Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
The document discusses attitudes and their influence on consumer behavior. It defines attitudes and describes their nature, how they are formed through conditioning, modeling and cognitive learning. Two models of attitudes are described: the tri-component model involving affective, cognitive and behavioral components, and Fishbein's multi-attribute model. The functions and measurement of attitudes are covered along with methods to change attitudes by influencing feelings, beliefs, behaviors or social norms.
This document outlines a lecture on consumer learning. It discusses the key learning theories of behavioral learning, cognitive learning, and observational learning. For behavioral learning, it covers classical and operant conditioning. Classical conditioning examples include branding using familiar stimuli. Operant conditioning applications are customer satisfaction and reinforcement schedules. Cognitive learning theories discussed are discovery learning and meaningful verbal learning using advance organizers. Models of cognitive processing and the innovation decision process are also presented. The document concludes with measures of consumer learning like recognition, recall, and developing brand loyalty and equity.
The document provides an overview of chapters in a book on consumer behavior, including introductions to consumer behavior, the consumer research process, market segmentation and targeting, consumer motivation, personality and consumer behavior, consumer perception, consumer learning, attitude formation and change, communication processes, factors influencing consumer behavior, opinion leadership, and the consumer decision-making process. It lists the chapter titles and page numbers for each of the 11 chapters covered in the book. The document serves as a table of contents that outlines the topics and structure of the consumer behavior book.
This document discusses consumer motivation and the psychological forces that drive consumer behavior. It covers topics like the different types of needs that motivate consumers, both innate and acquired needs. The document also discusses the concepts of goals, how motives are aroused, and the dynamics of motivation over time as needs and goals change. Marketers aim to understand consumer motivation to better appeal to consumers' needs and drive purchase decisions.
This document outlines the key concepts and theories related to personality and consumer behavior. It discusses how personality reflects individual differences and influences consumer attitudes and choices. Several theories of personality are examined, including Freudian, Neo-Freudian, and Trait theories. Specific traits like innovativeness, materialism, and need for cognition are also covered. The document explores how personality relates to understanding consumer behaviors and concepts like brand personality, consumer ethnocentrism, and compulsive consumption.
1. An attitude is a learned predisposition to respond consistently in a favorable or unfavorable manner towards an object. It has cognitive, affective, and behavioral components.
2. Attitudes serve four key functions - knowledge, adaptive, ego-defensive, and self-expressive. They help provide structure and predict behavior.
3. Attitude formation theories include the tricomponent model and multi-attribute model. Attitudes are influenced by beliefs, experiences, social groups, and marketing.
4. Marketers can change attitudes by altering components of models, associating products with groups, resolving conflicts, and changing beliefs about competitors. The elaboration likelihood model describes central and peripheral routes to
Consumer Attitude Formation and change
Attitude
What Are Attitudes?
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Models
A Simplified Version of the Theory of Reasoned Action
Theory of Trying to Consume
Attitude-Toward-the-Ad Model
Changing the Basic Motivational Function
Elaboration Likelihood Model (ELM)
The document discusses attitudes and their influence on consumer behavior. It defines attitudes and describes their nature, how they are formed through conditioning, modeling and cognitive learning. Two models of attitudes are described: the tri-component model involving affective, cognitive and behavioral components, and Fishbein's multi-attribute model. The functions and measurement of attitudes are covered along with methods to change attitudes by influencing feelings, beliefs, behaviors or social norms.
This document outlines a lecture on consumer learning. It discusses the key learning theories of behavioral learning, cognitive learning, and observational learning. For behavioral learning, it covers classical and operant conditioning. Classical conditioning examples include branding using familiar stimuli. Operant conditioning applications are customer satisfaction and reinforcement schedules. Cognitive learning theories discussed are discovery learning and meaningful verbal learning using advance organizers. Models of cognitive processing and the innovation decision process are also presented. The document concludes with measures of consumer learning like recognition, recall, and developing brand loyalty and equity.
The document provides an overview of chapters in a book on consumer behavior, including introductions to consumer behavior, the consumer research process, market segmentation and targeting, consumer motivation, personality and consumer behavior, consumer perception, consumer learning, attitude formation and change, communication processes, factors influencing consumer behavior, opinion leadership, and the consumer decision-making process. It lists the chapter titles and page numbers for each of the 11 chapters covered in the book. The document serves as a table of contents that outlines the topics and structure of the consumer behavior book.
This document discusses consumer motivation and the psychological forces that drive consumer behavior. It covers topics like the different types of needs that motivate consumers, both innate and acquired needs. The document also discusses the concepts of goals, how motives are aroused, and the dynamics of motivation over time as needs and goals change. Marketers aim to understand consumer motivation to better appeal to consumers' needs and drive purchase decisions.
This document outlines the key concepts and theories related to personality and consumer behavior. It discusses how personality reflects individual differences and influences consumer attitudes and choices. Several theories of personality are examined, including Freudian, Neo-Freudian, and Trait theories. Specific traits like innovativeness, materialism, and need for cognition are also covered. The document explores how personality relates to understanding consumer behaviors and concepts like brand personality, consumer ethnocentrism, and compulsive consumption.
1. An attitude is a learned predisposition to respond consistently in a favorable or unfavorable manner towards an object. It has cognitive, affective, and behavioral components.
2. Attitudes serve four key functions - knowledge, adaptive, ego-defensive, and self-expressive. They help provide structure and predict behavior.
3. Attitude formation theories include the tricomponent model and multi-attribute model. Attitudes are influenced by beliefs, experiences, social groups, and marketing.
