Attitudes: - "Enduring Organization of Motivational, Emotional

Amity Business School
Attitudes
– “Enduring organization of motivational, emotional,
perceptual, and cognitive processes with respect to
some aspect of our environment.”
– “The way we think, feel, and act toward some aspect of

our environment.”
Hawkins, Best and Coney (2004)
– “Learned predisposition to respond in a consistently

favorable or unfavorable manner with respect to a given
object.”
Fishbein & Ajzen (1975)
a) Utilitarian function:Product performance or

benefit. Complan, Pepsodent, Lipton Red
label tea.
b) Ego defensive function: Consumers form

attitudes as they help defend their ego, self-
image and self-concept. Attitudes are
formed to protect the ego. Rexona Duo,
Close up
c) Value expressive function: Attitudes are a

reflection of value. Positive attitudes are formed
when a product or service expresses a persons’s
values and lifestyle, personality and self image, and
self concept. There will be a mismatch between the
product image and a consumer’s self-image, a
negative attitude is developed. Mercedes, Dove,
Raymonds.
d) Knowledge function: Attitudes are formed when

consumers want to reaffirm their knowledge base, to
finally help them simplify purchase decision making.
Attitudes helps in decision making. Odomas, Crocin.
Relationships between
Consumer Beliefs, Feelings,
Attitudes, and Intentions
Types of Intentions
Spending intentions
Purchase intentions
Repurchase intentions
Shopping intentions
Search intentions
Consumption intentions
Consumer Beliefs
Expectations (Future Belief)
Brand Distinctiveness (USP)
Inferential Beliefs (Information gathering when
product information is incomplete)
Consumer Confusion (What to believe and what
not to)
Consumer Feelings
Feelings as part of the advertising experience
Feelings as part of the shopping experience
Feelings as part of the consumption experience
Structural Models of Attitudes

1. Tricomponent Attitude Model
2. Muliattribute Attitude Model
3. Attitude-Toward-Behavior Model
4. Theory of Reasoned Action
5. The Trying-to-Consume Model
6. Attitude-toward-the-Ad Model
7. Cognitive Dissonance Theory
8. Attribution Theory
Tricomponent Attitude or ABC Model
Conation or
Behavior
Affect
Cognition
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.
• Affective Component
– A consumer’s emotions or feelings about a particular
product or brand.
• 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.
Tri component attribute

Model
Attitude Components and Manifestations

Change the affective component :

– classical conditioning
– affect toward the ad
– mere exposure
Change the behavioral component
– operant conditioning
Change the cognitive component
– change beliefs
– shift importance
– add beliefs
– change ideal
Attitude models
that examine the
composition of
Multiattribute
consumer attitudes
Attitude
in terms of
Models
selected product
attributes or
beliefs.
Multi-Attribute Attitude Model

It is a mathematical representation of the nonconscious
process consumers go through in evaluating the overall
cognitive component of an attitude toward a particular
object.
• Its elements include:
1. Beliefs about an object’s attributes.
2. Ideal performance levels for each attribute.
3. Relative importance attached to each attribute.
Multiattribute Attitude Model
n
Ao = Σ bi ei
i =1
Ao = attitude toward the
object
bi = strength of the belief
that object has attribute i
ei = evaluation of attribute i
n = number of salient or
important attributes
The Fishbein Multiattribute

Attitude Model
Running shoe example (6 parameters)
Whether the shoe is shock absorbent for
use on hard surfaces
Whether it is priced less than Rs 2000.
Durability of the shoe
How comfortable the shoe is to wear
Whether the shoe is available in the desired
color
Amount of arch support
The Fishbein Model: Sample Results

Beliefs
Brand Brand Brand
Attribute Evaluation A B C
Shock absorbent +2 +2 +1 -1
Price less than $50 -1 -3 -1 +3
Durability +3 +3 +1 -1
Comfort +3 +2 +3 +1
Desired color +1 +1 +3 +3
Arch support +2 +3 +1 -2
Total Σ bi ei score +29 +20 -6
Consumer Attitudes
Companies want consumers to
perceive their products as:
Possessing desirable attributes
(when ei positive, bi should be
positive)
Not possessing undesirable
attributes (when ei is negative, bi
should be negative)
Benefits of Using Multiattribute

