CONSUMER ATTITUDE

FORMATION AND CHANGE

 A learned
predisposition to
behave in a
consistently favorable
Attitude or unfavorable manner
with respect to a given
object.
We have attitudes toward many
things – to people, products,
advertisements, ideas, and more.

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 For quotes
think of one
per who can
say this
I hope it’s
not me

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How Society norms shape our
attitude …….

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 What Are Attitudes?

 The attitude “object”

 Attitudes are a learned predisposition-
either through direct experience or from
others
 Attitudes may not be consistent over time
 Attitudes occur within a situation

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What’s Your Attitude towards
these ads?

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 Structural Models of
Attitudes
 Tricomponent Attitude Model
 Multiattribute Attitude Model
 The Trying-to-Consume Model
 Attitude-Toward-the-Ad Model

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A Simple Representation of the
Tricomponent Attitude Model

Cognition

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 The Tricomponent Model
The knowledge and
Components perceptions that are
acquired by a combination
of direct experience with
 Cognitive the attitude object and
 Affective related information from
various sources
 Conative

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 The Tricomponent Model

Components A consumer’s emotions

 Cognitive or feelings about a
particular product or
 Affective brand
 Conative

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 The Tricomponent Model

Components
The likelihood or tendency th
at an individual will underta
 Cognitive ke a specific action or behav
 Affective e in a particular way with re
gard to the attitude object
 Conative

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A Simplified Version of the
Theory of Reasoned Action

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

Theory of
Trying to ).

Consume

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 Look Back 15 years ago

Brand that fall

under this theory

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

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 A Conception of the Relationship Among
Elements in an Attitude-Toward-the-Ad Model

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 Issues in Attitude
Formation
 How attitudes are learned
 Conditioning and experience
 Knowledge and beliefs

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 Issues in Attitude
Formation
 Sources of influence on attitude formation
 Personal experience
 Influence of family
 Direct marketing and mass media
 Personality factors

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 Strategies of Attitude
Change

Changing the Basic Motivational Function

Changing the Basic Motivational Function
Associating the Product with an Admired Group or Event
Associating the Product with an Admired Group or Event
Resolving Two Conflicting Attitudes
Resolving Two Conflicting Attitudes
Altering Components of the Multiattribute Model
Altering Components of the Multiattribute Model
Changing Beliefs about Competitors’ Brands
Changing Beliefs about Competitors’ Brands

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Changing the Basic Motivational
Function

Utilitarian Ego-defensive
• How the product • The product make
useful to us us secure

Value-expressive
• Express positive
value of our lifestyle
Knowledge
& choices

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 Attitude Change
 Altering Components of the Multiattribute
Model
 Changing relative evaluation of
attributes
 Changing brand beliefs
 Adding an attribute
 Changing the overall brand rating
 Changing Beliefs about Competitors’
Brands

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 Behavior Can Precede or Follow
Attitude Formation

Cognitive Dissonance Theory

• Holds that discomfort or

dissonance occurs when a
consumer holds conflicting
thoughts about a belief or an
attitude object.

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Behavior Can Precede or Follow
Attitude Formation

Attribution Theory

• A theory concerned
with how people assign
causality to events and
form or alter their
attitudes as an outcome
of assessing their own
or other people’s
behavior.

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