ATTITUDE

Attitude is learned predisposition to behave in

a consistently favourable or unfavourable way
with respect to a given object
Helps to determine a number of preferences and
actions
Attitudes characteristics
Attitudes are a learned predisposition
Attitudes have consistency
Attitudes occur within a situation
Attitudes are towards an object
Relationships between consumer
beliefs, feelings, attitudes & intentions
Consumer beliefs
A Sampling Of Consumer Beliefs
It!s not safe to use credit cards on the Internet"
Appliances today are not as durable as they were #$
years ago"
%ou can!t believe what most advertising says these days"
Auto repair shops ta&e advantage of women"
'eople need less money to live on once they retire"
E(tended warranties are worth the money"
%ou get what you pay for) lower price means lower
*uality"

+hanging the oil in your car every three thousand miles

is a waste of money"
Tpes Of Consumer !eelings
"egati#e "egati#e $arm $arm %pbeat %pbeat
Angr
Annoed
Bad
Bored
Critical
&efiant
&isgusted
!ed'up
(nsulted
(rritated
Regretful
Affectionate
Calm
Concerned
Contemplati#e
)motional
*opeful
+ind
,eaceful
,ensi#e
Touched
$arm'hearted
Acti#e
Ad#enturous
Ali#e
Attracti#e
Confident
Creati#e
)lated
)nergetic
-ood
*app
,leased
Consumer !eelings
,eelings as part of the advertising e(perience
,eelings as part of the shopping e(perience
,eelings as part of the consumption e(perience
Consumer (ntentions
How much e(isting product should be produced to
meet demand-
How much demand will there be for a new product-
Useful for firms when predicting how
people will act as consumers
,irms interested in many types of
consumer intentions
Tpes of (ntentions
.pending intentions
'urchase intentions
/epurchase intentions
.hopping intentions
.earch intentions
+onsumption intentions

.alence) 0hether the attitude is positive1 negative or neutral

)/tremit) The intensity of li&ing or disli&ing
Resistance) Degree to which the attitude is immune to
change
Confidence) 2elief that attitude is correct
Accessibilit) How easily the attitude can be retrieved from
memory
Consumer Attitudes ' ,roperties
Attitude towards the object 3A
o
4 represents the
evaluation of the attitude object
Attitude towards the ad#ertisement 3A
ad
4 represents
the global evaluation of an advertisement
Tpes of Attitudes
Attitude towards the beha#iour 3A
b
4 represents the
evaluation of performing a particular behaviour
involving the attitude object
,references represent attitudes toward one object in
relation to another
Attitude towards the Object0
*ow much do ou li1e2disli1e &ell computers3
4i1e #er much 5 6 7 8 9 &isli1e #er much
Attitude towards the Beha#iour0
Buing a &ell personal computer would be0
.er good 5 6 7 8 9 .er bad
.er rewarding 5 6 7 8 9 .er punishing
.er wise 5 6 7 8 9 .er foolish
,reference0
Compared to Apple personal computers, how much do ou li1e &ell
personal computers3
4i1e (B: much 5 6 7 8 9 4i1e Apple much more than Apple
more than (B:
*ow do we !orm Attitudes3

Three different paths to attitude formation5

6ere E(posure

2ehavioral 7earning

+lassical conditioning

8perant conditioning

.trong E(perience

+onsumers respond to strong situational or environmental forces1 and

after engaging in the behavior1 form attitudes about the e(perience"

8bserving 8thers

/ole 6odels

.ocial 9orms : .ocial /oles

E(posure
6ere
+lassical +onditioning
0hat Information Does This Ad 'rovide to Assist +onsumers
in ,orming Attitudes Toward the .aturn ;ue Hybrid-
It is .tylish1 .afe : <ood
for the Environment
Attitude !ormation