4. Marketers can change attitudes by altering components of models, associating products with groups, resolving conflicts, and changing beliefs about competitors. The elaboration likelihood model describes central and peripheral routes to
Personality and self concept- Studying Consumer Behaviour Nupur Agarwal
Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
The document discusses consumer motivation and the motivational process. It defines motivation as the driving force that impels individuals to action. The motivational process involves needs, both innate and acquired, that give rise to motives. These motives then lead to the selection of goals, both positive and negative. Needs are never fully satisfied and new needs emerge as old needs are met. Motivation is influenced by success, failure, and defense mechanisms. Motives can be aroused physiologically, emotionally, and cognitively. The document also discusses measuring motivation through qualitative research methods.
This document discusses consumer learning theories and their application in marketing. It covers both behavioral learning theories like classical and instrumental conditioning, as well as cognitive learning theory. Marketers use these theories to build brand loyalty through repetition, associations between stimuli and responses, and driving consumers to rehearse information. Behavioral theories focus on observable behaviors in response to stimuli, while cognitive theory examines mental problem solving and information processing.
This chapter discusses consumer perception and the key elements and aspects that influence how consumers perceive marketing stimuli. It covers sensation and threshold, selection through selective exposure and attention, organization through figure-ground relationships and closure, and interpretation based on stereotypes, first impressions, and halo effects. Marketers must understand these concepts to effectively position products and services, and influence how consumers perceive quality, price, risk, and other attributes.
This document discusses consumer motivation and needs. It defines needs as the driving force behind consumer actions and distinguishes between innate and acquired needs. Goals are what consumers aim to fulfill needs and can be generic or product-specific. Motivation can be positive or negative and rational or emotional. Needs are never fully satisfied and people set new goals as old ones are achieved. Frustration can occur when goals are not met, and people use defense mechanisms. Motivational research aims to uncover hidden motivations through qualitative techniques.
Consumer Attitude Formation and Changes 1784Zubair Bhatti
Attitudes are learned predispositions to behave positively or negatively towards people, objects, services or ideas. They have three components - cognitive, affective and behavioral. Attitudes are formed through direct experience, social influences and personality traits. Marketers use various strategies to change attitudes, such as associating products with groups, resolving conflicting attitudes, and altering beliefs about attributes. Theories of attitude formation include cognitive dissonance theory and attribution theory, which provide different perspectives on how behavior can precede and influence attitude.
Core values define how products are used in societies and influence acceptable market relationships and behaviors. Culture includes learned beliefs, values, customs, and responses that direct consumer behavior. Cultural characteristics are learned and shared within groups. Marketers must understand how culture affects consumer pre-purchase activities like information search and post-purchase activities like product use. Culture also influences social classes that are hierarchical groups distinguished by factors like occupation, income, education, and prestige. Understanding differences in subcultures and cross-cultural groups is important for marketers to effectively target various national markets.
Chapter 8 Consumer Attitude Formation And ChangeAvinash Kumar
The document discusses various models of attitude formation and change, including:
1. The tricomponent model which views attitudes as having cognitive, affective, and conative components.
2. Multiattribute models like the theory of reasoned action that examine how attitudes are formed based on beliefs about an object's attributes.
3. The theory of trying to consume which accounts for cases where action or outcome is uncertain.
4. The attitude-toward-the-ad model which proposes that feelings and judgments formed from exposure to ads affect brand attitudes.
Strategies for changing attitudes discussed include associating products with groups, resolving conflicts, altering belief components, and changing beliefs about competitors.
The Engel-Kollat-Blackwell model views consumer behavior as a 4-step decision making process involving information processing, a central control unit, decision processes, and external influences. It was originally developed in 1968 to organize the growing body of knowledge around consumer decisions. The model accounts for differences in involvement between high-risk and low-risk purchases. It provides a framework for understanding how consumers actively seek, process, and evaluate information to make purchase decisions over time.
The document discusses consumer attitude formation and change. It defines an attitude as a learned predisposition to behave favorably or unfavorably towards an object. There are three main components that make up attitudes: the cognitive component involving knowledge and perceptions, the affective component involving feelings, and the conative component involving the likelihood of taking action. Models of attitudes include the tricomponent model and multiattribute models examining how attitudes are formed based on evaluations of product attributes or beliefs. Strategies for changing attitudes include associating products with admired groups, resolving conflicting attitudes, and altering components of multiattribute models.
The document discusses the dynamics of perception from three aspects: perceptual selection, organization, and interpretation. It focuses on perceptual selection, which involves consumers selectively attending to environmental stimuli based on three main factors: the nature of the stimulus, their previous experiences, and their motives. Consumers filter stimuli through selective exposure, selective attention, perceptual defense, and perceptual blocking mechanisms. They tend to notice stimuli that confirm their beliefs and fulfill their needs, while ignoring threatening or irrelevant information.
The document outlines the consumer research process, which includes 6 major steps: 1) defining research objectives, 2) collecting secondary data, 3) designing primary research studies, 4) collecting primary data, 5) analyzing the data, and 6) preparing a report of findings. It discusses collecting both secondary data from internal and external sources, as well as designing primary research through quantitative methods like surveys and experiments or qualitative methods like in-depth interviews and focus groups. The process concludes with sampling and collecting data, analyzing the results, and reporting key findings.
Levels of Consumer Decision making & A model of Consumer Decision making in C...AJIT GAUTAM
The document discusses consumer decision making, including three levels of involvement (routine response behavior, limited decision making, and extensive decision making), and presents a five-stage model of consumer decision making. The model includes need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Routine decisions involve little consideration, while extensive decisions involve high costs and extensive research between many alternatives.
1) The document discusses the consumer decision making process, which involves need recognition, information search, and evaluation of alternatives.
2) It examines factors that influence consumer behavior such as cultural, social, and personal characteristics as well as the psychological processes of motivation, perception, learning, beliefs, and attitudes.
