ATTITUDE

IN
CONSUMER BEHAVIOR

Presented by: Abha

Toshniwal

1
“ IT IS YOUR ABILITY TO TAKE YOU TO THE
TOP BUT IT IS YOUR ATTITUDE TO KEEP
YOU THERE”

“ABILITY IS WHAT YOU ARE CAPABLE OF

DOING, MOTIVATION DETERMINES WHAT
YOU DO, ATTITUDE DETERMINES HOW
WELL YOU DO”
 DEFINING ATTITUDES

 A predisposition to evaluate an object or product

positively or negatively.
 Is lasting because it tends to endure over time.
 Is general because it applies to more than a momentary
event.
 Has three components - beliefs, affect, and behavioural
intentions.
Attitudes
Global evaluative judgments

Intentions
Subjective judgments by people about how they will behave in the
future

Beliefs
Subjective judgments about the relationship between two or more
things

Feelings
An affective state (e.g. current mood state) or reaction (e.g. emotions
experienced during product consumption)
Relationships between consumer beliefs,
feelings, attitudes and intentions
 FUNCTIONAL THEORY OF ATTITUDES

 Utilitarian function - related to the basic principles of

reward and punishment.
 Value expressive function - attitudes that express the
consumers’ central values or self concept.
 Ego defensive function - formed to protect consumers
from external threats or internal feelings.
 Knowledge function - attitudes formed as the result of a
need for order, structure, or meaning.
 Hierarchies of Beliefs,
Attitudes, and Behaviors

 Decision-Making
Hierarchies

 Experiential
Hierarchy

 Behavioral Influence
Hierarchy
 Decision making hierarchies
 High involvement:
beliefs attitudes behavior
 Low involvement:
beliefs behavior attitudes
 Experiential
 Affect behavior beliefs
 Behavioral influence hierarchy
 Behavior beliefs affect
ATTITUDE MODELS

Tri-Component Attitude Model

- Cognitive component
- The affective component
- The conative component
 A Simple Representation of
the Tri-component Attitude Model

Conation

Affect
Cognition
The Tri-Component Theory of Attitude
 Cognitive component: consumer belief(s)
about a brand, outlet, product, action, etc.,
that is based on personal knowledge, actual
experience, the knowledge or experience of
others, or perception.
 Affective component: consumer feelings (e.g.
likes, dislikes, or neutrality) about a brand,
outlet, product, action, etc. flowing from
beliefs.
The Tri-Component Theory of Attitude
 Intention component (“behavior” or
“behavioral intention”): consumer’s intention
to act positively, negatively, or neutrally
toward a brand, outlet, product, action, etc.
that is based on his or her affective
component stance.
 This three component theory seems to be
more clearly tied to high-involvement brand,
outlet, product, action, etc. situations than
low-involvement.
MULTI-ATTRIBUTE ATTITUDE MODEL

These are needed as a simple response does

not always provide all the information we
need to know about why a consumer has
certain feelings towards a product or about
what marketers can do to change consumers’
attitudes.
Elements of multi-attribute models
 Attributes - characteristics that consumers
consider when evaluating the attitude object.
 Beliefs - cognitions about the specific attitude
object.
 Importance weights - these reflect the relative
priority of an attribute to the consumer.
Attitude-Toward-The-Object Model

Identifies three major

factors that are
predictive of attitudes: n
Salient Beliefs
Ao = ∑ biei
Strength of the Belief
i =1
Evaluation
 Attitude Toward-the-Object Model
where,

Attitude o = Attitude toward the act of purchasing a particular object

bi =The strength of person’s belief that the object contains

attribute ‘i’
ei =Person’s evaluation or intensity of feeling toward attribute
‘i’ (importance of attribute)
n = The number of relevant belief of person about object
 The Ideal-Point Multi-attribute
Attitude Model
n
n
Ao = ΣAbPi I=i - Σ)
ei
i =1i =1
Ao = Attitude toward the object
bi = The strength of person’s belief that the object contains attribute ‘i’
Ii = ideal point of performance on attribute i
ei = Person’s evaluation of feeling toward attribute i (importance of attribute)
n = The number of relevant belief of person about object
Multi-Attribute Model
The Fishbein’s Attitude toward Behavior Model
n
AB =∑biei
i=1
Where:
AB= the individual’s overall attitude towards performing
the specified behavior
bi = the person’s belief that performing the behavior
results in consequence 1
ei = Person’s evaluation of consequence 1
n = The number of relevant behavioral belief
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The Fishbein’s
Attitude toward Behavior Model
 Focuses on an individual attitude toward
his/her engaging in purchase behaviour or
acting with respect to an object rather than
only the attitude toward the object itself.
 In other words focuses on the perceived
consequences of a purchase
 Extended Fishbein Model

