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Attitudes
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. It is said Attitudes are not directly observable but must be inferred from what people say or what they do.
Conti.
Attitudes can be form for the product, brand, service, advertisement, Internet site, price, medium or retailer. Attitudes relevant to purchase behavior are formed as a result of direct experience with the product, word-of-mouth information acquired from others, or exposure to mass-media advertising or internet.
For eg;
There has been very rapid growth in the sales of natural ingredient bath, body, and cosmetic products throughout the world. This trend seems linked to the currently popular attitude that things natural are good and things synthethic are bad
Conation
Cognition
Affect
Affective Component
A consumers emotions or feelings about a particular product or brand.
Conative Component
The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.
Measuring Consumers Feelings and Emotions with Regard to using Spice Aftershave
Relaxed Attractive looking Tight Smooth Supple Clean Refreshed Younger Revived Renewed
Theory-of-reasoned-action model
A comprehensive, integrative model of attitudes
Attitude-Toward-Behavior Model
A model that proposes that a consumers attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).
Attitude-Toward-the-Ad Model
A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumers attitude toward the ad and attitude toward the brand.
Conti
Consumers often purchase new products that are associated with a favorably viewed brand name. Their favorable attitude towards the brand name is frequently the result of repeated satisfaction with other products produced by the same company. In terms of classical conditioning, an established brand name is an unconditioned stimulus that through past positive reinforcement resulted in favourable brand attitude.
Conti
Sometimes attitudes follow the purchase and consumption of a product. In situations in which consumers seek to solve a problem or satisfy a need, they are likely to form attitudes (either positive or negative) about products on the basis of information exposure and their cognition.
Personality Factors
For eg: Personality also plays a critical role in attitude formation. Individuals with a high need for cognition (i.e., those who crave information and enjoy thinking) are likely to form positive attitudes in response to ads or direct mail that are rich in product-related information.
Form Attitude
Form Attitude
Postpurchase Dissonance
Cognitive dissonance that occurs after a consumer has made a purchase commitment. Consumers resolve this dissonance through a variety of strategies designed to confirm the wisdom of their choice.
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.
Attributions Toward Others Attributions Toward Things How We Test Our Attributions
Self-Perception Theory
A theory that suggests that consumers develop attitudes by reflecting on their own behavior.
Defensive Attribution
A theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution).