Consumer Attitude

Introduction
• To a lay person, “consumer attitude
represents the summary statement of his
evaluation about anything”.
• Theoretically speaking, attitude is "learned
predisposition to respond in a consistently
favourable and unfavourable manner with
respect to a given stimuli"
CONSTITUENTS OF CONSUMER ATTITUDE
Understand how the hierarchy of effects concept
applies to attitude.

Three components of attitudes are formed in a

sequential manner.
Hierarchy of Effects
• High-involvement hierarchy
– Occurs when a consumer addresses a significant
problem
• Low-involvement hierarchy
– Consumers have some basic beliefs about products
without necessarily having strong feelings toward them
• Experiential hierarchy
– Purchases are motivated by feelings
• Behavioral influence hierarchy
– Some behaviors occur without either beliefs or affect
being strongly formed beforehand
Attitude-Toward-the-Object (ATO) Model

• ATO Model - Fishbein model

– Proposes that two key elements be assessed
to understand and predict consumer behavior
• Evaluation of the attribute (e)
• Consumer beliefs about the performance of a
brand/product w.r.t. an attributes(b)
• ATO formula
FUNCTIONS OF CONSUMER ATTITUDE

• Functional theory of attitudes - Attitudes

perform four functions
– Utilitarian function
– Knowledge function
– Value-expressive function
– Ego-defensive function
Attitude Function Description Example
Utilitarian function Attitude is used as a method TV buyers consider
to minimise punishment and technology and after-sales
maximise rewards. service support as the two
most important criteria in
TV selection
Knowledge function Allows consumers to simplify A consumer avoids credit
their decision making card offers in an attempt to
process stay out of debt.
Value-expressive It enables consumers to A person purchases a
function express their core values and electric vehicle as he places
beliefs to others. much value on
environmentalism.
Ego-defensive Works as a defence Mouthwash and
function mechanism for consumers deodorants serves the
to protect them against same protection function
consumers against internal from anxiety.
and external anxieties
ELM model
Attitude and Attitude change

Dr Ajitabh Dash