A learned predisposition to behave in

a consistently favorable or

unfavorable manner with respect to a

given object. Each of us has a vast

number of attitudes towards product,

services, advertisement, direct mail,

the internet and a retail store.

For example,

(Movado Watches, Kingfisher

Airlines, British Airways, big bazar,

opoo, www.amzon.com)

• Attitude and behavior are

closely related in some sense

though they are two different

concepts. One of the most

important differences between

behavior and attitude is that

attitude is internal whereas

behavior is external in sense.

In other words it can be said

that behavior can very well be

seen by others as it is external

whereas attitude is shelled

within the mind of the individual

and hence cannot be seen by

others immediately.

Any targets of judgment, including people, places, and

things, that have an attitude or opinion associated with it.

For Example,

If we were interested in learning consumer attitude towards

the three major brands of washing machines our object

might include

LG, whirlpool, Haier, Samsung.

A learned predisposition means attitudehave a motivational quality: that is, theymight propel a consumer towards aparticular behavior or repel theconsumer away from a particularbehavior.

For example,

This mean that attitude relevant to thepurchase behavior are formed as aresult of direct experience with theproduct, W.O.M information acquiredfrom others, or exposure to massmedia advertising, the internet, andvarious forms of direct marketing.

Its means that they are relatively

consistent with behavior they reflect.

For example,

If a Mexican consumer reported

preferring Japanese (Toyota) over

Korean (Kia) automobiles, we would

expect that the individual would be more

likely to buy a Japanese brand when his

current vehicle needed to be replaced.

It means event or circumstancesthat at particular point in time,influence he relationship betweenan attitude and behavior.

For example,

If Mani stays at a Hampton inn eachtime out of the town for business.On the country, Mani find Hamptoninn to be “just okay” howeverbecause he owns his own businessand travel at his own expense, hemay feel that Hampton Inn is a“good enough” , gives that less thanhe would be paying if he stayed at aSheraton or Oberoi hotel.

1 • Tricomponent Attitude Model

2• Multiattribute Attitude Model

3

• Theory of trying to consume model

4• Attitude toward the ad model

Attitudes are generally considered to bemade up of three elements.

1. Cognitive Component

Knowledge + Perception+ Direct Experience =Beliefs

For Example,

Amit’s beliefs system for both types of HDTVsets (e.g., LCD and Plasma). This table showthe composition of a consumer’s belief systemabout these two alternatives.

2. The Affective Component

Emotions or feelings ( Happiness, Anger etc)

Mood affects the purchase

For example,

In the table 8.3 a 5 point scale that measure the effectiveresponse.

3. The Conative Component

Likelihood or tendency. Consumer Intention to buy.

For example,

“I will buy it”.

Attitude models that examine the composition of consumer

attitudes in terms of selected product attributes or beliefs.

Attitude Towards Object Model

Attitude is function of evaluation of product-specific beliefs

and evaluations.

For example,

HDTV sets (e.g., LCD and Plasma)

Attitude Towards Behavior Model

A model that proposes that a consumer’s attitude toward a

specific behavior is a function of how strongly he or she

believes that the action will lead to a specific outcome

(either favorable or unfavorable).

For Example,

Purchased a BMW.

Theory of Reasoned Action Model

A comprehensive theory of the interrelationship among

attitudes, intentions, and behavior.

A simplified version of theory of reasoned action.

Favorable

(Positive)

Unfavorable

(Negative)

• High speed

• Safe and

strong body

• Expensive

• An attitude theory designed to account for the many

cases where the action or outcome is not certain but

instead reflects the consumer’s attempt to consume (or

purchase).

• In this we discuses personal and environmental

Impediments as shown in figure.

• A model that proposes that a consumer forms various

feelings (affects) and judgments (cognitions) as the result

of exposure to an advertisement, which, in turn, affect the

consumer’s attitude toward the ad and attitude toward the

brand.

How people form their initial general towards thing.

For example,

Young people their general attitude towards clothing they

wear under wear, casual wears, business atrive.

Attitude formation divided into three areas.

• How attitude are learned

• Sources of influence on attitude function

• Impact of personality on attitude

The shift from no attitude to an attitude.

