Consumer AttitudeAn IntroductionAttitudesHow do marketers get consumers to form a certain attitude towards their product?How do marketers change consumers attitudes towards products/brands?What is an attitude?A learned predisposition to respond to an object or a class of objects in a consistently faorable or unfaorable way!Attitudes are relatiely enduring!Attitudes are situation"related!What are the sources of attitudes?#$perience%#arly e$perience&amily influence'nowledge%What we knowWhat we hae seen/heard Attitudes " definedAn attitude may be defined as a learned predisposition to respond in a consistently faourable or unfaourable manner with respect to a gien objectHow are attitudes formed?(Conditioning)*earning can occur from repeated e$posure to stimuli)We are more likely to deelop a positie attitude towards behaiour that continually brings rewards(+odelling),eelop attitudes by watching others that we trust or respect(Cognitie *earning)Inoles problem soling or reaching logical conclusions based on information&orming Attitudes- continuedAttitudes are created directly!.ehaioral learning+ere e$posureAttitudes are created by first creating behaiors!Consumers respond to strong situational or enironmental forces- and after engaging in the behaior- form attitudes about the e$perience!(AttitudesAttitudes)Attitude components:(Cognitie(Affectie (.ehaioralAttitude ComponentsCognitiveindividuals knowledge about an object or concept.Affectivedeals with feelings or emotional reactions.Behavioraltendencies to act in a certain manner.(+arketers decide which attitude component will drie consumer preferencesAttitude Components and +anifestationAttitude ComponentsAttitude Components/he cognitie component cognitie component consists of a consumers beliefs about an object!/he multi"attribute attitude model multi"attribute attitude model proides a measure of a consumers oerall attitude and ealuation of a brand!/he oerall cognitie component becomes more faorable as%/he number of positie beliefs increase/he e$tent to which each belief is more e$tremely positie/he ease of recall of positie beliefs increasesCognitie Component Cognitie ComponentAttitude ComponentsAttitude Components&eelings or emotional reactions to an object represent the affectie component affectie component of an attitude!+arketers are increasingly turning their attention to the affectie or 0feeling1 component to proide a richer understanding of attitudes than that based solely on the cognitie or 0thinking1 component!Affectie Component Affectie ComponentAttitude ComponentsAttitude Components/he behaioral component behaioral component of an attitude is ones tendency to respond in a certain manner toward an object or actiity! .ehaioral Component .ehaioral ComponentActual behaiors reflect these intentions as they are modified by the situation in which the behaior will occur!Attitude ComponentsAttitude ComponentsAttitude components2cognitie cognitie- affectie affectie- and behaioral behaioral2tend to be consistent!Howeer- the degree of apparent consistency can be reduced by a ariety of factors!+arketers must incorporate these factors when deeloping persuasie messages and strategies!Attitude Component Consistency Attitude Component Consistency33"34Attitude ComponentsAttitude Components5een factors may account for inconsistencies%5een factors may account for inconsistencies%3! 3! *ack of 6eed *ack of 6eed7! 7! *ack of Ability *ack of Ability8! 8! &ailure to Consider 9elatie Attitudes &ailure to Consider 9elatie Attitudes:! :! Weakly Held .eliefs and Affect Weakly Held .eliefs and Affect4! 4! &ailure to Consider Interpersonal Influence &ailure to Consider Interpersonal Influence;! ;! &ailure to Consider 5ituational &actors &ailure to Consider 5ituational &actorstilitarian function" attitudes are formed to reach a particular goal! Instrumental attitudes are formed because of the actiation of certain needs!#go"defensie function"it is associated with psychology- it is formed to aoid certain frustrations and threats!'nowledge function"it is used to e$press a persons alue!=alue"e$pressie function" it helps organi?e and form meaningful structure which he will ealuate the arious aspects of his world!+easuring Attitude ComponentsCognitie Component@+easuring .eliefs about 5pecific Attributes >sing the 5emantic ,ifferential 5caleA,iet CokeStrong taste Mild tasteLow priced High pricedCaffeine free High in caffeineDistinctive in Similar in taste totaste most+easuring Attitude ComponentsAffective Component@+easuring &eelings about 5pecific Attributes >sing *ikert 5calesA NeitherAgreeStrongly nor StronglyAgree AgreeDisagree Disagree Disagree li!e the taste of Diet Co!e" Diet Co!e is overpriced" Caffeine is #ad for yourhealth" li!e Diet Co!e" +easuring Attitude Components$ehavioral Component@+easuring Actions or Intended ActionsA%he last soft drin!consumed was a &&&&&&&&&&&&&&&&&&&" usually drin!&&&&&&&&&&&&&&&&soft drin!s"'hat is the li!elihood you will #uy Diet Co!eDefinitely will #uy the ne(t time you purchase a soft drin!)*ro#a#ly will #uyMight #uy*ro#a#ly will not #uyDefinitely will not #uy