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PRIYANKA AGARWAL RUPAL CHITNIS

MILAN CHAMPANEKAR
POOJA ARYA MINAL SANA UMAR

Attitude

What is an attitude?
Expressions of inner feelings that reflect whether a person is favorably or unfavorably predisposed to some object; in marketing, object can be a brand, a brand name, a service, a service provider, a retail store, a company, an advertisement, in essence, any marketing stimuli.

Forms of Attitude:

Attitides

Positive

neutral

negative

The way we see things

Why, From a marketers point oF vieW, is it important to know about Attitudes?

If a consumer is favorably disposed towards your product or service then you want to keep them so disposed

If they are unfavorably disposed then you want to change their attitude.

Other important reasons are

Important role in explaining and predicting behavior toward products and services. Attitudes are closely related to behavioral intention.

Attitude toward a product may also help to evaluate responsiveness to communication from the company.

Components of Attitude:
Affective = feelings about the attitude object. Behavioural = predisposition to act towards the attitude object in a certain way. Cognitive = beliefs about the attitude object. Any given attitude may be based in lesser or greater amounts on any of these components
Affective

Behavioural Cognition

Attitude

Functions of Attitudes (Katz)

Self -identity functuon: Expression of are central
values and beliefs which gives us a unique identity.

Impression Motivation Function: to make a good

impression on others and express the right views

Ego-defensive function: strengthen self aspects.

Knowledge function: fullfill need for order,

structure or meaning

Iceberg:
What comes to your mind when you see this picture?

THE Iceberg: ICEBERG

KNOWN TO OTHERS UNKNOWN TO OTHERS

Only 10 % of any iceberg is visible. the remaining 90% is below sea level

BEHAVIOR

SEA LEVEL

ATTITUDE

Development of Attitudes
Attitudes are learned predispositions; therefore, their development is influenced by

Personality of the individual Family Peers Experience Education Culture Subculture, nationality

4 Important processes influencing Attitude Formation

Classical conditioning

Instrumental conditioning

Observational conditioning

Social conditioning

Attitudes Vary Along a Number of Dimensions

THE LINGO SAY WHAT??

Favorability Accessibility Strength/confidence Persistence Resistance to attack

I like it a lot. I can remember my attitude toward it. Im sure I like it. Ive liked it for a long time and will continue to like it Ill like it no matter what anyone says about it.

THE CAN DO ATTITUDE:

You CAN DO everything, but not all at once. You CAN DO everything, if its important enough for you to do. You CAN DO everything, but you may not be the best at everything. You CAN DO everything, but there will be limitations. You CAN DO everything, but youll need help.

THANKS