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
Its not safe to use credit cards on the Internet.
Appliances today are not as durable as they were 20
years ago.
You cant believe what most advertising says these days.
Auto repair shops take advantage of women.
People need less money to live on once they retire.
Extended warranties are worth the money.
You get what you pay for: lower price means lower
quality.
Changing the oil in your car every three thousand miles
is a waste of money.
Types Of Consumer Feelings
Negative Warm Upbeat
Angry
Annoyed
Bad
Bored
Critical
Defiant
Disgusted
Fed-up
Insulted
Irritated
Regretful
Affectionate
Calm
Concerned
Contemplative
Emotional
Hopeful
Kind
Peaceful
Pensive
Touched
Warm-hearted
Active
Adventurous
Alive
Attractive
Confident
Creative
Elated
Energetic
Good
Happy
Pleased
Consumer Feelings
Feelings as part of the advertising experience
Feelings as part of the shopping experience
Feelings as part of the consumption experience
Consumer Intentions
How much existing 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
Firms interested in many types of
consumer intentions
Types of Intentions
Spending intentions
Purchase intentions
Repurchase intentions
Shopping intentions
Search intentions
Consumption intentions


Valence: Whether the attitude is positive, negative or neutral

Extremity: The intensity of liking or disliking

Resistance: Degree to which the attitude is immune to
change

Confidence: Belief that attitude is correct

Accessibility: How easily the attitude can be retrieved from
memory
Consumer Attitudes - Properties
Attitude towards the object (A
o
) represents the
evaluation of the attitude object

Attitude towards the advertisement (A
ad
) represents
the global evaluation of an advertisement
Types of Attitudes
Attitude towards the behaviour (A
b
) represents the
evaluation of performing a particular behaviour
involving the attitude object

Preferences represent attitudes toward one object in
relation to another
Attitude towards the Object:
How much do you like/dislike Dell computers?
Like very much 1 2 3 4 5 Dislike very much
Attitude towards the Behaviour:
Buying a Dell personal computer would be:
Very good 1 2 3 4 5 Very bad
Very rewarding 1 2 3 4 5 Very punishing
Very wise 1 2 3 4 5 Very foolish
Preference:
Compared to Apple personal computers, how much do you like Dell
personal computers?
Like IBM much 1 2 3 4 5 Like Apple much more than Apple
more than IBM
How do we Form Attitudes?
Three different paths to attitude formation-
Mere Exposure
Behavioral Learning
Classical conditioning
Operant conditioning
Strong Experience
Consumers respond to strong situational or environmental forces,
and after engaging in the behavior, form attitudes about the
experience.
Observing Others
Role Models
Social Norms & Social Roles

Exposure
Mere
Classical Conditioning
What Information Does This Ad Provide to Assist Consumers
in Forming Attitudes Toward the Saturn Vue Hybrid?
It is Stylish, Safe & Good
for the Environment
Attitude Formation
Sources of influence on attitude formation

Personal experience

Knowledge and beliefs

Influence of family

Direct marketing and mass media

Personality factors
Functions of Attitudes
Utilitarian Function-
Attitude serves as a means to reach a goal or avoid whats
undesirable
Ego-defensive function
Attitude used to protect centrality, or ego
Value-expressive function
Attitude functions as a means of making concrete
expressions about certain values
Knowledge function
Provides a frame of reference for understanding and
adapting to the world
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Model
Trying-to-Consume Model
Attitude-towards-the-Ad Model

1. Tricomponent Attitude Model
Cognitive Component
The knowledge and perceptions that are acquired by
a combination of direct experience with the attitude
object and related information from various sources.
Affective Component
A consumers emotions or feelings about a particular
product or brand.
Conative Component(intention-to-buy-scale)
The likelihood or tendency that an individual will
undertake a specific action or behave in a particular
way with regard to the attitude object.
A Simple Representation of the
Tricomponent Attitude Model

Cognition: The knowledge
and perceptions that are
acquired by a combination
of direct experience with the
attitude object and related
information from various
sources
Source: Consumer Behavior, tenth ed., SCHIFFMAN & KANUK
A Simple Representation of the
Tricomponent Attitude Model

Affect: A consumers
emotions or feelings about
a particular product/brand

Conation: The likelihood
or tendency that an
individual will undertake a
specific action or behave in
a particular way with
regard to the attitude
object
Source: Consumer Behavior, tenth ed., SCHIFFMAN & KANUK
2. Multiattribute Attitude Models
Portrays consumers attitude with regard to an
attitude object (product, service, direct mail
catalog, or an issue) as a function of consumers
perception & assessment of the key attributes &
beliefs held with regard to the particular attitude
object.