3) The stages of the consumer decision process are outlined as need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
This document discusses key aspects of communication and consumer behavior. It outlines the basic elements of the communication process, including the source, message, medium, and receiver. It also identifies factors that can affect communication, such as characteristics of the source, message, medium, and target market. The document then examines different types of media and their characteristics. It explores techniques for designing persuasive messages, including message framing, comparative advertising, and order effects. Finally, it discusses different advertising appeals, like fear, humor, and sex appeals, and emphasizes the importance of obtaining feedback to measure communication effectiveness.
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
This document discusses several models of consumer buying behavior:
- Traditional models include the economic, learning, psychological, and sociological models.
- Contemporary models include the Howard-Sheth model, Nicosia model, Engle-Kollat-Blackwell model, EBM model, and organizational buying models.
- The Nicosia model explains consumer behavior as a system with stimuli as input and behavior as output across four fields: consumer/firm attributes, search/evaluation, purchase, and post-purchase.
Perception involves selecting, organizing, and interpreting sensory information. Sensation is the immediate response to stimuli, while perception adds interpretation. Selective perception means we notice some things more than others based on internal factors like motivation and external ones like size and motion. Gestalt principles of perceptual organization include figure/ground, grouping, closure, and good continuation. Perceptual interpretation involves applying stereotypes, judging appearances, using descriptive terms, forming first impressions, and halo effects. Positioning creates an image for a product or service in consumers' minds through communications and benefits rather than attributes. Repositioning may be needed due to competitors, lifestyle changes, or target segments.
Perception and Marketing- Consumer BehaviorAqib Syed
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
Perception and Marketing- Consumer Behavior
Consumer behavior involves how individuals make decisions to purchase goods and services. It is influenced by social, cultural, personal and psychological factors. The consumer decision process includes need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Understanding consumer behavior and the steps in the buying process is important for effective marketing management and selling in today's competitive landscape.
The document discusses perceived risk and zone of tolerance in consumer purchasing. It defines perceived risk as uncertainties consumers have regarding potential outcomes of product usage. It identifies six main types of perceived risk: functional, social, financial, physical, time, and psychological. It then provides a brief explanation of each type of perceived risk. The document concludes by defining zone of tolerance as the range between a customer's desired standards and minimum acceptable standards for a service.
Personality and self concept- Studying Consumer Behaviour Nupur Agarwal
Personality and Self Concept are important parameters while studying consumer behaviour. It helps us understand the market behavioural pattern and trends.
The document discusses consumer motivation and the motivational process. It defines motivation as the driving force that impels individuals to action. The motivational process involves needs, both innate and acquired, that give rise to motives. These motives then lead to the selection of goals, both positive and negative. Needs are never fully satisfied and new needs emerge as old needs are met. Motivation is influenced by success, failure, and defense mechanisms. Motives can be aroused physiologically, emotionally, and cognitively. The document also discusses measuring motivation through qualitative research methods.
This document discusses consumer learning theories and their application in marketing. It covers both behavioral learning theories like classical and instrumental conditioning, as well as cognitive learning theory. Marketers use these theories to build brand loyalty through repetition, associations between stimuli and responses, and driving consumers to rehearse information. Behavioral theories focus on observable behaviors in response to stimuli, while cognitive theory examines mental problem solving and information processing.
This chapter discusses consumer perception and the key elements and aspects that influence how consumers perceive marketing stimuli. It covers sensation and threshold, selection through selective exposure and attention, organization through figure-ground relationships and closure, and interpretation based on stereotypes, first impressions, and halo effects. Marketers must understand these concepts to effectively position products and services, and influence how consumers perceive quality, price, risk, and other attributes.
This document discusses consumer motivation and needs. It defines needs as the driving force behind consumer actions and distinguishes between innate and acquired needs. Goals are what consumers aim to fulfill needs and can be generic or product-specific. Motivation can be positive or negative and rational or emotional. Needs are never fully satisfied and people set new goals as old ones are achieved. Frustration can occur when goals are not met, and people use defense mechanisms. Motivational research aims to uncover hidden motivations through qualitative techniques.
Consumer Attitude Formation and Changes 1784Zubair Bhatti
Attitudes are learned predispositions to behave positively or negatively towards people, objects, services or ideas. They have three components - cognitive, affective and behavioral. Attitudes are formed through direct experience, social influences and personality traits. Marketers use various strategies to change attitudes, such as associating products with groups, resolving conflicting attitudes, and altering beliefs about attributes. Theories of attitude formation include cognitive dissonance theory and attribution theory, which provide different perspectives on how behavior can precede and influence attitude.
Core values define how products are used in societies and influence acceptable market relationships and behaviors. Culture includes learned beliefs, values, customs, and responses that direct consumer behavior. Cultural characteristics are learned and shared within groups. Marketers must understand how culture affects consumer pre-purchase activities like information search and post-purchase activities like product use. Culture also influences social classes that are hierarchical groups distinguished by factors like occupation, income, education, and prestige. Understanding differences in subcultures and cross-cultural groups is important for marketers to effectively target various national markets.
Chapter 8 Consumer Attitude Formation And ChangeAvinash Kumar
The document discusses various models of attitude formation and change, including:
1. The tricomponent model which views attitudes as having cognitive, affective, and conative components.
2. Multiattribute models like the theory of reasoned action that examine how attitudes are formed based on beliefs about an object's attributes.
3. The theory of trying to consume which accounts for cases where action or outcome is uncertain.
4. The attitude-toward-the-ad model which proposes that feelings and judgments formed from exposure to ads affect brand attitudes.
Strategies for changing attitudes discussed include associating products with groups, resolving conflicts, altering belief components, and changing beliefs about competitors.
The Engel-Kollat-Blackwell model views consumer behavior as a 4-step decision making process involving information processing, a central control unit, decision processes, and external influences. It was originally developed in 1968 to organize the growing body of knowledge around consumer decisions. The model accounts for differences in involvement between high-risk and low-risk purchases. It provides a framework for understanding how consumers actively seek, process, and evaluate information to make purchase decisions over time.
