Attitudes are evaluative statements that reflect how people feel about objects, ideas, and people. There are three components of attitudes: affective (feelings), behavioral (intentions), and cognitive (beliefs). Attitudes serve important functions like helping people minimize harm and maximize happiness. Different models explain the relationships between the three components and how they are formed, including the ABC model where affect precedes cognition and behavior, and the CAB model where cognition comes first. Low involvement products often follow a CBA sequence. Marketers use techniques like cognitive dissonance theory and the foot-in-the-door technique to influence attitudes. Balance theory also examines how attitudes are structured in relationships between people and objects.

1. Attitudes

2. Attitudes are evaluative statements—either favorable or unfavorable —about objects, people, or events. They reflect how we feel about something. ATTITUDE Also understood as … Beliefs, Feelings, & Action of an individual or group towards objects, ideas, and people

3. The Functions of Attitudes Functional Theory of Attitudes: Attitudes exist because they serve some function for the person (i.e., they are determined by a person’s motives)

4. Katz’s Attitude Functions Katz believes there is an adjustive function of motivation. He says people adjust attitudes to minimize harm and maximize happiness. This serves an ego-defensive function because it helps protect one's self respect.

6. The ABC Model of Attitudes Affect: The way a consumer feels about an attitude object Behavior: Involves the person’s intentions to do something with regard to an attitude object Cognition: The beliefs a consumer has about an attitude object Hierarchy of Effects: A fixed sequence of steps that occur en route to an attitude

7. Behavioral Component (Refers to Action)An intention to behave in a certain way toward someone or something. e.g. I am going to look for another job Affective Component (Refers to Emotions, Feelings, Moods, Sentiments)The emotional or feeling segment of an attitude. e.g. I am angry over my low pay Cognitive component (Refers to Belief, Opinion, Knowledge, Awareness)The opinion or belief segment of an attitude. e.g. my pay is low

8. ATTITUDE

9. ATTITUDE

10. ATTITUDE

11. Affect

12. Belief & Behaviour

14. Is Established Belief It can Few lead to a Sequences… different

15. CAB Cognition Affect Behaviour

18. Low Involvement CBA Cognition Behavior Affect

19. I don’t think before Buying a pen…

20. Low Experiential Products don’t Involve too much Consideration before Buying .

22. Attitude Hierarchies The Standard Learning Hierarchy: Consumer approaches a product decision as a problem-solving process The Low-Involvement Hierarchy: Consumer does not have strong initial preference Consumer acts on limited knowledge Consumer forms an evaluation only after product trial The Experiential Hierarchy: Consumers act on the basis of their emotional reactions

24. ABC Experiential Affect Behaviour Cognition

28. Action Behaviour Cognition

31. Instantaneous without stimuli. Can be known s ABC

32. Forming Attitudes (cont.) Cognitive Dissonance and Harmony among Attitudes: Theory of Cognitive Dissonance: When a person is confronted with inconsistencies among attitudes or behaviors, he or she will take action to reduce the dissonance by changing an attitude or modifying a behavior. Self-Perception Theory: People maintain consistency by inferring that they must maintain a positive attitude toward a product they have bought or consumed Foot-in-the-door technique: Sales strategy based on the observation that consumers will comply with a request if they have first agreed to comply with a smaller request

33. Attitudinal Commitment This ad for a magazine illustrates that consumers often distort information so that it fits with what they already believe or think they know.

35. Balance Theory Triad: An attitude structure consisting of three elements (1) A person and his/her perceptions of (2) an attitude object, and (3) some other person or object Unit relation: An element is seen as belonging to or being part of the other Sentiment relation: Two elements are linked because one has expressed a preference for the other Marketing Applications of Balance Theory Celebrity endorsements

36. Alternative Routes to Restoring Balance in a Triad Figure 7.2

37. Attitude www.pcte.edu.in