.ources of influence on attitude formation

'ersonal e(perience

=nowledge and beliefs

Influence of family

Direct mar&eting and mass media

'ersonality factors
!unctions of Attitudes

Utilitarian ,unction5

Attitude serves as a means to reach a goal or avoid what!s

undesirable

Ego5defensive function

Attitude used to protect centrality1 or ego

;alue5e(pressive function

Attitude functions as a means of ma&ing concrete e(pressions

about certain values

=nowledge function

'rovides a frame of reference for understanding and adapting to

the world
Structural :odels of Attitudes

Tricomponent Attitude 6odel

6ultiattribute Attitude 6odel

Trying5to5+onsume 6odel

Attitude5towards5the5Ad 6odel
5; Tricomponent Attitude :odel

+ognitive +omponent

The 1nowledge and perceptions that are ac*uired by

a combination of direct e(perience with the attitude
object and related information from various sources"

Affective +omponent

A consumer!s emotions or feelings about a particular

product or brand"

+onative +omponent3intention5to5buy5scale4

The li1elihood or tendenc that an individual will

underta&e a specific action or beha#e in a particular
way with regard to the attitude object"
A Simple Representation of the
Tricomponent Attitude :odel
Cognition) The &nowledge
and perceptions that are
ac*uired by a combination
of direct e(perience with the
attitude object and related
information from various
sources
.ource) +onsumer 2ehavior1 tenth ed"1 +onsumer 2ehavior1 tenth ed"1 .+HI,,6A9 : =A9U=
A Simple Representation of the
Tricomponent Attitude :odel
Affect) A consumer!s
emotions or feelings about
a particular product>brand
Conation) The li&elihood
or tendency that an
individual will underta&e a
specific action or behave in
a particular way with
regard to the attitude
object
.ource) +onsumer 2ehavior1 tenth ed"1 +onsumer 2ehavior1 tenth ed"1 .+HI,,6A9 : =A9U=
6; :ultiattribute Attitude :odels

'ortrays consumers attitude with regard to an

attitude object 3product1 service1 direct mail
catalog1 or an issue4 as a function of consumers
perception : assessment of the &ey attributes :
beliefs held with regard to the particular attitude
object"
:ultiattribute Attitude :odels

<a=The Attitude'towards'Object :odel

3product category or specific brand4
5Attitude is a function of presence>absence and evaluation
of product5specific beliefs and evaluations5 favoring
towards products having ade*uate level of attributes"
+ont"""
<b=The Attitude'towards'Beha#ior :odel
Is the attitude toward behaving or acting with respect to
an object1 rather than the attitude toward the object
itself"
A model that proposes that a consumer!s attitude
toward a specific behavior is a function of how strongly
he or she believes that the action will lead to a specific
outcome 3either favorable or unfavorable4
E() consumer might have positive attitude towads an
e(pensive /ole( watch>260 but negative attitude1 to
his prospects for purchasing such an e(pensive watch"
<c=Theor'of'Reasoned'Action :odel <TRA:=
5A comprehensive1 integrative model of attitude

+ognitive

Affective

+onative
Simplified .ersion of the Theor of
Reasoned Action
Beliefs that
the beha#ior
leads to
certain
outcomes
Beliefs that
the beha#ior
leads to
certain
outcomes
)#aluation
of the
outcomes
)#aluation
of the
outcomes
Beliefs that
specific
referents
thin1 (
should or
should not
perform the
beha#ior
Beliefs that
specific
referents
thin1 (
should or
should not
perform the
beha#ior
:oti#ation
to compl
with the
specific
referents
:oti#ation
to compl
with the
specific
referents
.ubjective
norm
.ubjective
norm
Attitude toward
the behavior
Attitude toward
the behavior
Intention
Intention
2ehavior
2ehavior
Advantages of 6ultiattribute 6odel

+learly shows what is important to consumers

about a given product"

.hows how well brands do relative to each

other"

