7. Forming attitudes Attitudes can form in different ways, depending on the particular hierarchy of effects in operation. They can occur via: • Classical conditioning. • Instrumental conditioning. • Or via a complex cognitive process.
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9. Cognitive consistency and dissonance Cognitive consistency - where consumers value harmony among their thoughts, feelings and behaviours, and are motivated to maintain uniformity among these. Cognitive dissonance - where consumers are confronted with situations where there is some conflict between their attitudes and behaviours. Dissonance reduction occurs by eliminating, adding, or changing elements.
10. Other theories (1 of 2) Self perception theory - assumes that consumers use observations of their own behaviour to determine what their attitudes are, in the same way as we know the attitudes of others by watching what they do. Social judgement theory - assumes that people assimilate new information about attitude objects in the light of what they already know or feel. The initial attitude acts as a frame of reference, and new information is categorised in terms of this standard.
20. ATTITUDE-TOWARDS-THE-AD MODEL Exposure to an Ad Judgments about the Ad (cognition) Feelings from the Ad (Affect) Beliefs about the brand Attitude toward the Ad Attitude towards the brand
21. Estimating the attitudinal impact of alternative changes How expensive are the product modifications required to change attitude? Are they possible to accomplish? How resistant to change are consumers? What is the potential attitudinal payoff each change might deliver?
24. Types of intentions Spending intentions reflect how much money consumers think they will spend No chance 1 2 3 4 5 6 7 I definitely will Will you spend at least $1,000 on Christmas gifts this year? Purchase intentions represent what consumers think they will buy No chance 1 2 3 4 5 6 7 I definitely will Will you buy a Mercedes-Benz automobile during the next 12 months?
25. Types of intentions Repurchase intentions indicate whether consumers anticipate buying the same product or brand again No chance 1 2 3 4 5 6 7 I definitely will The next time you purchase coffee, will you buy the same brand? Shopping intentions capture where consumers plan on making their product purchases No chance 1 2 3 4 5 6 7 I definitely will Will you shop at Wal*Mart during the next 30 days?
26. Types of intentions Search intentions indicate consumers’ intentions to engage in external search No chance 1 2 3 4 5 6 7 I definitely will The next time you need to be hospitalised, will you speak to your doctor before choosing a hospital? Consumption intentions represent consumers’ intentions to engage in a particular consumption activity No chance 1 2 3 4 5 6 7 I definitely will Will you watch the next Super Bowl?
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29. Consumer intentions: Other uses Indicator of the possible effects of certain marketing activities Intentions may provide an informative indication of a company’s likely success in retaining customers
30. EVALUATIVE SCALE-GAUGE CONSUMER’S ATTITUDE TOWARDS OLD SPICE AFTERSHAVE REFRESHING 1 2 3 4 5 6 7 NOT REFRESHING POSITIVE 1 2 3 4 5 6 7 NEGATIVE PLEASANT 1 2 3 4 5 6 7 UNPLEASANT APPEALING TO OTHERS 1 2 3 4 5 6 7 UNAPPEALING TO OTHERS
31. How situation might influence Attitude Product/service Situation Attitude Vicks inhaler Runny nose due to allergy “ I’ve got to stop my nose from running because I’ve got a date in two hours.” Hyundai automobiles Heavy rush in the buses “ I am thinking to buy a new car in this Diwali.” ICICI prudential Life insurance “ I want to make my family is secured.” Noukari.com Need a job “ I have graduated last month and now it is time to find a job.” Jet airways Family wedding “ My cousin is getting married and I want to be there.”
32. Attitude with reference to a company Mr. Sanjeev Kapoor KAPOOR'S are one of the pioneers in the manufacture of secondary glass containers (ampoules and tubular vials) in India having entered into this field of activity in the year 1962. From its humble beginnings in the early 60's the group has grown today into one of the premier independent label in the country and Kapoor's have became synonymous with glass ampoules, tubular vials and neutral glass tubing in India. In 1980 the operational reins of KAPOOR GLASS was handed over to Mr. Sanjeev Kapoor by the founder his father, Mr. Dharminder Kapoor. In these 2 decades at the helm of KAPOOR, Sanjeev using his creative resource, innovative thinking and dynamism transformed the reactive attitude of the company's management into a very proactive aggressive outlook and changed the face of the industry forever.
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