Attitude

Please tick one choice only

• I like shopping at Big bazaar
12 3 4 5
• I like Maggi ad
12 3 4 5
• I like Nokia N series Mobile
12 3 4 5
What are we being asked in the above
questions?
 Attitude
• Is a learned predisposition to behave in
a consistently favorable or unfavorable
way with respect to a given object.
• Attitude research has been used to
study a wide range of strategic
marketing questions.
• All attitude research is done to
understand the impact of marketing
activities on consumer attitudes
 A Sampling of Consumer
Beliefs
• Many businesses mark up the products’
prices before putting them on sale
• The education system needs improvement
• Indian Politics are dirty
• You get what you pay for, lower price
means lower quality
• It’s not safe to use credit cards on the
internet
 Beliefs
• Are subjective judgements
• Ideally after watching a movie you
may have a belief that the movie will
run 100 days
 Types of Feelings
Upbeat Negative Warm

Active Angry Affectionate

Adventurous Annoyed Calm
Alive Bad Concerned
Attractive Bored Contemplative
Confident Critical Emotional
Creative Defiant Hopeful
Elated Disgusted Kind
Energetic Fed-up Peaceful
Good Insulted Pensive
Happy Irritated Touched
Pleased Regretful Warm-hearted
 Feelings

• Can be defined as an affective state

(such as the mood you currently are
in) or reaction (such as the feelings
experienced during product
consumption or processing an
advertisement).
Consumer Feelings should be
useful in
Feelings as part of the advertising
experience
Feelings as part of the shopping
experience
Feelings as part of the consumption
experience
• Will you buy Mercedes automobile during
the next 12months?
• The next time you will feel like having
coffee will you come back to Café coffee
day?
• Will you shop at Big Bazzar for the next
month?
• Will you spend at least 5000 for this Diwali
festival?
• The next time you need to be hospitalized
will you speak to your doctor before
choosing a hospital?
 Intentions

• Are subjective judgments by people

about how they will behave in the
future.
• Will you buy Mercedes automobile during
the next 12months? Purchase intentions
• The next time you will feel like having
coffee will you came back to Café coffee
day? Repurchase intentions
• Will you shop at Big Bazzar for the next
month? Shopping intention
• Will you spend at least 5000 for this
Diwali festival? Spending intentions
• The next time you need to be hospitalized
will you speak to your doctor before
choosing a hospital? Search intentions
Relationships between
Consumer Beliefs, Feelings,
Attitudes, and Intentions
Attitude Formation- refer to shift from having
no attitude toward a given object to having
some attitude toward it

• How do people. Especially young people,

form their initial general attitudes towards
“things”?
• Attitude towards casual wear, formal
wear, party wear????????
 Attitude Formation

• Attitudes are learned

• The sources has influence on
attitude formation
 Attitudes are Learned

• Classical Conditioning
• Instrumental conditioning
• Cognitive learning theory
 Classical Conditioning

• Lakme nail polish

• Lakme sunscreen lotion (counting on the
stimulus generalization)
• The favorable attitude towards the brand
name is frequently the result of repeated
satisfaction with other products produced
by the same company
 Instrumental conditioning
• Sometimes, attitudes follow the
purchase and consumption of a product.
• For example a consumer may buy a
product without any prior attitude to it
• If they find the purchased brand to be
satisfactory, then they are likely to
develop a favorable attitude to it
 Cognitive Learning Theory

• You have Florsheim shoes formal wear.

• Now shifting to a place where rains are
frequent
• You are looking for waterproof shoes
formal wear.
• You learn through Advertisement that
Florsheim has waterproof shoes
• New Dr-Treds from Florsheim

In Case You
Haven’t Noticed,
They’re Waterproof
 The sources has influence on
attitude formation
• Direct/personal experience: free samples,
discounts coupons or toll free numbers for
enquiries
• Influence of family (basic values and
beliefs) and friends
• Direct marketing or micro marketing or
niche marketing (Golf clubs for left-handed
people)
• Exposure to mass media/indirect
experience
 Models of Attitude
Tricomponent
Attitude model

