How are attitudes formed?

Submitted To:Prof. Harleen Sahni

Submitted By:Rajvee ParmarRazin HussainRutuja FukeSanjeet Singh(MFM-2)

We examine attitude formation by dividing into three areas:

How attitudes are learned,Sources of influence on attitude formationImpact of personality on attitude formationHow attitudes are learned:shift from having no attitude toward a given object to having an attitude is learned.

The learning may come from information exposure, consumers own cognition (knowledge or belief), or experience.

Consumers may form an attitude before or after a purchase.Attitudes are generally formed throughRepeated exposure to novel social objects

Classical conditioning

Operant conditioning

Exposure to live and symbolic models.Sources of influence on attitude formation:

Personal experience, friends and family, direct marketing, or mass media.

Personality factors

Such as high/low need for cognition(information seeking), and social status consciousnessClassical Conditioningan established brand name is an unconditioned stimulus that has resulted in a favorable brand attitude through past positive reinforcement.

A new product, which is yet to be linked to the established brand, would be the conditioned impulse.

For Ex-By giving a combined hand and nail lotion the benefit of a well known and respected family name Vaseline Intensive Care the marketers are counting on an extension of the favorable attitudes that already associated with the Vaseline brand name to the new product.Instrumental ConditioningConsumer can purchase a brand without having attitude toward it.

The may buy a brand to make a trail purchase of a new brand from a product category in which the feel like a personal involvement .

If the find brand to be satisfactory ,they are likely to develop a favorable attitude toward it.

Source of influence on attitude formationDirect and Past experiencePersonal experience, The influence of family and friends,Direct marketing and mass media.Personality factorDirect and Past ExperienceThe primary means by which attitudes towards goods and services are formed is through the direct experience of trying them.

Recognizing is the most important of direct experience, marketers frequently attempt to stimulate trial of new products by offering cents-off coupons or free samples. Personal InfluenceAs we come in contact with others, especially family ,close friends and admired individuals, we form attitude that influence our lives.

The family is an extremely important source of influence on the formation of attitude.

For ex: Children growing up in France might initially dislike drinking wine ,but by observing the family members ,they generally learn to enjoy it with most of their meals.Personality factorPersonality also plays a critical role in attitude formation. Individuals with a high need for cognition (i.e., those who crave information and enjoy thinking) are likely to form positive attitudes in response to ads or direct mail that are rich in product-related information

Personality plays a critical role in attitude formation

E.g. Individual with crave of information are likely to form positive attitude through ads, mails etc.

Direct Marketing

Marketing on the basis of demographic, psychographic and geo-demographic profiles with highly personalized product offerings

E.g. Golf clubs for left handed people

Direct marketing have excellent chances of influencing target consumers

Exposure to mass Media

Mass media is an important source of information

Exposure to new ideas, products, opinions and advertisement through mass media

THANK YOU!!!