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Predicting behaviour
Measurement of
Attitudes Beliefs Intentions
Objectives:
Predicting sales Influencing consumers
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Attitudes
the strength of the consumers' belief with regard to the company image or brand
positive negative neutral.
3 components
cognition (knowledge) affectivity (emotions and feelings) conation intention (behaviour).
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Measuring attitudes
E.g. semantic differential scale question
I find that eating at the Blue Room is:
Bad Good
(b)
Strong
-1 0 1 2
(e)
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Outcomes
Outcome = (b) * (e) E.g.
Salmonella is likely but mild: -4 Salmonella is unlikely and mild: 4
Utility measurement?
A: bi: ei: n:
attitude towards the product strength (likelihood) of the belief that the product has attribute i evaluation of the attribute i number of salient attributes
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Does it work?
Fishbein interviewed 50 subjects and asked them attributes evaluation and a final overall (global) assessment The correlation between the A score and the global assessment was 0.8
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Salient beliefs
Salience: importance assigned to an attribute Problem: salient attributes differ across consumers, can we submit a single questionnaire to many consumer?
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Exercise
Answer to the following questions with a value between 2 (least) to 2 (most), with 0 as the indifference/zero value (b1) Do you think there are vitamins in orange marmalade?
-2 -1 0 1 2
b1*e1
(e1) What do you think is the effect of the vitamins in orange marmalade?
-2 -1 0 1 2
b2*e2
b3*e3
A
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Salience
Now subtract the score related to the product attribute which is least relevant for you in choice What is your new score?
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attitude towards the product weight (importance) of attribute i ideal performance on attribute i belief about actual performance on attribute i number of salient attributes
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Predicting behaviour
Attitudes could also be unrelated or just slightly related to actual behaviours Other variables may interact
Personal (in)ability Social constraints Uncertainties about outcomes
Measuring attitudes
Three components model
Stimuli Attitudes
Feelings
Emotional response, statements of feelings
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Cognition
Claimed beliefs
Behaviour
Actions, report of actions
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Distinguishing between user and nonusers Works better for frequent purchases
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Reasoned action
Limited knowledge of outcomes
Accessible outcomes kept into account
Normative influence of other people Limited power to actually act like intended
Intention
Behaviour
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Sufficiency
All change in attitude and behaviour derive from new beliefs or modified beliefs External factors act only indirectly (through attitudes and subjective norms) on behaviour Problem: past experience usually has a direct effect on behaviour
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Examples
Attitudes towards GM foods (Cook et al.) Gene technology in tomato production (Saba and Vassallo) Organic food consumption (Shepherd and Raats)
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Measurement
Seven-point semantic differential scale
My eating of tomatoes produced by gene technology in the future will be . . Extremely harmful Extremely beneficial
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Measurement
Outcome beliefs (expected-value model) Referent beliefs (similar to the ev model)
Normative belief (My friends think that) Motivation to comply (likelihood to comply)
Control beliefs
Controlling factor (e.g. having the money) Access to the control factor (probability to have it)
Global variables
AB: (two or more scales) For me SN: Most people who are important to me think PBC: For me doing this is: (semantic scale) difficult easy
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Sum variables
Outcome beliefs
Attitude to behaviour (AB) W1
Referent beliefs
Subjective norm (SN) W2
Control beliefs
Perceived behavioural control (PC) W3
Global variables
Intention
Behaviour
PC is a good predictor of intention, its inclusion significantly improves the model SN is the weakest predictor
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Limits
Difficult to select salient belief Low correlation between sum and global variables
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