CONSUMER ATTITUDE

NITASHA MUBASHARFATIMA RAZA

KAUSAR WAHAB

KAUSAR WAHAB

What are Attitudes?“Attitude is a learned predisposition

to behave in a consistently favorable or unfavorable way with

respect to a given object”

Characteristics of Attitude

Object Learned Predisposition Consistency

Attitude-Toward-The-Ad Models

NITASHA MUBASHAR

STRATEGIES OF ATTITUDE CHANGE

CHANGING BASIC MOTIVATIONAL FUNCTION

ASSOCIATING THE PRODUCT WITH ADMIRED GROUP OR EVENT

RESOLVING CONFLICTING ATTITUDES CHANGING BELIEFS ABOUT

COMPETITORS BRANDS

CHANGING BASIC MOTIVATIONAL FUNCTION

THE UTILITARIAN FUNCTION WHEN THE PRODUCT IS

USEFUL OR HELPED US IN THE PAST.

EXAMPLE HARPIC ADS MORTEEN ADS

CHANGING BASIC MOTIVATIONAL FUNCTION

THE EGO-DEFENSIVE FUNCTION PEOPLE PROTECT THEIR

SELF IMAGE FROM INNER FEELINGS OF DOUBT.

EXAMPLE COSMETICS

CHANGING BASIC MOTIVATIONAL FUNCTION

THE VALUE-EXPENSIVE FUNCTION EACH SEGMENT HAS ITS

OWN VALUES, LIFESTYLE AND OUT LOOKS.

EXAMPLE HTC CELL PHONES FOR IMAGE

CONCIOUS SEGMENT ETC

CHANGING BASIC MOTIVATIONAL FUNCTION

THE KNOWLEDGE FUNCTION IMPARTING KNOWLEDGE

ABOUT THE BRAND TO THE CUSTOMER

EXAMPLE NESTLE CALCI-LOCK 50 % MORE

CALCIUM SAFEGUARD

ASSOCIATING THE PRODUCT WITH ADMIRED GROUP OR EVENT

EXAMPLE SAFEGUARD (BUILDING CLEAN

HANDWASH FACILITY) DONATING INCOME TO HOSPITALS ETC

RESOLVING CONFLICTING ATTITUDES

A PHOTOGRAPHER WANTS TO MOVE TO MEDIUM SIZED FILM PHOTOGGRAPHY ----ATTITUDE 1

THE TRENDS ARE MOVING TOWARDS DIGITAL PHOTOGRAPHY----- ATTITUDE 2

PROVIDE A PRODUCT THAT GIVES BOTH THE FACILITIES

CHANGING BELIEFS ABOUT COMPETITORS BRANDS

EXAMPLE ZONG COMPARES THE FACILITIES, SERVICES

AND PACKAGES OFFERED BY MOBILINK AND U FONE WITH ITSELF

FATIMA RAZA

TRADITIONAL VIEWAttitude Action ( Attitude precedes behavior)

Know what you are doing before you do it

But alternates suggest that behavior precedes attitude

COGNITIVE DISSONANCE THEORY

Dissonance occurs when a consumer has conflicting thoughts about a belief or an attitude object.

• When cognitive dissonance occurs after a purchase

Post purchase Dissonance

COGNITIVE DISSONANCE THEORY

Reduce post purchase dissonance

• Seek out ads that supports the choice.• Avoid dissonance creating competitive ads.• Show ads having consumers as sales agents.• Stronger guarantees and warrantees.• Increase number and effectiveness of services.• Provide detailed brochures on how to use the product correctly.

ATTRIBUTION THEORY

Attribution theory explains how people assign causality (e.g. credit or blame) to events on the basis of either their own behavior or the behavior of others.

• I contribute to UNICEF because it really helps people in need• She made me buy that unknown brand of DVD player because she’d

make a bigger commission.

Examples

SELF PERCEPTION THEORY

Attitudes develop as consumers look at and make judgments about their own behavior

Internal attribution

External attribution

SELF PERCEPTION THEORY

Defensive attribution

Attribution towards others

Attribution towards things

HOW WE TEST OUR ATTRIBUTES

1. Distinctiven

ess

2. Consistency over time

3. Consistency

over modality

4. Consensus

THE END