Consumer Attitude

Consumer Attitude

A learned predisposition to behave in a considerably favorable or unfavorable way with respect to a given object

Attitude- Characteristics
Attitudes are learned

Attitudes have consistency

Attitudes occur within a situation, situations can

cause consumers to behave in a way inconsistent with their attitude Sometimes attitudes follow the purchase and consumption of a product The measurement of attitudes is generally based on the expression of opinions

Attitudes and Marketing Strategy

With their knowledge of consumer attitudes, marketers try to do two things:
Maintain positive attitudes and make them even

more positive. Alter negative (or neutral) attitudes and make consumers move toward a positive attitude.

Attitude Formation
The shift from no attitude to an attitude is a result of

learning Personal experience, influence of others, direct marketing, mass media and internet influence attitude formation Personality factors

How attitudes are learned

Trial-by purchasing and consuming products

Information exposure, knowledge and beliefs

Consumers form favorable attitude towards new

products that are associated with favorably viewed brand name

Sources of Influence
Personal experience in trying and evaluating the

product Family and friends Direct marketing programs Mass media communications

Tricomponent Attitude Model

Tricomponent Model
Cognition- knowledge and perceptions acquired,

resulting in beliefs Affect- consumers emotions or feeling about a product or brand Conation- likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object

Multi-attribute attitude model

The multiattribute model of attitude posits that consumers

form attitudes by attributes.

evaluating products on selected, multiple

The multiattribute model of attitude provides diagnostic information that explains the reasons for the consumers attitude. The diagnostic information can be incorporated into the formation of market strategies. Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.

Types of Multiattribute Attitude:

The attitude towards the object model The attitude towards the behavioral model

Theory of reasoned action model

Theory of reasoned action model

Beliefs that specific referents think I should or should not perform the behavior

Beliefs that the behavior leads to certain outcomes

Evaluation of the outcomes

Motivation to comply with the specific referents

Attitude toward the behavior Intention Behavior

Subjective norm

Theory of Trying to Consume

An attitude theory designed to account for the

many cases where the action or outcome is not certain but instead reflects the consumers attempt to consume (or purchase).

Attitude-Toward-the-Ad Model
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 consumers attitude toward the ad and attitude toward the brand.

Attitude-Toward-the-Ad Model

Strategies of Attitude Change

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1.

2.
3.

4.
5.

Changing the Basic Motivational Function Associating the Product with an Admired Group or Event Resolving Two Conflicting Attitudes Altering Components of the Multiattribute Model Changing Beliefs about Competitors Brands

Prof.Meghna Verma

Changing the Basic Motivational Function

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Utilitarian

Ego-defensive
Value-expressive Knowledge

Utilitarian Function

Utilitarian function is related to the basic principles of reward and punishment

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Ego-Defensive Function

Attitudes that are formed to protect the person, either from external threats or internal feelings of insecurity, perform an ego-defensive function

knowledge function
The knowledge function is prevalent in individuals who are careful about organizing and providing structure regarding their attitude or opinion of a product or service .

Elaboration Likelihood model

A theory that suggests that a persons level of involvement

during message processing is a critical factor in determining which route to persuasion is likely to be effective

Why Might Behavior Precede Attitude Formation?

Cognitive Dissonance Theory
Attribution Theory

Cognitive Dissonance Theory

Holds that discomfort or dissonance occurs when a

consumer holds conflicting thoughts about a belief or an attitude object.

Attribution Theory

A theory concerned with how people assign causality to events and form or alter their attitudes as an outcome of assessing their own or other peoples behavior

Issues in Attribution Theory

Self-perception Theory
Foot-in-the-Door Technique

Attributions toward Others

Attributions toward Things