Among the many useful pieces of information that the Theory of Planned Behaviour (Azjen, 1991) tells us, there is one that is particularly interesting if we want to know why consumers care so much about a product or not at all.
If you thought your teenage son/daughter was easily influenced by his/her classmates, you may want to reconsider the dynamics of your own social context next time you tell them off. As a consumer, you are as easily influenced as they are!
Opinions, attitudes and values have a huge impact on how consumers perceive the buying experience. And here we are not only referring to their own thoughts, but also those of others. The Theory of Planned Behaviour explains that when we consider the purchase of goods and services, our decisions are affected not only by the way we think but also by the way people around us (such as influencers,…) think; therefore their opinions, attitudes and values can actively influence our buying behaviour.
Let’s now take a closer look at each of these psychological constructs.
Opinions : directly related to quick answers and undeveloped ideas; our perceptions of something.
Attitudes : linked to the emotional state and, therefore, a lot stronger than opinions; we develop attitudes throughout our life, especially while growing up, through cultures and subcultures. They are shaped by both opinions and values and our behaviour is partly built upon and influenced by them.
Values : socially preferable ways of conduct; they are directly linked to motivations and behaviour and hardly changed.
Whether we care about a product or we can’t even be bothered to think about it is determined by these three psychological constructs which find their roots in both our nature and aspirations and that of others.
Just as these ‘other people’ have the power to influence the consumer buying behaviour, so do marketers. Researching what your consumer and his/her influencers’ opinions, attitudes and values are will help you influence their attitudes towards your brand or product. It may take a bit of time at the outset, but the rewards are immense and long-lasting!
By Alessia Cacaveri
Kate Tyler is the founder of Shake Social and our long time social media expert. A regular speaker at events, Kate offers consultancy and training on a range of digital marketing topics, in particular safeguarding and using social media in an educational setting.