consumer attitude

CONSUMER

ATTITUDES

By: Ms. Caren Laveena Crasta

1

Attitudes

•A learned predisposition to behave in a

consistently favorable or unfavorable manner

with respect to a given object.

•How +ve or –ve ,favorable or unfavorable,

pro or con a person feels towards an object.

Ms. Caren Laveena Crasta 2

Structural Models of Attitudes

Tri component Attitude Model

Multi attribute Attitude Model

Trying – to – Consume Model

Attitude – Toward – the – Ad Model


1. TRICOMPONENT ATTITUDE MODEL

ConativeConative

AffectiveAffective

Cognitive


COGNITIVE COMPONENT

The knowledge and perceptions that are

acquired by a combination of direct

experience with the attitude object and

related information from various sources.


AFFECTIVE COMPONENT A consumer’s emotions or feelings about a particular

product or brand.

Extent to which individual rates attitude object good or

bad.

e.g happiness, distress, guilt, anger, disgust, surprise

which may amplify /enhance the +ve or -ve experiences.


CONATIVE COMPONENT

The likelihood or tendency that an individual

will undertake a specific action or behave in a

particular way with regard to the attitude

object.

Expression of consumers intention to buy.


2.MULTI ATTRIBUTE ATTITUDE MODELS

The attitude-toward-object Model

The attitude-toward-behavior Model

Theory of reasoned – action Model


ATTITUDE TOWARD OBJECT MODEL

BRAND ATTRIBUTES BELIEFS EVALUATION

Cable Internet Access

Speed Faster than DSL ++++

DSL Internet Access

Speed Slower than Cable

-

Product: Broadband Internet Access


Attitude-Toward-Behavior Model

A model that proposes that a consumer’s

attitude toward a specific behavior is a

function of how strongly he or she believes

that the action will lead to a specific

outcome (either favorable or unfavorable).


Study on Online ShoppingConsumer behavior – Nine benefits Effectiveness and modern Purchase convenience Information abundance Multiform and safety Service quality Delivery speed Homepage design Selection freedom Company name familiarity


Theory of Reasoned Action

A comprehensive theory of the

interrelationship among attitudes,

intentions, and behavior.


Beliefs that relevant others think I should perform the behavior B

Motivation to comply with

relevant others

Behavior

Subjective norm about behavior B

Attitude toward

behavior B

Beliefs that behavior B leads

to salient consequences

Evaluation of salient

consequences

Intention

Fishbein’s Behavioral Intentions

Model


3. THEORY OF TRYING TO CONSUME MODEL

Designed to account for many cases in

which the action or outcome is not certain

but instead reflects the consumer’s attempts

to consume

Personal impediments

Environmental impediments


4. ATTITUDE TOWARD THE AD MODEL

Consumer forms various feelings

(affects) and judgments (cognition) as

the result of exposure to an ad.


ATTITUDE FORMATION

How attitudes are learned

Sources of influence on attitude

formation

Impact of personality on attitude

formation


STRATEGIES OF ATTITUDE CHANGE Changing the consumer’s basic motivational

function

Associating the product with an admired

group or event

Resolving two conflicting attitudes

Altering components of multi-attribute model

Changing consumer beliefs about

competitors brandMs. Caren Laveena Crasta 17

1. Changing Consumer’s Basic Motivational Function

Utilitarian Function

Ego – Defensive Function

Value – Expressive Function

Knowledge Function


Utilitarian Function


Ego defensive function

Attitudes that are

formed to protect the

person, either from

external threats or

internal feelings of

insecurity


Value Expressive Function Attitudes are an expression or reflection of

consumers general values, lifestyle and outlook

A person forms a product attitude not because of

objective product benefits, but rather because of what

using the product says about him or her as a person


Knowledge Function

Individuals need

to know and

understand the

people and things

they contact


2. Associating the product with an admired group or event

Cause and Sponsor

Example: CRY greeting

cards is associated with a

cause and all contributions

go to UNICEF


3. Resolving two conflicting attitudesMoving from negative to positive

attitudeExample: Conflicting attitude - Saffola

oil though healthy not tasty.


4. Altering Components of Multi Attribute Model

Changing relative evaluation of

attributes

Changing brand beliefs

Adding an attribute

Changing the overall brand rating


Changing relative evaluation of attributesDifferent consumer segments - Different

brands – Different features and benefits


Changing brand beliefsChanging beliefs or perceptions about

the brandMore or better or best – product

attribute


Adding an attribute

Previously ignored or one that represe4nts

an improvement or technological innovation


Changing the overall brand rating

Company Punchlines

Amazon.com Earth’s biggest bookstore

HP invent Everything is possible

BMW The ultimate driving machine


5. Changing consumer beliefs about competitors brands


ELABORATION LIKELIHOOD MODEL (ELM)

Proposes the more global view that

consumers attitudes are changed by two

distinctly different routes to persuasion

Central route

Peripheral route


CENTRAL ROUTE

Motivation or ability to assess the attitude

object is high i.e., seeks out information

careful scrutiny of a persuasive message

on the basis of the positive or negative

thoughts generated, attitude change may occur


PERIPHERAL ROUTE

Outcome of secondary inducements i.e., free

samples, great packaging etc.

no careful scrutiny of persuasive message

look for “cues” in the persuasion context

• source expertise

• sheer number of arguments presented


BEHAVIOR CAN PRECEDE OR FOLLOW ATTITUDE FORMATION

COGNITIVE DISSONANCE THEORY

ATTRIBUTION THEORY


• Consumers experience a feeling of

doubt , discomfort or anxiety after a

relatively high involvement purchase

decision.

• Postpurchase dissonance occurs after the

purchase




Tactics that consumers can use to reduce dissonance include

reduction:

By rationalizing the decision as being wise.

By seeking out advertisements that support the original

reason for choosing the product.

By trying to “sell” friends on the positive features of the

brand.

By looking to known satisfied owners for reassurance.


Attribution theory attempts to explain

how people assign causality to events

on the basis of either their own behavior

or the behavior of others.

ATTRIBUTION THEORY


ATTRIBUTION THEORY PERSPECTIVES

a) Self perception theory

b) Foot – in – the – door technique

c) Attributions toward others

d) Attributions toward things


SELF PERCEPTION THEORY

Internal attribution—giving yourself credit for the

outcomes—your ability, your skill, or your effort.

External attribution—the purchase was good

because of factors beyond your control—luck, others

assistance etc.

Defensive attribution—consumers are likely to

accept credit personally for success, and to credit

failure to others or to outside events.


FOOT IN THE DOOR TECHNIQUE

Based on the premise that individuals look

at their prior behavior (e.g., compliance

with a minor request) and conclude that

they are the kind of person who says “Yes”

to such requests (i.e., an internal

attribution).


ATTRIBUTIONS TOWARD OTHERS

Every time you ask “Why?” about a

statement or action ofanother or “others”—

a family member, a friend, a salesperson,a

direct marketer, a shipping company—

attrib u tion towardoth ers theory is

relevant.


It is in the area of judging product

performance that consumers are most likely

to form product attributions toward things.

Specifically, they want to find out why a

product meets or does not meet their

expectations.

ATTRIBUTIONS TOWARD THINGS


HOW WE TEST OUR ATTRIBUTIONS

Criteria for collecting information

Distinctiveness

Consistency over time.

Consistency over modality

Consensus


THANK

YOUMs. Caren Laveena Crasta 44

consumer attitude

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