The document discusses consumer attitude formation and change. It defines an attitude as a learned predisposition to behave favorably or unfavorably towards an object. There are three main components that make up attitudes: the cognitive component involving knowledge and perceptions, the affective component involving feelings, and the conative component involving the likelihood of taking action. Models of attitudes include the tricomponent model and multiattribute models examining how attitudes are formed based on evaluations of product attributes or beliefs. Strategies for changing attitudes include associating products with admired groups, resolving conflicting attitudes, and altering components of multiattribute models.
The document discusses the dynamics of perception from three aspects: perceptual selection, organization, and interpretation. It focuses on perceptual selection, which involves consumers selectively attending to environmental stimuli based on three main factors: the nature of the stimulus, their previous experiences, and their motives. Consumers filter stimuli through selective exposure, selective attention, perceptual defense, and perceptual blocking mechanisms. They tend to notice stimuli that confirm their beliefs and fulfill their needs, while ignoring threatening or irrelevant information.
The document outlines the consumer research process, which includes 6 major steps: 1) defining research objectives, 2) collecting secondary data, 3) designing primary research studies, 4) collecting primary data, 5) analyzing the data, and 6) preparing a report of findings. It discusses collecting both secondary data from internal and external sources, as well as designing primary research through quantitative methods like surveys and experiments or qualitative methods like in-depth interviews and focus groups. The process concludes with sampling and collecting data, analyzing the results, and reporting key findings.
Levels of Consumer Decision making & A model of Consumer Decision making in C...AJIT GAUTAM
The document discusses consumer decision making, including three levels of involvement (routine response behavior, limited decision making, and extensive decision making), and presents a five-stage model of consumer decision making. The model includes need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Routine decisions involve little consideration, while extensive decisions involve high costs and extensive research between many alternatives.
1) The document discusses the consumer decision making process, which involves need recognition, information search, and evaluation of alternatives.
2) It examines factors that influence consumer behavior such as cultural, social, and personal characteristics as well as the psychological processes of motivation, perception, learning, beliefs, and attitudes.
3) The stages of the consumer decision process are outlined as need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior.
This document discusses key aspects of communication and consumer behavior. It outlines the basic elements of the communication process, including the source, message, medium, and receiver. It also identifies factors that can affect communication, such as characteristics of the source, message, medium, and target market. The document then examines different types of media and their characteristics. It explores techniques for designing persuasive messages, including message framing, comparative advertising, and order effects. Finally, it discusses different advertising appeals, like fear, humor, and sex appeals, and emphasizes the importance of obtaining feedback to measure communication effectiveness.
Consumer perception the base for decision making. People make decisions instantly within 20 seconds about other person, yet when it comes to product they take more time. If the perception tone is set right by the companies consumer will not have any confusions. This presentation explores the ways and means of consumer perception and ends with the application of perception at large by organizations around the globe.
This document discusses several models of consumer buying behavior:
- Traditional models include the economic, learning, psychological, and sociological models.
- Contemporary models include the Howard-Sheth model, Nicosia model, Engle-Kollat-Blackwell model, EBM model, and organizational buying models.
- The Nicosia model explains consumer behavior as a system with stimuli as input and behavior as output across four fields: consumer/firm attributes, search/evaluation, purchase, and post-purchase.
Perception involves selecting, organizing, and interpreting sensory information. Sensation is the immediate response to stimuli, while perception adds interpretation. Selective perception means we notice some things more than others based on internal factors like motivation and external ones like size and motion. Gestalt principles of perceptual organization include figure/ground, grouping, closure, and good continuation. Perceptual interpretation involves applying stereotypes, judging appearances, using descriptive terms, forming first impressions, and halo effects. Positioning creates an image for a product or service in consumers' minds through communications and benefits rather than attributes. Repositioning may be needed due to competitors, lifestyle changes, or target segments.
Perception and Marketing- Consumer BehaviorAqib Syed
A research technique that enables marketers to plot graphically consumers’ perceptions concerning product attributes of specific brands.
Perception and Marketing- Consumer Behavior
Consumer behavior involves how individuals make decisions to purchase goods and services. It is influenced by social, cultural, personal and psychological factors. The consumer decision process includes need recognition, information search, evaluation of alternatives, purchase decision, and post-purchase behavior. Understanding consumer behavior and the steps in the buying process is important for effective marketing management and selling in today's competitive landscape.
The document discusses perceived risk and zone of tolerance in consumer purchasing. It defines perceived risk as uncertainties consumers have regarding potential outcomes of product usage. It identifies six main types of perceived risk: functional, social, financial, physical, time, and psychological. It then provides a brief explanation of each type of perceived risk. The document concludes by defining zone of tolerance as the range between a customer's desired standards and minimum acceptable standards for a service.
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This document provides information about a two-day workshop on Structural Equation Modeling (SEM) and its applications that will be held on April 9-10, 2014 at Universiti Sains Malaysia in Penang, Malaysia. The workshop will cover the principles of SEM, how to apply it in software, and how to interpret and report SEM results. Participants will learn techniques like confirmatory factor analysis, path analysis, and multi-group analysis. The workshop fee is MYR600 but discounts are available for groups and students. Recommended hotels near the venue are also listed.
Perception is the process by which organisms interpret and organize sensations to produce a meaningful experience of the world. It involves selecting stimuli, organizing that information, and interpreting it based on past experiences. Perception varies between individuals and can be influenced by several factors, including color, distance from an object, repetition of stimuli, and personal experiences. How people perceive themselves and others is shaped by their self-concept, self-esteem, and tendencies toward stereotyping or projection.
