Components of Attitude

Cognitive
Affective
component
component

Behavioural
component
Consumer Beliefs / Perceptions
• Maruti is India’s most fuel efficient car
• Lux soap enhances the beauty of women
• Fair and Lovely cream is only for women
• Nokia handset is better in quality than Samsung
• Mahindra MUVs are robust
• Branded products have a higher price than non branded
products.
• Keeping money in nationalized banks is safe.
• Do branded fuels give more fuel efficiency than non
branded fuels ?
• It is not safe to use credit cards on the internet.
Cognitive component

“Perceptions” and “Beliefs” of consumers

 Affective component

“Emotional” response of consumer

How emotions impact consumers ?

 Consumers make decisions based on knowledge and feelings.

(Blair Kidwell, David M. Hardesty, and Terry L. Childers. 2008)

Emotions focus on attention, remembrance, attitude, and

motivation. (Damasio, 1994; LeDoux, 1996)

 Emotional linkage with consumers helps in creating a relationship

of trust and hence a loyal consumer base. (Groth, Thurau and
Walsh, 2009)
 Types of consumer feelings
Positive Negative Warm

Adventurous Angry Affectionate

Ambitious Annoyed Calm
Inspiration Bored Concerned
Aspiration Critical Kind
Confident Disgusted Peaceful
Creative Fed-up Caring
Energetic Insulted
Happy Irritated
Pleased Regretful
Enjoyment
Trust
 Consumer feelings

Feelings as part of the promotion experience

Feelings as part of the shopping experience
Feelings as part of the consumption
experience
Emotional appeals in Retailing

1. Store ambience creates a “feel good factor” for the consumers.

2. Above and below the line promotions motivate consumers to

buy products.

3. CRM strategies adopted by retailers in developing consumer

relationships and facilitating consumer retention.

4. Store branding strategies in create a sense of pride, trust and

confidence amongst consumers.

5. Pricing strategies create a feeling of “value for money”

satisfaction amongst consumers.
Emotions vary with….

Age
Gender

Experience
Behavioural component

“Intention to purchase”
 Consumer Intentions
• Definitely will buy
• Probably will buy
• No decision
• Probably will not buy
• Definitely will not buy
Types of intentions
Spending intentions reflect how much money
consumers think they will spend

Will you spend at least Rs 10,000 on Diwali gifts this year?

No chance 1 2 3 4 5 6 7 I definitely will

Purchase intentions represent what consumers

think they will buy

Will you buy a new TV during the next 12 months?

No chance 1 2 3 4 5 6 7 I definitely will

Types of intentions
Repurchase intentions indicate whether
consumers anticipate buying the same product or
brand again

The next time you purchase coffee, will you buy the same
brand?
No chance 1 2 3 4 5 6 7 I definitely will

Shopping intentions capture where consumers

plan on making their product purchases

Will you shop at Big Bazaar within the next 30 days?

No chance 1 2 3 4 5 6 7 I definitely will

Types of intentions
Search intentions indicate consumers’ intentions
to engage in external search

The next time you need to be hospitalised, will you speak

to your doctor before choosing a hospital?
No chance 1 2 3 4 5 6 7 I definitely will
External influence Motivation to comply
 Advertisement 
 Reference of Friend 
 Discount 
 Situational influence x
External Attitude
influence

Cognitive
component
Overall
Orientation
Advertisements,
situations, Affective Towards
friends, object
relatives, etc component

Behavioural
component
How will you change consumer
attitude ?

 change beliefs, add new beliefs or highlight positive beliefs

 create positive emotions
 provide an incentive to buy
Measuring Consumer

Attitude
Elaboration
Likelihood model Exposure to marketing message
Central route
Peripheral route
High involvement with product, Low involvement with product,
message, decision motivation message, decision motivation

Strong attention focused on Limited attention focus

attributes and factual
information

(Elaboration activities) (No or few Elaboration

activities)Relating attributes to past
Relating attributes to past
experience, knowledge
experience, knowledge

Persuasion to alter or highlight Persuasion through classical

beliefs which will influence conditioning
attitude