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  • Attitude 1

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    Saroj Khadanga
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    Consumer attitudes are learned predispositions towards objects that are formed through direct experiences, interpersonal influences from family and friends, exposure to direct marketing, and mass media. Attitudes have cognitive, affective, and behavioral components and are consistent within situations, influencing intentions and behaviors. Attitudes are formed through classical and instrumental conditioning as well as cognitive learning processes and personality factors like need for cognition.

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    Consumer attitudes are learned predispositions towards objects that are formed through direct experiences, interpersonal influences from family and friends, exposure to direct marketing, and mass media. Attitudes have cognitive, affective, and behavioral components and are consistent within situations, influencing intentions and behaviors. Attitudes are formed through classical and instrumental conditioning as well as cognitive learning processes and personality factors like need for cognition.

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    6 views9 pages

    Attitude 1

    Uploaded by

    Saroj Khadanga
    Consumer attitudes are learned predispositions towards objects that are formed through direct experiences, interpersonal influences from family and friends, exposure to direct marketing, and mass media. Attitudes have cognitive, affective, and behavioral components and are consistent within situations, influencing intentions and behaviors. Attitudes are formed through classical and instrumental conditioning as well as cognitive learning processes and personality factors like need for cognition.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
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    of 9

    Consumer Attitude

    Understanding attitude

    + Behavioural Object
    Beliefs + Feelings Intentions
    Characteristics of attitude

    • Attitude is towards an ‘Object’

    • Learned predisposition

    • Is consistent

    • Occur within a situation


    Formation of Attitude

    • Classical conditioning
    (Stimulus- Response)

    • Instrumental conditioning
    (Trial- and- Error)

    • Cognitive Learning theory


    (Thinking and problem solving)

    • Personality factors
    (Need for cognition)
    Attitude formation: Sources of Influence

    • Direct Experience

    • Influence of Family and Friends

    • Direct Marketing

    • Exposure to mass media

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