Wisdom comes from experience &

Experience, from mistakes.

- Proverb

I have been consistently inconsistent,

so that people cannot make a dogma of my knowledge
- OSHO

Consumer Attitude
Formation & Change
SBUP-SemI-Batch 2021-23-CB-KC
Consumer Behavior
Session IX & X
Monday, December 6th 2021

Text Reference:
Chapter 6, Consumer Attitude Formation & Change,
CB, Schiffman-Wisenblit-Ramesh kr, Pearson
 Learning Objectives

Consumer Attitudes- Formation & Change

Belief ’s
1. Attitudes : Nature and Characteristics
Attitudes
2. Attitude Formation
Values
3. Selected Structural Models of Consumer Attitudes
Customs
4. Strategies for Consumers’ Attitude Change

Culture
 A learned predisposition to behave
in a consistently favorable or
unfavorable manner
with respect to a given object

Attitude
Nature & • The attitude “object”
Characteristics
• Attitudes are a learned predisposition

• Attitudes have consistency

• Attitudes occur within a situation

 Attitude Formation

• Attitudes are learned by

• Efforts, Conditioning or experience
• Beliefs & knowledge are affirmed

• Sources of influence on attitude formation

• Personal experience
• Influence of Family & Friends- WoMouth & Social Media - WoMouse
• Mass Media- Advertisement, Celebrity Endorsement, Direct Marketing and Internet

• Personality factors
Attitude Change
 Structural Models of Consumer Attitudes

• Tri-component Attitude Model

• Multi-attribute Attitude Model

• The Attitude towards the object Model
• The Attitude towards behavior Model
• The Reasoned Action Model
• The Theory of Trying-to-Consume Model

• Attitude Towards the Ad Model

 Tri-component Attitude Model
Tri-component Model Lavidge & Steiner Model
DAGMAR
Defining Advertising Goals for Measured
Advertising Results
Cognitive
(Knowledge & Perception acquired by Unawareness
direct experience & information
from various sources) Awareness
TOOL: RECALL TESTS
Knowledge

Affective Liking
(Emotions feelings & evaluations about ‘object’) Preference
TOOL: BI-POLAR LIKERT SCALE

Conative Conviction
(Intention to buy) Purchase
TOOL:BUYING INTENTIONS SURVEY Confirmation
Likert scale / Semantic differential scale
 Attitude model that
examines the composition of
Multi-attribute
consumer attitudes in terms
Attitude Model of selected product
attributes or beliefs
 Multi-attribute Attitude Model
• The attitude-toward-object
model
• The attitude-toward-behavior
model
• Theory-of-reasoned-action-
model
• Theory of trying-to-consume
• Attitude is function of the
presence or absence of certain
attributes in the product
• Importance of these attributes to
consumer
• Model
• Useful to measure attitudes toward
product and service categories or
specific brands.
• Salient belief
• Strength of the belief
• Evaluation of the attribute
 Multi-attribute Attitude Models

• The attitude-toward-object • Is the attitude toward

model behaving or acting
• The attitude-toward-behavior with respect to an object,
model rather than the attitude
• Theory-of-reasoned-action toward the object itself
model
• Theory of trying-to-consume • Corresponds closely to actual
behavior

• Attitude-behavior consistency
Consumer Characteristics, Attitude,
and Online Shopping
 Multi-attribute Attitude Models

• The attitude-toward-object
model
• The attitude-toward-behavior • Includes ‘subjective norms’
model in addition to attitude
• Theory-of-reasoned-action
model • Secures social sanction of relevant
• Theory of trying-to-consume others for purchase
A Simplified Version: Theory of Reasoned Action
 Multi-attribute Attitude Models

• The attitude-toward-object
model
• Attitude theory accounting for
• The attitude-toward-behavior the many cases where the action
model or outcome is not certain but
• Theory-of-reasoned-action instead reflects the consumer’s
model attempt to consume (or
purchase)
• Theory of trying-to-consume
• Personal & Environmental
impediments studied
 Potential Impediments That Might Impact Trying

POTENTIAL PERSONAL IMPEDIMENTS

• “I wonder whether my hair will be longer by the time of my wedding.”
• “I want to try to lose two inches off my waist by my birthday.”
• “I’m going to try to get tickets for the Rolling Stones concert for our anniversary.”
• “I’m going to attempt to give up smoking by my birthday.”
• “I am going to increase how often I run two miles from three to five times a week.”
• “Tonight, I’m not going to have dessert at the restaurant.”

POTENTIAL ENVIRONMENTAL IMPEDIMENTS

• “The first 1,000 people at the baseball game will receive a team cap.”
• “Sorry, the car you ordered didn’t come in from Japan on the ship that docked yesterday.”
• “There are only two cases of chardonnay in our stockroom. You better come in sometime
today.”
• “I am sorry. We cannot serve you. We are closing the restaurant because of an electrical
problem.”
 A model that proposes that a
consumer forms various
feelings (affects) and
Attitude- judgments (cognitions) as the
Toward-the- result of exposure to an
Ad Model advertisement, which, in
turn, affect the consumer’s
attitude toward the ad and
attitude toward the brand.
Attitude-Toward-the-Ad Model
 Strategies of Attitude Change

Changing the Basic Motivational Function

Associating the Product with an Admired Group or Event

Resolving Two Conflicting Attitudes

Altering Components of the Multiattribute Model

Changing Beliefs about Competitors’ Brands

 Changing the Basic Motivational Function

Attitude Function: Motivations or reasons behind peoples attitudes are known as

attitude functions. These Attitudes can be changed to change peoples behavior.

Utilitarian Ego-defensive

Value-expressive Knowledge
 Strategies for Consumer Attitude Change
Change Strategy Example
Changing the Belief about product & brand 1. Fogg- No Gas Ad
through changing basic attitude function 2. Maruti- Spares
• Utilitarian 3. Apple
• Value Expressive 4. Raymonds
• Ego Defensive 5. Swiggy
• Knowledge 6. Nerolac
Altering Components of Multi Attribute Model 6. Cadbury’s Lalten
Resolving Two conflicting Attitudes 7. Cadbury Comeback ad
2003
- Knorr Soupy Noodles
(7 PM Snacking)
Associating the product with an admired event or cause ToI- Joy of Giving
Lifeboy, Whirlpool
Changing Beliefs about Competitors Brands 8. Bajaj Dominar