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ATTITUDES
• RITESH SINGH
• -riteshsingh197@gmail.com
RITESH SINGH
RITESH SINGH
Attitudes
• A learned predisposition to behave in a
consistently favorable or unfavorable manner
with respect to a given object
• A positive attitude is generally a necessary,
but not sufficient, condition for purchase
– Mercedes seen as ‘top of class’ but intention to
purchase was low
RITESH SINGH
Characteristics of Attitudes
• Attitudes have an “object”
• Attitudes are learned
– Can ‘unlearn’
• Attitudes have behavioural, evaluative and
affective components
– Predisposition to act
– Overall evaluation
– Positive or negative feelings
» continued
RITESH SINGH
Characteristics of Attitudes
• Attitudes have consistency
• Attitudes have direction, degree, strength
and centrality
– Positive or negative
– Extent of positive or negative feelings
– Strength of feelings
– Closeness to core cultural values
• Attitudes occur within a situation
RITESH SINGH
Four Basic Functions of Attitudes
• The Utilitarian Function
– How well it performs
• The Ego-defensive Function
– To protect one’s self-concept
• The Value-expressive Function
– To convey one’s values and lifestyles
• The Knowledge Function
– A way to gain knowledge
RITESH SINGH
How are attitudes learned?
• Classical conditioning - through past
associations
• Operant conditioning - through trial and
reinforcement
• Cognitive learning – through information
processing
– Cognitive dissonance theory
– Attribution theory
RITESH SINGH
Attitude Models
• Structural Models of Attitudes
– Tri-component Attitude Model
– Multi-attribute Attitude Model
– Both assume a rational model of human behaviour
• Other models of attitude formation
– Cognitive dissonance model
– Attribution theory
RITESH SINGH
The Tri-component Model
• Cognitive Component
– knowledge and perceptions acquired
– through direct experience and information
from various sources.
• Affective component
– Emotions and feelings about the object
• Conative or Behavioural Component
– Action tendencies toward the object
RITESH SINGH
Conation
Affect
Cognition
RITESH SINGH
Multi-attribute Attitude Models
• Attitude models that examine the composition
of consumer attitudes in terms of selected
product attributes or beliefs.
• Examples
– Attitude-toward-object Model
– Attitude-toward-behaviour Model
– Theory-of-Reasoned-Action Model
Attitude towards object
• Attitude is function of evaluation of product-
specific beliefs and evaluations
importance of attribute i
belief that brand b has a certain level of attribute I
RITESH SINGH
RITESH SINGH
Theory of Reasoned Action
– A comprehensive theory of the interrelationship
among attitudes, intentions, and behaviour
RITESH SINGH
RITESH SINGH
Attitude-Toward-Behaviour Model
• A consumer’s attitude toward a specific
behaviour is a function of how strongly he
or she believes that the action will lead to a
specific outcome (either favorable or
unfavorable).
RITESH SINGH
Cognitive Dissonance Theory
• Holds that discomfort or dissonance occurs
when a consumer holds conflicting
thoughts about a belief or an attitude
object.
• Post-purchase Dissonance
– Cognitive dissonance that occurs after a
consumer has made a purchase commitment
RITESH SINGH
Why Might Behaviour Precede Attitude
Formation?
• Cognitive
Dissonance
Theory
• Attribution
Theory
Behave (Purchase)
Form Attitude Form Attitude
RITESH SINGH
Self-Perception Theory
• Attitudes developed by reflecting on their own
behaviour
• Judgments about own behaviour
• Internal and external attributions
» Continued
RITESH SINGH
Self-Perception Theory
• Consumers are likely to accept credit for
successful outcomes (internal attribution) and
to blame other persons or products for failure
(external attribution).
