Page 189 - Foundations of Marketing

156 Part 3 | Customer Behavior and E-Marketing

Purchasing decisions require that customers process information, an ability that varies
by individual. The type of information inexperienced buyers use may differ from the type
used by experienced shoppers who are familiar with the product and purchase situation.
Thus, two potential buyers of an antique desk may use different types of information in
making their purchase decisions. The inexperienced buyer may judge the desk’s value by
price and appearance, whereas the more experienced buyer may seek information about the
manufacturer, period, and place of origin to assess the desk’s quality and value. Consumers
who lack experience may seek information from others when making a purchase and even
take along an informed “purchase pal.” Experienced buyers have greater self-confidence and
more knowledge about the product and can recognize which product features are reliable
cues to quality.
Marketers help customers learn about their products by helping them gain experience with
them, which makes customers feel more comfortable. Free samples, sometimes coupled with
coupons, can successfully encourage trial and reduce purchase risk. For instance, because
some consumers may be wary of new or exotic menu items, restaurants may offer free sam-
ples. In-store demonstrations foster knowledge of product uses. A software producer may use
point-of-sale product demonstrations to introduce a new product. Test drives give potential
new-car purchasers some experience with the automobile’s features.
Consumers also learn by experiencing products indirectly through information from
salespeople, advertisements, websites, friends, and relatives. Through sales personnel and
advertisements, marketers offer information before (and sometimes after) purchases that can
create favorable consumer attitudes toward the product. However, marketers may encounter
problems in attracting and holding consumers’ attention, providing them with information for
making purchase decisions, and convincing them to try the product.

Attitudes

An attitude is an individual’s enduring evaluation of feelings about and behavioral tenden-
cies toward an object or idea. The things toward which we have attitudes may be tangible or
intangible, living or nonliving. For example, we have attitudes about sex, religion, politics,
and music, just as we do toward cars, football, and breakfast cereals. Although attitudes can
change over time, they generally remain stable and do not vary, particularly in the short term.
A person’s attitudes toward different things do not have equal impact at any one time and some
are stronger than others. Individuals acquire attitudes through experience and interaction with
other people.
An attitude consists of three major components: cognitive, affective, and behavioral. The
cognitive component is the person’s knowledge and information about the object or idea. The
affective component comprises the individual’s feelings and emotions toward the object or
idea. Emotions involve both psychological and biological elements. They relate to feelings
and can create visceral responses that result in behaviors. Love, hate, and anger are emotions
that can influence behavior. For some people, certain brands, such as Google, Starbucks, or
REI, elicit an emotional response. Firms that successfully create an emotional experience
or connection with customers establish a positive brand image that can result in customer
loyalty. This means it is important for marketers to generate authentic, genuine messages that
consumers can relate to on an emotional level. The behavioral component manifests itself in
the person’s actions regarding the object or idea. Changes in cognitive, affective, or behavioral
components may possibly affect other components.
Consumer attitudes toward a company and its products greatly influence success or
failure of the firm’s marketing strategy. When consumers have strongly negative attitudes
toward one or more aspects of a firm’s marketing practices, they may not only stop using its
products, but also urge relatives and friends to do likewise. Because attitudes play an impor-
attitude An individual’s enduring tant part in determining consumer behavior, marketers should regularly measure consumer
evaluation of feelings about and attitudes toward prices, package designs, brand names, advertisements, salespeople, repair
behavioral tendencies toward an services, store locations, features of existing or proposed products, and social responsibility
object or idea efforts.

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