By,
Govindarajan
Mohamed yasir.h
ATTITUDE
POSITIVE ATTITUDE VS. NEGATIVE ATTITUDE
WHATS ATTITUDE HAVE TO DO WITH
MARKETING?
A learned
predisposition to
behave in a
consistently
Attitude
favorable or
unfavorable manner
with respect to a
given object.
What are attitudes?
The attitude “object”
Attitudes are a learned predisposition
Attitudes have consistency
Attitudes occur within a situation
This attempts to change the
attitude towards calcium in
a soft drink situation.
Structural models of attitudes
Tricomponent attitude model
Multiattribute attitude model
The trying-to-consume model
Attitude-Toward-the-Ad-model
A Simple Representation of the Tricomponent
Attitude Model
Cognition
The Tricomponent Model
Components
Cognitive The knowledge and
perceptions that are
Affective acquired by a
Conative combination of direct
experience with the
attitude object and
related information
from various sources
The Tricomponent Model
Components
Cognitive A consumer’s
Affective emotions or feelings
about a particular
Conative product or brand
The Tricomponent Model
Components
Cognitive The likelihood or
Affective tendency that an
individual will
Conative undertake a specific
action or behave in a
particular way with
regard to the attitude
object
Indian broadband plans
Attitude models that
examine the
Multiattribute composition of
Attitude consumer attitudes
Models in terms of selected
product attributes or
beliefs.
Multiattribute Attitude Models
Types
The attitude-toward- Attitude is function of
object model evaluation of product-
The attitude-toward- specific beliefs and
behavior model evaluations
Useful to measure
Theory-of-reasoned-
attitudes toward brands
action model
Multiattribute Attitude Models
Types
The attitude-toward- Is the attitude toward
object model behaving or acting with
The attitude-toward- respect to an object,
behavior model rather than the attitude
Theory-of-reasoned- toward the object itself
action model Corresponds closely to
actual behavior
Multiattribute Attitude Models
Types
The attitude-toward- Includes cognitive,
object model affective, and conative
The attitude-toward- components
behavior model Includes subjective
Theory-of-reasoned- norms in addition to
attitude
action model
An attitude theory
designed to account
for the many cases
Theory of where the action or
Trying to outcome is not certain
Consume but instead reflects
the consumer’s
attempt to consume
(or purchase).
A model that proposes
that a consumer forms
various feelings
(affects) and judgments
Attitude- (cognitions) as the
result of exposure to an
Toward-the-
advertisement, which,
Ad Model in turn, affect the
consumer’s attitude
toward the ad and
attitude toward the
brand.
A Conception of the Relationship
among Elements in an Attitude-
Toward-the-Ad Model
Issues in attitude formation
How attitude are learned
-Conditioning and experience
-Knowledge and beliefs
Sources of influence on attitude formation
-Personal experience
-Influence of family
-Direct marketing and mass media.
Personality factors
Strategies of attitude change
Changing the basic motivational function
Associating the product with an admired group or
event
Resolving two conflicting attitudes
Altering components of the multiattribute model
Changing beliefs about competitors brand.
QUESTION.
A local restaurant is having a hard time attracting
customers due to a poor image. Explain how they can
change people’s attitude by using three of the
following.
Changing the basic motivational function
Associating the product with an admired group or
event.
Changing beliefs about competitors brands.
Changing the basic motivational function
Utilitarian
Ego-defensive
Value-expressive
knowledge
