Attitude

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Attitude

  1. 1. AttitudeAttitude
  2. 2. What is attitude?What is attitude? • A predisposition to evaluate an object or product positively or negatively. • Is lasting because it tends to endure over time. • Is general because it applies to more than a momentary event. • Has three components - beliefs, affect, and behavioural intentions.
  3. 3. Importance of attitudeImportance of attitude Attitude is important because: • Cognitive function. • The affective function. • The connative function.
  4. 4. Characteristics of attitudeCharacteristics of attitude • Favorability. • Attitude accessibility. • Attitude confidence. • Attitude persistence. • Attitude resistance. • Ambivalence.
  5. 5. Forming and sources ofForming and sources of influencing attitudeinfluencing attitude • Approach 1- attitudes based on cognitions. • Approach 2- attitudes based on emotions.
  6. 6. Influencing attitudesInfluencing attitudes • Two ways to influence- 1. Cognitively. 2. Affectively. Attitude play powerful roles, once formed.
  7. 7. Forming attitude through cognitionForming attitude through cognition 1. Cognitive response model. 2. TORA model.
  8. 8. Cognitive response modelCognitive response model • Cognitive response through communication- 1. Counter arguments (CAs) 2. Support arguments (SAs) 3. Source derogation (SDs)
  9. 9. TORA-Theory of reasoned actionTORA-Theory of reasoned action Belief about consequences of an act (bi) Evaluation of consequences of an act (ei) Normative belief (what do important others think about this act?) (NBj) Motivation to comply (desire to please these important others) (MCj) Attitude toward the act (Aact) How much consumer is actually influenced by these others (SN) Behavioral Intentions Behavior
  10. 10. Calculating TORA BehavioralCalculating TORA Behavioral IntentionsIntentions BI A SN A b e SN NB MC act act i i i j j j = + = = ∑ ∑
  11. 11. Structural Models of AttitudesStructural Models of Attitudes • Tricomponent Attitude Model • Multiattribute Attitude Model • The Trying-to-Consume Model • Attitude-Toward-the-Ad Model
  12. 12. The Tricomponent ModelThe Tricomponent Model Components- • Cognitive • Affective • Conative • A consumer’s emotions or feelings about a particular product or brand
  13. 13. TRICOMPONENT ATTITUDE MODELTRICOMPONENT ATTITUDE MODEL CONATION COGNITION AFFECT
  14. 14. COGNITIVE COMPONENTCOGNITIVE COMPONENT • The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources
  15. 15. Affective ComponentAffective Component • A consumer’s emotions or feelings about a particular product or brand
  16. 16. Conative ComponentConative Component • The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object
  17. 17. Thank youThank you

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