MCB-20806 Principles of Consumer Studies (MCB20806)
Institution
Wageningen University (WUR)
Lecture summary of the course Principles of Consumer Studies (MCB) at Wageningen University (WUR). Some slides included as examples to give an extensive overview.
MCB-20806 Principles of Consumer Studies (MCB20806)
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Lecture 2: Attitudes
Definition of an attitude:
Albarracin and Shavit: A person’s evaluation of an object (on a favourable to non-favourable continuum).
Attitudes perspective:
Functional perspective Constructive perspective
Stable Temporary
Saved in memory Dependent on context
Serve general functions Serve specific goals
Expectancy value model
Theory of planned behaviour
ABC model
Functional perspective:
(Katz) An attitude has four functions: ego-defensive (defend yourself from negative internal feelings), knowledge (providing
information), utilitarian (rewards and punishments) and value-expressive function (express the self/beliefs).
Constructive perspective:
Your personal goals shape your attitude. Example: when looking for a family car, you’re not going to buy a sports car. Even
though it has always been your dream to have a sports car. Therefore, attitude is formed/shaped depending on what you’re looking for in a
moment.
Attitude forming:
Uni-dimensionalist model: attitude is one big thing and focused on one dimension. You like something or you
don’t: one big affect/feeling. Big chunk of feeling towards an attitude object.
Tricomponent model (ABC): attitudes (forming) consist of three components: affect, belief, cognition. These
three can situationally change in sequence: hierarchy of effects.
Four sequences of hierarchy of effects: high-involvement (cognition/affect/behaviour), low-involvement (cognition/behaviour/affect),
emotional (affect/behaviour/cognition. – involves emotional purchase) and behavioural (behaviour/cognition/affect – involves no thoughts
or emotions beforehand).
Compared to attitudes, beliefs are non-evaluative. Beliefs are unchangeable, objective statements. These do not need to be correct, they
are based on personal views and personal facts one truly beliefs.
Attitudes are evaluative: show personal opinion. Example: I love being in the sun. Attitudes = Beliefs x Subjective evaluation (true/false).
Expectancy Value Model/Theory of Planned Behaviour: your behaviour towards something depends on your
intention. Difference: expectancy focuses on Beliefs x Evaluation; requires effort. Theory of planned behaviour
consist of more elements; requires time.
Expectancy value model: people form attitudes towards objects based on their expectations and evaluations of the attributes that make up
the brand. Based on how components relate to produce attitudes. Beliefs: thoughts the consumer holds to describe object. Evaluation:
process of determining how valuable it is to us.
Theory of Planned Behaviour: range of influences on attitude formation and intentions to behave in a certain way. The attitude, subjective
norm and perceived behavioural control scores are weighed and added together to provide a measure of the behavioural intention to
perform the behaviour. Three elements:
1) Behavioural intention: the intention to act in some way (behaviour determined by intentions, influenced by attitudes).
2) Subjective norm: perceptions of specific significant others’ preferences as to whether one should (not) engage in the behaviour.
Subjective norm entails people who may influence an individuals’ behaviour. Subjective norm consists of 1) Normative belief: individuals’
perception about relevant or other peoples’ beliefs that the individual should engage or not. 2) motivation to comply: extent to which
consumer complies with the perceived preferences of other people.
3) Perceived behavioural control: the person’s perception of how easy or difficult it is for them to perform the behaviour. How confidence
one is to go against e.g. the subjective norm of others. Factors like knowledge, opportunity and dependence of others can control this.
,
,Attitude change:
Functional perspective Constructive perspective
Stable Temporary
Saved in memory Dependent on context
Serve general functions Serve specific goals
Never change Always change
Strong attitudes are stable Weak attitudes change, depend on context
Attitude change (change in memory representation) Attitude change (different set of info activated)
PAST Model: Past Attitudes Are Still There
Attitude change relates to forming a new attitude about an object, where the old attitude is labelled ‘false’. You
store previous attitudes in your mind, although you have labelled them false.
LEREN:
Goals:
Goals are internal representations of desired states (outcomes, events, processes). More concrete and
temporary than norms. Values are incorporated throughout your whole life.
Combination of goals & situation lead to/shape attitude.
Higher-order goals are similar to values, as these may be goals you incorporate into your entire life, e.g. living a
healthy lifestyle. Values are general things in your whole life as well.
Emotions also influence attitudes, through goals you also influence emotions.
The PAST-model suggest that attitude change is attitude formation; tagging a stored attitude as ‘invalid’. So the
attitudes are still there in mind, but these do not lead to intention.
Implicit attitudes cannot be observed directly. They are measured with the evaluative priming task (not self-
reports). So they do not correlate fully with explicit attitudes.
Functional perspective Constructive perspective
Stable-entity perspective Constructionist view (continuous learning)
File-drawer perspective (PAST) In-the-moment evaluation
Memory based view
, Lecture 3: Cognitions & emotions
Differences dual process theories:
What are the differences between the three types of dual process theories? Persons have two different
mindsets: 1) more intuitive 2) more cognitive, reasonable one (reasoning).
1. Generalized dual process theories: designed to explain thinking in general. How do consumers think?
Examples: associative and rule-based + intuition and reasoning models
2. Phenomenon specific dual process theories: how to change attitudes. Designed specifically for one
area: attitudes, persuasion.
3. Formulized dual process theories: tries to describe in formulas how dual thinking works, how these
influence decision-making.
Advantages & disadvantages of these three theories:
Generalized:
+ not limited to one research field
- very strong in creating lists that don’t hold. Example: many theories say if you use intuition, it’s not cognitive untrue.
- cannot be disconfirmed: can explain everything after presenting findings. Almost too easy.
Phenomenon-specific:
+ very helpful in developing specific research fields, e.g. APE model explains attitudes in different mindsets.
- some errors in models. Two types of definitions used, which in practice are different things. 2 types of information with 2 types of
processes don’t match.
- all use their own terminology/words, no cross-referencing
Formulized:
+ acknowledges that two thinking systems can both be active at the same time
- using formulas to suggest that we know with the results which system is used, though the thinking system
can’t be measured.
- creates the illusion that we don’t need empirical testing as we know exactly how it works, but we don’t.
In sum:
Most theories agree that in general, there are two thinking systems: 1) cognitive/reasoning and 2)
automatic/effortless one/intuitive.
Though, it’s unsure if there are more than two thinking systems. Plus, the theories are not identical in their
elements, which one belongs to which thinking system?
Definitions used of Kahmermann: reasoning relates to controlled and intuitive relates to automatic. You don’t feel
automatic working, zero effort. How do these two systems together influence consumer behaviour?
Calculation condition Reasoning: uses logic, calculation, rule governed, requires time.
Feeling condition Intuitive: uses similarity, contiguity, feelings, effortless, also may require time (which you don’t notice at all).
Affective reactions can also arise in a relatively, controlled, post-cognitive manner from deeper higher-order processing of incoming
information. Are emotions the same as intuitions?
How do emotions influence consumer behaviour?
Example shame: influences higher charity donations, more gift giving & listen better to advice given
Example pride: more gift giving, less listening to advice, more high status consumption.
1. Emotions are universally recognized (body-language)
2. Different emotions have different effects on consumer behaviour. In shame and pride, advice listening differs.
3. We are (often) conscious of how these emotions influence our consumer behaviour
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