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ABDULLAH ABDULLAH
&
SARDAR ABDUL RAFAY


An attitude is a
predisposition to act or
feel a certain way
towards a person or
thing.

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 Ê


V have an emotional charge
+ or ² 



V occur within a situation
V can not be measured
directly
self reporting or inference
V are learned
V not temporary - more or
less enduring


V ën the absence of existing attitude we are open
to suggestion

Ê 





 





 






¦
V highly respected source
helps formation of an
attitude
V an inept attempt to teach an
attitude can lead to a
negative reaction eg. anti
drug ads

½
V how closely it's
linked with other
attitudes
V knowledge -
cognitive aspect
V degree of
liking/disliking -
affective aspect

Œ
 V Have to fit with other
attitudes, values,

  information accepted,
what we do


  V Changes in these may
cause a readjustment
of an attitude
   eg. Johnny Cash for
Ripple Wine
Billy Jean King for
sports clothes


Affect (How ë feel
about it)plus
Behavioural tendency
(Conative), plus
Cognitions (what ë      

think or know) about   ! 
likely consequences
of behaviour
"! 

 

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V Mhe attitude-toward-object model
Attitude is function of evaluation of
product -specific beliefs and evaluations
V Mhe attitude-toward-behavior
model
ës the attitude toward behaving or
acting with respect to an object, rather
than the attitude toward the object itself
V Object: Rolls Royce car
V Behaviour: purchasing a Rolls
Royce
cm
V Single component
One dimensional based on feelings
Healthy vs unhealthy breakfast
Popular in commercial market research
Could be a lot more specific
V Multi attribute methods
What are key AMMRëBUM S used to judge
something
Rate the brands on these attributes
How important is each attribute?

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Mhis college has great facilities
Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2 3 4 5 6 7 strongly

Meachers at this college are highly professional

Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2 3 4 5 6 7 strongly

Courses are recognised by employers

Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2 4 5 6 7 strongly

College is easy to get to

Disagree |__|__|__|__|__|__|__| Agree
Strongly 1 2 3 4 5 6 7 strongly

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V Changing the Basic Motivational Function
V Associating the Product With an Admired
Group or vent
V Resolving Mwo Conflicting Attitudes
V Altering Components of the Multiattribute
Model
V Changing Beliefs About Competitors· Brands

c
V utilitarian
what it will do for you
V ego defensive function
helps protect customer self image
V value expressive
reflects customers general values, lifestyle or attitude
V knowledge
to provide the customer ´need to knowµ

c¦
V eg. famous people who attended MAF
V associate with Football, Olympics, etc.

Relating two conflicting attitudes

V eg Do you want a status course or a job

c½
V change the evaluation of attributes
eg. you'll get a job with MAF
V changing broad beliefs
eg. MAF is more than this is how we hold the drill
V adding a new attribute
eg social activities
V change the overall brand rating
eg the one personnel companies go to first
5. Change beliefs about competing brands

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