The document discusses various aspects of culture including definitions, components, levels, and dynamics. It defines culture as the learned beliefs, values, and customs that guide consumer behavior. Culture includes material objects, ideas, values, institutions, symbols, and ways of dressing, thinking, eating, and spending leisure time. It discusses levels of culture from subcultures to national to supranational cultures. Symbols, both verbal and non-verbal, are important aspects of culture as are rituals, myths, and popular culture. The document notes that culture is dynamic and always changing as societies adapt to new problems and opportunities.
Importance & scope of Consumer BehaviourRoneet Kumar
The document outlines a framework for studying consumer behavior that includes three main sections: the decision process represented by the inner circle, individual determinants in the middle circle, and the external environment in the outer circle. Understanding consumer behavior is important for marketers to adapt to changing consumer needs and tastes, regulate consumption and economic stability, develop efficient marketing strategies, and effectively segment and target markets.
In this chapter of Effective HR, Theories of Learning is explained. This chapter covers topics like understanding what learning is, the classification of learning capabilities and to understand the various theories of learning. This presentation on Effective HR is an initiative by Welingkar’s Distance Learning Division.
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Cross cultural issues in international marketingAbdul Basid
This document discusses cross-cultural issues in international marketing and negotiation. It begins by defining culture and explaining how cultural differences can impact business decisions and consumer reactions. It then examines cross-cultural communication, noting that communication styles vary between cultures and companies must be aware of differences in areas like greetings, negotiations, time perceptions and gestures. The document also covers cross-cultural negotiation, identifying dimensions like individualism vs collectivism that influence negotiations across cultures. It provides tips for dealing with cross-cultural issues like preparation, avoiding stereotypes and active listening.
In this presentation, we will understand what kind of product and services consumer buy, the motive of buying, buying frequency and various other factors. We will also discuss about types of consumers, importance, and growth and consumer scenario in India.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Cognitivist learning theory focuses on how people actively construct knowledge through thinking rather than passively receiving it. It differs from behaviorism in that it emphasizes the role of cognitive processes like problem solving, memory, and language processing in learning. Key contributors to cognitivism developed theories about how knowledge is organized and processed in the brain, such as dual coding theory, schema theory, Bloom's taxonomy of cognitive domains. Cognitivism supports the use of interactive tools and visual aids to engage students in applying and building upon their existing knowledge through higher-order thinking.
The perception process involves three steps: selection, sorting, and interpretation. In selection, our senses select certain stimuli from the environment to enter our awareness based on intensity, repetition, and change. In sorting, we organize and prioritize the selected information based on our experiences. In interpretation, we assign meaning to the sorted data by searching our memories and relating it to previous experiences. This three-step process of selection, sorting, and interpretation allows us to perceive and understand the world around us.
BB Chapter One: Consumer Behavior and Marketing StrategyBBAdvisor
This chapter introduces key concepts in consumer behavior and how it relates to marketing strategy. It discusses [1] why studying consumer behavior is important for developing effective marketing strategies, [2] how consumer behavior influences various aspects of marketing strategy, and [3] a model of consumer decision making that involves both internal and external influences. The chapter emphasizes that understanding consumer behavior can provide competitive advantages and help companies make better strategic marketing decisions.
This document discusses perception and optical illusions. It begins by defining perception as the interpretation of sensory information and the process of organizing this information to form meaningful understandings. It then discusses factors that can influence perception, such as characteristics of the perceived object, the situation, and the perceiver. The document goes on to explain how the brain tries to identify patterns and groupings to make sense of visual information. It provides several examples of optical illusions that demonstrate how perception can be distorted and the mind can perceive shapes and patterns that are not actually present. These illusions include the Necker cube, staircases, embedded images, and comparisons of color and shading. In each case, the illusion tricks the viewer's interpretation of the
Culture plays an important role in shaping consumer behavior. The elements of culture, such as beliefs, traditions, language and symbols, influence consumers' perceptions, preferences and purchase decisions. For marketers, it is essential to understand the cultural factors and their impact on behavior in both domestic and global markets. Failing to account for cultural differences can lead to ineffective marketing strategies. Learning about a culture allows marketers to develop communications and position products in a way that addresses local needs and is acceptable to target consumers.
A Power Point Presentation of the Topic ''The PRINCIPLES of LEARNING'' on the subject '' The Principles of Teaching 1''
Contains the following:
-9 Principles of Learning by Horne and Pine
-Laws of Learning by Thorndike
with Pictures to be easily understand, or for to you ask share their insight about the given principles, Quotation related to the topic and also a special video.
Hope it will help you, thank you~
This document discusses how culture influences consumer behavior. It defines culture and discusses issues in analyzing culture. It also covers measuring the content of culture, how cultural meanings are expressed in products, and approaches to developing international marketing strategies. Specifically, it discusses adapting, standardizing, or changing marketing strategies across cultures. It provides examples of cultural differences and trends that marketers must consider when developing cross-cultural strategies.
This document outlines several major theories of learning in psychology, including:
1) Behaviorism, which focuses on observable behaviors and conditioning.
2) Cognitivism, which views learning as connecting symbols mentally.
3) Social Learning Theory, which emphasizes learning through observation and imitation of models.
4) Social Constructivism, where knowledge is actively constructed through social and contextualized processes.
5) Multiple Intelligences Theory, which proposes individuals possess different types of intelligences.
6) Brain-Based Learning, which is informed by neuroscience and principles like emotional engagement.
The document compares key aspects of each theory and critiques their implications for classroom practice.
The document discusses culture and subculture and their influence on consumer behavior. It defines culture as the learned beliefs, values and customs shared by members of a society. Subculture refers to distinct groups within a larger culture based on attributes like nationality, religion, age or gender. Consumer behavior is influenced by cultural and subcultural factors as people learn and share behaviors through social and family interactions. Marketers must understand these cultural dynamics to effectively target different consumer segments.
