Essay on Using Attitudes to Predict Consumer Behavior
Ethical consumption has grown significantly in recent years. Marketers need to have a better understanding of the relationship between ethical attitudes and consumer behavior. According to researchers, “consumer behavior lags behind the stated level of concern about ethical issues”(Harrison, 2005, p. 198). There is the apparent gap between attitudes and consumer behavior. Nevertheless, 24% of the British consumers characterize themselves as “ethical consumers” (Harrison, 2005, p. 198). Ethical behavior of consumers has become an object of research in recent years. According to Lucica Matei and Teodora Dinu (2012), “actual consumer behavior has been neglected in research when compared to a more significant number of studies measuring consumers’ ethical attitudes and beliefs”(p. 41). Drawing on the academic literature relating to the relationship between attitudes and behavior, it is necessary to explain why attitudes may not always help to predict behavior and why the attitude-behavior gap might be so prevalent. The Theory of Reasoned Action and the Theory of Planned Behavior help to give explanation to consumers’ intention of being involved in consumer behavior. Attitudes may not always predict consumer behavior because of certain consumer-related barriers.
Definition of terms
The term “consumer behavior” can be defined as “the behavior of ultimate consumers, those who purchase products for personal and household consumption and not for business purposes” (Ferrell et al., 2012, p. 114).
The term “consumer attitude” defines the link between consumer behavior and the consumer disposition to purchase any kind of products or services. The consumer attitude can be assessed by means of regular consumer opinion surveys which are based on real facts, as well as by consumption trend analysis, which provides the required “information on the real consumption of each product” (Lazzaroni et al., 2013, p. 84). According to Dr. Lars Perner (2010), consumer attitude can be regarded as a complex of consumer beliefs, intentions and feelings toward some product within the context of marketing strategy.
The term “attitude-behavior gap” can be defined as the tension that exists within an individual (a consumer) between what he/she wants to do (or intends to do) and what he/she thinks he/she should do (or perform) (Trijp & Fischer, 2010). When individuals are asked to define their values and belief, they demonstrate the attitude that is the most appropriate in terms of the established norms (Trijp & Fischer, 2010). The size of theattitude-behavior gap can be determined by the level of ambiguity that is involved in consumer decision (Trijp & Fischer, 2010).
The use of attitude theory
in understanding of a variety of attitudinal concepts
The use of attitude theory in understanding of a variety of attitudinal concepts is essential for marketers. There are two basic theories that can be applied to this situation: the Theory of Reasoned Action developed by Fishbein and the Theory of Planned Behavior developed by Ajzen. Actually, both theories help to explain the role of immediate determiner of consumer behavior – consumers’ intention to be involved in this behavior (Ajzen, 2005; Brannon & Feist, 2009). Both theories assume that consumer intentions should be focused on motivation. Various motivational factors affect consumer behavior. In other words, intentions are caused by some motivational factors in order to perform some behavior. At the same time, it is necessary to understand that an individual’s intention to perform some behavior (e.g. consumer behavior) or not to perform it is “the immediate determinant of action”, while an individual’s attitude is determined by “the person’s beliefs and evaluation of the expected outcome” (Raoprasert &Islam, 2010, p. 31).
The Theory of Reasoned Action
The Theory of Reasoned Action (Fig.1) is focused on the fact that consumer behavioral intentions are caused by two major reasons:
- Functioning of consumers’ attitudes toward their behaviors, “determined by their beliefs that the behavior will lead to positively or negatively valued outcomes” (Brannon & Feist, 2009,p. 72).
- Functioning of consumers’ subjective norms, determined by consumer perceptions of the values placed by others on the behavior and by their motivation to follow these norms(Brannon & Feist, 2009)
According to the Theory of Reasoned Action, an individual’s attitude to behavior stands for an individual’s assessment of the positive and negative outcomes of performing the target action. The consequences of the behavior are taken into consideration (Brannon & Feist, 2009).
In general, the Theory of Reasoned Action is focused on the assumption that consumer behavior is determined by an individual’s intention to follow the behavior patterns, which can provide the most accurate prediction of consumer behavior. The level of consumer intention affects the opportunity to be involved in consumer behavior (Raoprasert & Islam, 2010).
The Theory of Planned Behavior
The Theory of Planned Behavior is focused on the additional determinant of consumer intention to act – consumers’ perception of their control over their behavior. Actually, the Theory of Planned Behavior can be viewed as the extension of the Theory of Reasoned Action (Ajzen, 2005). It is necessary to understand the role of consumers’ perceived behavior control (Brannon & Feist, 2009). This determinant was added to place emphasis on the factors that have a strong impact on consumers’ intentions. Due to the individuals’ self-perception of control, it is possible to predict the likelihood of an individual’s actions (Brannon & Feist, 2009).
According to the Theory of Planned Behavior, there are three basic determinants or factors that affect consumer behavior and intentions: personal factor, social factor and the factor that deals with the issues of control (Fig.2).
As a matter of fact, the relevant attitude theory helps to better understand a variety of attitudinal concepts. Both theories assume that an individual’s intention to behave in a particular way is dependent on the individual’s attitude toward the behavior (e.g. the opinions of other people, the individual perceived behavior control and the individual’s desire to perform actions) (Ajzen, 2005; Raoprasert & Islam, 2010). In other words, according to these theories, individuals may perceive various barriers to consumer behavior based on their own attitudes and taken into consideration their own cognitions (Ajzen, 2005;Brannon & Feist, 2009).
Paul A. Pavlou and Mendel Fygenson(2006) use the Theory of Planned Behavior to give explanation to consumer behavior, as well as to predict the process of e-commerce adoption by consumers. Researchers place emphasis on the process that reflects two online consumer behaviors: first, getting information and, second, purchasing a product online (from a Web seller). Researchers “simultaneously model the association between these two contingent online behaviors and their respective intentions by appealing to consumer behavior theories and the theory of implementation intentions, respectively” (Pavlou & Fygenson, 2006, p.112). Besides, researchers use various methods to derive for each type of consumer behavior its intention, belief, attitude, and behavioral control.
The major causes of attitudes’ failure to predict consumer behavior
Due to the relationship between attitude and consumer behavior, it is possible to predict the behavior of consumers based on their own attitudes toward various products, brands, services, etc. offered by sellers. As a rule, consumer behavior can be predicted based on positive attitudes. However, in some cases, it is impossible to predict consumer behavior because people “form attitudes that fulfill their social identity functions, and there is no any consistent relationship between attitude and future behavior” (Mooij, 2010, p. 134). It has been found that attitudes may not always be helpful in predicting consumer behavior. It is very important to understand the major barriersto predicting consumer behavior (Harrison, 2005). According to the recent study conducted by the Cooperative bank, only 5% of the British consumers make purchase decisions based on ethical attitudes (Harrison, 2005). The following factors may have a strong impact on consumer behavior: changes in consumer values, changes in attitudes, changes in consumer knowledge about products, and changes in some significant aspects of consumption process (price and quality), changing in consumer habits and preferences (Harrison, 2005; Hoyer, 2012)
Essay on Using Attitudes to Predict Consumer Behavior part 2
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