‘ AT T I T U D E ’

Team 4
Members
Manasa , Anusha,
Athreya, Nikesh,
Ram, Walsh
• Attitude is a learned pre-disposition to behave
in a consistently favorable or unfavorable way
with respect to a given a object.
Attitude “object”.

Learned predisposition.

They have consistency.

Occur within a situation.
Tri component attitude model

Conation Affect

Cognition
Attitude consists of 3 components :

1. Cognitive :

Knowledge and perception, acquired by the

combination of direct experience with the
attitude object and the related information
from various sources. They take forms of
beliefs.
2. Affective:

Consumers emotions or feelings about a

particular product or brand.

3. Conative:

Likelihood or tendency that an individual will

undertake a specific action or behave in a
particular way. Some say it is actual behavior.
 Attitude formation
o How attitudes are Learned

o Sources of influence on attitude

formation.

o Personality factors.
 Behavior can precede or follow
attitude formation

o Cognitive dissonance theory.

o Attribution theory.
 Strategies of attitude change
• Changing basic motivational function.

• Associating the product with a special

group, event or cause.

• Resolving two conflicting attitudes.

• Changing the beliefs about the

competitors’ brand.