Submitted To:

Prof. Harleen Sahni

Submitted By:
Rajvee Parmar
Razin Hussain
Rutuja Fuke
Sanjeet Singh
(MFM-2)

We examine attitude formation by dividing into

three areas:

How attitudes are learned,

Sources of influence on attitude formation

Impact of personality on attitude formation

H ow attitudes are learned

shift from having no attitude toward a given object to having an

attitude is learned.

The learning may come from information exposure, consumers

own cognition (knowledge or belief), or experience.

Consumers may form an attitude before or after a purchase.

Attitudes are generally formed through

Repeated exposure to novel social objects

Classical conditioning

Operant conditioning

Exposure to live and symbolic models.

Sources of infl
u ence on attitude form ation:

Personal experience, friends and family, direct marketing, or

mass media.

Personality factors

Such as high/low need for cognition(information seeking), and

social status consciousness

ClassicalConditioning

an established brand name is an unconditioned stimulus that

has resulted in a favorable brand attitude through past
positive reinforcement.

A new product, which is yet to be linked to the established

brand, would be the conditioned impulse.

For Ex-By giving a combined hand and nail lotion the benefit
of a well known and respected family name Vaseline
Intensive Care the marketers are counting on an extension of
the favorable attitudes that already associated with the
Vaseline brand name to the new product.

Instrumental Conditioning

Consumer can purchase a brand without having attitude

toward it.

The may buy a brand to make a trail purchase of a new brand

from a product category in which the feel like a personal
involvement .

If the find brand to be satisfactory ,they are likely to develop a

favorable attitude toward it.

Source of influence on attitude

formation
Direct and Past experience
Personal experience,
The influence of family and friends,
Direct marketing and mass media.
Personality factor

Direct and Past Experience

The primary means by which attitudes towards goods and

services are formed is through the direct experience of trying
them.

Recognizing is the most important of direct experience,

marketers frequently attempt to stimulate trial of new products
by offering cents-off coupons or free samples.

Personal Influence

As we come in contact with others, especially family ,close friends

and admired individuals, we form attitude that influence our lives.

The family is an extremely important source of influence on the

formation of attitude.

For ex: Children growing up in France might initially dislike drinking

wine ,but by observing the family members ,they generally learn to
enjoy it with most of their meals.

Personality factor

Personality also plays a critical role in attitude formation.

Individuals with a high need for cognition (i.e., those who
crave information and enjoy thinking) are likely to form
positive attitudes in response to ads or direct mail that are
rich in product-related information

Personality plays a critical role in attitude formation

E.g. Individual with crave of information are likely to form

positive attitude through ads, mails etc.

Direct Marketing

Marketing on the basis of demographic, psychographic and

geo-demographic profiles with highly personalized product
offerings

E.g. Golf clubs for left handed people

Direct marketing have excellent chances of influencing target

consumers

Exposure to mass Media

Mass media is an important source of information

Exposure to new ideas, products, opinions and advertisement

through mass media

THANK YOU!!!