Multiattribute
Attitude model

Attitude-the-ad-model
Tricomponent Attitude model
 Tricomponent
Attitude model
• Cognitive component captures a
consumer’s knowledge and perceptions
(i.e., beliefs) about product and services.
• The affective component focus on a
consumer’s emotions or feelings with
respect to a particular product or services.
Evaluative in nature, this determines an
individual’s overall assessment of the
attitude object in terms of some kind of
favorable
 Tricomponent
Attitude model
• The Conative Component: or Behavioral
is the final component of the
tricomponent attitude model, is
concerned with the likelihood or
tendency that an individual will
undertake a specific action or behave in
a particular way with regard to the
attitude object.
• This may include the actual behavior
itself
 Selected Evaluated Scale Used to Gauge Consumer's
Attitudes Toward Old Spice Aftershave

campared to other aftershaves, Old Spice aftershave is:

Not Refreshing 1 2 3 4 5Refreshing

Negative 1 2 3 4 5Positive

Unpleasant 1 2 3 4 5Plesant

Unappealing to Appealing to
others 1 2 3 4 5 others
The Fishbein Multiattribute
Attitude Model
n

Ao = Σ bi ei
i =1
Ao = attitude toward the object
bi = strength of the belief that object has attribute i
ei = evaluation of attribute i
n = number of salient or important attributes
The Fishbein Multiattribute
Attitude Model
The Fishbein Model
This model helps in studying a
person’s attitude about the
various features (or attributes) of
the attitude object and also
helps the marketers in predicting
the purchase intentions of the
consumers.
• bi is the strength of the belief that
the attitude object contains the ith
attribute (the likelihood that Pizza is
Crisp)
• ei is the evaluative dimension
associated with the ith attribute (how
good or bad the crispy pizza is)
 Example

• Understanding attitude towards three

brands of running shoes
• Step 1: identifying the important or salient
attributes (this step can be understand by
simply asking the consumers which ones
they use in evaluating brands in the
product category usually is sufficient.)
 Example cont……
• Step 2: list the attributes identified
Whether the shoe is shock absorbent to
permit running on hard surfaces
Whether it is priced less than 2000
Durability of the shoe
How comfortable the shoe is to wear
Whether the shoe is available in a desired
colour Amount of arch support
The Fishbein Multiattribute
Attitude Model
n

Ao = Σ bi ei
i =1
Ao = attitude toward the object
bi = strength of the belief that object has attribute i
ei = evaluation of attribute i
n = number of salient or important attributes
Example cont…….

Developing the ei and bi measures

ei
Buying running shoes having shock absorbent is
very good _:_:_:_:_:_:_ very bad
+3 +2 +1 0 -1 -2 -3

bi
How likely is it that brand A running shoes are
having the shock absorbent
very likely _:_:_:_:_:_:_ very unlikely
+3 +2 +1 0 -1 -2 -3
The Fishbein Multiattribute
Attitude Model
Developing the ei and bi measures
ei
Buying running shoes priced less than Rs.2000 is
very good _:_:_:_:_:_:_ very bad
+3 +2 +1 0 -1 -2 -3

bi
How likely is it that brand A running shoes are
priced less than Rs.2000?
very likely _ : _ : _ : _ : _ : _ : _ very unlikely
+3 +2 +1 0 -1 -2 -3
The Fishbein Model: Sample Results
Beliefs
Brand Brand Brand
Attribute Evaluation A B C

Shock absorbent +2 +2 +1 -1
Price < 2000 -1 -3 1 +3
Durability +3 +3 +1 -1
Comfort +3 +2 +3 +1
Desired color +1 +1 +3 +3
Arch support +2 +3 +1 -2
Total Σ bi ei score +29 +20 -6
 Attitude-the-ad-model
Exposure to
An Ad

Judgments Feelings
About the Ad From the Ad
(cognition) (affect)

Beliefs Attitude
About Toward
The brand The Ad
Attitude
Towards
The brand
 Attitude-the-ad-model
• As the model depicts, the consumer forms
various feelings (affects) and judgments
(cognitions) as the result of exposure to an ad.
• These feelings and judgments in turn affect the
consumer’s attitude toward the ad and beliefs
about the brand acquired from exposure to the
ad.
• Finally, the consumer’s attitude toward the ad
and beliefs about the brand influence his or her
attitude toward the brand
 Theory of Reasoned Action
Beliefs that the behaviour
leads to certain outcomes Attitude toward
the behaviour

