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Belief: A descriptive thought that a person holds about something X hotels have the best facilities. A particular airline has poor maintenance
Attitude: Relatively consistent evaluations, feelings, and tendencies toward an object or idea. Liking or disliking things
Healthy food eat chicken Customers develop negative or positive attitude towards some products or places. Difficult to change
Attribute importance springs from: A persons assessment of the significance of an attribute. The amount of attention directed to it. A persons self-concept, advertising, and the salience of the attribute can influence the attention focused on it.
Companies or Retailers mark up prices before putting them up on sale. -- Bargaining behavior Discounts offered by reputed companies are genuine reduction in prices.-- Wait for the discount announcement Celebrities are admired by their followers though they do not use the product they endorse. --Success of soaps and cosmetics Lower price generally means inferior quality. Higher priced brands are not superior in quality by the same degree of multiplier. --Positioning at a lower quality end, as done by Haier, Lenovo Shopping in a big departmental store saves money.--Big Bazaar, Subhiksha Packaged ready-to-eat food items marketed in India are generally not fresh.-- Limited success of MTR, ITC foods
Consumer feelings
As part of Advertising Experience: Influence on viewers moods, attitudes, recall, affinity, Examples: Hamara Bajaj Campaign, Amul ButterUtterly, butterly delicious
As part of Shopping Experience: Influence of availability, environment/ambience Examples: Maruti service centers, Cafe Coffee Day, Brista coffee
As part of Consumption Experience: Influence consumers consumption evaluation Examples: Vanilla Coke, Blue Pepsi, Asian Paints
Functions of attitudes
Utilitarian function : Used to obtain rewards and avoid punishments Ego-defensive function : Self-protection Example: mouthwash Knowledge function : Simplifies decisions Example: Forming of loyalty to certain brands Value-expressive function : Expresses identity to others Example : Peter England shirts- the honest shirts
Formation of attitude
Direct formation Corresponds to the decision-making perspective and cognitive learning. Linked to the experiential perspective. Classical conditioning/Associative learning: Positive affect is attached to objectusing a jingle. Mere exposurefrequent exposure to stimulus increases ones desire for it. Environmental forces Example: design of the physical environment, cafes
cognition
affection
conation
Cognitive component: this part consist of knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.
Affective Component: A consumers emotions or feelings about a particular product or brand constitute the affective component of an attitude.
The Conative component: It is concerned with the tendency or likelihood that an individual will undertake a specific action or behave in a particular way with regard to the attribute object.