This document provides an overview of attitudes and consumer behavior. It defines attitudes as favorable or unfavorable evaluations of objects like products or brands. Attitudes are formed through direct experience, word-of-mouth, and exposure to media. They influence purchase decisions and can be changed using strategies like associating products with groups, resolving conflicts, and altering beliefs about attributes or competitors. The document also discusses cognitive dissonance theory and attribution theory in understanding attitude formation and change.
This document provides an overview of multi-attribute attitude models in consumer behavior. It defines attitudes and their components (cognitive, affective, behavioral). It describes Fishbein's multi-attribute model which measures beliefs about product attributes, evaluations of attributes, and an overall attitude score. It also discusses the attitude-toward-object model, attitude-toward-behavior model, and theory of reasoned action model; all of which examine how beliefs, attitudes, and social norms influence behavioral intentions and actions.
This document discusses attitude formation. It defines attitudes as learned predispositions to behave favorably or unfavorably towards an object. Attitudes have characteristics like being formed through experience and consistency. Structural models of attitudes include the tricomponent model of cognition, affect, and conation and multiattribute models evaluating attributes. Formation is influenced by experience, others, and media. Behavior can precede attitude through cognitive dissonance and attribution theory.
Chapter6.ppt marketing of the chapter sellinginOshadiVindika
This document discusses consumer attitudes. It defines attitudes as learned predispositions to behave favorably or unfavorably towards objects like products. Attitudes are formed through direct experience, word-of-mouth, and advertising exposure. While attitudes can change, they are often consistent once formed. Attitudes affect behavior depending on the situation. The three major influences on attitude formation are personal experience, family/friends, and marketing exposure. Attitudes serve utilitarian, ego-defensive, value-expressive, and knowledge functions. Models of attitudes include the tri-component model and multi-attribute models. Marketers can change attitudes through comparative advertising, emphasizing attributes, adding attributes, and changing perceived attribute values.
The document discusses consumer attitudes and provides several key points:
1) Attitudes are predispositions to evaluate objects positively or negatively and are lasting and general in nature, consisting of beliefs, affect, and behavioral intentions.
2) Several theories seek to explain how attitudes are formed and function, such as the ABC model of affect, behavior, and cognition.
3) Consumer intentions, like purchase and spending intentions, can help predict future consumer behavior if measured accurately.
4) Situational factors and a company's marketing activities can influence existing consumer attitudes.
Consumer behaviour is the study of how individual customers, groups or organizations select, buy, use, and dispose ideas, goods, and services to satisfy their needs and wants. It refers to the actions of the consumers in the marketplace and the underlying motives for those actions.
This study will help in learning consumer behavior by studying different types of attitude of a consumer and it also includes different types of model to study consumer attiude.
The document discusses models of attitudes and strategies for attitude change. It describes several models of attitudes, including the tricomponent model with cognitive, affective, and conative components. Multi-attribute models examine how attitudes are composed of beliefs about various product attributes. The theory of reasoned action proposes attitudes influence intentions and behaviors. Strategies for changing attitudes include associating products with admired groups, altering beliefs about competitors, and changing the basic motivational function of attitudes.
The document discusses models of consumer attitude formation and change. It describes the tricomponent model of attitudes, which includes cognitive, affective, and conative components. It also discusses multiattribute attitude models that examine how beliefs about product attributes influence attitudes. Additional models covered are the attitude-toward-behavior model, theory of reasoned action, theory of trying to consume, and attitude-toward-the-ad model. The document also outlines strategies for changing consumer attitudes, such as associating products with admired groups or resolving conflicting attitudes. It describes theories like the elaboration likelihood model that help explain persuasion and attitude formation.
The document discusses consumer attitude formation and change. It covers key models of attitudes including the tri-component model looking at cognition, affect, and conation. It also discusses multi-attribute models like the attitude toward object model and the theory of reasoned action model. The document explores how attitudes are initially formed through experiences and influences. It also addresses how attitudes can later be changed, and the relationship between attitudes and behaviors.
Attitude and change - Consumer Behavior Flies Network
The document discusses theories of consumer attitude formation and change. It describes attitudes as learned predispositions to behave favorably or unfavorably towards an object. It presents models of attitude structure, including the tricomponent model dividing attitudes into cognitive, affective, and conative components. Multi-attribute models examine how attitudes are composed of beliefs about an object's attributes. The theory of reasoned action includes subjective norms. Strategies for changing attitudes include associating products with groups, resolving conflicts, and altering attribute beliefs. Attribution theory examines how people explain events and how that affects attitudes.
Consumer Behaviour-Attitude, Tri module of attitude, Multi attribute module o...Gerald Michael
In a consumer behavior context, they are learned predispositions to behave in a consistently favorable or unfavorable way with respect to a given object (e.g., people, places, products, services or events)
Attitudes
Introduction. Consumer attitudes are a composite of a consumer’s (1) beliefs about, (2) feelings about, (3) and behavioral intentions toward some object--within the context of marketing, usually a brand or retail store. These components are viewed together since they are highly interdependent and together represent forces that influence how the consumer will react to the object.
attitudes
Beliefs. The first component is beliefs. A consumer may hold both positive beliefs toward an object (e.g., coffee tastes good) as well as negative beliefs (e.g., coffee is easily spilled and stains papers). In addition, some beliefs may be neutral (coffee is black), and some may be differ in valance depending on the person or the situation (e.g., coffee is hot and stimulates--good on a cold morning, but not good on a hot summer evening when one wants to sleep). Note also that the beliefs that consumers hold need not be accurate (e.g., that pork contains little fat), and some beliefs may, upon closer examination, be contradictory (e.g., that a historical figure was a good person but also owned slaves).
