1. Consumer Behavior
Consumer Attitudes

2. Attitudes
 Relatively Enduring
 Psychological
 Predispositions
 To Respond
 Toward or Against
 An Object
 Person, Place or Symbol
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3. Structure of Attitudes
 Cognitive Component
 Facts
 Beliefs
 Affective Component
 Feelings
 Evaluations
 Conative Component
 Tendencies
 Intentions
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4. How Attitudes Are Learned
 Behaviorist learning
 Classical conditioning
 Instrumental conditioning
 Modeling
 Attractive models
 Similar others
 Cognitive learning
 Assessing attributes
 Comparisons with values
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5. Hedonistic Affect Formation
 Classical conditioning
 Associations with need satisfaction
 Associations with pleasant feelings
 Instrumental conditioning
 Rewards for action or behavior
• Positive conditioning
 Punishment for action or behavior
• Negative conditioning
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6. Attitudes and Cognitive Consistency
Person
Other Object
– Negative affect
+ Positive affect
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7. Which Triads Are Stable
Person Person Person
+ + – + – –
1 2 3
Other + Object Other + Object Other + Object
Person Person Person
+ + + – – –
4 5 6
Other – Object Other – Object Other – Object
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8. Attitudes and Cognitive Consistency
ISGVH ISGVH + FV
+ – + +
+
WE – ICM WE – ICM
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9. Sources of Influence
 Direct experience
 Examining goods
 Post-purchase evaluation
 Social influence
 Family, friends
 Associates, observations
 Market sources
 Media exposure
 Personal selling
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10. Functions of Attitude
 Ego-defensive function
 Freudian psychology
 Utilitarian function
 Behaviorist psychology
 Value-expressive function
 Humanistic psychology
 Knowledge function
 Cognitive psychology
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11. Attitudes and Cognitive Dissonance
After making a purchase:
 Didn’t get things they wanted
 Did get things they didn’t want
• Dissonant with:
 Commitment to action taken
• Resolution:
 Undo the action - return goods
• Or
 Change their “wants”
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12. Attitudes and Attribution Theory
 Locus of Control
 Internal vs. external attributions
 Attributions toward possible causes
 Distinctiveness
• Does it only occur with this cause?
 Consistency
• Does it always occur with this cause:
– Over Time?
– Over Modality?
– Over People?
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