Evaluation of the
outcome
intention behaviour

Beliefs that specific

referents think I should or
should not perform the
behaviour
Subjective
norm
Motivation to comply with
the specific reference
Attitude Change
 Strategies of Attitude Change
• Changing the consumer’s basic
motivational function
• Associating the product with an admired
group or event
• Resolving two conflicting attitudes
• Altering components of the multiattribute
model
• Changing consumer beliefs about
competitors brands
 Changing the Consumer’s
Basic Motivational Function

• Utilitarian function
• Ego-defensive function
• Value-expression function
• Knowledge function
 Utilitarian Function

• We hold certain brand attitudes partly

because of brand’s utility. When a product
has helped us in the past, even in a small
way, our attitude toward it tends to be
favourable.
• Showing pleasure experience by the usage
of the product. /benefits of a product.
• Example: Maggi is costly when compared
to 123 noodles
 Ego-defensive Function
• Most individuals generally develop
positive attitude toward products that
help in safeguarding their self-image.
• Personal care, fashionable clothes,
mouthwashes and cosmetic product
are all targeted at appealing to the
ego defense attitude of the people.
• The new Anti-aging creams ponds
Example
 Value-expression Function
• Attitudes are an expression or
reflection of the consumer’s general
values, lifestyles and outlook
• For example, a person who believes
that aerated drinks are bad for the
health might avoid drinking them.
• Companies try to convey that they
are eco friendly – Noika mobiles
 Knowledge Function

• Ponds cream: comparison strip test

of skin for four weeks
• Positioned on need to know
 Introduction of Allure –
Lakme product
• Utilitarian function: keeping fresh all day
• Ego-defensive function: positioned as a
pleasant way to combat odor at work.
• Value-expression function: as a gentle
perfume whose fresh and delicate
fragrance
• Knowledge function: information about
the contents and related benefits of the
products
 Associating the Product with
an Admired Group or Event

• Attitudes are related, at least in part,

to certain groups, social events or
causes
• Linking a company and its products
to a special cause
 Resolving Two Conflicting
Attitudes
• Cheese is high fat content
• The conflicting attitude is that
cheese is tasty (Belief #1) but not
good due to fat content (Belief #2),
this attitude may keep you from
frequently buying any cheeses.
• So, Amul comes our with Fat-Free
cheeses
 Altering Components of the
Multiattribute Model

• Changing the relative evaluation of

attributes (ei)
• Changing brand belief (bi)
• Adding an attribute (combined eibi)
• Changing overall brand rating (Ao)
 Changing the relative
evaluation of attributes
• This is upgrading consumer beliefs
about one product attribute
• Chewing gums: regular gum and
sugar-free
 Changing brand belief
• Medimix soap for younger
generation
• SBI for younger generation
• Colgate Gel for kids
• Here the belief of the younger
generation is being changed that
these three products are also for the
youth
Adding an attribute (combined )

• Tata salt with Iodine

Adding a previously ignored attribute is
illustrated by the product
• Dove soap with no scent
The second route adding an attribute that
reflects an actual product change or
technology innovation
Changing overall brand rating
• This is attempting to alter
consumer’s overall assessment of
the brand directly.
• This is the largest-selling brand or
• The one all others try to imitate
• Honda’s ad once used this by saying
their cars are used as the ‘standard’
to live up to.
 Changing Consumer Beliefs
About Competitors Brands

• This is also known as comparative

advertising
• Defined as advertising that claims product
superiority over one or more explicitly
named or implicitly identified competitors,
either on an overall basis, or on selected
product attributes
 Changing Consumer Beliefs
About Competitors Brands
• Why KFC is the best Fast food
restaurant? This is implicit positing
against the all other fast food
restaurants
• Detergent washing bars war of
colour blue is a explicit positioning
•
 Cognitive Dissonance Theory

• The discomfort or dissonance that

consumers experience as a result of
conflicting information.
• In case of post-purchase
dissonance, attitude change is
frequently an outcome of an action
or behavior.
• Car for family.
• Reva car is purchased. (conflicting that
it is small for family)
• So the adjustment is done in two ways
1. Adopting new cognitive beliefs
supporting the original attitude or
behavior ( the reason why I took reva is
I am eco friendly and this car helps me
to be eco friendly)
2. Reevaluate the conflicting beliefs to
create consonance ( most of my peer
members have reva car not a or b)