Psychological Factors of Consumer Behaviour: Attitude

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Attitude

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Attitude
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object. An enduring organization of motivational, perceptual, emotional, and cognitive process with respect to some aspect of individuals world. A persons attitude towards an object is a function of the strength of each of the beliefs the person holds about the various aspects of the object and the evaluation he gives to each belief as it relates to the object.
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What are Attitudes?

Attitude have an Object. Attitudes have Direction, Degree and Intensity. Attitudes have Structure
Degree of Centrality Tendency of Stability Ability to be Generalized

Attitudes occur within a situation Attitudes are a learned predisposition

Attitudes are stored in long-term memory

In high involvement situations, beliefs predict attitudes.

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Structural Models of Attitudes

Tri-Component Attitude Model Multi- Attribute Attitude Model The Trying-to-Consume Model Attitude-toward-the-Ad Model

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Tri component Attitude 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.

Conation

Cognition

Affective Component
A consumers emotions or feelings about a particular product or brand.

Conative Component Affect

The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.
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Multi attribute Attitude Model

Attitude model that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.
All relevant product attributes, based on consumers perceptions, need to be included in the model to provide dimensionality. All the relevant attributes are not generally equally important. Adjust the importance of each attribute individually by assigning weights.

Beliefs represent the extent to which each product offers satisfaction for the attribute in question.
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Advantages of Multi-attribute Model

Clearly shows what is important to consumers about a given product. Shows how well brands do relative to each other. Shows how well a specific brand does with respect to attributes perceived as important to consumers.

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Weakness of Multi-attribute Model

Not a perfect predictor of consumer behavior Lots of variables determine behavior in addition to attitude:
Involvement Friends Family Financial resources Availability of product
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Multi attribute Attitude Models

The attitude-toward-object model
Attitude is function of evaluation of product-specific beliefs and evaluations

The attitude-toward-behavior model

Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself

Theory-of-reasoned-action model
A comprehensive, integrative model of attitudes

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Attitude-Toward-Object Model
A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an object (in an advertizement), which, in turn, affect the consumers attitude toward the ad and attitude toward the brand.

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Elements in an Attitude-Towardthe-Object (Ad) Model

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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).
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Theory of Reasoned Action

Extends multi-attribute model; tries to compensate for the inability of the multi-attribute model to predict behavior. Assumes that consumers consciously consider the consequences of alternative behaviors under consideration and choose the one that leads to the most desirable consequences. The outcomes of this reasoned choice process is an intention to engage in a selected behavior-behavioral intention.
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Theory of Reasoned Action

Beliefs that Motivation Comprehensive theory of the interrelationship the behavior Evaluation to comply leads to among attitudes, of the intentions, and behavior with the certain outcomes outcomes specific referents Beliefs that specific referents think I should or should not perform the behavior

Attitude toward the behavior Intention Behavior

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Subjective norm

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Theory of Trying to Consume

An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumers attempt to consume (or purchase).

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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 Multi-attribute Model
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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 Multi-attribute Model
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Bibliography
Lindquist, Jay D. and Sirgy, M Joseph. Consumer Behaviour. New Delhi: Cenage Learning India Private Limited, 2009. Hawkins, Del I., Best, Roger J., Coney, Kenneth A. and Mookerjee, Amit. Consumer Behaviour: Building Marketing Strategy. Ninth Edition New Delhi: Tata McGraw-Hill Publishing Company Limited, 2007. Schiffman, Leon G. and Kanuk, Leslie L. Consumer Behaviour. Ninth Edition. New Delhi: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Loudon, David L. and Della Britta, Albert J. Consumer Behaviour. Fourth Edition. New Delhi: Tata McGraw-Hill Publishing Company Limited, 2002. Assael, Henry. Consumer Behaviour: A Strategic Approach. New Delhi: Biztantra, An Imprint of Dreamtech Press. By arrangement with Houghton Mifflin Co., USA, 2009. Khan, Martin. Consumer Behaviour. Second Edition. New Delhi: New Age International (P) Limited, 2004. Nair, Suja R. Consumer Behaviour in Indian Perspective. Mumbai: Himalya Publishing House, 2007. Kumar, S Ramesh. Consumer Behaviour and Branding: Concepts Reading and Cases. Noida: Dorling Kindersley (India) Pvt. Ltd. Licenses of Pearson Education in South Asia, 2009. Gupta, S.L. and Pal Sumitra. Consumer Behaviour: An Indian Perspective. New Delhi: Sultan Chand & Sons, 2001. Datta, Debraj and Datta Mahua. Consumer Behaviour & Advertising Management. Delhi: Vrinda Publications (P) Ltd., 2009. Acknowledgements: for Images and Advertisement frames
Union Bank of India, Vodafone, DLF, Kingfisher Airlines, ITC Welcome Group, Pepsi, Citi Group, Hero Honda Group, DLF IPL

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For further details / comments

Contact: Anupam Kumar Reader, SMS Varanasi Email: anupamkr@gmail.com
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