Updated:

Lack of Stability of Positive Behavioral Responses Report (Assessment)

Exclusively available on Available only on IvyPanda® Made by Human No AI

Summary

Consumers show their attitudes to brands through commitment and loyalty. The components of the consumers’ commitment include such options as “good value for money”, “nice quality” for the intention to buy products of a particular brand. If a consumer likes the brand, he/she will continue “using” it in the future. Thus, if positive attitudes to a brand are characterized by consumers’ loyalty and commitment, positive attitudes of consumers should be permanent over a certain period. However, there are still doubts if such attitudinal stability occurs over time. The study explores the question of “the over-time stability of the consumer’s expressed attitudinal beliefs, both overall intentions-to-buy and free-choice beliefs about specific brand attributes” (Riley, Ehrenberg, Castleberry, Barwise & Barnard 1997, p. 438).

Introduction

The authors of the article base their study on previous research on the positive attitudinal response in time relation to the usage of a brand and researches that proved the lack of stability of positive attitudinal responses over time. The study also provides new results conserving the issue based on the data that included variations of consumers’ attitudes for different brands in different categories of products in the USA and the UK. The data included: consumers’ attitude beliefs, claimed frequency of purchasing the products of a particular brand, and “descriptive” and “evaluative” attributes (Riley, Ehrenberg, Castleberry, Barwise & Barnard 1997).

Discussion

The previous research showed that attitudinal responses vary greatly with brand usage. The attitudinal response is dependent upon the structural market share effect (the number of users for example). The researchers also showed that “descriptive attributes” (based on the users/non-users patter) do not have an effect on the number of users the brand has, and thus, they do not reflect the consumers’ loyalty and commitment to the brand. But, the “evaluative” attribute “do differentiate in this way and reflect the brand-specific form of loyalty” (Riley, Ehrenberg, Castleberry, Barwise & Barnard 1997, p. 439). To explore the consumers’ attitudinal commitment and loyalty to the brand, the authors used the Double Jeopardy theory which showed that “it is not the brand with a lower degree of “liking” have less loyal or less committed consumers” (Riley, Ehrenberg, Castleberry, Barwise & Barnard 1997, p. 439).

To define the variability of attitudinal repeat-rates, the researchers conducted several interviews in the US and the UK which allowed them to measure the repeated-rates for different brands. The new results confirmed that there is great variability in the repeated-rate for different brands. The study also showed that this variation is not “brand-specific” as it is not based on the particular values of the brand, or how they are rated. The results of the study provide that the main factor is the “initial level of attribute response”. Thus, the findings can be considered to be “a classic Double Jeopardy pattern” which occurs in a new setting. Thus, the relationship between the repeated rate pattern and the initial response level can be defined while examining them through different countries, product categories, and attribute beliefs (Riley, Ehrenberg, Castleberry, Barwise & Barnard 1997, p. 446). According to the results of the study, consumer’s consistency of positive attitudes to a particular brand depends on the number of people that consider the brand a good one (in addition to the degree of loyalty).

Conclusion

Thus, the study showed that there are systematic variations in the attitudinal repeat-rates for different brands and that they are dependent upon the initial attitudinal responses and do not show the characteristic differences of consumers’ loyalty to the brand.

Reference List

Riley, F. D., Ehrenberg, A. S. C., Castleberry, S. B., Barwise, T. P., & Barnard, N. R. 1997, “The variability of attitudinal repeat-rates”, International Journal of Research in Marketing, vol. 14, issue 5, pp. 437 – 450.

More related papers Related Essay Examples
Cite This paper
You're welcome to use this sample in your assignment. Be sure to cite it correctly

Reference

IvyPanda. (2021, March 20). Lack of Stability of Positive Behavioral Responses. https://ivypanda.com/essays/lack-of-stability-of-positive-behavioral-responses/

Work Cited

"Lack of Stability of Positive Behavioral Responses." IvyPanda, 20 Mar. 2021, ivypanda.com/essays/lack-of-stability-of-positive-behavioral-responses/.

References

IvyPanda. (2021) 'Lack of Stability of Positive Behavioral Responses'. 20 March.

References

IvyPanda. 2021. "Lack of Stability of Positive Behavioral Responses." March 20, 2021. https://ivypanda.com/essays/lack-of-stability-of-positive-behavioral-responses/.

1. IvyPanda. "Lack of Stability of Positive Behavioral Responses." March 20, 2021. https://ivypanda.com/essays/lack-of-stability-of-positive-behavioral-responses/.


Bibliography


IvyPanda. "Lack of Stability of Positive Behavioral Responses." March 20, 2021. https://ivypanda.com/essays/lack-of-stability-of-positive-behavioral-responses/.

If, for any reason, you believe that this content should not be published on our website, please request its removal.
Updated:
This academic paper example has been carefully picked, checked and refined by our editorial team.
No AI was involved: only quilified experts contributed.
You are free to use it for the following purposes:
  • To find inspiration for your paper and overcome writer’s block
  • As a source of information (ensure proper referencing)
  • As a template for you assignment
Privacy Settings

IvyPanda uses cookies and similar technologies to enhance your experience, enabling functionalities such as:

  • Basic site functions
  • Ensuring secure, safe transactions
  • Secure account login
  • Remembering account, browser, and regional preferences
  • Remembering privacy and security settings
  • Analyzing site traffic and usage
  • Personalized search, content, and recommendations
  • Displaying relevant, targeted ads on and off IvyPanda

Please refer to IvyPanda's Cookies Policy and Privacy Policy for detailed information.

Required Cookies & Technologies
Always active

Certain technologies we use are essential for critical functions such as security and site integrity, account authentication, security and privacy preferences, internal site usage and maintenance data, and ensuring the site operates correctly for browsing and transactions.

Site Customization

Cookies and similar technologies are used to enhance your experience by:

  • Remembering general and regional preferences
  • Personalizing content, search, recommendations, and offers

Some functions, such as personalized recommendations, account preferences, or localization, may not work correctly without these technologies. For more details, please refer to IvyPanda's Cookies Policy.

Personalized Advertising

To enable personalized advertising (such as interest-based ads), we may share your data with our marketing and advertising partners using cookies and other technologies. These partners may have their own information collected about you. Turning off the personalized advertising setting won't stop you from seeing IvyPanda ads, but it may make the ads you see less relevant or more repetitive.

Personalized advertising may be considered a "sale" or "sharing" of the information under California and other state privacy laws, and you may have the right to opt out. Turning off personalized advertising allows you to exercise your right to opt out. Learn more in IvyPanda's Cookies Policy and Privacy Policy.

1 / 1