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Marketing Dissertation Topics - Research Prospect
Advances in Consumer Research Volume 7Pages This paper presents an alternative approach to modeling consumer attitudes.
While information integration theory has found application in social psychology, it has only been recently that a methodology suitable for consumer behavior research has been dissertation consumer buying behavior. The following discussion illustrates how this attitude theory may be applied to consumer behavior problems and what conceptual and methodological advantages dissertation consumer buying behavior has relative to attitude theories currently in use.
As models of consumer behavior have developed, one of the primary variables of interest has been that of attitude. The conceptual proximity of attitude to behavioral intention and choice in these models makes the study of consumer attitude formation and change of great potential value to consumer researchers. A high level of interest in the variable has encouraged the development and application of complex attitude models.
In contrast to traditional Thurstone and Likert scale measures of attitude, which provide only summary evaluations of the object, multiattribute attitude models attempt to tap the underlying beliefs which provide the basis for attitude formation and change, dissertation consumer buying behavior. The predictive link between measured attitudes and observed behavior has always been tenuous despite the attention it has received from social scientists Schuman and JohnsonGross and NimanLiska Attitudes as measured by multiattribute models have shown somewhat the same relational pattern.
The problem of poor attitude-behavior prediction appears to be the result of factors other than deficient attitude measurement such as intervening situational stimuli. Nakanishi's contiguous retrieval model of human information processing addresses the issue of low attitude-behavior correlation Nakanishi, Rokeach and other psychologists visualize attitudes as clusters of ideas and beliefs.
Nakanishi theorizes that rather than internally determined sequential processing of information, the actual processing sequence is stimulus dominated. Perceived "stimulus configurations" in the dissertation consumer buying behavior are matched against the existing cognitive structure or patterns in long term memory.
This serves to identify a particular salient element. Once such an element is identified, contiguously related data sets are accessed. There is no guarantee, however, that all data sets or instructions are executed during the decision process. Similarly, different salient elements and patterns may be triggered by different situational characteristics.
Thus, the real value of multiattribute attitude models is in understanding the elements of cognitive structure and their interrelationships rather than predicting actual behavior, since the intervening situational factors are usually beyond the control of consumer researchers.
As a prerequisite for the advancement of multiattribute models in consumer behavior, researchers should feel confident that the underlying theory is reasonably dissertation consumer buying behavior. The Fishbein model has been the most highly researched of the multiattribute models applied dissertation consumer buying behavior consumer behavior problems.
While it rests on a foundation of psychological theory oriented toward attitude formation and change, the underlying theory has not been extensively explored.
The model can be expressed by the following equation:. b i represents the belief subjective probability that object o possesses some attribute i. e i represents the evaluation of attribute i expressed on a goodness-badness dimensionand. Thus, according to Fishbein, one's attitude is really an expression of the sum of the salient beliefs about a specific object, weighted by the value one attaches to each of those beliefs, dissertation consumer buying behavior.
In the field of consumer behavior, the construct validity of this concept of attitude has been researched by Bettman, Capon, dissertation consumer buying behavior, and Lutz a, b, c, d. Their early research focusing on the multiplicative function within attributes a, b offers considerable support for the validity of this aspect of the model.
Their further research c, d exploring the adding function across attributes, however, has been inconclusive. While one of their studies c indicated that adding appeared to be appropriate in most cases, the research design was incapable of distinguishing between adding and equal-weight averaging.
An extension of their work d reveals that averaging of information across attributes appears to be more common than adding. The authors acknowledge that while this finding suggests an important modification of the basic Fishbein model, further investigation using dissertation consumer buying behavior approaches is necessary for confirmation. The dissertation consumer buying behavior research on adding versus averaging in multiattribute models serves to highlight a longstanding controversy dissertation consumer buying behavior psychology between Fishbein and Norman Anderson Fishbein and HunterTriandis and FishbeinAndersonAnderson While each professes to have a theory approximating the cognitive algebra individuals use when combining informational stimuli to form attitudes, the development and operationalization of their theories differ radically.
