Consumer AttitudePresented by Balachandar K.

What are attitudes?

Attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object.

Attitude are learned predisposition

Attitudes have consistency

Attitudes occur within a situation

Linkages in attitude formation

Structural Models of AttitudeTricomponent Attitude Model

Multiattribute Attitude Model

Theory of trying to consume model

Attitude toward the ad model

Tricomponent attitude modelThe Cognitive Component

◦ Knowledge + Perception+ Direct Experience = Beliefs

The Affective Component ◦Emotions or feelings ( Happiness, Anger etc)◦Mood affects the purchase

The Conative Component◦Likelihood or tendency. Consumer Intention

to buy.

Multiattribute Attitude ModelAttitude Towards Object ModelAttitude Towards Behavior ModelTheory of Reasoned Action Model

Attitude towards object model

Product: Internet

BRAND ATTRIBUTES BELIEFS EVALUATION

Cable Internet Access

Speed Faster than DSL

++++

DSL Internet Access

Speed Slower than Cable

-

Data Card Speed Slower than DSL

----

Attitude towards 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).

Theory of Reasoned ActionInterrelationship among attitudes,

intentions, and behavior.

Behavior is a function of 2 things:

Attitudes toward a specific action◦What will happen if I engage in this

behavior?◦Is this outcome desirable or

undesirable

Subjective norms regarding that action◦Normative beliefs: others

expectations◦Motivation to comply: do I want to

do what they tell me? How much? Why?

Theory of Trying to Consume Model

The actions and outcomes are not certain but instead reflects the consumer’s attempt to consume.

Personal Impediments

Aiming to reduce weight and willing to consume more burgers

Environmental Impediments

First fifty members will get 50% discount, this will prevent the desired action.

Attitude Towards Ad Models

Exposure to ad

Attitude towardthe brand

Attitude towardthe ad

Feelings fromthe ad (affect)

Beliefs aboutthe brand

Judgments aboutthe ad (cognition)