For example,

• Noise canceling headphones are great when listing

music or watching movie on an airplane.

• After shower hair cream (Marico ltd)

• Personal Experience

• Influence of family

• Influence of friends

• Direct marketing

• Mass media

• Internet

• Its play an important role in attitude formation

• For example,

It really isn't the world's best kept secret any more. Sachin

Tendulkar, virender Sehwag, and Kapil dev before them,

have time and again boasted that Boost is the secret of

their energy.

• Know a days marketer interested in product categories

especially when new product categories come into the

marketer

For example,

In 1970’s Digital watches when introduce not many

consumer are familiar to them new digital are well

accepted and consumer are familiar to the product

categories.

• Attitude changes are learned, they are influenced by

personal experience and other sources of information

and personality

• Altering consumer attitudes is key strategy consideration

for most marketers

• Marketers introduce special offers and other inducement

for consumer, so that they don’t switch to competitors

• Example Nike and tide

• Changing consumer’s basic motivational function

• Associating product with an admired group or event

• Resolving two conflicting attitudes

• Altering components of multiattribute model

• Changing consumer beliefs about competitor’s brands

Changing basic motivational function

An effective strategy is to make particular needs prominent.

Functional approach

• Utilitarian function

• Ego-defensive function

• Value-expressive function

• Knowledge function

• We hold certain brand attitudes partly because of brands utility.

• When a product has been useful or helped us in past, our attitude towards it tends to be favorable. Example of Nokia mobile phones.

• High priced brands need to make consumers aware of application of product whenever possible. For example brand of dish washing.

Ego-defensive functionMost people want to protect their self-image from inner feelings of doubt.

• They want to replace their uncertainty with a sense of security and personal confidence.

For example

Ads for cosmetics and fashion clothing.

• During 1980’s, Colgate & double action lifebuoy plus used this approach.

• If consumer segment generally holds a positive attitude toward

owning the latest designer jeans, then their attitudes towards

new brands of designer jeans are likely to reflect that

orientation.

• Charms cigarettes, launched during early 1980’s,created an

attitude based on “freedom and rebellion”

Knowledge function• The consumer’s “need to know” a cognitive need is important

to marketers concerned with product positioning.

• Many products and brands are attempts to satisfy the need to

know consumer’s attitude.

For example

The vaccumizer was a new concept product used to preserve

food.

• Because different consumers may like and dislike the same product or service for different reasons.

• Google for instance seems to have created attitudes using several functions.

• Google wave can be used for official communication (utilitarian approach)

• To share videos with friends to enhance his/her self concept(ego-defensive function)

• To have a strong sense of belonging(value-expressive function )

• Have a search process to satisfy cognitive needs(knowledge

• Attitudes are related, at least in part to certain groups,

social events, or causes.

• It is possible to alter attitudes toward companies and their

products by pointing out their relationships to particular

groups, events.

• For example: Aircel has partnered with world wildlife fund

India to create “save our tigers” initiative.

• Attitude-change strategies can sometimes resolve actual

or potential conflict between two attitudes.

For example

Jaison is amateur

photographer who

has been thinking of moving from his point-and shoot

digital camera to DSLR.

• Changing the relative evaluation of attributes.

• Changing brand beliefs.

• Adding an attributes.

• Changing the overall brand rating.

Changing the relative evaluation of attributes• The overall market for many product categories is often set out so that

different consumer segments are offered different brands with different benefits.

For example coffee, the market can be divided

into regular coffee, flavored coffee and decaffeinated coffee.

• A second cognitive-oriented strategy for

changing attitudes concentrates on

changing beliefs or perception about the

brand itself.

• This is by far the most common form of

advertising appeal.

Adding an attribute• This can be accomplished either by adding

an attribute that previously has been

ignored.

• Enhancing the product.

For example

Nivea for men (unscented)

• Still another cognitive-oriented strategy consists of

attempting to alter consumer’s overall assessment of

brand directly, without change their evaluation of any

single brand.

• Relies on some form of global statement “this is largest

selling brand”.

