This will help to all BBA and MBA students about Consumer Attitude, Formation and Changed.

1. Chapter-7
Consumer Attitude, Formation and Change
Presented by:
Rabin Regmi
MBA 2ND semester

2. We will discuss on……
• Structural models and Theories
• Attitude Formation
• Strategies of attitude Change

3. Consumer Attitude
• Consumer attitude refers to a person's overall evaluation or feeling
towards a product, brand, or company.
• It is a psychological construct that reflects the individual's positive or
negative feelings towards a particular object or idea.
• Attitudes are made up of three components:
• Cognitive
• Affective and
• Behavioral.
The cognitive component refers to the individual's beliefs and knowledge
about the object or idea.
The affective component refers to their emotions and feelings towards it.
The behavioral component refers to their intentions or actions towards it.
• Attitudes can influence a consumer's purchasing decisions and brand
loyalty.

5. Structural Model and Theories
• Tricomponent Attitude Model
• Multi attribute Attitude Model
• The Trying to Consume Model
• Attitude Towards the Ad Model

6. Tricomponent Attitude Model
• The Tri-component Attitude Model, also known as the ABC Model, is a theoretical
framework that explains how attitudes are formed and how they influence behavior. The
model suggests that attitudes are made up of three components: affective, behavioral,
and cognitive.
1.The Affective component refers to the emotional or feeling aspect of an attitude, such as
liking or disliking a product or brand.
2.The Behavioral component refers to the intention or action a person is likely to take in
relation to the attitude object, such as purchasing a product or avoiding a brand.
3.The Cognitive component refers to a person's beliefs and knowledge about the object or
idea.
• According to this model, attitudes can influence behavior through the behavioral
component, and attitudes can be changed by altering the affective, behavioral, or
cognitive components.
• This model helps to understand that attitude formation can be influenced by various
factors such as personal experiences, social influences, and marketing campaigns.
Additionally, it also helps in understanding how different strategies of attitude change can
be used by changing the consumer's beliefs, the context in which the attitude is formed
and the emotional component.

9. •

14. Attitude Towards the Ad Model
• The Attitude-toward-the-Ad Model lays emphasis on the impact of an
advertisement, either in print or in audio-visual on the formation of consumer
attitudes towards product and service offerings and or brands. The theory
behind the model states that consumers form judgments and feelings as a
result of exposure to an advertisement. Not only does a consumer form
attitudes towards the advertisement, he or she also forms an opinion towards
the brand

15. •

16. Attitude Formation
• Attitude formation refers to the process by which an individual
develops a particular attitude towards an object, person, or
event. This can be influenced by a variety of factors, such as
personal experiences, socialization, and exposure to media.
Factors such as cognitive processes, emotional reactions, and
past experiences are also play a role in attitude formation.

17. Factors of Attitude Formation
• the consumer attitude formation process refers to the way in
which a consumer develops a particular attitude towards a
product, brand, or service. This process can be influenced by a
variety of factors, including personal experiences, social
influence, and exposure to marketing and advertising.
• One influential factor in consumer attitude formation is the
consumer's prior knowledge and experience with the product,
brand, or service. This can include personal use of the product,
recommendations from friends and family, and exposure to
advertising and other marketing materials.

18. Attitude formation Process
• Social influence can also play a role in consumer attitude
formation. This can include the influence of family and friends,
as well as the influence of larger societal norms and
expectations.
• Advertising and other marketing materials can also play a role
in shaping consumer attitudes. For example, a well-crafted
advertising campaign can create positive associations with a
brand or product, while a poorly executed campaign can create
negative associations.

19. Strategies of attitude Change
• There are several strategies that can be used to change an individual's
attitude. Some of the most common include:
1. Persuasion: This strategy involves using arguments and evidence to
change an individual's attitude. This can be done through verbal
communication, such as a persuasive speech, or through nonverbal
communication, such as an advertisement.
2. Education: This strategy involves providing individuals with new
information or knowledge that challenges their existing attitudes. This
can be done through formal education, such as a class or workshop, or
through informal education, such as a brochure or website.
3. Social Influence: This strategy involves using the power of social
pressure to change attitudes. This can be done through techniques such
as normative social influence, where individuals conform to the attitudes
and behaviors of a group, or through techniques such as minority social
influence, where individuals adopt the attitudes and behaviors of a
minority group.

20. Strategies of attitude Change
4. Cognitive Dissonance: This strategy involves creating a state of psychological discomfort,
known as cognitive dissonance, in an individual by presenting them with new information or
experiences that conflict with their existing attitudes. This can lead to a change in attitudes
as the individual attempts to resolve the dissonance.
5. Self-Perception: This strategy involves helping individuals to see themselves in a new
light, which can lead to a change in attitudes. This can be done through techniques such as
self-affirmation, where individuals are encouraged to reflect on their personal values and
strengths.
6. Self-Esteem: this strategy involves increasing the individual's self-esteem, which can lead
to a change in attitudes. This can be done by providing positive feedback, increasing
responsibility, giving recognition, and providing opportunities for personal growth.

21. • Any Queries………………………………?????
Please…………………….
Thánk you.