cause different understandings or variations in the way stimuliare
interpreted.
Perceptual semiotics
People interpret information both through the literal (semantic) and psychological meaning
of words. Therefore, there is a dichotomy between the process of learning and the semantic
meaning. This means that consumers interpret symbols and characteristics of products
based on their experience and cultural values. This phenomenon is studied by semiotics.
Semiotics is very important for the study of perception because it represents the foundation
of a correct understanding between the sender and recipient of a stimulus or a meaning.
Chapter 5: Personality
What consumers buy, which products and brands they prefer etc. depends, fi rst of all, on
personality traits. There are other elements of consumer behaviour that depend on the
personality features as well: what they buy, when and how the purchased product is used...
Personality concept
Personality represents the dynamicorganisation within the individual of
psychophysical systems thatdetermine his unique adjustments to the environment.
those
In the attempt to simplify all the presented definitions, personality could be said to
represent the totality of characteristics that determine behaviour, thoughts and emotions of
every person. These characteristics, in other words, influence peoples product selection, the
way they react to promotional activities of a company, when and where they consume
specific products, etc.
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Determinants of personality
Heredity, one of the personality determinants, refers to the factors defined by birth: physical
appearance, facial attraction, sex, temper, muscle structure and refl exes. All these
characteristics are considered to be either completely or predominantly aff ected by who
ones parents are, i.e. their biological, physiological, and psychological structures.
One of the determinants of personality, as previously mentioned, is environment. In other
words, personality traits are not entirely dictated by heredity. Among the factors playing an
important role in the shaping of our personalities are those of the environment we live in:
the culture we were brought up in, the norms in our families, friends and social groups, and
other infl uences that we experience.
Situation is the third determinant of personality, a factor that influences the eff ects of the
heredity and environment on personality. Namely, it is undisputable that an individuals
personality, although generally consistent and congruent, tends to change in various
situations.
Personality traits
Personality traits imply a set of elements which enable ones personality to function as a
single structure. A large number of characteristics can be clearly identifi ed within the
personality structure. In an effort to identify basic personality traits, authors have displayed
certain discrepancies regarding the explanation of how relevant personality traits are for
consumer behaviour.TanjaKesic, for example, identified three basic characteristics. One of
them is consistency of personality, or the consumers regular behaviour when they
encounter familiar situations, without which frequent changes would lead to behavioural
confusion. Another significant characteristic is adaptability and flexibility of personality,
which in a way disables a complete consistency. Finally, one of the most signifi cant
characteristics is integrity of personality: the fact that various personality aspects and traits
are organised into a single unit. It goes without saying that the human development
accompanies a continuous rise of the integration ability to higher levels, making it more
complex and stable.
SchiffmanandKanukalso identified three characteristics significant for consumer behaviour
and the nature of personality. Yet, their approach to the issue of characteristics is slightly
different. Personality, reflects individual differences among people. Two individuals, in other
words, are never the same. Individual personality then becomes permanent and consistent.
This is what businesses have to base their communication with potential consumers upon.
Theories of personality traits
In the consumer behaviour research, four personality traits theories such as psychoanalytic,
behavioural, neo-Freudian or socio-psychological and personality trait theory are mentioned.
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According to Freud, the Id is a specific storage of basic physiological needs: food, drink, sex
etc. These are the needs that an individual wants to satisfy momentarily, without thinking if
or how it is possible. In other words, Id characterises an instinctive, unconscious, animalistic,
and therefore an unorganised impulse. The unconscious impulse, however, is also
characterised by the Superego, the humans internal expression of moral and ethic
behavioural codes.Ego is a part of personality that is developed aft er the Id, due to a
persons need to have a direct contact and relations with the external world in order to exist,
which the Id with its primary process of meeting the urges cannot provide.
2. Behavioural theory of personality
Behavioural theory of personality was founded by John B. Watson, and developed by B.F.
Skinner. Its fundamental assumption is that the human behaviour can entirely be explained
by the environment in which one is and the effects it has on a person. Human beings are
exposed to the effects of objective occurrences from their environment, and react to them
by certain actions or body behaviours. Thus, in this interrelation with the human body, the
processes and influences of the environment are manifested as causes and a persons
behaviour as a consequence.
