Attitude Change Model

In: Business and Management

Submitted By blaine
Words 874
Pages 4
Attitude Change Models

In general, attitude change models all have three phases. First, consumers’ attitudes are measured based on the existing and similar products. Then, secondly, consumers are given the new product and, after use, attitudes are measured again. Then, using the data gathered, we can translate the attribute measure into purchasing probability and correct that probability with awareness and availability factors. The final outcome is the prediction of purchasing probability.

For collecting the preferences, there are two main models. First is the COMP and the second is Silk and Urban. The procedures are the same and the difference is the estimation methods they use to collect the preference data.

COMP - Linear Modeling Procedure
COMP uses the linear model to collect consumer preferences and states the importance of each attribute. The attribute measure of the product under test equals to: (Preference of measured product)/(Sum of the preferences for All Products)

Silk and Urban- Logit Modeling Procedure
Silk and Urban doesn’t use the linear modeling method but instead uses the logit model. Consumers’ preferences are measured from a constant sum paired comparison task in which consumers allocate a fixed number of chips among each pair of products in their consideration set. Then we can translate the result into ratio-scaled preferences.
To forecast the purchase probability, Silk and Urban define it as the multiply of unadjusted purchase probability and consideration percent. Unadjusted purchase probability is the result of preference analysis and the consideration percent, which is the percent of consumers who will consider the new product, is the estimation made by manager based on the product types. For new brand or product, the consideration percent is an estimate and, for existing brand, the consideration percent can…...

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