Download - CONSUMER ATTITUDE
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 THEORYAttitudes 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