CONSUMER ATTITUDE FORMATION

AND CHANGES
CONSUMER BEHAVIOUR
NIKHIL GARODIA
AYUSH JAISWAL
CHETAL BHOLE
ROHIT LAD
KISHAN DESAI
ANURAG GAONARKAR

ATTITUDE
An attitude is a learned predisposition to behave in a
consistently favorable or unfavorable way toward a given
object.
In context of consumer behaviour, an OBJECT can be
product, brand, service, price, package, advertisement,
promotions medium or the retailer selling the product
among many other aspects of consumption.
Attitudes are learned from direct experience with the
product, word of mouth, exposure to mass media and
other information sources that consumer are exposed to.
Attitudes reflect either favorable or unfavorable
evaluations of the attitude object and motivate consumers
to either buy or not buy particular products or brands

Attitudes and their formation

Consumers Learn Attitude
Sources of Attitude Formation
Attitude Formation Towards Product Categories/ Brands
The Role of Personality Factors : Cognition
Attitudes occur within situations

Attitude models
1)Tri-component

model

2)Multi-attribute

model
i. Attitude-towards object model
ii. Attitude towards behaviour model
iii.Theory of reasoned action
3)Theory

of trying to consume model

The Tri-component model of

attitudes

Multi Attributes models

Assumes that attitudes often have many attributes that
influence them
The tri-component model assesses a persons attitude
to only one attribute of the attitude
Differs from tri-component model in 4 main areas:
Focuses mainly on the affect component
Considers the strength of multiple attributes
Suggests that attitude affects intentions and this leads
to behaviour
Measures strength of attributes

Multi-attribute Calculation Formula

where,
Ab = Attitude toward the object (brand)
attribute
bad
which the

wib = belief about the brands possession of the

xib = evaluation of the attribute as being good or
n = there are a limited number (n) of attributes
person will consider

Multi-Attribute Concept
https://www.youtube.com/watch?v=Q9rD66l8yLE

Multi Attribute model

Attitude towards-object-model
The Attitude toward object model is suitable for measuring attitude towards a
product category or specific brands. According to this model, the consumer's
attitude toward a product/brand is a function of the presence (or absence) and
evaluation of certain product-specific beliefs and/or attributes.
For e.g. Reliance 4G service is good but cheap.
Vodafone 4G service is best but Expensive .

Attitude toward-behavior model

Is the attitude toward behaving or acting with respect to an object, rather than
the attitude toward the object itself.
For e.g. A middle class person looking for new car might like Lexus car (i.e.,
positive attitude towards object) but not ready to buy expensive Lexus (negative
attitude towards the behavior associated with the object)

Multi Attribute model

Theory of Reason Action
Reasoned Action is explicitly concerned with behavior. However, this theory also
recognizes that there are situations (or factors) that limit the influence of attitude.
For e.g. , if our attitude leads us to want to go out on a date but we have no money,
our lack of money will prevent our attitude from causing us to go on a date.
Therefore, Reasoned Action predicts behavioral intention, a compromise between
stopping at attitude predictions and actually predicting behavior.

Theory of trying to consume

The theory of trying-to-consume is designed to account for the cases where the
action or outcome is not certain but reflects the consumers efforts to consume. A
person trying to consume faces two obstacles that may prevent his desired
outcome
Personal Impediments : The person trying to lose weight, But loves cookies.
Environmental Impediments: The person cannot continue eating cookies & lose
weight & there is no low calorie cookies taste good.

Changing the Basic Motivational

Function
Utilitarian
Operant Conditioning:
Form favorable attitudes
toward objects and
activities that are
rewarding and negative
attitudes toward those
that are not

 Ego-Defensive
Form and use attitudes to
defend their ego against
threats and shortcomings

 Value Expressive
Attitudes are formed and
serve to express a
persons central values
and self-concept

 Knowledge
Serve as a means of
organizing beliefs about
objects and activities.
Maybe accurate or
inaccurate.
Attitude rather than
reality will guide behavior.

 Associating with Objects

or Causes
Influence attitudes by
relating them to social or
cultural events.

The Elaboration Likelihood Model

The Elaboration Likelihood Model attempts to explain how
attitudes are shaped, formed, and reinforced by persuasive
arguments. The basic idea is that when someone is presented
with information, some level of elaboration occurs.
Elaboration means that the effort someone makes to evaluate,
remember, and accept (or reject) a message.
The model suggests that people express either high or low
elaboration (that is, their level of effort) when they encounter a
persuasive message. The level of elaboration then determines
which processing route the message takes: central or peripheral.

Comparison of Central Route Processing

and Peripheral Route Processing

The Ideal Point Model

The Ideal Point Model can be used to explore the different dimensions associated
with attitudes towards existing brands.
This Model Captures consumer perception on the Ideal brand (with ideal
features) and compares their perception on existing brands.
For Example - If it is applied to a brand of TV, the following attributes can be
identified:1.) Picture Quality
2.) Audio Quality
3.) Usefulness of Special Features
4.) Handling Ease
5.) Esthetic Appeal
6.) Compactness

Analysis of Attributes Following the

Ideal Point Model

A brand can find out how close it is to the Ideal brand. A value of
0 is ideal because at this point the brand is the Ideal brand.

 Implications of the Model The higher the value of a brand, the further away it is from the Ideal
perception of the brand.
Improve the Brand Attributes and move closer to the Ideal
brand.
For Example - If the usefulness of the special features. Brand A is
further away from the ideal brand on all aspects and requires
improvement on it.

Shift of Importance associated with a brand attribute.

For Example - Brand A can alter the importance on esthetic
appeal through an advertising campaign that stresses the
attributes on which it is ranked high.
Consumer Perception towards the new attribute/benefit.
For Example - If a Shampoo brand wants to shift the
importance of attributes by introducing a new benefit spreading action to make the roots stronger - the perception
of the consumer needs to be captured before the brand uses
this attribute.

Cognitive Dissonance
Cognitive Dissonance occurs when a consumer holds
conflicting thoughts about a belief or an attitude object.
When cognitive dissonance occurs after a purchase, it
is called post-purchase dissonance.

Consumers can reduce their postpurchase dissonance in several

ways:
Rationalize their decisions.
Seek advertisements that support their choices (while
avoiding dissonance-creating competitive ads).
Try to sell friends on the positive features of the
purchase made (i.e. the consumer as a sales agent).
Look to satisfied owners for reassurance (e.g. meet
homeowners in the community where the newly
purchased house is located).

Resolving Conflicting Attitudes

Attitude-change strategies are designed to resolve
actual or potential cognitive conflicts between two
attitudes.
Specifically, if consumers can be made to see that their
negative attitude toward a product, a specific brand, or
its attributes is really not in conflict with another
attitude, they my be induced to change their evaluation
of their brand. (i.e. from negative to positive).

Assigning causality and attribution

theory
Self perception attributions
Foot-in-the-door technique
Attributions toward others
Attributions toward objects
Analysing self-attributions