CONSUMER ATTITUDE

Attitude

An attitude is a learned predisposition to behave in a consistently favorable or

unfavorable way with respect to a given object.

The Attitude Object

Object refers to such things as: product, product
category, brand, service, possessions, product

use, advertisement price, or retailer.

In attitude research we tend to be object-specific.

Qualities of Attitudes
Attitudes Are a Learned Predisposition Attitudes are learned. They are formed as a result of direct experience with the product, information acquired from others, and exposure to mass media. Although attitudes may result in behaviors, they are, however, not synonymous with behavior.

As learned predispositions, attitudes have a motivational quality.

Attitudes Have Consistency Attitudes are relatively consistent with the behavior they reflect. Attitudes are not necessarily permanent; they do change. We should consider situational influences on consumer attitudes and behavior.

Attitudes Occur Within a Situation Consumer attitudes occur within, and are affected by, the situation. By situation we mean events or circumstances that, at a particular time, influence the relationship between an attitude and a behavior.

Individuals can have a variety of attitudes toward a particular behavior, each tied to a specific situation. This can cause consumers to behave in ways seemingly inconsistent with their attitudes. It is important when measuring attitudes that we consider the situation in which the behavior takes place, or the relationship between attitudes and behavior could be misinterpreted.
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Tricomponent Attitude Model

According to the tricomponent attitude

model, attitudes consist of three major components: conation. cognition, affect, and

Tricomponent Attitude Model

The Cognitive Component Cognitions are previous knowledge or experiences with or about the object. This previous knowledge/experience allows the consumer to form perceptions or beliefs about the product.

The Affective Component The affective component of an attitude consists of the consumers emotions or feelings. Researchers frequently treat these emotions and feelings as evaluative in nature. Affect-laden experiences manifest themselves as emotionally charged states (such as happiness or sadness). These states may enhance positive or negative experiences for the consumer. Consumer researchers try to measure this element using global evaluative measures.

The Conative Component Conation, the final component of the tricomponent attitude model, is concerned with the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. The conative component may include the actual behavior itself. In marketing and consumer research, the conative component is frequently treated as an expression of the consumers intention to buy. Intention-to-buy scales are used to assess the likelihood of a consumer purchasing a product or 6 behaving in a certain way.

Functional Theory of Attitude

Affective responses help consumers reach purchase decisions in four ways:
Adjustment: developing affective responses that lead to perceived rewards and avoid perceived punishments Ego defense: means through which people try to realize personal goals and images Value expression: displaying consumers own values to the external world Application of prior knowledge: may lead to both positive and negative effects on affective response

The Fishbein Multi-attribute Model Affective responses to a brand consist of:

The strength or weakness of a consumers beliefs about the brand and its attributes The consumers evaluation of or feelings toward those attributes

The Fishbein Multi-attribute Model

A Bi Ei
i 1
where,
A= Bi = Attitude towards a brand Belief that the brand possesses attribute i

Ei =
i=

Evaluation or desirability of attribute i

attribute 1, 2, m
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Cognitive Dissonance Theory

According to cognitive dissonance theory, discomfort or dissonance occurs when a consumer holds confusing thoughts about a belief or an attitude object (either before or after the purchase). Postpurchase dissonance occurs after the purchase. The consumer is not happy with the purchaseso they adjust their attitudes to conform to their behavior. Postpurchase dissonance is quite normal. Attitude change is frequently an outcome of an action or behavior. Dissonance propels consumers to reduce the unpleasant feelings created by the rival thoughts. Tactics that consumers can use to reduce dissonance include reduction: By rationalizing the decision as being wise. By seeking out advertisements that support the original reason for choosing the product. By trying to sell friends on the positive features of the brand. By looking to known satisfied owners for reassurance. Marketers can help reduce postpurchase uncertainty by aiming specific messages at reinforcing consumer decisions. Beyond these dissonance-reducing tactics, marketers increasingly are developing affinity or relationship programs designed to reward good customers and to build customer loyalty and satisfaction.
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Strategies to Change Consumer Beliefs

Positioning by
Product attributes Consumer benefits Intangible attributes Price

Application
Brand user Celebrity recognition Brand personality Product category Association with competitors Country or geographic area
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Elaboration Likelihood Model (ELM)

In 1980, Richard E. Petty and John T. Cacioppo created the Elaboration Likelihood Model of Persuasion to explain, in detail, how a persuasive message worked to change the attitude of the receiver. They proposed that a message was transmitted and received through one of two routes of persuasion: the central route and the peripheral route.

The central route holds that a person is more likely to be persuaded if he is able to elaborate on a message extensively. That is, if he is motivated to think about the

message, and if the message is a strong one, he will be persuaded in accordance

with the message.

The peripheral route states that if a person is unable to elaborate on a message

extensively, then she may still be persuaded by factors that have nothing do with the
actual content of the message itself. That is that she would be drawn to the message by factors that he/she is already familiar with and has positive attitudes about and would associate those attitudes with the message. He/she would then be persuaded toward the message, albeit (even though) weakly and temporarily.
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Elaboration Likelihood Model (ELM)

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Attribution Theory
A theory concerned with how people assign casualty to events and form or alter their

attitudes as an outcome of assessing their own

or other peoples behavior.

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Self-perception Theory Foot-In-The-Door Technique

A theory that suggests that consumers develop attitudes by reflecting on their own behavior.

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