Consumer Attitude

Formation and Change

 A learned
predisposition to
behave in a
consistently
Attitude
favorable or
unfavorable manner
with respect to a
given object.
 What are
Attitudes?
• The attitude “object”
• Attitudes are a learned predisposition
• Attitudes have consistency
• Attitudes occur within a situation
 Structural Models of
Attitudes
• Tricomponent Attitude Model
• Multiattribute Attitude Model
• The Trying-to-Consume Model
• Attitude-toward-the-Ad Model
A Simple Representation of the
Tricomponent Attitude Model

Conation

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.
Multiattribute Portrays consumer
Attitude attitude with regards to
Models an attitude object as a
function of consumer
perception and
assessment of the key
attributes or beliefs
held with regards to the
particular attitude
object.
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
Attitude- Toward- Object Consumers attitude towards a
Model product or a specific brand of a
product is a function of the
presence or absence and
evaluation of certain product
specific belief or attributes.
Attitude- Toward- Behaviour
Model
A model that proposes
that a consumer’s
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).
Theory of Reasoned Action  A comprehensive theory of
the interrelationship among
attitudes, intentions, and
behavior.
 To better understand the
intensions, we also need to
measure the subjective norms
that influences an individuals
intension.
 To understand the subjective
norms of a person regarding
the purchase desire, we have
to identify her relevant others.
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).

 When a person make attempt to

purchase a product. There are
lot of impediments involved.
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.
 Issues in Attitude Formation or Barriers to
changing consumer attitude
• How attitudes are learned
• Sources of influence on attitude formation
• Personality factors
 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
• Changing the relative evaluation of attributes
• Changing brand beliefs
• Adding an attribute
• Changing the overall brand rating
• Changing Beliefs About Competitors’ Brands
Four Basic Attitude Functions
• The Utilitarian Function
• The Ego-defensive Function
• The Value-expressive Function
• The Knowledge Function
Elaboration A theory that suggests
Likelihood that a person’s level
Model of involvement during
(ELM) message processing is
a critical factor in
determining which
route to persuasion is
likely to be effective.
 The central route
 Peripheral route
Why Might Behavior Precede Attitude
Formation?
• Cognitive Dissonance
Theory Behave (Purchase)
• Attribution Theory
• Self Perception Theory

Form Attitude Form Attitude

Self Perception Theory
• Foot in the door technique
• Attribution towards others
• Attribution towards things