-Vishal M.

Mankar (PG-A-35)

Attitude
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

Functional Theory of Attitudes

Utilitarian Function

Value-expressive Function
Ego-defense Function

Knowledge Function
Combination of Functions

Affect - how a consumer feels about an attitude object.

Behaviour - the consumers intention to do something with regard to an attitude object. Cognition - the beliefs a consumer has about an attitude object.

The model emphasises the interrelationships between knowing, feeling, and doing.

Attitudes can form in different ways, depending on the particular hierarchy of effects in operation.

They can occur via:

Classical conditioning. Instrumental conditioning. Or via a complex cognitive process.

Levels of commitment to an attitude

Lowest level: compliance. This attitude is formed as it helps in gaining rewards or avoiding punishments. Identification - formation of attitudes in order for the consumer to be similar to another person.

Highest level: internalisation - deep seated attitudes which become part of a consumers value system.

Cognitive consistency and dissonance

Cognitive consistency - where consumers value harmony among their thoughts, feelings and behaviours, and are motivated to maintain uniformity among these.

Cognitive dissonance - where consumers are confronted with situations where there is some conflict between their attitudes and behaviours. Dissonance reduction occurs by eliminating, adding, or changing elements.

STRUCTURAL MODEL OF ATTITUDE

TRICOMPONENT ATTITUDE MODEL

- COGNATIVE COMPONENT - THE AFFECTIVE COMPONENT - THE CONATIVE COMPONENT

MULTIATTRIBUTE ATTITUDE MODEL THEORY OF TRYING-TO-CONSUME MODEL ATTITUDE-TOWARDS-THE-AD MODEL

TRICOMPONENT ATTITUDE MODEL

AFFECT

CONATION

COGNITION

MULTIATTRIBUTE ATTITUDE MODEL

These are needed as a simple response does not always provide all the information we need to know about why a consumer has certain feelings towards a product or about what marketers can do to change consumers attitudes.

THEORY OF TRYING-TO-CONSUME MODEL

This theory is designed to account for the many cases in which the action or outcome is not certain but instead reflects the consumers attempts to consume. In trying to consume, here are often personal impediment, e.g., a consumer is trying to lose weight but loves chocolates bars.

Exposure to an Ad

Judgments about the Ad (cognition)

Feelings from the Ad (Affect)

Beliefs about the brand

Attitude toward the Ad

Attitude towards the brand