ABC Model
"A mulitdimensional perspectve stating that attitudes are jointly defined by affect, behavior, and cognition."
An attitude object is defined as "Generally positive or negative views of a person, place, thing, or event."
Affect
"How a consumer feels about an attitude object."
Behavior
"His/her intentions to take action about an attitude object."
Cognition
"What he/she believes to be true about the attitude object."
Combining the Three
The model emphasizes the interrelationships among knowing, feeling, and doing.
It is difficult to determine consumer's attitudes toward a product if we just identify their cognitions about it. For example, a researcher may find that consumers "know" that a particular teddy bear is fluffy, soft, loveable, but simply knowing this doesn't indicate whether they feel these attributes are good, bad, or irrelevant, or whether they would actually buy the teddy bear.
Hierarchies of Effects
"A fixed sequence of steps that occurs during attitude formation; this sequence varies depending on such factors as the consumer's level of involvement with the attitude object."
Each hierarchy specifies that a fixed sequence of steps occurs en route to an attitude.
The Standard Learning Hierarchy: Think -> Feel -> Do
"The traditional process of attitude formation that starts with the formation of beliefs about an attitude object."
The Steps:
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Consumer forms beliefs about a product as he/she accumulates knowledge regarding relevant attributes
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Consumer evaluates these beliefs and forms a feeling about the product
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Consumer engages in a relevant behavior, such as buying the product that offers the attributes he/she feels good about
The Low-Involvement Hierarchy: Do -> Feel -> Think
"The process of attitude formation for products or services that carry little risk or self-identity."
Key Components:
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Consumer initially doesn't have a strong preference for one brand over another
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Instead, he/she acts on the basis of limited knowledge and forms an evaluation only after he/she has bought the product
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The attitude is likely to come about through good or bad learning experiences
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The possibility that consumers simply don't care enough about many decisions to carefully assemble a set of product beliefs and then evaluate them is important
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Consumers aren't necessarily going to pay attention anyway; they are more likely to respond to a stimple stimulus
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For example, when choosing paper towels a consumer might choose Bounty over others because of the memorable "quicker picker-upper" jingle
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Under these conditions, consumers are not motivated to process a lot of complex, brand-related information
The Experiential Hierarchy: Feel -> Think -> Do
"An attitude is initially formed on the basis of a raw emotional reaction."
Key Components:
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Consumers act on the basis of emotional reactions
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This perspective highlights the idea that intangible product attributes, advertising, brand names, and the environment can help shape our attitudes toward a brand
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Emotions also have an impact
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Many studies show that the mood a person is in will affect the way he/she process an advertisement, the likelihood of remembering the ad, and how he/she feels about the product being advertised
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