Cognitive algebra refers to the mathematical representation of psychological processes or the mathematical function individuals use when combining informational stimuli. Anderson has long maintained the viability of averaging as the most common integration mode for attitude formation Anderson, Further, he suggests the possibility of equal-weight, constant-weight, and differential-weight dissertation consumer buying behavior depending on the individual information processor, the psychological object, and the situation Anderson When applying Anderson's information integration theory to experimental situations, one collects summary attitude measures for each object.
Computational methods exist for identifying specific attribute parameters. It dissertation consumer buying behavior be noted that Anderson's approach tends to maximize internal validity at the expense of external validity. The Fishbein model is somewhat more restrictive in its formulation. Instead of fitting a model to the data summary attitude measuressubjects are required to provide direct estimates of attribute parameters which are then substituted in the prespecified model formula.
The summary attitude measure toward each object is then computed on a subject by subject basis. The relative ease of application and operationalization of the Fishbein model has contributed to its widespread acceptance. New parameter estimation methods consistent with Anderson's approach, however, hold great potential for field applications Norman a, b, Meanwhile, speculation as to viable cognitive algebras and individual differences remains as an unsettled issue. In particular the adding versus averaging of weighted attribute evaluations is an important reason for the further study of multiattribute attitude models.
Additional support for continued study of attitude models other than the basic Fishbein model concerns the nature of this model's components. The basic Fishbein variable represents the belief that object o possesses some attribute i. This is expressed as a subjective probability. In the case of consumer information used as salient input to brand or product attitude formation, dissertation consumer buying behavior, a problem arises.
The subjective probability does not appear to deal realistically with objective data or discrete points on a dimension. An example of this dilemma is suggested by Lutz and Bettman In the case of discrete attributes such as the number of bedrooms in a house examined by a prospective home purchaser, the object's degree of possession high-low of the attribute or likelihood of possession likely-unlikely does not seem applicable.
The house either has three bedrooms or does not have three bedrooms. The authors suggest that transformation of the bedroom dimension to one where the consumer evaluates amount of bedroom space high-low or the belief that the house is spacious likely-unlikely is contrived and unrealistic. Dissertation consumer buying behavior continually increasing amount of objective data in the marketplace emanating from public policy decisions makes this deficiency in the Fishbein model even more critical.
With Federal agencies publicly committed to making more information available to consumers, objective data such as nutritional information and measures of energy usage and product performance become potentially salient elements in the consumer environment, dissertation consumer buying behavior.
If consumer researchers attempt to replicate the actual stimulus field in an effort to understand cognitive structure and attitude formation and change, then the model which is operationalized should be capable of representing the environment, dissertation consumer buying behavior.
While the basic Fishbein model was designed for more abstract psychological concepts and deals with such brand attributes as style or status effectively, dissertation consumer buying behavior, the model appears to be deficient in its application to attribute dimensions with discrete values.
In contrast, the assumptions underlying Anderson's theory of information integration do not directly restrict the format of attribute presentation. By utilizing the subjective probability concept in connection with public policy information disclosures, for example, respondents are asked to judge the truthfulness of the disclosure.
In determining how likely-unlikely it is that the information applies to the attitude object, subjects are making evaluations on the trustworthiness of the source of the information rather than on the attribute of interest. This would appear to be a distraction from the original task of attribute evaluation, dissertation consumer buying behavior. An issue related to the presence of additional types and sources of consumer information concerns attitude change resulting from adding more attributes to the individual's salient cognitive structure.
The implications of new information on existing attitudes have yet to be explored in consumer behavior from a modeling perspective. Several studies on this issue have been done in experimental psychology by Fishbein and Anderson Fishbein and HunterAnderson When new information considered slightly less extreme than the existing attitude is incorporated into one's cognitive structure, adding would predict the new attitude to be more extreme, dissertation consumer buying behavior.
Averaging, however, dissertation consumer buying behavior indicate that the extremeness of the resulting attitude should be diminished. Considering the nature of the consumer information environment where individuals have been exposed to many products and situations over time, the most common case will be where new information is incorporated into an existing cognitive structure.
