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Consumer Attitude

Formation and Change


A learned
predisposition to
behave in a
consistently
Attitude
favorable or
unfavorable manner
with respect to a
given object.
What Are Attitudes?
The attitude object
Attitudes are a learned predisposition
Attitudes have consistency
Attitudes occur within a situation
This attempts to
change the
attitude toward
calcium in a soft
drink situation.
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Model
Attitude-Toward-the-Ad Model
A Simple Representation of the
Tricomponent Attitude Model

Cognition
The Tricomponent Model

Components

Cognitive The knowledge and


perceptions that are
Affective acquired by a
Conative combination of direct
experience with the
attitude object and
related information
from various sources
The Tricomponent Model

Components

Cognitive A consumers
emotions or feelings
Affective
about a particular
Conative product or brand
The Tricomponent Model

Components

Cognitive The likelihood or


tendency that an
Affective
individual will
Conative undertake a specific
action or behave in a
particular way with
regard to the attitude
object
Attitude models that
examine the
Multiattribute composition of
Attitude consumer attitudes
Models in terms of selected
product attributes or
beliefs.
Multiattribute Attitude Models

Types
The attitude-toward- Attitude is function of
object model evaluation of product-
The attitude-toward- specific beliefs and
behavior model evaluations
Useful to measure
attitudes toward
brands
Positive
attitudes
toward brands
help with
brand
extensions
Multiattribute Attitude Models

Types
The attitude-toward- Is the attitude toward
object model behaving or acting
The attitude-toward- with respect to an
behavior model object, rather than the
attitude toward the
object itself
Corresponds closely
to actual behavior
A model that proposes
that a consumer forms
various feelings (affects)
and judgments
Attitude- (cognitions) as the result
Toward-the- of exposure to an
Ad Model advertisement, which, in
turn, affect the
consumers attitude
toward the ad and attitude
toward the brand.
A Conception of the Relationship
among Elements in an Attitude-
Toward-the-Ad Model - Figure
Issues in Attitude Formation
How attitudes are learned
Conditioning and experience
Knowledge and beliefs
Sources of influence on attitude formation
Personal experience
Influence of family
Direct marketing and mass media
Personality factors
Changing the Basic Motivational
Function
Utilitarian - when a product has been useful in the
past our attitude likely to be favourable
Ego-defensive most people tend to protect their
self-images from inner feelings of doubt by replacing
uncertainty with a sense of security and personal
confidence marketers address this offering
reassurance
Value-expressive attitudes are an expression of
consumers lifestyle, values and outlook. Marketers
address these in their marketing efforts
Knowledge consumer have an urge to understand
products better by acquiring info etc marketers
should satisfy this need for info and cognition
Strategies of Attitude Change
1. Changing the Basic Motivational
Function
2. Associating the Product with an Admired
Group or Event
3. Resolving Two Conflicting Attitudes
4. Altering Components of the Multiattribute
Model
5. Changing Beliefs about Competitors
Brands
Crest uses
a
knowledge
appeal.
A theory that suggests
that a persons level of
Elaboration involvement during
Likelihood message processing is
Model a critical factor in
(ELM) determining which
route to persuasion is
likely to be effective.
Important question
Does attitude preced behaviour or does
behaviour preced attitude?Or do they
influence each other?
Why Might Behavior Precede
Attitude Formation?
Cognitive Dissonance
Theory Behave (Purchase)
Attribution Theory

Form Attitude Form Attitude


Holds that discomfort or
dissonance occurs when
Cognitive
a consumer holds
Dissonance
conflicting thoughts
Theory
about a belief or an
attitude object.
A theory concerned
with how people assign
causalty to events and
Attribution form or alter their
Theory attitudes as an outcome
of assessing their own
or other peoples
behavior.
In attribution theory,
the underlying question
is Why.
This process of making
Attribution
inferences about ones
Theory
own or anothers
behaviour is a major
component of attitude
formation.

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