Consumer Judgment

1. Consumer Judgment Nonevaluative Judgment Evaluative Judgment Preference Judgment Satisfaction Judgment Prediction and Intention Judgment Judgment and Behavior

2. Nonevaluative judgments and beliefs Beliefs-- Nonevaluative judgments at any point on a continuum Not Large Very large Not Hot Very hot Not Effective Very Effective Not Safe Very Safe

3. Evaluative judgments--Attitudes Attitudes-- Evaluative judgments at any point on a continuum Very Bad Very Good Very Unfavorable Very Favorable Very Negative Very Positive Dislike very much Like very much

4. Persuading people to make an evaluative judgment about drinking and driving

6. Considering two products Comparing B with A Auto Brand A Auto Brand B air-conditioning air-conditioning power steering power steering acceleration ? smoothness of ride ? Comparing A with B Auto Brand A Auto Brand B air-conditioning air-conditioning power steering power steering acceleration ? smoothness of ride ?

7. Direction of comparison effect

8. Prediction & Intention Judgment Representativeness Heuristic (similarity-based judgment) If a new product reminds us of an old one we liked, we predict we will like the new one too (even if we focused on an irrelevant similarity) Availability Heuristic (memory-based judgment) Easy to remember- High predictions Hard to remember- Low predictions Anchoring and Adjustment Heuristic Form an initial judgment or anchor, then adjust up or down. Adjustment tends to be insufficient.

9. Satisfaction Judgment Direction of Comparison Expectancy Disconfirmation Attribution

10. The Attitude-Behavior Relationship Allport (1935) An attitude is a “mental and neural state of readiness to respond, organized through experience exerting a directive and/or dynamic influence on behavior.” The “is” question: Is there a relationship between attitudes and subsequent behavior? Wicker (1969) “It is considerably more likely that attitudes will be unrelated or only slightly related to overt behaviors than that attitudes will be closely related to actions.”

11. The Attitude-Behavior Relationship The “when” question: Under what conditions do what kinds of Attitudes held by what kinds of individuals predict what kinds of behavior? 1. Situational Variables Norms 2. Individual Difference Variables Self-monitoring Self-consciousness Locus of Control 3. Attitudinal Variables The Specificity Hypothesis Heberlein & Black (1976) Environment .12 Air Pollution .21 Lead-free Gas .36 Buying Lead-free Gas .59

12. Manner of Attitude Formation Regan and Fazio (1976) Direct Behavioral Experience .42 Indirect Experience .04 Smith and Swinyard (1983) Direct Behavioral Experience .66 Indirect Experience .27

13. The Attitude-Behavior Relationship The “how” question: How do attitudes guide behavior? 1. The definition of the situation Kelley (195) Latane and Darley (1968) 2. Selective Perception Hastorf and Cantril (1954) Lord, Ross, and Lepper (1979) Lee, Acioto, and Day (1987) 3. The crucial importance of attitude accessibility Snyder and Swann (1976) Attitude salient .58 Attitude non-salient .07Fazio Chen, McDonel, and Sherman (1982) Fazio, Powell, and Herr (1983) Fazio, Sanbonmatsu, Powell, and Kardes (1986) Kardes, Sanbonmatsu, Voss, and Fazio (1986)

14. Fazio’s model of the attitude-behavior process Attitude activation Selective perception Immediate perception of the attitude objects Definition of the event Behavior Norms Definition of the situation

15. What does the Fazio Process Model Buy Us? 1. The process model indicates how the “translation” of attitudes into behavior can fail to occur. 2. The process model provides a framework for conceptually integrating a long list of seemingly unrelated moderator variables. 3. The model is useful for identifying new moderator variables. 4. The model has managerial implications that cannot be derived from other models: a. Product trial b. Advertising repetition c. Repeated attitude activation with a single ad exposure d. Cues that prompt attitude activation e. Attitude accessibility and persuasion

16. The theory of reasoned action The personís (1) beliefs that the behavior leads to certain outcomes and (2) evaluations of these outcomes Attitude toward the behavior Intention Behavior The personís (1) beliefs that specific individuals or groups thinks he or she should or should not perform the behavior and his or her motivation to comply with the specific referents Subjective norm

17. The Theory of Reasoned Action Ao = Sbiei Ao = Attitude toward object bi = Belief about attribute i ei = Evaluation of i Information Integration Theory Ao = Swisi Ao = Attitude toward object wi = Importance of attribute i si = Scale value for attribute i Swi = 1

18. MODE MODEL Sanbonmatsu and Fazio (1990) Smith’s Department Store was described positively on most attributes (e.g., excellent clothing, jewelry, sporting goods, and cosmetics departments) Brown’s Department Store was described negatively on most attributes, except for their camera department Later, subjects were asked which store would they shop for cameras? (Higher scores indicate a greater likelihood of shopping at Brown’s) Opportunity Low High Low Motivation .05 .09 High Motivation .59 1.59

19. Empirical test of the MODE model Likelihood of shopping at Brownís Department Store 1.59 .59 .09 .05 High Low High opportunity to deliberate Low opportunity to deliberate