Multiattribute Attitude Models


(a)The Attitude-towards-Object Model
(product category or specific brand)

-Attitude is a function of presence/absence and evaluation
of product-specific beliefs and evaluations- favoring
towards products having adequate level of attributes.


Cont...
(b)The Attitude-towards-Behavior Model

Is the attitude toward behaving or acting with respect to
an object, rather than the attitude toward the object
itself.
A model that proposes that a consumers attitude
toward a specific behavior is a function of how strongly
he or she believes that the action will lead to a specific
outcome (either favorable or unfavorable)
Ex: consumer might have positive attitude towads an
expensive Rolex watch/BMW but negative attitude, to
his prospects for purchasing such an expensive watch.

(c)Theory-of-Reasoned-Action Model (TRAM)

-A comprehensive, integrative model of attitude

Cognitive
Affective
Conative
Simplified Version of the Theory of
Reasoned Action
Beliefs that
the behavior
leads to
certain
outcomes
Evaluation
of the
outcomes
Beliefs that
specific
referents
think I
should or
should not
perform the
behavior
Motivation
to comply
with the
specific
referents
Subjective
norm
Attitude toward
the behavior
Intention
Behavior
Advantages of Multiattribute Model
Clearly shows what is important to consumers
about a given product.
Shows how well brands do relative to each
other.
Shows how well a specific brand does with
respect to attributes perceived as important to
consumers.
3.Theory of Trying-to-Consume
An attitude theory designed to account for the
many cases where the action or outcome is not
certain but instead reflects the consumers
attempt to consume (or purchase).

I am trying.....
-Personal Impediments
-Environmental Impediments
4. Attitude-Towards-the-Ad Model
A model that proposes that a consumer forms
various feelings (affects) and judgments
(cognitions) as the result of exposure to an
advertisement, which, in turn, affect the
consumers attitude toward the ad and belief
about the brand..............influences attitude
towards the brand
A Conception of the Relationship among
Elements in an Attitude-Towards-the-Ad Model
Exposure to an Ad
Judgments about
the Ad (Cognition)
Beliefs about the
Brand
Attitude towards
the Brand
Attitude towards
the Ad
Feelings from the
Ad (Effect)
Attitude Formation
Learning........
-Sometimes attitude follow purchase...trials
-Not all attributes are relevant.....Ads
Sources of influence on attitude formation
Personal experience
Family, friends, media, internet, etc.
Personality factors
High need for cognition
Low need for cognition


Strategies to Change Attitude
Changing the Basic Motivational Function
Associating the Product With an Admired
Group, Event & Cause
Resolving Two Conflicting Attitudes
Altering Components of the Multiattribute
Model- evaluation, beliefs(hair colour), adding/removing
an attribute, changing overall brand rating
Changing Beliefs About Competitors
Brands
The elaboration likelihood model (ELM)
+
4 Basic Motivational Functions
(Functional Approach: Changing motivation)
The Utilitarian Function
The Ego-defensive Function
(reassurance of self concept)
The Value-expressive Function
(values, lifestyle, outlook)
The Knowledge Function
(cognitive need)
.......Combine several functions

Elaboration Likelihood Model (ELM):
To change attitude
A theory that suggests that a persons level of
involvement during message processing is a
critical factor in determining which method of
persuasion is likely to be effective.

Consumer attitudes can be changed by two
different routes of persuasion - Central &
Peripheral - depending on consumers ability
Cont...
Routes of Persuasion

a) Central Route: Consumers are willing to
exert the effort to understand, learn, or
evaluate the information about the attitude
object.


b) Peripheral Route: Cent off, Free Coupons,
Beautiful Background, packaging, celebrity
endorsement
Motivation
to
Elaborate
Peripheral
Route of
Persuasion
Central
Route of
Persuasion
Ability
to
Elaborate
Amount
of
Elaboration
Message
Arguments
Determine
Persuasion
Peripheral
Cues
Determine
Persuasion
High
Low
Can Behavior Precede or Follow
Attitude Formation?
Cognitive Dissonance Theory
Attribution Theory
Behave (Purchase)
Form Attitude Form Attitude
Cognitive Dissonance Theory


It holds that discomfort or dissonance occurs
when a consumer holds conflicting thoughts
about a belief or an attitude object.



Postpurchase Dissonance
Cognitive dissonance that occurs after a
consumer has made a purchase commitment.
Consumers resolve this dissonance through a
variety of strategies designed to confirm the
wisdom of their choice.

Post purchase dissonance: REDUCE by
complementing their wisdom, offering stronger
guarantees, detail information, effective service.
Attribution Theory
A theory concerned with how people assign
casualty (blame or credit) to events and form
or alter their attitudes as an outcome of
assessing their own or other peoples behavior.



WHY DID I DO THIS????
WHY DID SHE TRY TO GET ME TO SWITCH
BRANDS?????