ATTITUDE

IN

CONSUMER
BEHAVIOR

Presented by:
Anshu Sweta

 IT IS YOUR ABILITY TO TAKE YOU

TO THE TOP BUT IT IS YOUR
ATTITUDE TO KEEP YOU THERE
ABILITY IS WHAT YOU ARE
CAPABLE OF DOING, MOTIVATION
DETERMINES WHAT YOU DO,
ATTITUDE DETERMINES HOW
WELL YOU DO

Defining attitudes

A predisposition to evaluate an object or product

positively or negatively.

Is lasting because it tends to endure over time.

Is general because it applies to more than a momentary

event.

Has three components - beliefs, affect, and behavioural

intentions.

Functional theory of attitudes

Utilitarian function - related to the basic principles of

reward and punishment.

Value expressive function - attitudes that express the

consumers central values or self concept.

Ego defensive function - formed to protect consumers

from external threats or internal feelings.

Knowledge function - attitudes formed as the result of a

need for order, structure, or meaning.

The ABC model

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.

Three hierarchies of effects

Figure 5.1

Forming attitudes

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.

Other theories (1 of 2)

Self perception theory - assumes that consumers use

observations of their own behaviour to determine what
their attitudes are, in the same way as we know the
attitudes of others by watching what they do.

Social judgement theory - assumes that people

assimilate new information about attitude objects in the
light of what they already know or feel. The initial
attitude acts as a frame of reference, and new
information is categorised in terms of this standard.

Other theories (2 of 2)

Balance theory - considers relations among elements a

consumer might perceive as belonging together. This
perspective involves relations among three elements
(the triad):

A person and his/her perceptions.

An attitude object.

Some other person or object.

The theory specifies that consumers desire relations among

elements in the triad to be harmonious or balanced.

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

COGNITIVE COMPONENT

The knowledge and perceptions that

are required by a combination of
direct experiences with the product
and related information about the very
product from various sources. This
knowledge and resulting perceptions
commonly take the from of belief. This
belief ultimately culminates into
attitude towards buying the product.

AFFECTIVE COMPONENT

A consumers emotions or feeling

about a particular product or brand
constitutes the affective component
of an attitude. These emotions or
feeling with the product
subsequently results into brand
loyalty sometimes.

CONATIVE COMPONENT

Conative component is concern with

the likelihood or tendency that an
individual will undertake a specific
action or behave in a particular way
with regard to the attitude object.
Conative component is frequently
treated as an expression to of the
consumers intention to buy.

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.

Elements of multi-attribute
models

Attributes - characteristics that

consumers consider when evaluating
the attitude object.
Beliefs - cognitions about the
specific attitude object.
Importance weights - these reflect
the relative priority of an attribute to
the consumer.

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.

ATTITUDE-TOWARDS-THE-AD
MODEL
Exposure to an Ad

Feelings from the Ad

(Affect)

Judgments about the Ad

(cognition)

Beliefs about the

brand

Attitude toward
the Ad

Attitude towards
the brand

Estimating the attitudinal impact

of alternative changes
How expensive are the product modifications
required to change attitude?
Are they possible to accomplish?
How resistant to change are consumers?
What is the potential attitudinal payoff each change
might deliver?

Consumer intentions
Useful for firms when predicting how people will
act as consumers
How much existing product should be produced to
meet demand?
How much demand will there be for a new product?

Firms interested in many types of consumer

intentions

Types of intentions
Spending intentions
Purchase intentions
Repurchase intentions
Shopping intentions
Search intentions
Consumption intentions

Types of intentions
Spending intentions reflect how much money
consumers think they will spend
Will you spend at least $1,000 on Christmas gifts this year?
No chance 1 2 3 4 5 6 7 I definitely will

Purchase intentions represent what consumers

think they will buy
Will you buy a Mercedes-Benz automobile during the next
12 months?
No chance 1 2 3 4 5 6 7 I definitely will

Types of intentions
Repurchase intentions indicate whether
consumers anticipate buying the same product or
brand again
The next time you purchase coffee, will you buy the same
brand?
No chance 1 2 3 4 5 6 7 I definitely will

Shopping intentions capture where consumers

plan on making their product purchases
Will you shop at Wal*Mart during the next 30 days?
No chance 1 2 3 4 5 6 7 I definitely will

Types of intentions
Search intentions indicate consumers intentions
to engage in external search
The next time you need to be hospitalised, will you speak
to your doctor before choosing a hospital?
No chance 1 2 3 4 5 6 7 I definitely will

Consumption intentions represent consumers

intentions to engage in a particular consumption
activity
Will you watch the next Super Bowl?
No chance 1 2 3 4 5 6 7 I definitely will

How firms can predict behaviour

Rely on past behaviour to predict future behaviour
Problems:
Situations change (changes in market can cause
unpredictable changes in demand)
Sales trends are sometimes erratic
Past behaviours not available for new products or firsttime behaviours

Rely on consumers reported intentions

People often do what they intend

Constraints on predictive power

of intentions
Intentions can change
Intend to do something and dont
Intend not to do something and do

Cant control whether consumers act upon their

intentions
Can influence predictive accuracy
Intentions predictive accuracy strongly depends
on how they are measured
The more closely intention measures correspond
to the to-be-predicted behaviour, the greater the
predictive accuracy

Consumer intentions: Other uses

Indicator of the possible effects of certain marketing
activities
Intentions may provide an informative indication of a
companys likely success in retaining customers

EVALUATIVE SCALE-GAUGE CONSUMERS

ATTITUDE TOWARDS OLD SPICE
AFTERSHAVE
REFRESHIN
G

NOT
REFRESHIN
G

POSITIVE

NEGATIVE

PLEASANT

UNPLEASAN
T

APPEALING
TO OTHERS

UNAPPEALI
NG TO
OTHERS

How situation might influence Attitude

Product/servic Situation
e

Attitude

Vicks inhaler

Runny nose due to

allergy

Ive got to stop my

nose from running
because Ive got a
date in two hours.

Hyundai automobiles

Heavy rush in the

buses

I am thinking to buy
a new car in this
Diwali.

ICICI prudential

Life insurance

I want to make my
family is secured.

Noukari.com

Need a job

I have graduated
last month and now it
is time to find a job.

Jet airways

Family wedding

My cousin is getting
married and I want to

Thank You