Since a consumer holds many beliefs, it may often be difficult to get down to a “bottom line” overall belief about whether an object such as McDonald’s is overall good or bad. The Multiattribute (also sometimes known as the Fishbein) Model attempts to summarize overall attitudes into one score using the equation:
That is, for each belief, we take the weight or importance (Wi) of that belief and multiply it with its evaluation (Xib). For example, a consumer believes that the taste of a beverage is moderately important, or a 4 on a scale from 1 to 7. He or she believes that coffee tastes very good, or a 6 on a scale from 1 to 7. Thus, the product here is 4(6)=24. On the other hand, he or she believes that the potential of a drink to stain is extremely important (7), and coffee fares moderately badly, at a score -4, on this attribute (since this is a negative belief, we now take negative numbers from -1 to -7, with -7 being worst). Thus, we now have 7(-4)=-28. Had these two beliefs been the only beliefs the consumer held, his or her total, or aggregated, attitude would have been 24+(-28)=-4. In practice, of course, consumers tend to have many more beliefs that must each be added to obtain an accurate measurement.
Affect. Consumers also hold certain feelings toward brands or other objects. Sometimes these feelings are based on the beliefs (e.g., a person feels nauseated when thinking about a hamburger because of the tremendous amount of fat it contains), but there may also be feelings which are relatively independent of beliefs. For example, an extreme environmentalist may believe that cutting down tree
The document discusses consumer attitudes and models of attitude formation. It defines an attitude as a learned tendency to evaluate things in a positive or negative way. The tri-component model views attitudes as composed of cognitive, affective, and behavioral components. Other models discussed include the multi-attribute model, which examines how beliefs about product attributes influence overall attitude, and the theory of reasoned action model, which integrates attitudes and social norms. The document also outlines various strategies for changing existing attitudes, such as changing beliefs, affect, behavior, or underlying motivations.
Consumer Attitude, formation and Change.pptxRabinRegmi7
This document discusses consumer attitude formation and strategies for attitude change. It defines consumer attitude and explains that attitudes have three components: cognitive, affective, and behavioral. Several structural models of attitude are presented, including the tricomponent attitude model. This model views attitudes as consisting of affective, behavioral, and cognitive components. The document also discusses factors that influence attitude formation, such as personal experiences, social influences, and exposure to advertising. Finally, it outlines several strategies that can be used to change attitudes, such as persuasion, education, social influence, cognitive dissonance, self-perception, and increasing self-esteem.
This document discusses consumer learning and the factors that influence it. It covers:
1. Types of learned behaviors including physical, symbolic, and problem solving.
2. Four elements of learning: motives, cues, responses, and reinforcement.
3. Theories of learning including cognitive learning processes, behavioral learning theories like classical and operant conditioning, and modeling processes.
4. External influences on consumer behavior such as culture, subculture, social class, and reference groups.
This document discusses key concepts related to attitudes and persuasion in consumer behavior. It begins by defining attitudes and explaining their power and complexity. It describes several ways that attitudes are formed, including classical and instrumental conditioning as well as complex cognitive processes. The chapter then discusses theories for how attitudes are structured and maintained, including consistency theories like cognitive dissonance theory. It also covers multi-attribute attitude models for predicting consumer attitudes based on beliefs about product attributes. The chapter concludes by examining how marketers can attempt to change consumer attitudes through persuasive communications, focusing on source credibility and attractiveness as well as message-related factors.
This document appears to be a term paper for a consumer behavior course focusing on Apple's iPad. The paper includes 3 chapters: a literature review on attitudes and focus group research, an implementation and analysis of a focus group conducted on consumer attitude change regarding the iPad, and a conclusion. The first chapter provides background on concepts like the power of attitudes, how attitudes are formed, focus group research methodology, and models of attitudes and their effects on consumer behavior. The second chapter will discuss conducting and analyzing a focus group on attitudes toward the iPad. The third chapter will draw conclusions.
The document discusses various models of consumer attitude formation and change. It describes the tri-component attitude model which includes cognitive, affective, and conative components. The cognitive component represents beliefs, the affective represents feelings/emotions, and the conative represents intentions or likelihood of behavior. Multi-attribute attitude models portray attitudes as a function of perceptions and assessments of key attributes. The elaboration likelihood model describes two routes to persuasion: central and peripheral. Behavior can precede or follow attitude formation according to cognitive dissonance theory and attribution theory.
The document provides an overview of various concepts related to consumer behaviour. It discusses 15 concepts including the Howard-Sheth model of buying behaviour, Freudian theory, cognitive learning theory, attitude change, Webster and Wind model of organizational buying behavior, trait theory, stages in information processing, factors influencing consumer buying behavior, EKB model, social stratification, consumer perception, neo-Freudian theory, evolution of consumer behaviour, Sheth’s industrial buyer behaviour model, and Howard model. For each concept, it provides a brief description and examples.
The document discusses four general models of consumer behavior:
1) The economic model views consumers as rational actors seeking to maximize utility given scarce resources.
2) The psychological model views behavior as learned through stimuli, responses, and reinforcements.
3) The psychoanalytic model examines subconscious motives and how perception and experiences influence decisions.
4) The sociological model emphasizes the impact of social groups, culture, and reference groups on consumption patterns.
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2. CONTENTS
1. ATTITUDE
2. NATURE OF ATTITUDE
3. FACTORS OF ATTITUDE
4. CONSUMER ATTITUDE
5. COMPONENTS
6. STRUCTURAL MODELS
7. ISSUES IN FORMATION OF ATTITUDES
8. CONCLUSION
3. ATTITUDE
An Attitude is a psychological construct, it is a mental
and emotional entity that inheres in, or characterized a
person.
Attitude is a settled way of thinking or feeling about
something.
An attitude is an evaluation of an attitude object,
ranging from extremely negative to extremely positive.
