ATTITUDE IS

EVERYTHING AND
WITHOUT ATTITUDE
WE ARE NOTHING
ATTITUDE

PRESENTAED BY
GROUP NO :- 1
 To understand what attitudes are, how they learned
and to know its nature and characteristics.

 To understand how consumer attitude lead to

behavior and how behavior lead to attitude.

 To understand selected models of attitude.

 To understand the various ways in which consumer

attitude changes.

 To understand how experience lead to the initial

formation of consumption-related attitude.
 ATTITUDE
Attitude is a learned predisposition to
behave in a consistently favorable
or unfavorable way with
respect to a given
object.
 Attitude “object”

 Attitudes are a learned predisposition

 Attitudes have a consistency

 Attitudes occur within a situation

 Link with attitude formation

Structural models of attitude
Tricomponent attitude models
-the cognitive component
-the affective component
-the conation component
Multi-attribute attitude models
-attitude-toward-object mode
-attitude-toward-behavior
-theory-of-reasoned-action
• Theory of Trying-To-Consume
Model
• Attitude-Towards-The-AD-
Model
ATTITUDE FORMATION
•How attitude are learned
•Sources of influence on attitude
formation
•Personality factor
Strategies of Attitude Change
1) Changing The Basis Motivational Function
-The Utilitarian Function
-The Ego-Defensive Function
-The Value-Expressive Function
-The Knowledge Function
-Combining several Function

2)Associating The Product With An Admired

Group Or Event.
3)Resolving Two Conflicting Attitude.

4)Altering Components Of The Multi-Attribute

Model.
-changing the relative evaluation of attributes
-changing brand beliefs
-adding an attribute
-changing the overall brand rating

5)Changing Beliefs About Competitors Brands

The Elaboration Like-hood Model (ELM)

The Ideal Point Model (IPM)

 Behavior Can Precede Or Follow
Attitude Formation

-Cognitive Dissonance Theory

-Attribution Theory
-Self-Perception Theory
-Foot-In-The-Door Technique
-Attributions Towards Other
-Attributions Towards Things