ATTITUDES

 
 ONE OF THE MOST RESEARCHED FIELDS OF STUDY IN
CONSUMER BEHAVIOUR

 DIFFERENCE IN IMPORTANCE OF ATTITUDES ACROSS LOW

AND HIGH INVOLVEMENT PRODUCTS
      
 HIGH INVOLVEMENT SITUATION ATTITUDES FORMED
PRIOR TO THE PURCHASE REPRESENT OUTCOME OF
INFORMATION SEARCH PROCESSES

 IS A = B ?
 ATTITUDES DEFINED - > 100 Defn EXIST
 
 HOW POSITIVE OR NEGATIVE, FAVOURABLE OR UNFAVOURABLE,
OR PRO OR CON A PERSON FEELS TOWARDS AN OBJECT.
 
 LEARNED PREDISPOSITIONS TO RESPOND TO AN OBJECT OR A
CLASS OF OBJECTS IN A CONSISTENTLY FAVOURABLE / UNFAVOURABLE
WAY
 
 AN ENDURING ORGANISATION OF MOTIVATIONAL, PERCEPTUAL
AND COGNITIVE PROCESSES WRT SOME ASPECT OF THE
INDIVIDUALS WOULD
* COGNITIVE
* AFFECTIVE
* CONATIVE
 
 IS A FUNCTION OF (I) STRENGTH OF EACH OF A NUMBER OF
BELIEFS THE PERSON HOLDS ABOUT VARIOUS ASPECTS OF THE
OBJECT AND (2) THE EVALUATION HE GIVES TO EACH OF THE BELIEFS
AS IT RELATES TO THE OBJECT
Sources Affecting Attitude Formation
 ATTITUDE CHARACTERISTICS
 
 ATTITUDES HAVE AN OBJECT
 
 ATTITUDES HAVE STRUCTURE
•  CENTRALITY
• CONSISTENCY
• STABILITY OVER TIME
• GENERALISABILITY
• SALIENCE
 
 ATTITUDES HAVE DIRECTION, INTENSITY, DEGREE
 ATTITUDES ARE LEARNED
 FUNCTIONS OF ATTITUDES

 UTILITY OR ADJUSTMENT FUNCTION

 EGO DEFENSIVE FUNCTION
 VALUE EXPRESSIVE FUNCTION
 KNOWLEDGE FUNCTION
 MOTIVATIONAL FUNCTION
 
ATTITUDE FORMATION - SOURCES
 PERSONAL EXPERIENCES
 OTHER VARIABLES
NEEDS
SELECTIVE PERCEPTION
PERSONALITY
 
 GROUP ASSOCIATION, SIGNIFICANT OTHERS
 CONSUMER LEARNING
 ATTITUDE MODELS

TRICOMPONENT MODEL

ON

AFF
TI

ECT
I
GN
CO

CONATION

COGNITIVE COMPONENT PERCEPTION & KNOWLEDGE ABOUT

AFFECTIVE COMPONENT INDIVIDUAL FEELING AND EMOTIONS ABOUT O

CONATIVE COMPONENT TENDENCY TO ACT IN A PARTICULAR WAY ABOUT O

SINGLE COMPONENT MODEL AFFECTIVE

 FISHBIEN’S MODELS – ATO, ATB ,TRA (BI MODEL)
 
ATTITUDES ARE FORMED ON THE BASIS OF
BELIEFS (PERCEPTION AND KNOWLEDGE) OVER
VARIETY OF ATRIBUTES
 A0 =  Bi ei
 
A0 = PERSON’S OVERALL ATTITUDE TOWARD OBJECT 0
 

bi =
the strength of the belief that the object is related
to attribute i
 
ei = his evaluation or feeling towards attribute i
N= the number of relevant belief about 0
 
Adv UNDERSTAND ATTITUDE
STRUCTURE
ASSESSMENT OF BRAND
 ATB MODEL
 
  n

AB =  Biei

  t=1
A= OVERALL ATTITUDE TOWARDS A SPECIFIC BEHAVIOUR
 
Bi= STRENGTH OF BELIEF THAT A CERTAIN Ith BEHAVIOUR
WOULD LEAD TO A CERTAIN OUTCOME
 ei = EVALUATION OF THE ith outcome

 =n salient outcomes over which i& b are

summated
 BEHAVIOURAL INTENTIONS MODEL – REVISED
MODEL BY FISHBIEN
CONTRIBUTED BY AJZEN
 
BEHAVIOUR IS A FUNCTION OF INTENTION TO BEHAVE IN A CERTAIN
MANNER AND OTHER INTERVIEWING VARIABLES OR SUBJECTIVE
NORMS
B ~ BI = W1 (AB) + W 2 (sn)

B= ACTUAL BAHAVIOUR
 
Bi= BEHAVIOURAL INTENTION
 
AB= ATTITUDE TOWARDS PERFORMING THAT BEHAVIOUR
 
SN= SUBJECTIVE NORM REGARDING THIS BEHAVIOUR
 
W1, W2 = WEIGHTS REPRESENTING RELATIVE INFLUENCE OF AB
AND SN ON BI
 
 
Theory of Reasoned Action Model
 ATTITUDE CHANGE STRATEGIES
 
LOW INVOLVEMENT STRATEGIES
 
 DEVELOP INVOLVEMENT
 
 LINK PRODUCT TO AN INVOLVING ISSUE
 
 LINK PRODUCT TO PRESENTLY INVOLVING
SITUATION
 
 DEVELOP HIGH INVOLVEMENT ADVERTISEMENTS
 
 CHANGE IMPORTANCE OF PRODUCT BENEFITS
 
 REVEAL OR INTRODUCE PRODUCT
CHARACTERISTICS, ADD ON ATTRIBUTE
 
 HIGH INVOLVEMENT STRATEGIES
 
 CHANGE EXISTING BELIEFS ABOUT CONSEQUENCES
OF ACTIONS
 
 CHANGE CONSUMERS EVALUATIONS OF THE
CONSEQUENCES OF A PARTICULAR ACTION
 
 INTRODUCE NEW BELIEF / EVALUATION
COMBINATIONS
 
 CHANGE EXISTING NORMATIVE BELIEF SITUATION
 
 CHANGE MOTIVATION TO COMPLY.
 
 CHANGE BRAND BELIEFS
 
 ADD PRODUCT ATTRIBUTES
 
 CHANGE BELIEFS / EVALUATION ABOUT COMPETING
BRANDS