CONSUMER ATTITUDE
FORMATION AND CHANGE
WINDOWS XP IS SUPERB
MCDONALD’S SEC 18 PROVIDES BETTER SERVICE THAN SEC16
KHADIM’S SHOES ARE VERY COMFORTABLE
YOU GET THE BEST DEAL IN EBONY’S MONSOON SALE.
GLISTER IS THE ONLY TOOTHPASTE TO PROTECT YOU AGAINST
CAVITIES.
I LIKE A R RAHMAN BUT HIS CURRENT ALBUM IS NOT
THAT GOOD.
I LOVE EATING OUT BUT NOT AT LATE NIGHT OR ALONE.
THE NEW PEPSI CAN IS JUST TOO MUCH.
THE ATTITUDE OBJECT :
IT COULD BE ANYTHING LIKE PRODUCT, PRODUCT CATEGORY,
BRAND , SERVICE, POSSESSIONS, PRODUCT USE, CAUSES
OR ISSUES, PEOPLE, ADVERTISEMENTS, INTERNET SITE,
PRICE, MEDIUM, PACKAGING , OR RETAILER.
ATTITUDES ARE A LEARNED DISPOSITION.
ATTITUDES HAVE CONSISTENCY AND DESPITE THEIR
CONSISTENCY , THEY ARE NOT NECESSARILY PERMANENT; THEY
DO CHANGE.
ATTITUDES OCCUR WITHIN A SITUATION :
ONE COULD BUY DIFFERENT SHAVING CREAM EVERY TIME.
ONE MAY HIRE CAR FROM THE SAME COMPANY EACH TIME.
ONE IS READY TO TAKE LUNCH BUT NOT DINNER AT
MCDONALD’S.
Are You Interested ?
Are You interested ?
WHAT ARE ATTITUDES?
A whole universe of consumer behaviors --
consistency of purchases, recommendations
to others, top rankings, beliefs, evaluations,
and intentions – are related to attitudes.
What, then, are attitudes. In a consumer
behavior context, an attitude is a learned
predisposition to behave in a consistently
favorable or unfavorable way with respect
to a given object.
Tri-component attitude
model
According to the tri-component attitude model, attitudes consist
of three major components : a cognitive component, an
affective component, and a conative component .
Conation
Affect
Cognition
Schematic Conception of
Attitudes
Independent
variables Intervening
variables
Affect
Cognition
Stimuli Attitude
(Individuals, situations,
social issues, social group, Behavior
and other objects
Or conative
Statements and actions Statements & Statements &
of feelings, love, affection actions of actions concerning
and preference knowledge and behavior
beliefs intentions to
buy scale
Multi-attributes of Choice Models
Choice Models
Theory of trying to Consume
Theory of reasoned actions Even when the outcome is not
By including subjective norms Known.
Or social approvals.
Attitude towards the ad models
Feelings form the beliefs and
Cognitions form the attitude
Leading to attitude towards
Brand.
The Attitude Toward Objects (ATO) Attitude towards behavior Model
Models An adequate level of favorable attributes Purchasing a BMW is more about
Are required to select or reject. Purchasing than having positive attitude
Towards German cars.
how attitudes are learned
• Classical Conditioning
• Instrumental Conditioning
• Cognitive Learning Theory
SOURCES OF INFLUENCE ON ATTITUDE FORMATION
• Direct and Past Experience
• Influence of Family and Friends
• Direct Marketing
• Exposure to Mass Media
• Personality Factors
Strategies of attitude change
The utilitarian function
The Knowledge function
Functions of Attitude
The value The ego defensive
expressive function
Function (outlook, lifestyle)
STRATEGIES OF ATTITUDE CHANGE
Changing the Basic Motivational Function
• THE UTILITARIAN FUNCTION
• THE EGO-DEFENSIVE FUNCTION
• THE VALUE-EXPRESSIVE FUNCTION
• THE KNOWLEDGE FUNCTION
• COMBINING SEVERAL FUNCTIONS
Associating the Product with a Special Group, Event, or Cause
Resolving Two Conflicting Attitudes
Altering Components of the Multi-Attribute Model
• CHANGING THE RELATIVE EVALUATION OF ATTRIBUTES
• CHANGING BRAND BELIEFS
• ADDING AN ATTRIBUTE
• CHANGING THE OVERALL BRAND RATING
• CHANGING BELIEFS ABOUT COMPETITORS’ BRANDS
THE ELABORATION LIKELIHOOD MODEL (ELM)
BEHAVIOR CAN PRECEDE OR FOLLOW ATTITUDE
FORMATION
• Cognitive Dissonance Theory Advantage and disadvantage of
selections made.. Consumer Remorse
• Attribution Theory ( Blame or credit)
• Self-Perception Theory
• INTERNAL AND EXTERNAL ATTRIBUTIONS AND DEFENSIVE
ATTRIBUTIONS(internal for success and external for failure)
» Leadership ( Mirror v/s window)
FOOT-IN-THE-DOOR TECHNIQUE : SITUATIONS IN WHICH
CONSUMER’S COMPLIANCE WITH A MINOR REQUEST
AFFECTS SUBSEQUENT COMPLIANCE WITH A MORE
SUBSTANTIAL REQUEST. IT IS A STUDY OF BENEFITS
OFFERED IN SALES PROMOTIONS.
DOOR-IN THE FACE TECHNIQUE
•Attributions Toward Others
•Attributions Toward Things
How We Test Our Attributions
1. Distinctiveness
2. Consistency Over time
3. Consistency Over modality
4. Consensus.