Consumer Behavior Unit 8 :

AttitudeMrs. Shubhangi

Dharma

ATTITUDE

Learned disposition

Feeling of a person towards an object

Attitude Research Core

Acceptance or Rejection of Idea

Consistent Behavior

Favorable or Unfavorable

ATTITUDE

Object – Specific consumption

Marketing Perspective – Product,

brand or service

Attitudes – Formed by experience

Result from behavior

Not synonymous

Attitudes occur within situation

MODELS OF ATTITUDE

Structural models of Attitude –

relationship between attitude &

behavior

Tri component model

Three major components:

1) Cognitive component

2) Affective component

3) Connactive component

THE COGNITIVE

COMPONENT Cognition – Knowledge & Perception

Acquired – Direct Experience &

related interpretation

Knowledge & perception – Belief

Belief – Attitude object possesses

attributes

Specific behavior – Specific outcome

THE AFFECTIVE

COMPONENT

Affective – Emotions or feelings

considered for evaluation

Assessment of the attitude object

Emotional state may enhance –

Positive or negative experience

THE CONACTIVE

COMPONENT Conation – Likelihood or tendency

Behavior/Action of consumer

Expression of consumer’s intention

AFFECT

CONATION

COGNITION

MULTI ATTRIBUTE ATTITUDE

MODEL

Measuring attitude towards object

Evaluation of product specific beliefs

Numerous attributes

Beliefs for attributes

An overall attitude

FORMULA FOR ATTITUDE

A∑ = NBE

Where,

A= Attitude

N=Number of Relative beliefs

E = Evaluation of intensity

B= Strength of Belief

This helps to understand attitudinal

structure

FORMATION OF ATTITUDE

Personal experience

Needs

Group association

Exposure to media

THEORIES OF ATTITUDE

How attitude develops

How attitude changes

Mind strives for harmony

Consistency among perceived attitude

Inconsistency must return to

consistency

CONGRUITY THEORY

Incongruity because of two different

attitude

Maintain congruency – balance

attitudes

Strong attitudes – difficult to change

Weak/moderate attitude – change

Application – use of celebrities

BALANCE THEORY

Unbalanced state – tension

Degree of tension = attitude changes

OBJECT

ATTITUDE ATTITUDE

COGNITIVE DISSONANCE

Psychological state –

I. Perceives two thoughts

II. Both the thoughts are true

III. Discrepancy between the two

Dissonance – logical inconsistency

Strong expectation – disconfirmed

Inconsistency between attitude &

behavior

COGNITIVE DISSONANCE

Tolerance up to minimum threshold

Action is irrevocable

Unselected objects – desirable

features

How to reduce –

1) Rationalize evaluation

2) Seek information to support

3) Alter some dissonance element