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CONSUMER ATTITUDE

FORMATION AND CHANGE

A learned predisposition to behave in a

consistently favorable or unfavorable manner

with respect to a given object.

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Chapter Outline

What Are Attitudes?

Structural Models of Attitudes

Attitude Formation

Strategies of Attitude Changes

Behavior Can Precede or Follow

Attitude Formation

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What Are Attitudes?

The attitude object

Attitudes are a

learnedpredisposition

Attitudes have

consistency

Attitudes occurwithin a situation

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Structural Models of Attitudes

Tricomponent AttitudeModel

Multiattribute AttitudeModel

The Trying-to-

Consume Model

Attitude-Toward-the-Ad Model

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Cognition

A Simple Representation of the

Tricomponent Attitude Model

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The Tricomponent Model

Cognitive Affective

Conative

The knowledge and

perceptions that are

acquired by a

combination of direct

experience with theattitude object and

related information

from various sources

Components

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The Tricomponent Model

Cognitive Affective

Conative

A consumersemotions or feelings

about a particular

product or brand

Components

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The Tricomponent Model

Cognitive Affective

Conative

The likelihood ortendency that an

individual will

undertake a specific

action or behave in a

particular way with

regard to the attitude

object

Components

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Multiattribute

Attitude

Models

Attitude models that

examine the

composition of

consumer attitudes

in terms of selected

product attributes or

beliefs.

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Multiattribute Attitude Models

The attitude-toward-

object model

The attitude-toward-

behavior model

Theory-of-reasoned-action

model

Attitude is function of

evaluation of product-

specific beliefs and

evaluations

Useful to measureattitudes toward

brands

Types

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Multiattribute Attitude Models

The attitude-toward-

object model

The attitude-toward-

behavior model

Theory-of-reasoned-action

model

Is the attitude toward

behaving or acting

with respect to an

object, rather than the

attitude toward theobject itself

Corresponds closely

to actual behavior

Types

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Multiattribute Attitude Models

The attitude-toward-

object model

The attitude-toward-

behavior model

Theory-of-reasoned-action

model

Includes cognitive,

affective, and

conative components

Includes subjective

norms in addition toattitude

Types

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A Simplified Version of the Theory

of Reasoned Action

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Attitude-

Toward-the-Ad Model

A model that proposes

that a consumer formsvarious feelings (affects)

and judgments

(cognitions) as the result

of exposure to anadvertisement, which, in

turn, affect the

consumers attitude

toward the adand attitudetoward the brand.

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Issues in Attitude Formation

How attitudes are learned

Conditioning and experience

Knowledge and beliefs

Sources of influence on attitude formation Personal experience

Influence of family

Direct marketing and mass media Personality factors

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Attitude Formation

Research

Attitudes that develop through direct

experience (eg. Product usage) tend to bemore confidently held, more enduring, andmore resistant to attack than thosedeveloped via indirect experience.

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Strategies of Attitude Change

1. Changing the Basic Motivational

Function

2. Associating the Product with an Admired

Group or Event

3. Resolving Two Conflicting Attitudes (fair

menz )

4. Altering Components of the Multiattribute

Model

5. Changing Beliefs about Competitors

Brands

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Strategies of Attitude Change

6. Associating a product with a culture.

7. Celebrity Endorsement

8. Direct Marketing

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Changing the Basic Motivational

Function

Utilitarian Brand Utility

Ego-defensive Sense of personal confidence

and security (cosmetics and

personal care

Value-expressive General values / lifestyle (new

fashion, new gadgets)

Knowledge

Basic

Motivational

Function

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Crest uses

aknowledge

appeal.

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Why Might Behavior Precede

Attitude Formation?

Behave (Purchase)

Form AttitudeForm Attitude

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