Attitude

A learned predisposition to
behave in a consistently
Attitudes favorable or unfavorable
manner with respect to a
given object.
Tricomponent Attitude Model

Conation
Act

Affect
Cognition Feel/sense
Think
 The Tricomponent Model

Cognitive Component
■
The knowledge and perceptions that are acquired by a combination of direct
experience with the attitude object and related information from various sources.
■
Very imp to develop pdt/brand beliefs
Affective Component
■
A consumer’s emotions or feelings about a particular product or brand.
■
Very imp when new pdts are introduced
■
Unfamiliar brand/ category
■
Evaluaive global assessment
■
+ve and - ve affect induce brand attitudes directly (provided the category is
established)
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.
■
Action inducing
When the pdt is new, attitude towards the category and the brand needs to developed

No attitude to attitude

But , it is influenced by

Attitude of similar/related pdts

Animal based meat —— Plant based meat

Idea /Concept awareness

Pdt liking by the prospective consumers

In trend - In this case “ plant forward ” Going towards nature

New to category

Hand Sanitiser

Air purifier
How consumers develop attitude ?

No attitude ———- Attitude ,because of learning ,

information exposure , communication from company

How to do this ?

Attitude towards the object model

Attitude towards the object model

Attitude towards an object (plant based meat) = f (Presence /evaluation of certain

attributes and beliefs)

Higher the presence of that particular attribute the more favourable is the attitude

Varies with each consumer ; Broadly we can discern segments

In Beyond meat, absence of chemicals, antibiotics, hormones, GMO, transfer,

cholesterol can be focussed

Good for the ecosystem

Similar to blue Pepsi and brown Pepsi

Strong category characteristic (taste , texture and colour)

 Is there a gap ?
Intention - Action ?
 Attitude- Individual attitude towards
Toward- behaving w.r.to an object than
Behavior Model towards the object
 Attitude-Toward-Behavior Model

He may have a positive attitude towards plant based

meat (about the object (plant based meat/ beyond meat) is
positive ) but he may not buy it (behavior is negative)

This is were the issue is

Intention and Action gap

Solution
 A comprehensive theory of the
Theory of
interrelationship among
Reasoned
attitudes,intentions, and
Action
behavior.
 Theory of Reasoned Action

Beliefs that
Beliefs that specific
Motivation to
the behavior referents
Evaluation of comply with
leads to think I should
the outcomes the specific
certain or should not
referents
outcomes perform the
behavior

Attitude toward Subjective

the behavior norm

Intention

Behavior
 Needs of Consumers

Utilitarian Function

Primary

Secondary

Ego defensive function

Protection from inner feelings of doubt

Value Expressive Function

Reflection of consumer’s value, lifestyle and outlook

Knowledge function

Need for cognition

 Attitude Change
https://www.youtube.com/watch?
v=gyDFrFOFLx4 - Mckinsey
 Needs of Consumers

Utilitarian Function

Primary - Health

Secondary - Animal , Eco Welfare , Eco Indulgence

Ego defensive function

Protection from inner feelings of doubt - Consumers are savvy and sophisticated and they look for new solution ;

Value Expressive Function

Reflection of consumer’s value, lifestyle and outlook - Personalized nutrition - Designer food (Though imaginary )

Eating plant based meat is cool

Knowledge function

Need for cognition - Food Labelling

A scale for food labeling that will clearly indicate the bioavailability of the food— how much of what is in the food is
really absorbed into the body—and the food’s impact on the environment.
 Think Differently - Creatively
Teenager - Expt
This group read an exposé article on the food industry. It spilled the beans about the
manipulative and deceptive strategies used to make junk food more addictive and to portray
the products as healthy. It also included pictures of four executives and consultants of the
food industry, described as stereotypical “controlling, hypocritical adult[s]”. The hope was
that these adolescents would now see choosing healthy foods as an act of autonomy
and independence.

The article also explained how advertising campaigns specifically target very young and
poor people, causing harm for these vulnerable groups. The researchers hoped that healthy
eating could be perceived as a rebellion against social injustice.

Afterwards, the participants in this condition read a (fictitious) survey of older adolescents
who wanted to “fight back against the companies by buying and eating less
processed food”. Teenage Norm
 Results
After the exposé intervention, participants associated healthy eating
with autonomy and social justice. They also rated healthy
eating as being more appealing. Importantly, there were also
some promising effects of the new intervention on actual behaviour. A
day later the students were offered a choice of snacks and drinks in a
seemingly unrelated context (announced as a reward for their hard
work during the recent exam period).

Source:Harnessing adolescent values to motivate healthier eating

Bryan, Yeager, Hinojosa, Chabot, Bergen, Kawamura, and Steubing,
2016
 Changing the attitude - Few more
ways
Resolving conflicting attitudes

Taste /texture of Alt meat Vs Real meat

Sustainability of forest VS Killing animals

Offering crave-able and delicious alt meat

Differentiators in meat : It can be spiced differently , pattied differently

Meat eaters are addicted not only to taste and texture of meat , but also to the experience
of eating meat .

Changing the relative evaluation of attributes

Ingredients - Less chemicals, more natural

Group Assignment -Question

Prepare a road map for launch of alternate meat

in India