Merwyn FernandezTBMM- 01ATTITUDES (EFFECTS ON CONSUMER BEHAVIOUR) DEFINITIONS CHARACTERISTICS HOW ARE THEY FORMED ATTITUDE THEORIES NEW MODELS OF ATTITUDE RELATIONSHIP BETWEEN ATTITUDE & BEHAVIOUR
Definitions Attitude (positive – negative, favorable – unfavorable) is how a person feels towards an object. Attitudes are learned dispositions to respond to an object in a consistently favorable or unfavorable way.
Important Characteristics Attitudes have an object. Attitudes have direction, intensity & degree. Attitudes have structure. Attitudes are learned. Attitudes have consistency. Attitudes are situational.
How are attitudes formed? Personal experience Needs Group Associations Exposure to mass media
Attitude Theories Congruity theory Balance theory Cognitive dissonance theory
NEW MODELS OF ATTITUDE THE TRI-COMPONENT ATTITUDE MODEL: a. COGNITIVE COMPONENT b. AFFECTIVE COMPONENT c. CONNOTIVE COMPONENT
NEW MODELS OF ATTITUDE MULTIVARIATE ATTITUDE MODEL VARIATIONS: a. OBJECT b. BEHAVIOUR MODEL c. REASONED ACTION MODEL d. AD MODEL e. The theory of trying to consume model
Relationship between Attitude & Behavior The factors which could affect attitude & thus resultant behavior are: Unforeseen circumstances Time gap Extent of stability Situational factors Strength of attitudes Accuracy of attitude Conflict of attitudes