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)