ATTITUDE FORMATION

Shruti vermaNidhi varshney

Content

What Are Attitudes? The attitude “object” Attitudes characteristics Structural Models of Attitudes Attitude Formation

What Are Attitudes?

A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

The attitude “object”

It include specific consumption-or marketing related concepts such as product, product category ,brand, service, possessions, product use, price, package… etc.Examples:Consumer attitude towards online shoppingConsumer attitude towards mobile services

Attitudes characteristics

Attitudes are a learned predispositionThat means attitudes are formed as a result of prior direct experience with the object, word-of-mouth, information acquired from others, or from advertising.

Attitudes characteristics

Attitudes have consistencyAttitudes are relatively consistent with the behavior they reflect.

Attitudes characteristics

Attitudes occur within a situationEvents or circumstances that, at a particular point in time, influence the relationship between an attitude and behavior.

Structural Models of Attitudes Tricomponent Attitude Model Multiattribute Attitude Models The Trying-to-Consume Model Attitude-Toward-the-Ad Model

A Simple Representation of the Tricomponent Attitude Model Figure 8.2

Cognition : The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources

Source: Consumer Behavior, tenth ed., SCHIFFMAN & KANUK

A Simple Representation of the Tricomponent Attitude Model Figure 8.2

Affect : A consumer’s emotions or feelings about a particular product or brand

Conation: The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object

Source: Consumer Behavior, tenth ed., SCHIFFMAN & KANUK

Multiattribute Attitude ModelsAttitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs

Formula

Aj = ∑BijIi

Where:

i = attribute or product characteristic j= brandSuch that:

A = the consumer’s attitude score for brand j I = the importance weight given to attribute i by the consumer B = the consumer’s belief as to the extent to which a satisfactory level of attribute i is offered by brand j

Multiattribute Attitude Models

The attitude-toward-object modelAttitude is function of evaluation of product-specific beliefs and evaluations

The attitude-toward-behavior modelIs the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself

Theory-of reasoned-action model

• Includes cognitive, affective, and co native components

• Includes subjective norms in addition to attitude

Source: Consumer Behavior, tenth ed., SCHIFFMAN & KANUK

Multiattribute Attitude Models

The Trying-to-Consume Model An attitude theory designed to

account for the many cases where the action or outcome is not certain but instead reflects the consumer’s attempt to consume (or purchase).

Attitude-Toward-the-Ad Model

A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.

Attitude-Toward-the-Ad Model

Source: Consumer Behavior, tenth ed., SCHIFFMAN & KANUK

Issues in Attitude Formation

How attitudes are learned Conditioning and experience Knowledge and beliefs

Sources of influence on attitude formation Personal experience Influence of family Direct marketing and mass media

Personality factors

Four Basic Attitude Functions The Utilitarian Function The Ego-defensive Function The Value-expressive Function The Knowledge Function

Elaboration Likelihood Model (ELM)

A theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective

Why Might Behavior Precede Attitude Formation?

Behave (Purchase)

Form AttitudeForm Attitude

Cognitive Dissonance TheoryHolds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude objectAttribution Theory

Why Might Behavior Precede Attitude Formation?

Behave (Purchase)

Form AttitudeForm Attitude

Attribution TheoryA theory concerned with how people assign casualty to events and form or alter their attitudes as an outcome of assessing their own or other people’s behavior.

Issues in Attribution Theory

Self-perception TheoryA theory that suggests that consumers develop attitudes by reflecting on their own behavior.

Defensive AttributionA theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution).

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