Consumer Attitude

Formation and Change

Attitudes
A learned predisposition to behave in
a consistently favorable or
unfavorable manner with respect to a
given object
A positive attitude is generally a
necessary, but not sufficient,
condition for purchase

Characteristics of
Attitudes
Attitudes have an object
Attitudes are learned
Can unlearn

Attitudes have behavioural,

evaluative and affective components
Predisposition to act
Overall evaluation
Positive or negative feelings

Characteristics of
Attitudes
Attitudes have consistency
Attitudes have direction, degree,
strength and centrality
Positive or negative
Extent of positive or negative feelings
Strength of feelings
Closeness to core cultural values

Attitudes occur within a situation

Four Basic Functions of

Attitudes
The Utilitarian Function
How well it performs(product benefit
that creates positive attitude )

The Ego-defensive Function

To protect ones self-concept

The Value-expressive Function

To convey ones values and lifestyles

The Knowledge Function

A way to gain knowledge(specially when
a person is in ambiguous situation)

How are attitudes learned?

Classical conditioning - through
past associations
Operant conditioning - through trial
and reinforcement
Cognitive learning through
information processing
Cognitive dissonance theory
Attribution theory

Attitude Models
Structural Models of Attitudes
Tri-component Attitude Model
Multi-attribute Attitude Model
Both assume a rational model of human
behaviour

Other models of attitude

formation
Cognitive dissonance model
Attribution theory

The Tri-component Model

Cognitive Component
knowledge and perceptions acquired
through direct experience and
information from various sources.

Affective component
Emotions and feelings about the object

Conative or Behavioural Component

Action tendencies toward the object

Conation

Cognition

Affect

Multi-attribute Attitude
Models
Attitude models that examine the
composition of consumer attitudes in
terms of selected product attributes
or beliefs.
Examples
Attitude-toward-object Model
Attitude-toward-behaviour Model
Theory-of-Reasoned-Action Model

Attitude-TowardBehaviour Model
A consumers attitude toward a
specific behaviour is a function of
how strongly he or she believes
that the action will lead to a
specific outcome (either favorable
or unfavorable).

Cognitive Dissonance
Theory
Holds that discomfort or dissonance
occurs when a consumer holds
conflicting thoughts about a belief or an
attitude object.
Post-purchase Dissonance
Cognitive dissonance that occurs after a
consumer has made a purchase
commitment

Why Might Behaviour Precede

Attitude Formation?
Cognitive
Dissonance
Theory
Attribution
Theory
Form Attitude

Behave (Purchase)

Form Attitude

Attribution Theory
Examines how people assign
casualty to events and form or
alter their attitudes as an outcome
of assessing their own or other
peoples behaviour.
Examples
Self-perception Theory
Attribution toward others

Self-Perception Theory
Attitudes developed by reflecting on
their own behaviour
Judgments about own behaviour
Internal and external attributions

Attitudes and Marketing

Strategy
Appeal to motivational functions of
attitudes
Associate product with a special
group, cause or event
Resolve conflicts among attitudes
Influence consumer attributions

Attitudes and Marketing

Strategy
Alter components of the attitude
Change relative evaluation of attributes
Change brand beliefs
Add an attribute
Change overall brand evaluation

Change beliefs about competitors

brands

Attitudes and Marketing

Strategy
Change affect first through classical
conditioning
Change behaviour first through
operant conditioning