A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object A positive attitude is generally a necessary, but not sufficient, condition for purchase Mercedes seen as ‘top of class’ but intention to purchase was low

1. ATTITUDES
• RITESH SINGH
• -riteshsingh197@gmail.com
RITESH SINGH

2. RITESH SINGH
Attitudes
• A learned predisposition to behave in a
consistently favorable or unfavorable manner
with respect to a given object
• A positive attitude is generally a necessary,
but not sufficient, condition for purchase
– Mercedes seen as ‘top of class’ but intention to
purchase was low

3. RITESH SINGH
Characteristics of Attitudes
• Attitudes have an “object”
• Attitudes are learned
– Can ‘unlearn’
• Attitudes have behavioural, evaluative and
affective components
– Predisposition to act
– Overall evaluation
– Positive or negative feelings
» continued

4. RITESH SINGH
Characteristics of Attitudes
• Attitudes have consistency
• Attitudes have direction, degree, strength
and centrality
– Positive or negative
– Extent of positive or negative feelings
– Strength of feelings
– Closeness to core cultural values
• Attitudes occur within a situation

5. RITESH SINGH
Four Basic Functions of Attitudes
• The Utilitarian Function
– How well it performs
• The Ego-defensive Function
– To protect one’s self-concept
• The Value-expressive Function
– To convey one’s values and lifestyles
• The Knowledge Function
– A way to gain knowledge

6. RITESH SINGH
How are attitudes learned?
• Classical conditioning - through past
associations
• Operant conditioning - through trial and
reinforcement
• Cognitive learning – through information
processing
– Cognitive dissonance theory
– Attribution theory

7. RITESH SINGH
Attitude Models
• Structural Models of Attitudes
– Tri-component Attitude Model
– Multi-attribute Attitude Model
– Both assume a rational model of human behaviour
• Other models of attitude formation
– Cognitive dissonance model
– Attribution theory

8. RITESH SINGH
The Tri-component Model
• Cognitive Component
– knowledge and perceptions acquired
– through direct experience and information
from various sources.
• Affective component
– Emotions and feelings about the object
• Conative or Behavioural Component
– Action tendencies toward the object

9. RITESH SINGH
Conation
Affect
Cognition

10. RITESH SINGH
Multi-attribute Attitude Models
• Attitude models that examine the composition
of consumer attitudes in terms of selected
product attributes or beliefs.
• Examples
– Attitude-toward-object Model
– Attitude-toward-behaviour Model
– Theory-of-Reasoned-Action Model

11. Attitude towards object
• Attitude is function of evaluation of product-
specific beliefs and evaluations
importance of attribute i
belief that brand b has a certain level of attribute I
RITESH SINGH

12. RITESH SINGH
Theory of Reasoned Action
– A comprehensive theory of the interrelationship
among attitudes, intentions, and behaviour

13. RITESH SINGH

14. RITESH SINGH
Attitude-Toward-Behaviour Model
• A consumer’s attitude toward a specific
behaviour is a function of how strongly he
or she believes that the action will lead to a
specific outcome (either favorable or
unfavorable).

15. RITESH SINGH
Cognitive Dissonance Theory
• Holds that discomfort or dissonance occurs
when a consumer holds conflicting
thoughts about a belief or an attitude
object.
• Post-purchase Dissonance
– Cognitive dissonance that occurs after a
consumer has made a purchase commitment

16. RITESH SINGH
Why Might Behaviour Precede Attitude
Formation?
• Cognitive
Dissonance
Theory
• Attribution
Theory
Behave (Purchase)
Form Attitude Form Attitude

17. RITESH SINGH
Self-Perception Theory
• Attitudes developed by reflecting on their own
behaviour
• Judgments about own behaviour
• Internal and external attributions
» Continued

18. RITESH SINGH
Self-Perception Theory
• Consumers are likely to accept credit for
successful outcomes (internal attribution) and
to blame other persons or products for failure
(external attribution).
• Foot-In-The-Door Technique

19. RITESH SINGH
Attitudes and Marketing Strategy
• Appeal to motivational functions of attitudes
• Associate product with a special group, cause
or event
• Resolve conflicts among attitudes
• Influence consumer attributions
» Continued

20. RITESH SINGH
Attitudes and Marketing Strategy
• Alter components of the attitude
– Change relative evaluation of attributes
– Change brand beliefs
– Add an attribute
– Change overall brand evaluation
• Change beliefs about competitors’ brands
» Continued

21. RITESH SINGH
Attitudes and Marketing Strategy
• Change affect first through classical
conditioning
• Change behaviour first through operant
conditioning