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.ATTITUDEAlso understood as … Beliefs, Feelings, & Action of an individual or group towards objects, ideas, and people

3. The Functions of AttitudesFunctional 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 FunctionsKatz 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 AttitudesAffect:The way a consumer feels about an attitude objectBehavior:Involves the person’s intentions to do something with regard to an attitude objectCognition:The beliefs a consumer has about an attitude objectHierarchy 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 jobAffective Component (Refers to Emotions, Feelings, Moods, Sentiments)The emotional or feeling segment of an attitude.e.g. I am angry over my low payCognitive 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 EstablishedBeliefIt can Few lead to aSequences…different

15. CABCognitionAffectBehaviour

18. Low InvolvementCBACognitionBehaviorAffect

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

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

22. Attitude HierarchiesThe Standard Learning Hierarchy:Consumer approaches a product decision as a problem-solving processThe Low-Involvement Hierarchy:Consumer does not have strong initial preferenceConsumer acts on limited knowledgeConsumer forms an evaluation only after product trialThe Experiential Hierarchy:Consumers act on the basis of their emotional reactions

24. ABCExperientialAffectBehaviourCognition

28. ActionBehaviour 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 consumedFoot-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 CommitmentThis 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 TheoryTriad: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 objectUnit relation:An element is seen as belonging to or being part of the otherSentiment relation:Two elements are linked because one has expressed a preference for the otherMarketing Applications of Balance TheoryCelebrity endorsements

36. Alternative Routes to Restoring Balance in a TriadFigure 7.2

37. Attitudewww.pcte.edu.in