Attitudes and Beliefs

Consumer Attitude Formation and Change

Learning Objectives
1. Understand what attitudes are, their nature and characteristics 2. 3. 4. 5. Composition & scope How experience leads to formation of attitudes Ways in which attitudes can be changed How behaviour leads to attitudes and attitudes lead to behaviour

Consumer Beliefs Beliefs consists of a large number of mental impressions or verbal statements which reflect a consumer s accumulated knowledge and assessment about the object Values are also certain beliefs. both beliefs and values are mental images that develop into a wide range of attitudes . widely accepted by people In a broad sense.

learning from family and peer group. media and environment .Belief formation Complex process starts from cognitive learning consumer gains from his environment Involves own observation.

vegetables and grocery Nutritious healthy food cannot be tasty Products with beautiful packaging are good The more expensive the brand.Popular Consumer Beliefs Fair skin donates royalty and beauty Whatever is cheap is poor in quality. you get what you pay for Ready to eat food is not fresh Touch and feel while buying fruits. the better is the quality and performance .

Consumer feelings Attit es re f r e pr ct/ br es t e b sis feel f gh Mar eter can infl ence feelings t r As a part f advertising experience As a part f Shopping experience As a part of ons ption Experience .

What are Attitudes ? n attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object .

internet. service. internet ttitudes have consistency but they are not permanent and can be changed ttitudes occur within a situation . brand. price etc ttitudes are formed as a result of direct experiences.Nature of Attitudes Object refers to product. word-of-mouth information acquired. ad. use. ad. category.

Structural Models of Attitudes .

Cognitive 2. Conative . Affective Cognition Conation Affect 3.Tricomponent Attitude Model 3 Major components 1.

The Cognitive Component Knowledge and perceptions acquired by combination of direct experiences with the attitude object and related information from various sources They form Beliefs Consumer believes that the attitude object possesses various attributes and specific behaviour will lead to specific outcomes Helps in developing brand beliefs associated with functional/ tangible proposition of brands Important during new product launch .

associations and purchases .The Affective Component A consumer s emotions or feelings about a particular product or brand Positive emotional state of the consumer enhance positive experiences and thereby positive attitude formation Brand familiarity Hedonism sensual pleasure associated with the consumption experience Affects brand loyalty.

The Conative Component The likelihood or tendency that individual will undertake a specific action or behave in particular way Or actual purchase behaviour Or intention to buy .

Multiattribute Attitude Models ortray cons ers attit des with regard to an ers perception attit de object as a f nction of cons and assess ent of the ey attrib tes or beliefs held with regard to the partic lar attit de object he cons er s attit de towards a product or specific brand is function of the presence (or absence) and evaluation of certain product specific beliefs and or attributes .

ttri t ttit o l 1. The attitude towards object model 2. The attitude towards behaviour model 3. Theory of Reasoned Action Model (TRA) .3 ri tio of lti.

Attitude towards object model The consumer s attitude towards a product or brand is a function of the presence / absence and evaluation of certain product specific beliefs and or attributes Consumers have positive attitudes towards those brands that they believe have the desired attributes. which they feel are important .g. Car with safety features considered positive .1.

attributes and image. Attitude Toward Behaviour Model The model captures the individual s attitude towards behaving or acting with respect to an object rather than the attitude towards the object itself . but he may not have positive attitude in terms of buying Audi= negative attitude as a prospective buyer .g A person may have positive attitude towards Audi due its features.2.

Theory of Reasoned Action Model Represents a comprehensive integration of attitude components into a structure Incorporates Cognitive Affective Conative component Arranged directly than Tri-component model .3.

Beliefs that the behavior leads to certain outcomes ttitude to ards the behavior Evaluation of the outcomes Intention Beliefs that the specific Referents think I should Or should not perform The behavior Subjective Norm Motivation to comply with The specific referents Behavior .

Theory of Trying-to-consume Model xtension of attitude models Model is designed to account for the many cases in which the action or outcome is not certain but instead reflects the consumers attempt to consume (purchase) Personal impediments nvironmental impediments .

Attitude-Towards-The-Ad-models Exposure to an ad Judgments about the ad (Cognition) Feelings from the ad (Affect) Beliefs about The brand Attitude towards The ad Attitude towards The brand .

How attitudes are learned Classical conditioning Purchase and consumption Cognition (knowledge and Beliefs) based on information exposure 2. influence of family and friends. direct marketing . The impact of personality on attitude formation High / low need for cognition Liking for Celebrity .Attitude Formation 1. Sources of influence Personal experience. mass media and the internet 3.

Attitude Towards Product Categories Attitude New product Categories Few brands Creation of a Category in the mindset Use T I M E Consumer familiarity Attitudinal components Attitude towards brands Brands .

Strategies of Attitude Change By changing the consumers beliefs By adding new beliefs By changing attribute importance By changing ideal points Changing overall brand ratings .

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