Based on the above premises, logical is the opinion that the basic principle of the human
behaviour is the principle of legality, and that determinism is one of its underlying principles.
The essence of the behavioural theory of personality, apparently, is that the human being is
not an autonomous creature, gifted with the free will or some other internal forces, but the
result of learning and environmental influence.
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Meaning;
Reinforcement;
Repetition;
Imagination.
Clues are the second element of the learning process. They are actually stimuli which direct
the motives to learn. Let us imagine an advert for a sports centre. By its meaning it is a clue
to the sport fans that they can exercise in the centre, but also that they can improve their
play, spend their holidays, etc.
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Response is the third element of the learning process. It implies the way individuals react to
an urge or a clue, i.e. the way they behave. That, of course, does not mean that each urge or
clue will automatically have a response.
Reinforcement is the last element of learning. It implies every increase of the probability
that a response will happen in the future as a reaction to clues or stimuli. Reinforcement can
manifest in two forms: negative and positive.
Another element relevant for consumer behaviour and closely related to the learning
process is forgetfulness, i.e. the loss or disappearance of the facts acquired during the
learning process. It is indisputable that forgetfulness follows learning and that each learning
process indicates it as one of its consequences.
Forms of social learning
Theoreticians have also provided several diff erent classifi cations of social learning forms.
For some, three basic types of learning can be identified:
-
Behaviourism is one of the most infl uential trends in psychology, which was founded by J.B.
Watson in the beginning of the 20th century. The term is self-explanatory. The word
behaviourism originates from the English word behaviour. As a subject of the study,
behaviourism only focuses on objective behaviour i.e. such behaviour and behavioural eff
ects that can be observed and measured objectively. In other words, this means that
behaviour occurs as a result of an incentive, a stimulus from the environment. Behaviour is
just a response to a stimulus, a reaction that is in fact inevitable and that does not depend
on the human will or cognitive features.
1. Conditional learning
Conditional learning is based on a Stimulus-Response principle. Learning is a result of a great
number of repetitions of conditional stimuli and automation of responses to them. More
precisely, if a person responds to a familiar stimulus in a predictable way, it means that
learning is achieved. In other words, learning is readiness to behave and respond in a certain
way in a specifi c situation and in the presence of a stimulus. Finally, there is no learning
beyond conditional learning: all learning is necessarily conditional.
Classical conditioning is based on a thesis that an organism is a passive entity and that it can
be taught certain behaviour by multiple repetitive actions that produce such behaviour.
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conditioning(a child will repeat all other peoples responses if those responses stimulate the
childs sensors at the moment of him doing the same action on his own, accidentally).
Finally, the third type of model learning is learning by role-playing. Role implies the
expected behaviour related to a certain status. Such behaviour is important for both the
society and the individual. For the society, roles harmonise the activities of the society
members. For the individuals, role as the expected behaviour enables them to handle
various situations easily, knowing what is expected of them.
3. Vicarious or observational learning
Vicarious learning, in a certain way, is a type of model learning. It differs from the above
mentioned forms of modelling though. Analysing vicarious learning as a separate type of
learning, Albert Bandura defines it as learning by observation.The observed behaviour of
someone else, a role model, does not automaticallylead to the same or modified behaviour
of the observer. On the contrary,the observed behaviour of the role model can become the
motive to behavein the same manner only if it is rewarded or at least is not punished. In
sucha situation the person who observes other peoples actions concludes that acertain
reward can be achieved by the same behaviour.
Finally, there are four stages of observational learning:
-
Attention: Focusing ones attention onto a model. Most attention goes to a model
that is competent, high-ranking, popular, attractive and admired by others.
Retention: This involves verbalising the steps of behaviour or visualisation.
Reproduction: The teacher provides feedback in case of an incorrect answer or hints
at what the correct answer might be. This is also called the controlled exercise.
Motivation: Motivation starts with vicarious reinforcement.
