CB - Attitude 2014

INFLUENCES ON CONSUMER
BEHAVIOUR contd
Psychology- Attitude
2014
CONSUMER BEHAVIOUR - PGDM 2014

PROF.MOHAN.B.RAO
For Restricted Circulation only.
ATTITUDE- Gordon Allport.

A stable, long lasting, learned predisposition to
respond to certain things in a certain way.
Stable implies that an attitude once formed
will keep that form and remain identifiably the same
over time.
Long lasting means stability over a period of
years.
Learned is the basis of all human behavior.
Predisposition to respond is a way of
describing link to consumer behavior.
In a certain way emphasizes the consistency of
an attitude over time.
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ATTITUDE contd..
Attitudes are normally thought as a complex combination
of Beliefs, Values and Opinions.
Belief: -a) A lasting organization of perceptions
& cognitions about some aspect of individuals world.
b) It could be a hypothesis or ones judgment.
c) Expressed in sentences with word is .
Value: a) Concept of the desirable, an internalized
( of an individual) criterion or standard of evaluation.
Opinion: a)Judgment based on grounds short of proof.
b) provisional conviction.
c) view held as probable.
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TRICOMPONENT ATTITUDE MODEL

CHARACTERISTICS AND COMPONENTS:
ATITUDE
Cognitive component
BELIEF
Affective component
FEELING
Conative component
INTENTION
IMPORTANT INFERENCES:
Components are consistent.
Attitudes and action interdependent.
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TRICOMPONENT ATTITUDE MODEL

- HIERARCHY OF EFFECTS
TYPE OF
HIERARCHY
SEQUENCE
NATURE OF INFO
PROCESSING
High- involvement
Beliefs
Evaluation
Behaviour
Active, purchase specific

processing
Low- involvement
Beliefs
Behaviour
Evaluation
Passive, purchase specific

processing
Experiential
Evaluation
Behaviour
Beliefs
Active, on going processing
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Attitude-component consistency
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ATTITUDE contd..
Characteristics:
1.It can be held about an object, person, issue or
activity.
2.Attitudes are learned, dynamic and can change.
3.It is an assessment based on continuous
evaluation.
4..Attitudes have consistency.
5.Attitudes occur within a situation.
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ATTITUDE contd..
Factors that affect attitude and resultant behavior:
1. Unforeseen circumstances.
2. Time gap.
3. Extent of stability.
4. Situational factors.
5. Strength of attitudes.
6. Accuracy of attitude
7. Conflict of attitudes.
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ATTITUDE contd..
Sources of Attitude:
1. Family.
2. Reference groups.
3. Peers.
4. Direct Experience.
5. Mass media.
6. Direct marketing.
7. Personality factors.
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Why do we have attitudes?

Value-expressive function - We can use attitudes to express
who we are.
Ego-defensive function - Attitudes may protect us from
feelings that we would rather not experience. (E.g. I have a
fear of loneliness, so my attitude towards parties is positive.)
Utilitarian function - We learn that some products give us
pleasure and others give us pain. Results in positive and
negative attitudes.
Knowledge function - We may form an attitude because it
provides order or an explanation for the world.
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The Knowledge Function

Arousal Conditions:
Change Conditions:
- Ambiguity
- Uncertainty
- meaningful information
- meaningful frameworks
Approach:
Avoidance:
Relevant Theories:
Certainty
Uncertainty
Theory of Lay Epistemology
Approach Persuasion:
Avoidance Persuasion:
Factual Appeals
Quality Appeals
Logical Arguments
Hypothesis Disconfirming Ads

Mystery Ads
Disrupt-Then-Reframe
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The Knowledge
Function
A Factual Appeal
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The Knowledge
Function
A Factual Appeal
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The Knowledge
Function
A Quality Appeal
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The Knowledge
Function
Mystery Ads
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The Knowledge
Function
Mystery Ads
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The Knowledge
Function
Mystery Ads
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The Knowledge
Function
Mystery Ads
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The Knowledge
Function
Disrupt-thenreframe Ads
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The Value-Expression Function