Theory of Reasoned Action

(TORA)

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 The Theory of Reasoned Action
 Intentions Versus Behavior
 Social Pressure:
 Subjective Norm (SN)
 Normative Belief (NB): Belief that others believe an action

should or should not be taken

 Motivation to Comply (MC): Degree to which consumers take

into account anticipated reactions

 Behavioral Intention (BI): Proposed behavior linking self &
an action in future

 Behavior (B): A particular action aimed at some target

object
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A Simplified Version of the Theory of Reasoned
Action (TORA) Model: Intention and Behavior
Motivation to
Beliefs that Evaluation of
Beliefs about comply or
the behavior the
perceptions of please with
leads to consequences important the
certain of important others important
outcomes others (NBj) others
(bi) (ei)
(MCj)

Attitude toward Subjective

the considered norms about
behavior considered
(AB) Behavioral behavior
Intention (SN)
(BI)

Behavior 22
(B)
 The Theory of Reasoned Action
(TORA) Model
Theory of Reasoned Action can be put as follows:
B~BI = AB (w1) + SN (w2)
Where:
B= A specified behaviour
BI= Individual’s intention to engage in specified behaviour
AB= Individuals attitude toward engaging in that behaviour
SN= subjective norms about whether important others want
the individual to engage in that behaviour
W1,w2= weights denoting the relative influence of AB & SN on
behavioural intention.
Stimulus Importance-Performance Grid (Alvin C. Burns)
Attribute Our Competitor’s Simultaneous
Importance Performance Performance Result

POOR Poor Neglected Opportunity

HIGH Good Competitive Disadvantage

Poor Competitive Advantage

GOOD
Good Head-to-head competition

LOW
Poor Null Opportunity
POOR
Good False Alarm

Poor False Advantage

GOOD Good False Competition
Applying the Theory of Reasoned
Action to Change Intentions
 It helps to identify those attributes most
important in causing consumers to form
positive (or negative) attitudes toward the
purchase of a product
 Changing attitude toward purchase
 It helps to identify and helps to adjust sources
of social pressure and their possible role in
intention formation
 Changing subjective norms
Theory of Trying Model
 The “theory of reasoned action” cannot be
used to predict behavior in situations in which
consumption takes place over an extended
period of time
 The “theory of trying” explores consumption
behavior rather than buying behavior
Theory of Trying—Application
 Intention to try
 Frequency of trying
 Social norms toward trying
 Attitude toward trying
 Attitude toward success together with the expectations of
success
 Attitude toward failure together with expectation of failure
 Attitude toward the process
 Attitude toward consumption:
 Beliefs about consequences
 Evaluation of consequences
 Frequency of past trying
 Recency of past trying
Applying the Theory of Trying to
Change Consumption Behavior
 Understanding consumption behavior is necessary in
order to establish long-term relationships with
customers
 Marketers must encourage, support, and reward the
consumption act
 It helps marketers understand:
 How people consume products and services
 Why they consume them or not
 What will make them consume products in the future
 If they will consume product in the future
 What they need to stimulate long-term consumption
 Theory of Trying Model
n
Attitude towards
∑ biei
i =1
success (AB) Recency of Past
Trying
Frequency of
Expectation of Past Trying
success (ES)
Intention
Attitude towards Trying
to Try
n Trying
Attitude towards
∑ BjEj
j =1
Failure (Af)

Expectation of
Failure (Ef) Social Norms
towards Trying

o
Attitude towards
∑ BkEl
k =1
Process 29
Attitude-Behavior Consistency
 It refers to the extent to which attitude leads
to purchase
 It is influenced by
 Consumer factors: access to resources, past
experiences with a brand, orientation (action- or
state-oriented consumers)
 Situational factors: time passed, message
repetition, social influence
 Measurement factors: specificity, time of
measurement
 Some Managerial Implications
 Positioning/differentiation: position brands based upon
key attributes.
 Environmental analysis: assess and manipulate
environment to implement behavioral influence approach.
 Market research: employ to identify salient attributes and
key benefits, measure attitudes, and predict behavioral
intentions
 Marketing mix: identify benefits sought by consumers and
develop products to provide them. Develop promotions to
communicate to consumers key attributes, to influence
beliefs, attitudes, and behaviors.
 Segmentation: Employ benefit segmentation by identifying
target markets desiring specific product benefits.