To another approach to attitude change strategy

Involves consumer beliefs about the attributes

Competitive brands and product categories.

For example,

Advertising for eclipse chewing gum makes a dramatic

assertions of product superiority over other gum by

claiming that most just mask makes bad breath, we kill

the germs that cause it.

A theory that suggests that a person’s level of involvement

during ,message processing is a critical factor in

determining which route to persuasion is likely to be

effective.(see also central and peripheral routes to

persuasion.

Central Route & peripheral route

The central route is particularly relevant to attitude change

when consumer’s motivation or ability to assess the

attitude object is high(high involvement products)

Peripheral Route

consumer less motivated to think, learning through

repetition, visual cues, holistic perception.

• A attitude toward the brand

• W importance of attitude I

• L The ideal performance on

attitude I

• X Beliefs about a brand’s actual

performance on attitude I

• N the number of salient features

• A model that captures consumer perception on the Ideal brand(with ideal feature) and compares with consumer perception on existing Brands.(associated with demographic and Psychographic)

E.g If the model is applied to a brand of TV say ‘A’ the following attributes can be identified.

• 1 picture Quality

• 2 audio quality

• 3 usefulness of special features

• 4 handling ease

• 5 esthetic appeal

• 6 compactness

• A brand can find out how close it is to the ‘Ideal’ brand.

For example

IF the shampoo brand wants to shift the importance of

attributes by introducing a new benefit ‘spreading action

to make the roots stronger’ the perception of the

consumer needs to be captured before the brand uses

this attributes.

• Learning Objective

• To Understand how Consumers Attitudes can lead to

behavior and how behavior can lead to Attitude

• Attitude formation and attitude change has stressed that

consumers develop their attitudes before taking action

‘know what you doing before you do it’

• For analytical and Logical analysis we have Cognitive

Dissonance theory and Attribution Theory each provide

different explanation why behavior might precede attitude

formation

A Cognitive Dissonance Theory or dissonance or discomfort when a consumer holds conflicting thoughts about a belief or an attitude object.

For example

Consider someone who buys an expensive car but discovers that it is not comfortable on long drives. Dissonance exists between their beliefs that they have bought a good car and that a good car should be comfortable. Dissonance could be eliminated by deciding that it does not matter since the car is mainly used for short trips (reducing the importance of the dissonant belief) or focusing on the cars strengths such as safety, appearance, handling (thereby adding more consonant beliefs). The dissonance could also be eliminated by getting rid of the car, but this behavior is a lot harder to achieve than changing beliefs

When a cognitive dissonance occurs after purchase it is called as Post-purchase Dissonance. Because purchase decision often require some amount of compromise, post purchase dissonance is quite normal. The greatest dissonance is created when the two alternatives are equally attractive. A theory applies to all situations

• As a group of loosely interrelated social psychological principles ,Attribution theory attempts to explain how people assigns causality e.g blame or credit to events on the basis of either their own behavior or the behavior of others. How do we attach meaning to other's behavior, or our own? This is called attribution theory. For example, if someone angry because they are bad-tempered or because something bad happened ? This process of making inferences about one’s own or another behavior is a major component of attitude formation and change .

• Attribution Theory is certainly part of our everyday life as companies continue to have their name in football stadiums and sponsor of all types of charitable events Research indicates that the better the match between a sponsor and event the more positive outcome is likely to be. There is an evidence to suggest that consumers are willing to reward high efforts firms. Appreciates the efforts of firms

Self-perception theory posits that people determine theirattitudes and preferences by interpreting the meaning of theirown behavior.

1. internal and external attribution consist on locus of controletc.

2. The defensive attribution hypothesis (or defensiveattribution bias) is a social psychological term from theattribution approach referring to a set of beliefs about who isculpable in a given situation.

3. Foot-in-the-door (FITD) technique is a compliance tacticthat involves getting a person to agree to a large request byfirst setting them up by having that person agree to a modestrequest. The foot-in-the-door technique succeeds owing to abasic human reality that social scientists call "successiveapproximations"

• What are attitude

• Structural model of attitude

• Attitude Formation

• Strategies of attitude change

• Theory of attitude formation