• Foot-In-The-Door Technique
RITESH SINGH
Attitudes and Marketing Strategy
• Appeal to motivational functions of attitudes
• Associate product with a special group, cause
or event
• Resolve conflicts among attitudes
• Influence consumer attributions
» Continued
RITESH SINGH
Attitudes and Marketing Strategy
• Alter components of the attitude
– Change relative evaluation of attributes
– Change brand beliefs
– Add an attribute
– Change overall brand evaluation
• Change beliefs about competitors’ brands
» Continued
RITESH SINGH
Attitudes and Marketing Strategy
• Change affect first through classical
conditioning
• Change behaviour first through operant
conditioning

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Attitude

  • 1. ATTITUDES • RITESH SINGH • -riteshsingh197@gmail.com RITESH SINGH
  • 2. RITESH SINGH Attitudes • A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object • A positive attitude is generally a necessary, but not sufficient, condition for purchase – Mercedes seen as ‘top of class’ but intention to purchase was low
  • 3. RITESH SINGH Characteristics of Attitudes • Attitudes have an “object” • Attitudes are learned – Can ‘unlearn’ • Attitudes have behavioural, evaluative and affective components – Predisposition to act – Overall evaluation – Positive or negative feelings » continued
  • 4. RITESH SINGH Characteristics of Attitudes • Attitudes have consistency • Attitudes have direction, degree, strength and centrality – Positive or negative – Extent of positive or negative feelings – Strength of feelings – Closeness to core cultural values • Attitudes occur within a situation
  • 5. RITESH SINGH Four Basic Functions of Attitudes • The Utilitarian Function – How well it performs • The Ego-defensive Function – To protect one’s self-concept • The Value-expressive Function – To convey one’s values and lifestyles • The Knowledge Function – A way to gain knowledge
  • 6. RITESH SINGH How are attitudes learned? • Classical conditioning - through past associations • Operant conditioning - through trial and reinforcement • Cognitive learning – through information processing – Cognitive dissonance theory – Attribution theory
  • 7. RITESH SINGH Attitude Models • Structural Models of Attitudes – Tri-component Attitude Model – Multi-attribute Attitude Model – Both assume a rational model of human behaviour • Other models of attitude formation – Cognitive dissonance model – Attribution theory
  • 8. RITESH SINGH The Tri-component Model • Cognitive Component – knowledge and perceptions acquired – through direct experience and information from various sources. • Affective component – Emotions and feelings about the object • Conative or Behavioural Component – Action tendencies toward the object
  • 10. RITESH SINGH Multi-attribute Attitude Models • Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs. • Examples – Attitude-toward-object Model – Attitude-toward-behaviour Model – Theory-of-Reasoned-Action Model
  • 11. Attitude towards object • Attitude is function of evaluation of product- specific beliefs and evaluations importance of attribute i belief that brand b has a certain level of attribute I RITESH SINGH
  • 12. RITESH SINGH Theory of Reasoned Action – A comprehensive theory of the interrelationship among attitudes, intentions, and behaviour
  • 14. RITESH SINGH Attitude-Toward-Behaviour Model • A consumer’s attitude toward a specific behaviour is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).
  • 15. RITESH SINGH Cognitive Dissonance Theory • Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object. • Post-purchase Dissonance – Cognitive dissonance that occurs after a consumer has made a purchase commitment
  • 16. RITESH SINGH Why Might Behaviour Precede Attitude Formation? • Cognitive Dissonance Theory • Attribution Theory Behave (Purchase) Form Attitude Form Attitude
  • 17. RITESH SINGH Self-Perception Theory • Attitudes developed by reflecting on their own behaviour • Judgments about own behaviour • Internal and external attributions » Continued
  • 18. RITESH SINGH Self-Perception Theory • Consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution). • Foot-In-The-Door Technique
  • 19. RITESH SINGH Attitudes and Marketing Strategy • Appeal to motivational functions of attitudes • Associate product with a special group, cause or event • Resolve conflicts among attitudes • Influence consumer attributions » Continued
  • 20. RITESH SINGH Attitudes and Marketing Strategy • Alter components of the attitude – Change relative evaluation of attributes – Change brand beliefs – Add an attribute – Change overall brand evaluation • Change beliefs about competitors’ brands » Continued
  • 21. RITESH SINGH Attitudes and Marketing Strategy • Change affect first through classical conditioning • Change behaviour first through operant conditioning