.hows how well a specific brand does with

respect to attributes perceived as important to
consumers"
7;Theor of Tring'to'Consume
An attitude theory designed to account for the
many cases where the action or outcome is not
certain but instead reflects the consumer!s
attempt to consume 3or purchase4"
I am trying"""""
5'ersonal Impediments
5Environmental Impediments
8; Attitude'Towards'the'Ad :odel
A model that proposes that a consumer forms
various feelings 3affects4 and judgments
3cognitions4 as the result of e(posure to an
advertisement1 which1 in turn1 affect the
consumer!s attitude toward the ad and belief
about the brand..............influences attitude
towards the brand
A Conception of the Relationship among
)lements in an Attitude'Towards'the'Ad :odel
E(posure to an Ad
?udgments about
the Ad 3+ognition4
2eliefs about the
2rand
Attitude towards
the 2rand
Attitude towards
the Ad
,eelings from the
Ad 3Effect4
Attitude !ormation

7earning""""""""
5.ometimes attitude follow purchase"""trials
59ot all attributes are relevant"""""Ads

.ources of influence on attitude formation

'ersonal e(perience

,amily1 friends1 media1 internet1 etc"

'ersonality factors

High need for cognition

7ow need for cognition

Strategies to Change Attitude

+hanging the 2asic 6otivational ,unction

Associating the 'roduct 0ith an Admired

<roup1 Event : +ause

/esolving Two +onflicting Attitudes

Altering +omponents of the 6ultiattribute

6odel5 evaluation1 beliefs3hair colour41 adding>removing
an attribute1 changing overall brand rating

+hanging 2eliefs About +ompetitors! 2rands

The elaboration li&elihood model 3E764

@
8 Basic :oti#ational !unctions
<!unctional Approach0 Changing moti#ation=

The Utilitarian ,unction

The Ego5defensive ,unction

3reassurance of self concept=

The ;alue5e(pressive ,unction

3values1 lifestyle1 outloo&4

The =nowledge ,unction

3cognitive need4
"""""""+ombine several functions
)laboration 4i1elihood :odel <)4:=0
To change attitude
A theory that suggests that a person>s le#el of
in#ol#ement during message processing is a
critical factor in determining which method of
persuasion is li&ely to be effective"
+onsumer attitudes can be changed by two
different routes of persuasion 5 +entral :
'eripheral 5 depending on consumers! ability
+ont"""
Routes of ,ersuasion
a= Central Route) +onsumers are willing to
e(ert the effort to understand1 learn1 or
evaluate the information about the attitude
object"
b= ,eripheral Route) +ent off1 ,ree +oupons1
2eautiful 2ac&ground1 pac&aging1 celebrity
endorsement
:oti#ation
to
)laborate
,eripheral
Route of
,ersuasion
Central
Route of
,ersuasion
Abilit
to
)laborate
Amount
of
)laboration
:essage
Arguments
&etermine
,ersuasion
,eripheral
Cues
&etermine
,ersuasion
High
7ow
Can Beha#ior ,recede or !ollow
Attitude !ormation3

+ognitive Dissonance Theory

Attribution Theory
2ehave 3'urchase4 2ehave 3'urchase4
,orm Attitude ,orm Attitude ,orm Attitude
Cogniti#e &issonance Theor
It holds that discomfort or dissonance occurs
when a consumer holds conflicting thoughts
about a belief or an attitude object"
,ostpurchase &issonance
+ognitive dissonance that occurs after a
consumer has made a purchase commitment"
+onsumers resolve this dissonance through a
variety of strategies designed to confirm the
wisdom of their choice"
'ost purchase dissonance) /EDU+E by
complementing their wisdom1 offering stronger
guarantees1 detail information1 effective service"
Attribution Theor
A theory concerned with how people assign
casualt <blame or credit= to events and form
or alter their attitudes as an outcome of
assessing their own or other people!s behavior"
0H% DID I D8 THI.----
0H% DID .HE T/% T8 <ET 6E T8 .0IT+H
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