ATTI TUD E

 Learned pre –dispositions to

respond to an object or class of
objects in a consistently
favourable or unfavorable way
 Overall evaluation done by
consumers for choosing a
particular product
 Attitude help us understanding
,why consumers do or do not
buy a particular product or shop
The Components of
attitude

Brand beliefs Evaluation Intentions

 Brand Beliefs - Cognitive
/thinking component
 A persons knowledge and beliefs
about some attitude object
reside within the cognitive
component
 Develop vocabulary of product
attributes and benefits
 Evaluations: Affective
Component
 It represents a persons likes or
dislikes of attitude object
 Evaluation can be measured by
rating from poor to excellent ,
least preferred to most
preferred
 Intentions : Conative component

 Refers to the persons action or

behavioural tendencies toward
the attitude object
 This is measured in terms of
intention to buy
Properties of attitude
 Favorability
 Intensity
 Confidence
 Stability
Functions of
Attitudes
 Utilitarian function
 Value-Expressive Function
 Ego-Defensive Function
 Knowledge Function
How is attitude
Developed?
 Family influence
 peer group influence
 personality
 information and experience
 Role of direct and indirect
experience
Models of Attitude
 Multi Attribute attitude model
 Attitude Toward Object model
 Attitude toward behaviour
model
 Attitude Toward Ad Model