Cognitive learning theories
In an attempt to provide a solid defi nition of cognitive learning, we could say that it is
learning based on mental activities. The starting point is the assumption that learning cannot
be all about the stimulus-response relation, the association between a stimulus and a motor
response. On the contrary, learning implies a knowledge about relations among specific
stimuli.
Information processing implies a consumersprocessing of the information about a product,
taking into considerationits features, the brand, comparison with other brands, etc.
If information processing is defi ned as above, at least two relevant assumptions can be
made. Firstly, the larger the cognitive abilities the greater the ability to gather more
information about a product, and the greater the skill of integrating the information about
several product features. Secondly, the greater the experience with the category of the
product, the greater the ability to use the product information efficiently.
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The information, however, is briefl y kept in the short-term storage or the so-called working
memory. It can have one of two fates in this storage. If the information is not repeated, as a
rule, it will be lost within thirty seconds. One of the storages where the information is kept is
long-term storage. As the name suggests, this is the storage where the information is kept
for a longer period of time. How long this retention is going to last depends on many factors.
The stored information is not passive; it does not just wait to be recalled into the awareness.
More precisely, the stored information is continuously reorganise d, updated and profiled as
new insights arrive. Due to these characteristics and the route of information, it is logical
that consumers are more prone to rememberthe information about new products that
belong to a familiar brand. The reason for this is the fact that the memory of the information
regarding such products is under less influence from competitors advertisements than
would be the case of a product with a new brand name.
Within the cluster of cognitive theories it is possible to mark a large number of them:
learning by insight, learning by trial and error, etc. One of them, however, is particularly
relevant for consumer behaviour. It is the theory of involvement as a separate cognitive
theory.
Chapter 7: Attitudes
Definition of attitudes
Morgans definition of attitudes claims that they are tendencies to react to certain people,
objects or situations, whether positively or negatively. John Mowen based his defi nition of
attitudes on Morgans one, defining attitudes as one of the variables in consumer behaviour.
He finds that attitudes imply a signifi cant amount of commitment or the pro or con feeling
with respect to a stimulating object such as a person, a product, a company or an idea.
If we compare all the above defi nitions to each other, we notice that they have some
elements in common:
1. An attitude always refers to something, to an object. Regarding consumer
behaviour, this object can be a product, type of product, brand, price, shop, etc.
2. Attitudes are not genetic but a result of learning. Regarding consumerbehaviour they
are the result of:
- experience with a product;
- exposure to the infl uence of mass media;
- information acquired from others
- family members;
- friends, acquaintances, etc.
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involvement in every specific case. If, in other words, it is a situation with the higher level of
consumer involvement, which is always the case with a purchase of valuable, expensive
products such as a car, home appliances, then the attitude structure can be used effectively
to predict consumer behaviour.
The infl uence of attitudes on consumer behaviour is also related to the specifi city of
attitudes. Simply stated, the more general an attitude is and the more ambiguous and
abstract the attitude object is, the lesser is the infl uence of the attitude on consumer
behaviour.
Accordingly, this infl uence is greater the more specific the attitude object is. The influence
of an attitude regarding a portable computer of a specific brand, for instance, is much
stronger than a general attitude toward the computer technology.
Finally, we must mention personality traits as a variable that influences consumer behaviour.
Certain types of personality are, simply, more appropriate for the infl uence of various
intervening variables on their behaviour. Some personality types, for instance, are easy to
become subject to the infl uence and attitudes of a group. The rest of them, on the other
hand, are less susceptible to such external influences and are more likely to adjust their own
attitudes and behaviour.
The opposite from the above is not uncommon: for behaviour to precede attitudes.
Regarding this situation, it is possible to identify two theoretical approaches:
1. Cognitive dissonance theory;
2. Attribution theory.
Cognitivedissonance theory is based on the thesis that dissonance always occurs when a
consumer has contradicting thoughts about the object of an attitude or conviction.
Regarding this, i.e. the opposing thoughts in regard with the attitude or conviction object,
two situations are possible: one that refers to the time before the purchase and the other
one about the time after the purchase. The latter, post-purchase dissonance, occurs after a
purchase. Namely, after it, under the infl uence of experience, new information etc., a doubt
can occur regarding the choice and the product, which all results in the change of attitude.
