 Is there a concept that can be used to gauge and evaluate

the overall receptivity of consumers towards a product

category or a specific brand (old and new)?

 Consumer attitude
Good Hand Hygiene is one of the most important ways to
prevent infection and illness
 CONSUMER ATTITUDE
 A learned predisposition to behave in a consistently favorable or
unfavorable manner with respect to a given object.

 Formation of Attitude: consumer attitudes are formed by direct

personal experience (e.g. product usage), indirect experiences (e.g.
reading a print ad), mass media (TV, internet) and the influence of
family and friends.
 CONSUMER ATTITUDE
 Tri-component model

 Cognitive- The knowledge and perceptions that are acquired by a combination of direct
experience with the attitude object and related information from various sources. Popular Beliefs

 Affective - A consumer’s emotions or feelings about a particular product or brand

 Conative: The likelihood or tendency that an individual will undertake a specific action or
behave in a particular way with regard to the attitude object
 ROLE OF BELIEF IN ATTITUDE
FORMATION
 Marketer should be sensitive to existing beliefs of
consumers
 ZeroB Water Filter
 Brand should build belief around those factor that are
important to target segment (Gold Plus by Titan: 22Karat)
 Himalaya and Patanjali brand has strengthened beliefs
about Ayurveda system
 MamaEarth has strengthened belief about chemical free
product.
 ROLE OF AFFECT IN ATTITUDE
FORMATION
 Hedonism a sensual pleasure associated with the
consumption experience
 Categories like entertainment products are amenable to
hedonism (A R. Rahman Music or Yo Yo Honey Singh
music)

 Use of beauty cream – “feel good” factor

 CONSUMER ATTITUDE

 Hierarchies of effects (ABC)

The standard learning hierarchy

The low involvement hierarchy

The experiential hierarchy

 HIERARCHIES OF EFFECTS
Standard Learning Hierarchy ATTITUDE
Based on
Cognitive
Beliefs Affect Behavior Information
Processing

Low-Involvement Hierarchy
ATTITUDE
Based on
Beliefs Behavior Affect Behavioral
Learning
Processes

Experiential Hierarchy
ATTITUDE
Based on
Affect Behavior Hedonic
Beliefs Consumptio
n
TASK FOR THE STUDENTS
 THE ELABORATION LIKELIHOOD
MODEL (THE ELM)
 The central route : the product relevant route
 The Peripheral route: The non product route

 Combination of both

 Peripheral cues should not overshadow the central cues

 POPULAR CONSUMER BELIEFS
 Fast foods are not good for health

 “ready to eat product is not fresh”

 “Nutritious food is not tasty”

 Drinking hot milk in breakfast

MULTIATTRIBUTE ATTITUDE MODELS

 Attitudemodels that examine the composition of

consumer attitudes in terms of selected product
attributes or beliefs.

 Models assume that a consumer’s attitude

(Evaluation) of an Attitude Object will depend
on the beliefs he or she has about several or
many attributes of the object.
MULTIATTRIBUTE ATTITUDE MODELS

Types
 The attitude-toward-  Attitude is function of the
object model presence of certain beliefs
 The attitude-toward- or attributes.
behavior model  Useful to measure attitudes
 Theory-of-reasoned-action toward product and service
model categories or specific
brands.
MULTIATTRIBUTE ATTITUDE MODELS

Types
 The attitude-toward-  Is the attitude toward
object model behaving or acting with
 The attitude-toward- respect to an object, rather
behavior model than the attitude toward the
 Theory-of-reasoned-action object itself
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 norms in
 Theory-of-reasoned-action addition to attitude
model
Attributes
Attributes Beliefs
Beliefs

Importance
Importance
Weights
Weights
THE FISHBEIN MODEL
The Fishbein Model is the Most Influential
Multiattribute Model and It Measures Three
Components of Attitudes:

Salient Object-Attitude
Object-Attitude
Salient Beliefs
Beliefs Linkages,
About
About Linkages, oror The
The
the Probability
Probability That
That aa
the Object
Object That
That Particular
Are Considered
Are Considered Particular Object
Object Has
Has
During an Important
an Important
During Evaluation
Evaluation Attribute
Attribute

Evaluation of
Evaluation of Each
Each
of
of the
the
Important
Important Attributes
Attributes
 FISHBEIN MODEL

 Formed by integrating (summing) the

separate evaluations of the salient beliefs
(ei), weighted by the strength of each beliefs
(bi), to create an overall evaluation or
attitude (Ao).