|Attitude and Attitude Change
Attitudes <ul><li>“an enduring combination of motivational, emotional, perceptual and cognitive processes and cognitive pr...
Attitude aspects <ul><li>Favorability </li></ul><ul><li>Intensity </li></ul><ul><li>Confidence </li></ul>
Attitude Components <ul><li>Cognitive component </li></ul><ul><li>Affective component </li></ul><ul><li>Behavioral compone...
Effect of Marketing Strategy on Behavior <ul><li>Marketing Strategy </li></ul><ul><li>Influences </li></ul><ul><li>Feeling...
Can we measure attitudes or any of its components? <ul><li>Cognitive component </li></ul><ul><li>Affective component </li>...
Attitude change Strategies <ul><li>Negative feelings towards the products </li></ul><ul><ul><li>Classical conditioning </l...
Attitude Formation towards brands <ul><li>Message source </li></ul><ul><li>Message appeal </li></ul><ul><ul><li>Fear appea...
Upcoming SlideShare
Loading in...5
×

Attitude and attitude change

1,500

Published on

Published in: Technology, Business
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,500
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
44
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Attitude and attitude change

  1. 1. |Attitude and Attitude Change
  2. 2. Attitudes <ul><li>“an enduring combination of motivational, emotional, perceptual and cognitive processes and cognitive processes with respect to some aspect of our environment, such as other people, places, ideas, products etc.” </li></ul>
  3. 3. Attitude aspects <ul><li>Favorability </li></ul><ul><li>Intensity </li></ul><ul><li>Confidence </li></ul>
  4. 4. Attitude Components <ul><li>Cognitive component </li></ul><ul><li>Affective component </li></ul><ul><li>Behavioral component </li></ul>
  5. 5. Effect of Marketing Strategy on Behavior <ul><li>Marketing Strategy </li></ul><ul><li>Influences </li></ul><ul><li>Feelings </li></ul><ul><li>Beliefs </li></ul><ul><li>Intentions </li></ul><ul><li>Attitude towards: </li></ul><ul><li>Products/brands </li></ul><ul><li>Situations </li></ul><ul><li>People/places </li></ul><ul><li>Behavior: </li></ul><ul><li>Purchase </li></ul><ul><li>Consumption </li></ul><ul><li>Communication </li></ul>
  6. 6. Can we measure attitudes or any of its components? <ul><li>Cognitive component </li></ul><ul><li>Affective component </li></ul><ul><li>Behavioral component </li></ul>
  7. 7. Attitude change Strategies <ul><li>Negative feelings towards the products </li></ul><ul><ul><li>Classical conditioning </li></ul></ul><ul><ul><li>Advertisements </li></ul></ul><ul><ul><li>Exposure </li></ul></ul><ul><li>Behavioral Component </li></ul><ul><ul><li>Operant conditioning </li></ul></ul><ul><li>Cognitive component </li></ul><ul><ul><li>Changing beliefs about the attributes of the product </li></ul></ul><ul><ul><li>Changing the relative importance of these beliefs </li></ul></ul><ul><ul><li>Adding new beliefs </li></ul></ul><ul><ul><li>Changing beliefs about the attributes of the ideal brand </li></ul></ul>
  8. 8. Attitude Formation towards brands <ul><li>Message source </li></ul><ul><li>Message appeal </li></ul><ul><ul><li>Fear appeal </li></ul></ul><ul><ul><li>Humorous appeal </li></ul></ul><ul><ul><li>Comparative advertising </li></ul></ul><ul><ul><li>Emotional appeals </li></ul></ul><ul><ul><li>Value expressive Vs. Utilitarian appeals </li></ul></ul><ul><li>Message Structure </li></ul>
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×