(COMPONENTS, FUNCTIONS, IMPORTANCE, ATTITUDE MEASUREMENT AND ITS TOOLS )

1. ATTITUDE
PRESENTED BY
-SAARA BHATT
-ARJUN KHANNA

2. MEANING
• IN SIMPLE WORDS, AN “ATTITUDE” IS AN INDIVIDUAL’S WAY OF LOOKING OR AN
INDIVIDUAL’S POINT OF VIEW AT SOMETHING.
• TO BE MORE SPECIFIC, AN “ATTITUDE” MAY BE DEFINED AS THE MENTAL STATE OF
AN INDIVIDUAL, WHICH PREPARES HIM TO REACT OR MAKE HIM BEHAVE IN A
PARTICULAR PRE-DETERMINED WAY. IT IS ACTUALLY AN ACQUIRED FEELING.
• ATTITUDE IS THE MIXTURE OF BELIEFS AND FEELINGS THAT PEOPLE HAVE ABOUT
SITUATIONS, SPECIFIC IDEAS OR OTHER PEOPLE.

3. DEFINITION
• ACCORDING TO G.W. ALLPORT
ATTITUDE IS A MENTAL AND NEUTRAL STATE OF READINESS ORGANIZED
THROUGH EXPERIENCE, EXERTING A DIRECTIVE OR DYNAMIC INFLUENCE UPON
INDIVIDUAL’S RESPONSE TO ALL OBJECTS AND SITUATIONS WITH WHICH IT IS
RELATED.
• ACCORDING TO ROBBINS
ATTITUDES ARE EVALUATION STATEMENTS EITHER FAVORABLE OR UNFAVORABLE
OR UNFAVORABLE CONCERNING OBJECTS, PEOPLE OR EVENTS. THEY REFLECT
HOW ONE FEELS ABOUT SOMETHING.

4. CONSUMER ATTITUDE BASICALLY COMPRISES OF BELIEFS TOWARDS,
FEELINGS TOWARDS AND BEHAVIORAL INTENTIONS TOWARDS SOME
OBJECTS.
BELIEFS
FEELINGS
BEHAVIORAL
INTENTIONS

5. BELIEF
Belief plays a vital role for consumers because, it can be either
positive or negative towards an object.
For example, some may say tea is good and relieves tension, others
may say too much of tea is not good for health. Human beliefs are
not accurate and can change according to situations.

6. FEELINGS
CONSUMERS HAVE CERTAIN SPECIFIC FEELINGS TOWARDS SOME
PRODUCTS OR BRANDS. SOMETIMES THESE FEELINGS ARE BASED ON
CERTAIN BELIEFS AND SOMETIMES THEY ARE NOT.
FOR EXAMPLE, AN INDIVIDUAL FEELS UNEASY WHEN HE THINKS
ABOUT CHEESE BURST PIZZA, BECAUSE OF THE TREMENDOUS
AMOUNT OF CHEESE OR FAT IT HAS.

7. BEHAVIOURAL INTENTIONS
BEHAVIORAL INTENTIONS SHOW THE PLANS OF CONSUMERS WITH
RESPECT TO THE PRODUCTS. THIS IS SOMETIMES A LOGICAL RESULT
OF BELIEFS OR FEELINGS, BUT NOT ALWAYS.
FOR EXAMPLE, AN INDIVIDUAL PERSONALLY MIGHT NOT LIKE A
RESTAURANT, BUT MAY VISIT IT BECAUSE IT IS THE HANGOUT PLACE
FOR HIS FRIEND

8. FUNCTIONS OF ATTITUDE
• ADJUSTMENT FUNCTION – Attitude helps people to adjust to different
situations.
• EGO DEFENSIVE FUNCTION - Attitudes are formed to protect the ego. We all are
bothered about our self-esteem and image so the product boosting our ego is
the target of such a kind of attitude.
• VALUE EXPRESSION FUNCTION - Attitudes usually represent the values the
individual possesses. We gain values, though our upbringing and training. Our
value system encourages or discourages us to buy certain products. For
example, our value system allows or disallows us to purchase products such as
cigarettes, alcohol, drugs, etc.

9. FUNCTIONS OF ATTITUDE (CONTD.)
• KNOWLEDGE FUNCTION - ATTITUDES PROVIDE FRAMES OF REFERENCE OR
STANDARD THAT ALLOW INDIVIDUALS TO UNDERSTAND AND PERCEIVE THE
WORLD AROUND HIM. INDIVIDUALS HAVE A STRONG NEED TO KNOW AND
UNDERSTAND THE PEOPLE AND THINGS WITH WHOM THEY COME IN CONTACT,
ESPECIALLY IF THEY THINK THEY MIGHT INFLUENCE THEIR BEHAVIOR.
• EXAMPLE, IF A STUDENT HAS A STRONG NEGATIVE ATTITUDE TOWARDS THE
COLLEGE, WHATEVER THE COLLEGE DOES, THE STUDENT WILL BE PERCEIVED AS
SOMETHING ‘BAD’ AND AS ACTUALLY AGAINST THEM.

10. IMPORTANCE OF POSITIVE ATTITUDE
Employees with a positive attitude will create a healthy atmosphere in the organization, develop
positive relations with sub-ordinates, their supervisors, managers and top management. A
positive attitude has significant benefits for an individual in many aspects. Following are the
aspects related to the importance of attitude:
• CAREER SUCCESS
• PRODUCTIVITY
• LEADERSHIP
• TEAMWORK
• DECISION MAKING
• MOTIVATION
• INTERPERSONAL RELATIONS
• STRESS MANAGEMENT

11. ATTITUDE MEASUREMENT
• IT IS HARD TO MEASURE A CHANGE IN CONSUMER ATTITUDES OR WORK ON CREATING PARTICULAR
ATTITUDES IF YOU DO NOT HAVE A STARTING POINT. THERE ARE A NUMBER OF QUANTITATIVE
RESEARCH TECHNIQUES THAT CAN BE USED TO MEASURE ATTITUDES. THE KEY TO MEASURING
ATTITUDES IS TO FIRST IDENTIFY CONSUMER'S SALIENT BELIEFS ABOUT THE 'OBJECT IN QUESTION.
SALIENT BELIEFS ARE THOSE THAT A CONSUMER CONSIDERS AS THE MOST IMPORTANT.
FOR EXAMPLE, A CONSUMER WHO HAS A VERY OLD DOG MAY CONSIDER THE BRAND PAL DOG FOOD

12. ATTITUDE MEASUREMENT TOOLS
• LIKERT SCALE – USED TO MEASURE ATTITUDES BY OFFERING RESPONDENTS A
LIST OF ATTITUDE STATEMENTS

13. • SEMANTIC DIFFERENTIAL SCALE
- Uses a 7-point rating scale with bipolar labels at the end point
- Tends to measure a person’s beliefs about a product
• MEASURING PURCHASE INTENTION
- Used to measure whether a consumer is likely to purchase a particular product