The implications of this condition for attitude change are apparent when one dissertation consumer buying behavior the resultant attitude differences due to the adding versus averaging model formulation. Unless one can identify the proper cognitive algebra, the effects of a consumer communications program may be misinterpreted.
The dynamic nature of the consumer information environment provides support for the further investigation of Anderson's model. Although only applied to very limited consumer behavior problems to date Troutman and Shanteauthis has been at least partially the result of the complexity of its application.
Recent methodological developments by Norman a, b indicate that this drawback has been all but eliminated. The primary purposes of this paper are to describe Anderson's information integration theory approach to attitude modeling and to discuss its possible application in consumer behavior research.
Information integration theory has been developed and refined by Norman Anderson since the late 's. Rather than being primarily an attitude theory or judgment theory, dissertation consumer buying behavior, information integration simply attempts to describe how several coacting stimuli are combined by an individual to produce a response.
It is a general theory which evolves from the concept of individuals as active integrators of informational stimuli in their environment. Personal experience, direct observation, written records, and remarks by other persons are just a few examples of the diverse stimuli with which we interact. Areas where the theory has been applied dissertation consumer buying behavior person perception, evaluation of job offers and job applicants, food taste-testing and meal preferences, dissertation consumer buying behavior, and the evaluation of the size-weight illusion of physical objects Norman b, c, AndersonLeon, Oden, and Anderson Because information integration theory is so broadly defined and widely applied in psychology, responses may be in the form of utilities, preference and difference judgments, or attitudes Anderson The most easily identified cognitive algebra found in information integration theory is simple adding.
Dissertation consumer buying behavior theoretical representation of the model can be written as follows:. C represents a constant which allows for an arbitrary zero in the response scale and is usually not explicitly examined. According to this model, the contribution of stimulus i to the individual's overall attitude is merely the weight w multiplied by its associated scale value s.
It should be noted that the ws component allows one to include a representation of the subject's initial opinion in the summary judgment. The logical dissertation consumer buying behavior of the adding model which has found far greater support in the social psychology literature is the averaging model.
Adding models impose no constraints on the weight parameters, whereas averaging models require the weights to sum to one. Therefore, averaging always implies some degree of stimulus interaction Bettman, Capon, and Lutz a. There are two basic types of averaging models which have been explored in information integration theory. Dissertation consumer buying behavior constant-weight averaging model and the differential-weight averaging model.
A third averaging model using equal weights can be considered a special case of the constant-weight model. The general format of the averaging model is as follows:, dissertation consumer buying behavior. The constant-weight averaging model assumes that there is equal weighting of the stimuli within factors.
It should be expected that other stimuli will be weighted differently, W " … W B … W Cwith equal weighting within and between stimuli being considered a special case. Differential-weight averaging implies that weights applied to levels of the same factor will vary in some systematic fashion.
Lutz has hypothesized that individuals attach more importance to information perceived as being negative or low in scale value Lutz,
Consumer Behaviour
, time: 10:00Consumer behaviour - Wikipedia
Consumer’s attitude towards online shopping refers to their psychological state in terms of making purchases over the Internet. Online buying behavior process refers to the products purchased online. The process of online buying behavior consists of five steps and it is similar to traditional shopping behavior (Liang and Lai ) Advances in Consumer Research Volume 27, Pages IMPULSE BUYING: ITS RELATION TO PERSONALITY TRAITS AND CUES. Seounmi Youn, University of Minnesota. Ronald J. Faber, University of Minnesota. ABSTRACT - Much of the work on impulse buying has been concerned with defining and measuring the concept Dec 01, · Marketing makes a priority out of the consumer (Reynolds & Lancaster, ). It focuses on its needs. It uses persuasion as a tool to compel consumer to a promoted brand or product. It thrives to inject the ad in consumer's mind in a creative and repetitive manner. Celebrity based ads communicate their contents and aim for ad recall and brand
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