An attitude is a predisposition to act or feel a certain way towards someone or something. Attitudes are formed through direct experiences, associations, and influences from family, peers, environment, education and mass communication. A person's environment, experiences and education are key factors that determine their attitudes. Positive attitudes can increase productivity and problem solving, while negative attitudes can cause bitterness and resentment. There are different types, functions and levels of commitment to attitudes. Maintaining cognitive consistency and reducing dissonance also influence attitudes.

1. ATTITUDES
An attitude is a predisposition to act or
feel a certain way towards a person or
thing.

2. Representations of Attitude
 Attitude and Opinion
 Attitude and Beliefs
 Attitude andValues

3. Formation of Attitude
 Direct personal Experience
 Association
 Family and peer groups
 Neighborhood
 Economic status and occupation
 Mass communication

4. FACTORS THAT DETERMINE
OUR ATTITUDE
1. ENVIRONMENT
2. EXPERIENCE
3. EDUCATION
In a positive environment, a marginal
performer’s output goes up. And in a
negative environment, a good
performer’s output goes down.

5. TYPES OF ATTITUDE
1. POSTIVE [MENTAL] ATTITUDE.
2. NEGATIVE [MENTAL] ATTITUDE.

6. FEW BENEFITS OF POSITIVE ATTITUDE
1. INCREASE PRODUCTIVITY.
2. FOSTER TEAM WORK.
3. SOLVES PROBLEMS.
4. IMPROVES QUALITY.
5. MAKES A CONGENIAL ATMOSPHERE.
6. BREEDS LOYALTY.
7. INCREASE PROFITS.
9. REDUCES STRESS.
10. HELPS A PERSON BECOME CONTRIBUTING
MEMBER OF A FAMILY & SOCIETY. BECOMES AN
ASSET TO THEIR COUNTRY.
11. ABOVE ALL, MAKES A PLEASING PERSONALITY.

7. CONSEQUENCES OF NEGATIVE ATTITUDE
1. BITTERNESS.
2. RESENTMENT.
3. A PURPOSELESS LIFE.
4. ILL HEALTH.
5. HIGH STRESS LEVEL FOR
HIMSLEF/HERSELF OR OTHERS.
6. CREATE NEGATIVE ENVIRONMENT AT
HOME AND WORK PLACE AND
BECOME A LIABILITY TO SOCIETY.

8. Four Basic Attitude
Functions
 utilitarian
 what it will do for you
 ego defensive function
 helps protect customer self image
 value expressive
 reflects customers general values, lifestyle or
attitude
 knowledge
 cater to customer need to know

9. WhatdoesaPositiveAttitudelooklike?

10. The ABC model
• Affect - how a consumer feels about an attitude object.
• Behaviour - the consumer’s intention to do something
with regard to an attitude object.
• Cognition - the beliefs a consumer has about an attitude
object.
The model emphasises the interrelationships between
knowing, feeling, and doing.

11. Levels of commitment to an attitude
• Lowest level: compliance. This attitude is formed as it
helps in gaining rewards or avoiding punishments.
• Identification - formation of attitudes in order for the
consumer to be similar to another person.
• Highest level: internalisation - deep seated attitudes
which become part of a consumer’s value system.

12. 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.

13. 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.

14. Other theories (2 of 2)
Balance theory - considers relations among elements a
consumer might perceive as belonging together. This
perspective involves relations among three elements.
• A person and his/her perceptions.
• An attitude object.
• Some other person or object.
The theory specifies that consumers desire relations among
elements in the triad to be harmonious or balanced.

15. THEORY OF TRYING-TO-CONSUME MODEL
 This theory is designed to account for the many
cases in which the action or outcome is not
certain but instead reflects the consumer’s
attempts to consume.
In trying to consume, here are often personal
impediment,
e.g., a consumer is trying to lose weight but loves
chocolates bars.

16. THANK YOU