Attitude Models
Can provide information for
segmentation (based on importance
of product attributes)
Useful in new product development
Guidance in identifying attitude
change strategies
Attitude Change Implications from

Multiattribute Attitude Models
Three primary ways for changing
consumer attitudes:
Change beliefs
Change attribute importance
Change ideal points
Multiattribute 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
A model that
proposes that a
consumer’s attitude
toward a specific
Attitude- behavior is a function
Toward- of how strongly he or
Behavior she believes that the
Model action will lead to a
specific outcome
(either favorable or
unfavorable).
Fairness Creams
Theory of Reasoned Action

• A comprehensive theory of the
interrelationship among attitudes,intentions,
and behavior.
Ghari Detergent, Harpic, Pampers, etc.
Theory of Reasoned Action

Beliefs that
Beliefs that specific
Motivation
the referents
Evaluation to comply
behavior think I
of the with the
leads to should or
outcomes specific
certain should not
referents
outcomes perform the
behavior
Attitude
Subjectiv
toward the
e norm
behavior
Intention
Behavior
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
consumer’s attempt to consume (or
purchase).
Attitude-Toward-the-Ad Model
• A model that proposes that a consumer
forms various feelings (affects) and
judgments (cognitions) as the result of
exposure to an advertisement, which, in
turn, affect the consumer’s attitude toward
the ad and attitude toward the brand.
Relationship among Elements in an

Attitude-Toward-the-Ad Model
Exposure to an
Ad
Judgments about
Feelings from
the Ad
the Ad (Affect)
(Cognition)
Beliefs about the Attitude toward

Brand the Ad
Attitude toward
the Brand
Strategies of Attitude Change

1. Changing the consumer’s basic
motivational function.
2. Associating the product with an admired
group or event.
3. Resolving two conflicting attitudes.
4. Altering components of multi-attribute
model.
5. Changing consumer’s beliefs about the
competitor’s brands.
• Associating the product with an

admired group or event.
Airtel Marathan, Aircel Save our Tigers
with World Wildlife Fund India.
• Resolving two conflicting attitudes.
Confusion due to ignorance for the
features of the product, like plasma or
LCD, 3G or 4G.
Behavior Precede Attitude Formation.

• Principle of cognitive consistency
Consumers value harmony among
their thoughts, feelings and behavior. Behave (Purchase)
• Cognitive Dissonance Theory

• Attribution Theory
Form Attitude Form Attitude

Holds that discomfort
or dissonance occurs
Cognitive
when a consumer holds
Dissonance
conflicting thoughts
Theory
about a belief or an
attitude object.
Reducing
Cognitive
Dissonance
Cognitive dissonance
that occurs after a
consumer has made a
Post purchase commitment.
purchase Consumers resolve this
Dissonance dissonance through a
variety of strategies
designed to confirm the
wisdom of their choice.
A theory concerned
with how people
assign casualty to
events and form or
Attribution
alter their attitudes
Theory
as an outcome of
assessing their
own or other
people’s behavior.
A theory that
suggests that
Self-
consumers develop
Perception
attitudes by
Theory
reflecting on their
own behavior.
A theory that
suggests consumers
are likely to accept
credit for successful
Defensive outcomes (internal
Attribution attributions)and to
blame other persons
or products for
failure (external
attribution).

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Amity Business School

– “The way we think, feel, and act toward some aspect of

– “Learned predisposition to respond in a consistently

a) Utilitarian function:Product performance or

b) Ego defensive function: Consumers form

c) Value expressive function: Attitudes are a

d) Knowledge function: Attitudes are formed when

Structural Models of Attitudes

Tricomponent Attitude or ABC Model

The Tricomponent Model

Tri component attribute

Attitude Components and Manifestations

Change the affective component :

Multi-Attribute Attitude Model

The Fishbein Multiattribute

The Fishbein Model: Sample Results

Benefits of Using Multiattribute

Attitude Change Implications from

Theory of Reasoned Action

Theory of Reasoned Action

Theory of Trying to Consume

Relationship among Elements in an

Beliefs about the Attitude toward

Strategies of Attitude Change

• Associating the product with an

Behavior Precede Attitude Formation.

• Cognitive Dissonance Theory

Form Attitude Form Attitude

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