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Consumer attitudes

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Consumer attitudes

  1. 1. Consumer Attitude Formation and Change Consumer Behaviour
  2. 2. 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 – In Pakistan, Mercedes may be seen as ‘top of class’ but intention to purchase remains almost non-existent Copyright © 2006 Pearson Education Canada Inc. 7-2
  3. 3. 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 Copyright © 2006 Pearson Education Canada Inc. 7-3
  4. 4. 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 Copyright © 2006 Pearson Education Canada Inc. 7-4
  5. 5. How are attitudes learned? Classical conditioning - through past associations Operant conditioning - through trial and reinforcement Cognitive learning – through information processing Copyright © 2006 Pearson Education Canada Inc. 7-5
  6. 6. Attitude Models Structural Models of Attitudes – Tri-component Attitude Model – Multi-attribute Attitude Models Other model of attitude formation – Cognitive dissonance model Copyright © 2006 Pearson Education Canada Inc. 7-6
  7. 7. 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 Copyright © 2006 Pearson Education Canada Inc. 7-7
  8. 8. Conation Affect CognitionCopyright © 2006 Pearson Education Canada Inc. 7-8
  9. 9. 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 Copyright © 2006 Pearson Education Canada Inc. 7-9
  10. 10. 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 Copyright © 2006 Pearson Education Canada Inc. 7-10
  11. 11. The EndCopyright © 2006 Pearson Education Canada Inc. 7-11

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