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    ATTITUDE

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    N.Usha Rao
    Attitudes are learned predispositions to behave positively or negatively towards an object and are formed through direct experience or information from others. Attitudes have a direction and function to be utilitarian, express values and identity, or help defend the ego. They can be changed by providing new information about a product, creating positive feelings through marketing, offering free trials or product improvements, identifying consumer decision criteria, associating the brand with an event or cause, or changing beliefs about competitors.

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    ATTITUDE

    Uploaded by

    N.Usha Rao
    8 views5 pages
    Attitudes are learned predispositions to behave positively or negatively towards an object and are formed through direct experience or information from others. Attitudes have a direction and function to be utilitarian, express values and identity, or help defend the ego. They can be changed by providing new information about a product, creating positive feelings through marketing, offering free trials or product improvements, identifying consumer decision criteria, associating the brand with an event or cause, or changing beliefs about competitors.

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    defn, features, attitude formation process

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    Attitudes are learned predispositions to behave positively or negatively towards an object and are formed through direct experience or information from others. Attitudes have a direction and function to be utilitarian, express values and identity, or help defend the ego. They can be changed by providing new information about a product, creating positive feelings through marketing, offering free trials or product improvements, identifying consumer decision criteria, associating the brand with an event or cause, or changing beliefs about competitors.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    8 views5 pages

    ATTITUDE

    Uploaded by

    N.Usha Rao
    Attitudes are learned predispositions to behave positively or negatively towards an object and are formed through direct experience or information from others. Attitudes have a direction and function to be utilitarian, express values and identity, or help defend the ego. They can be changed by providing new information about a product, creating positive feelings through marketing, offering free trials or product improvements, identifying consumer decision criteria, associating the brand with an event or cause, or changing beliefs about competitors.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
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    ATTITUDE

    DEFINITIONS
    • is learned predisposition to behave in a consistently favourable/
    unfavourable way with respect to a given object.
    • Is an overall evaluation.

    • have a direction ( either positive/ negative)

    • are situation specific

    • are dynamic

    • cant be observed directly


    FUNCTIONS
    • Utilitarian func ( positive attitude)
    • value expressive func ( positive attitude towards
    products expressing lifestyle, personality, values)
    • ego defensive func ( they help consumers defend their
    ego)
    • Knowledge func ( -ve attitude for the products with less
    info
    CONSUMER ATTITUDE
    FORMATION
    • are formed through learning process
    • are formed as a result of direct experience with
    the product/ info acquired from others
    • Classical conditioning: ( learning based on
    association)
    – while attitudes are formed as a result of classical
    conditioning, they are-
    a. Direct experience
    b. word of mouth information
    c. Exposure to mass media & internet
    CHANGING CONSUMER ATTITUDES
    Attitudes can be changed by-
    • by providing info
    • creating positive feeling towards a brand ( ambience, customer service, rewards schemes
    • free trials
    • introducing a change in the product/ package-
    – new features/ technological innovations
    – extra features competitor may not provide
    – provide more value
    – change the packaging

    • identify decision making criteria for consumers


    • associating the product with an event/ cause
    • changing the basic motivational function
    • changing beliefs of consumers about competitive brands

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