ATTITUDE

Attitude

A learned predisposition to

behave in a consistently favorable or

unfavorable manner with respect to a

given object.

We can say that:1. Attitudes are learned . That is, they get formed on the basis

of some experience with or information about the object2. Attitudes are predisposition , as such they reside in the mind Attitudes can be used to predict behaviour. If you show a

favourable attitude toward a new product concept , then market predicts that when the new product is available , you are likely to buy it.

Attitudes as evaluationsAttitudes are our evaluation of object,people,brands,products,orOrganisations and so on.people evaluate thes terms of their

godness,likability,or desirability.We can check it by asking “How you like Alto car as a owner?”

“What is your opinion about “The Windo”magazine?”

ROBERT DYAS Defining new ways of using its floor space for

garden and independent home products to augment the customer’s Internet experience.First experience then place order on internet.You can measure the size of equipment whether you have space in your house or not?

To manage different customer attitudes toward a brand can be seen at John Lewis department stores in CP,New Delhi.

Adjacent o women’s dressing rooms the “Boyfriend area” has been intriduced where partners can sit down and listen to music records,read newspapers and have a coffee

A Company Which Specializes in Attitude Measurement

weblink

This attempts to change the

attitude toward

calcium in a soft drink situation.

Structural Models of Attitudes

• Tricomponent Attitude Model• Multiattribute Attitude Model• The Trying-to-Consume Model• Attitude-Toward-the-Ad Model

CONCEPTUAL FRAMEWORK ATTITUDES

Three component model1. Cognition2.Affect3.ConationATTITUDE CHANGEPsychological Processes1. Learning theories2. Attribution Processes3. Cognitive Consistency Theories4. High-Low-Involvement

information processingATTITUDES1. Multiattribute Models2. Functional Theory of Attitude

User

Payer

Buyer

Cognition

A Simple Representation of the Tricomponent Attitude Model

THREE COMPONENT MODEL OF ATTITUDE

Psychologists have identified three underlying dimensions to global attitude:

1. Cognition-Knowledge2. Affect- Feeling3. Conation-Action That is ,when we hold an attitude about an object,Typically it is based on some knowledge and beliefs about the

object.We feel some positive or negative emotion toward it,and we want to act in certain way toward it-either embracing it or spurning it.

COGNITIONS Cognitions or thoughts about brands or objects are also

called beliefs.Beliefs are expectations as to what something is or not or what something will or will not do.

Statements of belief connect an object(person,brand,store) to an atribute or benefit.A brand belief is a thought about a specific property or quality of the brand.Customers’ beliefs about purchasing foreign and domestic productd are captured in a construct called Ethnocentrism.Shimp and Sharma developed an instument called the CETSCALE that measures consumers’ ethnocentric tendencies toward purchasing foreign made versus domestic made products

AFFECTAffect is the feelings a person has toward an object or emotions

that object evokes for the person.CONATIONConation is the action a person wants to take toward the object.

Attitude Component: Cognition or Belief, Affect or Feelings , Conations or Actions

Attitude Object:(A) DHL,for Shipping a Business’s small packagesC: DHL is very reliable in its service,more economical

than other package-carrier services.A: When I ship by DHL, I feel secureCONATIONS: I use DHL for my shipping more than I use

other carriers(B) Shopping for Airline Tickets on the InternetC: For my airlines tickets,shopping on the internet is

very convenient,can find cheapest fares by shopping on net

A: Totally cool,Confusing,Boring,Enjoyable ,pain in ineck terible

CONATIONS:Have used the net for my travel airline tickets recently.

Hieerarchies in Attitude

1.Learning: Cognitive Affective Actions Tourist spot>travel

time>Cost>Hotel>Rafting,SteamBoat

Emotional

Low investment

Learning

2.Emotional:TV show> AXN Channel>Live scene of

Goa Sea beach>Students>FUNYou decided to go to Goa. Affect>Conation> Cognition