What is an attitude?<br /><ul><li> Expressions of inner feelings that reflect whether a person is favorably or unfavorably predisposed to some object;
in marketing, “object” can be a brand, a brand name, a service, a service provider, a retail store, a company, an advertisement, in essence, any marketing stimuli.</li></li></ul><li>Forms of Attitude:<br />
Why, From a Marketer’s point of view, is it important to know about Attitudes?<br /> If a consumer is favorably disposed towards your product or service then you want to keep them so disposed<br /> If they are unfavorably disposed then you want to change their attitude.<br />
Otherimportant reasons are… <br /> Important role in explaining and predictingbehavior<br />towardproducts and services. Attitudes are closely<br />related to behavioral intention.<br /> Attitude toward a productmayalso help to evaluate<br />responsiveness to communication from the company. <br />
Components of Attitude:<br /><ul><li>Affective = feelings about the attitude object.
Behavioural = predisposition to act towards the attitude object in a certain way.
Cognitive = beliefs about the attitude object.
Any given attitude may be based in lesser or greater amounts on any of these components</li></li></ul><li>Self -identityfunctuon: Expression of are central values and beliefswhichgives us a unique identity.<br />Impression Motivation Function: to make a good impression on others and express « the right views »<br />Ego-defensivefunction: strengthen self aspects.<br />Knowledgefunction: fullfillneed for order, structure or meaning<br />Functions of Attitudes (Katz)<br />
Iceberg:<br />What comes to your mind when you see this picture?<br />
THE ICEBERG<br />Iceberg:<br />Only 10 % of any iceberg is visible. the remaining 90% is below sea level<br />BEHAVIOR<br />KNOWN <br />TO OTHERS<br />SEA LEVEL<br />UNKNOWN <br />TO OTHERS<br />IMPACT<br />ATTITUDE<br />
Development of Attitudes<br />Attitudes are learned predispositions; therefore, their development is influenced by<br /><ul><li>Personality of the individual
Resistance to attack</li></ul>“I like it a lot.”<br />“I can remember my attitude toward it.”<br />“I’m sure I like it.”<br />“I’ve liked it for a long time and will continue to like it”<br />“I’ll like it no matter what anyone says about it.”<br />
THE CAN DOATTITUDE:<br /><ul><li>You CAN DOeverything, but</li></ul> not at once.<br /><ul><li>You CAN DOeverything, if it’s important enough for you to do.
You CAN DOeverything, but you may not be the best at everything.
You CAN DOeverything, but there will be limitations.
You CAN DOeverything, but you’ll need help.</li></li></ul><li>THANKS<br />