This document discusses consumer attitude and behavior. It defines attitude as a learned tendency to respond favorably or unfavorably to something. Attitudes have three components - affect, beliefs, and behavioral intentions. Attitudes are formed through observational learning, classical conditioning, genetics, and instrumental learning. They can be changed through persuasion and cognitive dissonance reduction. Attitudes serve important functions for consumers, including expressing values and identity, gaining utility and knowledge, and reducing inconsistency in thoughts and actions.

1. CONSUMER BEHAVIOUR
&
ATTITUDE
By - Vijyata
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2. Content
◦What is Attitude
◦Components of Attitude
◦Function of attitude in consumer
buying behaviour
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3. ATTITUDE
An attitude is a learned predisposition
to behave in a consistently
favourable or unfavourable way
with respect to a given object
(product/idea/concept).
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4. ◦Like or Dislike of objects
◦Lasting evaluation of virtually every and any
aspect of social world
◦Constant scrutinization
◦Occurs within a situation/event/circumstance
Attitude formation
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5. Affect
Belief
Behavioural
Intentions
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6. Formation
of Attitude
Observational
learning
Classical
Learning
Genetic
factors
Instrumental
learning
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7. How positive attitude can be formed?
Attitude
Change
Persuasion
Cognitive
Dissonance
Reduction
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8. Persuasion
Any external message directed towards
consumer to persuade them. It can follow-
Central Route
- Supplying enough information to the
consumer to persuade
Peripheral Route
- Using influencers, celebrities , endorsers
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9. Cognitive Dissonance Reduction
Cognitive dissonance is caused due to attitude discrepancy ,
when you believe something else and say/behave the opposite.
Consumer undergoes an attitude change on his own by resolving
attitude discrepancy. Attitude discrepancy can be resolved by –
Changing or modifying attitude.
Look for additional information which supports our
attitude
Trivialize the matter (not significant)
Move forward but leave the thought intact
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10. Functions of Attitudes
◦Utilitarian Function − Attitude can be
changed positively by stating the utility of the
product.
◦Ego Defensive Function − Attitudes are
formed to protect the ego. We all are bothered
about our self-esteem and image so the product
boosting our ego is the target of such a kind of
attitude. classesbyVijyata

11. Functions of Attitudes
◦ Value Expression Function − Attitudes usually represent the
values the individual posses. We gain values, though our
upbringing and training. Our value system encourages or
discourages us to buy certain products. For example, our
value system allows or disallows us to purchase products
such as cigarettes, alcohol, drugs, etc.
◦ Knowledge Function − Individuals’ continuously seeks
knowledge and information. When an individual gets
information about a particular product, he creates and
modifies his attitude towards that product.
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12. THANK YOU
For any SAWAAL or SUJHAW, write to me Vijyata.rwc@gmail.com or
comment in the comment box
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