Post-purchase dissonance with consumers does not suit the businesses. Therefore they take
certain actions in order to disable or minimize it. One of the more efficient methods of
achieving this is doubtlessly by offering larger warranties to consumers.In order to minimize
the possibility of post-purchase dissonance, a large number of companies decide to develop
a consumer loyalty program.
The attributiontheory focuses on an individuals continuous efforts to discover and interpret
the causes of the events he witnesses. The central topic of the theory is the understanding of
what people identify as a cause or reason for their own behaviour and the behaviour of
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others.This theory claims that people, while discovering what the causes of someones
behaviour are, are trying to establish whether this behaviour was induced by some extreme
causes from the individuals environment, or by some internal ones such as motives,
attitudes or capabilities.
People often tend to relate the causes with either a person or institution, or a situation, and
they are likely to observe very complex processes and phenomena through a simplifi ed
cause-effect spectrum. This particularly happens when there isno additional information or a
thorough insight into a specific situation or social-interactive relations.One of the attribution
forms is also attribution toward others. It is always present when an individual asks the
why question in relation to a statement or action of another person - a family member, a
salesperson, a direct provider etc. The consumers will, for instance, by evaluating the words
or actions of a salesperson, try to decide whether the salespersons motives match their
interests.
Attitude formation
Generally we could say that attitudes are the result of socialisation. It isimportant to be able
to identify a number of mechanisms in the process ofattitude formation. Four most
important mechanisms were identified in1935 by Allport:
-
A large number of factors influence attitude formation. Relying on some social psychologists,
there are three basic types of these factors: general, social and personal. The first, general or
universal factors are those that, albeit indirectly, influence the social scene in general, such
as the development of production forces and production relations, the historical
development in general. Social factors, i.e. belonging to a certain community or a group,
include the characteristic norms and values, attitudes and beliefs of the communities and
groups that individuals belong to and identify with. Personal factors are sometimes marked
as specific conditions andmechanisms of attitude formation.
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In the life cycle of existing attitudes, two routes are possible, at a theoretical level: their
petrifaction and their change. Petrifaction of attitudes implies their solidification,
fossilisation, resistance to all eff orts to modify or change them. In other words, petrifaction
implies the preservation of old attitudes. People are not immune to this type of affinity.
Research shows that it increases with age. The second, relatively more common route in the
life cycle of attitudes is the change of acquired attitudes. In an average mans life, this route
is in fact rather common. At least two types of situations lead to it: attitudes being acquired
relatively recently, or not being deeply ingrained.
The goal of the majority of businesses is to win over the consumers. A goal defined like this
leads to another logical assumption: that the consumer attitude change is a strategic interest
of most companies. One of the strategies used to change attitudes is doubtlessly relating a
product with the target group, event or cause. More precisely, pointing out a relation of
certain products or brands with respected groups or events serves the function of changing
the attitude toward those products orbrands.
Another strategy is the so-called conflict resolution. For instance, if you persuade a
consumer that his negative attitude toward a product or a brand is not opposing some other
attitude, it is not impossible that this will make him change his evaluation of the product or
brand from negative to positive.Changing the conviction about competitors brands or
product categories is another strategy used for attitude change. This strategy uses the logic
of comparative presentation of yours and your competitors brand(s).
Influence of mass media on the attitude formation and change
A number of variables infl uence attitude formation and change. A significant one is the
media for mass communication or mass media. Thereare two basic types of media: classical,
such as the print, radio and television,and new media such as teletext, videotext, hypertext,
multimedia and the Internet whose influence is becoming more profound.
The influence in the conditions of a high level of involvement is present if the mass media
influence is realised in situations when the consumers are interested in buying a certain
product or brand. The existence of an increased interest in gaining the information about the
product or brand via mass communication is logical.
Trust in the communication source as an assumption that influences what source of effect
the increased interest of consumers for the information is going to have, is not something
that exists beyond the objective reality.
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