An attitude can be as a positive or negative evaluation
of people, objects, events, activities, and ideas.
4. NATURE OF ATTITUDE
Attitude are a complex combination of things we tend
to call personality, beliefs, values, behaviors, and
motivations.
An attitude exists in every person’s mind
Attitude very in there strength
Attitude provides us with internal cognitions or beliefs
and thoughts about people and objects.
Attitude reflects a consumer’s value
Attitudes are learned
Different situations influence attitudes
6. CONSUMER ATTITUDE
Consumer Attitude are a composite of a consumer’s
Beliefs
Feelings
Behavioural Intentions
These components are viewed together since they are
highly interdependent and together represents forces that
influence how the consumer will react to the object.
7. BELIEFS
The first component is beliefs. A consumer may hold
both positive beliefs towards an object as well as
negative beliefs. In addition, some beliefs may be neutral
and some may be differ in valance depending on the
person or the situation. Note also that the beliefs that
consumers hold need not be accurate and some beliefs
may, upon closer examination, be contradictory.
8. FEELINGS
Consumer also hold certain feelings towards brands or
other objects, but there may also be feelings which are
relatively independent of beliefs.
9. BEHAVIOURAL INTENTION
The behavioural intension is what the consumer plans to
do with respect to the object. As with affect, this is
sometimes a logical consequence of beliefs (or affect),
but may sometimes reflect other circumstances.
12. THE TRICOMPONENT MODEL
COGNITIVE
The knowledge and perception that are acquired by a
combination of direct experience with the attitude
object and related information from various sources,
Example- LCD & LED
It is important from viewpoint of developing brand and
new product are launched.
13. THE TRICOMPONENT MODEL
AFFECTIVE
A consumer’s emotions or feelings about a particular
product or brand
This emotions are treated by consumer researchers as
primarily evaluation in nature
14. THE TRICOMPONENT MODEL
CONATIVE
The tendency that an individual will undertake a
specific action or behave in a particular way with regard
to the attitude object.
It is frequently treated as an expression of consumer’s
intention to buy
15. MULTIATTRIBTE ATTITUDE
MODELS
Attitude models that examine the work of consumer
attitudes in terms of selected products attributes or
beliefs.
This model breaks down the consumer’s overall attitude
(that is, view of each brand) into smaller components.
These components are the individual product features,
functions and perceived benefits – which are collectively
known as product attributes.
16. MULTIATTRIBUTE ATTITUDE
MODELS
The attitude-towards-object model
Attitude is function of evaluation of product- specific
beliefs and evaluation
Useful to measure attitudes towards brands or
products
What customer feel are important feature
For example – LCD vs. LED
17. MULTIATTRIBUTE ATTITUDE
MODELS
The attitude-towards-behaviour model
Is the attitude toward behaving or acting with respect
to an object, rather than the attitude toward the object
itself
Corresponds closely to actual behaviour
For example- BMW
19. THE TRYING-TO-CONSUME
MODEL
o An attitude theory designed to account for the many
cases where the action or outcome is not certain but
instead reflects the consumer’s attempt to consume ( or
purchase)
o As per this theory, the action or act of behavior is
directed towards a goal.
o The theory of trying to consume replaces behavior (as
proposed by Fishbein in the theory of reasoned action
model) by trying to behave.
20. THE TRYING-TO-CONSUME
MODEL
For example, taking Arjun’s example forward:
1. Act of trying: Arjun is trying hard to get a good GMAT
score.
- Trying is impacted by:
a) Intention to try: Arjun has a positive intention towards
trying for the GMAT exam
b) Frequency of past trying: He has already been able to
clear competitive exams in the past.
c) Recency of past trying: Arjun appeared for a
competitive exam one year ago.
21. THE TRYING-TO-CONSUME
MODEL
2. Intention to try is impacted by:
a) Attitude towards trying: Arjun says that he will apply
for the GMAT
b) Frequency of past trying: He has already been able to
clear competitive exams in the past.
c) Social norm towards trying: Arjun’s parents encourage
him to write the GMAT.
22. THE TRYING-TO-CONSUME
MODEL
3. Attitude towards trying is impacted by:
a) Attitude towards success: Arjun wants to get a good
GMAT score so that he can get into a good business
school.
b) Expectation towards success: Arjun believes that he
would be able to get a good GMAT score.
c) Attitude towards failure: Arjun does not want to fail
the GMAT exam.
d) Expectation towards failure: Arjun believes that he
would not fail the GMAT exam.
e) Attitude towards process: Arjun is ready to study hard
for the GMAT.
23. ATTITUDE-TOWARDS-THE-AD
MODEL
o A model that proposes that a consumer forms various
feelings ( affects ) and judgements (cognitions) as the
result of exposure to an advertisement, which, in turn,
affect the consumer’s attitude toward the ad and attitude
toward the brand.
o The theory behind the model states that consumers
form judgments and feelings as a result of exposure to
an advertisement.
24.
25. FUNCTIONS OF ATTITUDE
1. Adjustment function
- Attitude helps consumers adjust to situation.
2. Ego defensive function
- Attitudes are formed to protect the ‘ego’
3. Value expressive function
- A consumer’s attitudes are often a reflection of their
values.
4. Knowledge function
- Attitudes help consumers make decisions and
process and filter information.
26. ISSUES IN ATTITUDE
FORMATION
How attitudes are learned
Conditioning and experience
Knowledge and beliefs
Sources of influence on attitude formation
Personal experience
Influence of family, friend, direct marketing & mass
media
Personality factors
Celebrity personality
27. CONCLUSION
It is important to
understand what
consumers like and dislike.
Attitudes, representing
these likes and dislikes,
strongly influence
intensions. These attitudes
are formed from one’s
beliefs and feelings about
the attitude object.