Attitude decides on consumer purchase a lot. Look into this slide to get to know about the models of attitude.

1. Consumer Attitude
Presented by Balachandar K.

2. What are attitudes?
 Attitude is a learned predisposition to
behave in a consistently favorable or
unfavorable way with respect to a
given object.

3.  Attitude are learned predisposition
 Attitudes have consistency
 Attitudes occur within a situation
 Linkages in attitude formation

4. Structural Models of Attitude
 Tricomponent Attitude Model
 Multiattribute Attitude Model
 Theory of trying to consume model
 Attitude toward the ad model

5. Tricomponent attitude model
 The Cognitive Component
◦ Knowledge + Perception+ Direct Experience = Beliefs
 The Affective Component
◦ Emotions or feelings ( Happiness, Anger etc)
◦ Mood affects the purchase
 The Conative Component
◦ Likelihood or tendency. Consumer Intention
to buy.

6. Multiattribute Attitude Model
 Attitude Towards Object Model
 Attitude Towards Behavior Model
 Theory of Reasoned Action Model

7. Attitude towards object model
Product: Internet
BRAND ATTRIBUTES BELIEFS EVALUATION
Cable Internet
Access
Speed Faster than DSL ++++
DSL Internet
Access
Speed Slower than
Cable
-
Data Card Speed Slower than DSL ----

8. Attitude towards behavior model
 A model that proposes that a consumer’s
attitude toward a specific behavior is a
function of how strongly he or she believes
that the action will lead to a specific
outcome (either favorable or unfavorable).

9. Theory of Reasoned Action
 Interrelationship among attitudes,
intentions, and behavior.

10.  Behavior is a function of 2 things:
 Attitudes toward a specific action
◦ What will happen if I engage in this
behavior?
◦ Is this outcome desirable or undesirable
 Subjective norms regarding that action
◦ Normative beliefs: others expectations
◦ Motivation to comply: do I want to do
what they tell me? How much? Why?

11. Theory of Trying to Consume
Model
The actions and outcomes are not certain but
instead reflects the consumer’s attempt to
consume.
 Personal Impediments
Aiming to reduce weight and willing to consume more
burgers
 Environmental Impediments
First fifty members will get 50% discount, this will
prevent the desired action.

12. Attitude Towards Ad Models
Exposure to ad
Attitude toward
the brand
Attitude toward
the ad
Feelings from
the ad (affect)
Beliefs about
the brand
Judgments about
the ad (cognition)