Arousal Conditions:
Change Conditions:
- Salience of cues assoc.

with values
- Self-awareness
- Self-presentational appeals
- Value-oriented appeals
Approach:
Avoidance:
Relevant Theories:
Indirect + assoc.
Indirect - assoc.
Impression Management Theory
Image Appeals
Celebrity Endorsers
Attractive Endorsers
Unattractive Users of Competing Brands
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The Value-Expressive
Function
Image Appeals
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Function
Attractive Endorsers
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Function
Celebrity Endorser
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The Ego-Defense Function

Arousal Conditions:
Change Conditions:
- Threats
- Repressed Impulses
- Frustrations
- Self-insight
- Catharsis
- Authority
Approach:
Avoidance:
Relevant Theories:
Increase perceived
likelihood of
desired events
Decrease perceived
likelihood of
desired events
Terror Management Theory
Authority Figures
Expert Endorsers
Fear Appeals
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The Ego-Defensive
Function
Expert Endorser
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The Ego-Defensive
Function
Fear Appeal
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Do attitudes exist?
Researchers use attitudes to explain patterns of
behavior that would otherwise be very difficult to
explain.
Recent research has shown that attitudinal
responses can be influenced by a variety of
contextual factors:
These results have led researchers to conclude that
we dont need attitudes, we should focus on
understanding responses.
Despite the controversy, attitude measurement
techniques can still provide predictive power.
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Attitude Formation
All theories have some representation of the consistency
between the attitudes we hold and how we behave.
Cognitive Dissonance
People try to reduce the dissonance between their
behaviors and their actions. E.g. I feel that drinking and
driving is wrong, but I drive after drinking.
Dissonance accounts for increased attitudes towards
the product after buying it. People actively search for
ways to reduce dissonance, making the product look
better.
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Attitude Formation
Self-perception Theory
Assumes that people try to learn their attitudes by
observing their own behavior. E.g. I bought an entire
box of chocolates, so I must really like them. Also
accounts for post-purchase increase in attitudes.
Social Judgment Theory
Assumes that preexisting attitudes act as a frame of
reference, and that new information is compared to this
frame before being classified. Messages falling within
the latitude of acceptance are thought to be more
consistent (assimilation) while messages outside are
thought to be less consistent (contrast).
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Theory of Reasoned Action
Beliefs that
the behavior
leads to
certain
outcomes
Evaluation of
the outcomes
Beliefs that
specific
referents
think I should
or should not
perform the
behavior
Attitude toward
the behavior
Motivation to
comply with
the specific
referents
Subjective
norm
Intention
Behavior
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ATTITUDE contd.
MULTI ATTRIBUTE ATTITUDE MODELS:
i. Attitude toward object model.
The consumer attitude towards a product is a function of the
presence and evaluation of certain product-specific beliefslike
ease of use; brightness; accuracy;
ii. Attitude toward behavior model.
It is the individuals attitude toward behaving or acting with
respect to the object. This is closer to actual behavior than (i)
above.
iii.. Attitude toward the ad model.
It is an effort to understand the impact of advertising etc. on
consumer attitudes
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1
Attitude-Toward-the-Ad Model
Exposure to an Ad
Judgments about
the Ad (Cognition)
Feelings from the

Ad (Affect)
Beliefs about the

Brand
Attitude toward
the Ad
Attitude toward
the Brand
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How to Change Attitudes of Customers

a) Utilitarian function.
Developing a brand attitude because of its utility.
b) Ego defensive function.
Protect self image and a reassurance about self
image from inner feelings or doubts..
c) Value- expressive function.
Based on value, style, and outlook
d) Knowledge function.
Prefer to know and understand the people and things
etc with whom they come in contact.
e) Combo of above functions.
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1
How to Change Attitudes of Customers (contd)
f) Associating product with event, special group,

cause.
g) Changing the relative evaluation of attributes.
h) Adding on attributes.
i) Change beliefs about competition
j) Change overall brand rating.

2014
June 2002

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1
Strategies of Attitude Change

Associating the Product With a Special Group,
Event,or Cause
Changing the Basic Motivational Function.
Resolving Two Conflicting Attitudes
Altering Components of the Multiattribute Model
Changing Beliefs About Competitors Brands
The Elaboration Likelihood Model (ELM)
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The Elaboration Likelihood Model (ELM)

Involvement
HIGH
2014
LOW
Central
Persuasion
Route
Peripheral
Persuasion
Route
Message
Arguments
Influence
Attitudes
Peripheral
Cues Influence
Attitudes

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The elaboration likelihood model of persuasion

Exposure to advertising
Motivation to elaborate
(depends on involvement,
need for cognition, etc.)
Ability to elaborate
(depends on knowledge,
comprehensibility, distraction, etc.)
Low motivation
Low ability
Peripheral Route
(minimal processing and
simple inferencing)
Central route
(effortful processing of information central
to the true merits of an attitudinal position)
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Determinants of the route to persuasion and attitude strength
Motivation
Ability
High
2014
Low
High
Central Route
Peripheral Route
(strong attitudes)
(weak attitudes)
Low
Peripheral Route Peripheral Route

(weak attitudes)

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(weak attitudes)
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Affective and Motivational

Approaches to Persuasion
Affective approaches
Classical conditioning
The mere exposure effect
Zillmanns theory of emotion
Mandlers theory of emotion
Motivational approaches
Balance theory
Cognitive dissonance theory
Impression management theory
Attitude functions
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Classical conditioning in advertising

Positive Stimulus
(music, scenery,
people, animals)
Advertised Brand
(paired with
positive unconditioned response)
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Positive
Affect
Positive
Affect
(toward brand)
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Moderators of the Dissonance Effect

Attitude-Inconsistent Behavior
Perceived Aversive Consequences
Perceived Responsibility
Dissonance Arousal
No perceived aversive
consequences and no
dissonance effect
No perceived
responsibility and no
dissonance effect
Misattribution of arousal
and no dissonance effect
Dissonance Effect
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CB - Attitude 2014

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INFLUENCES ON CONSUMER

CONSUMER BEHAVIOUR - PGDM 2014

ATTITUDE- Gordon Allport.

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

TRICOMPONENT ATTITUDE MODEL

CONSUMER BEHAVIOUR - PGDM 2014

TRICOMPONENT ATTITUDE MODEL

Active, purchase specific

Passive, purchase specific

Active, on going processing

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

Why do we have attitudes?

CONSUMER BEHAVIOUR - PGDM 2014

The Knowledge Function

Theory of Lay Epistemology

Hypothesis Disconfirming Ads

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

The Value-Expression Function

- Salience of cues assoc.

Impression Management Theory

Unattractive Users of Competing Brands

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

The Ego-Defense Function

Terror Management Theory

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

Theory of Reasoned Action

CONSUMER BEHAVIOUR - PGDM 2014

CONSUMER BEHAVIOUR - PGDM 2014

Feelings from the

Beliefs about the

CONSUMER BEHAVIOUR - PGDM 2014

How to Change Attitudes of Customers

CONSUMER BEHAVIOUR - PGDM 2014

How to Change Attitudes of Customers (contd)

f) Associating product with event, special group,

j) Change overall brand rating.

CONSUMER BEHAVIOUR - PGDM 2014

Strategies of Attitude Change

CONSUMER BEHAVIOUR - PGDM 2014

The Elaboration Likelihood Model (ELM)

CONSUMER BEHAVIOUR - PGDM 2014

The elaboration likelihood model of persuasion

CONSUMER BEHAVIOUR - PGDM 2014