CONSUMER

ATTITUDES
By: Ms. Caren Laveena Crasta

1
 Attitudes

•A learned predisposition to behave in a

consistently favorable or unfavorable manner
with respect to a given object.
•How +ve or –ve ,favorable or unfavorable,
pro or con a person feels towards an object.

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Structural Models of Attitudes

 Tri component Attitude Model

 Multi attribute Attitude Model

 Trying – to – Consume Model

 Attitude – Toward – the – Ad Model

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1. TRICOMPONENT ATTITUDE MODEL

Conative

Affective
Cognitive

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COGNITIVE COMPONENT
The knowledge and perceptions that are
acquired by a combination of direct
experience with the attitude object and
related information from various sources.

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AFFECTIVE COMPONENT
 A consumer’s emotions or feelings about a particular
product or brand.
 Extent to which individual rates attitude object good or
bad.
 e.g happiness, distress, guilt, anger, disgust, surprise
which may amplify /enhance the +ve or -ve experiences.

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CONATIVE COMPONENT

 The likelihood or tendency that an individual

will undertake a specific action or behave in a
particular way with regard to the attitude
object.
 Expression of consumers intention to buy.

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2.MULTI ATTRIBUTE ATTITUDE
MODELS

 The attitude-toward-object Model

 The attitude-toward-behavior Model
 Theory of reasoned – action Model

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ATTITUDE TOWARD
OBJECT MODEL
Product: Broadband Internet Access

BRAND ATTRIBUTES BELIEFS EVALUATION

Cable Internet Speed Faster than DSL ++++
Access

DSL Internet Speed Slower than -

Access Cable

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Attitude-Toward-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).

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Study on Online Shopping
Consumer behavior – Nine benefits
 Effectiveness and modern
 Purchase convenience
 Information abundance
 Multiform and safety
 Service quality
 Delivery speed
 Homepage design
 Selection freedom
 Company name familiarity

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Theory of Reasoned Action

A comprehensive theory of the

interrelationship among attitudes,

intentions, and behavior.

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 Beliefs that
Fishbein’s
behavior B leads Behavioral
to salient Intentions
consequences
Attitude
Model
Evaluation of toward
salient behavior B
consequences

Beliefs that
relevant others Intention Behavior
think I should
perform the
behavior B

Motivation to Subjective
comply with norm about
relevant others behavior B
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3. THEORY OF TRYING TO
CONSUME MODEL
 Designed to account for many cases in which
the action or outcome is not certain but
instead reflects the consumer’s attempts to
consume
 Personal impediments
 Environmental impediments

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4. ATTITUDE TOWARD THE
AD MODEL

 Consumer forms various feelings

(affects) and judgments (cognition) as

the result of exposure to an ad.

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 ATTITUDE FORMATION
 How attitudes are learned
 Sources of influence on attitude
formation
 Impact of personality on attitude
formation

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STRATEGIES OF ATTITUDE
CHANGE
 Changing the consumer’s basic motivational
function
 Associating the product with an admired group
or event
 Resolving two conflicting attitudes
 Altering components of multi-attribute model
 Changing consumer beliefs about competitors
brand Ms. Caren Laveena Crasta 17
1. Changing Consumer’s Basic
Motivational Function

 Utilitarian Function

 Ego – Defensive Function

 Value – Expressive Function

 Knowledge Function

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Utilitarian Function

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Ego defensive function

Attitudes that are

formed to protect the
person, either from
external threats or
internal feelings of
insecurity

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Value Expressive Function
 Attitudes are an expression or reflection of
consumers general values, lifestyle and outlook
 A person forms a product attitude not because of
objective product benefits, but rather because of what
using the product says about him or her as a person

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 Knowledge Function

 Individuals need
to know and
understand the
people and things
they contact

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2. Associating the
product with an
admired group or
event
 Cause and Sponsor
 Example: CRY greeting
cards is associated with a
cause and all contributions
go to UNICEF

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3. Resolving two conflicting
attitudes
 Moving from negative to positive
attitude
 Example: Conflicting attitude - Saffola
oil though healthy not tasty.

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4. Altering Components of
Multi Attribute Model
 Changing relative evaluation of
attributes
 Changing brand beliefs
 Adding an attribute
 Changing the overall brand rating

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Changing relative evaluation
of attributes
 Differentconsumer segments - Different
brands – Different features and benefits

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Changing brand beliefs
 Changing beliefs or perceptions about
the brand
 More or better or best – product
attribute

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Adding an attribute
 Previously ignored or one that represe4nts an
improvement or technological innovation

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Changing the overall brand
rating
Company Punchlines

Amazon.com Earth’s biggest bookstore

HP invent Everything is possible

BMW The ultimate driving machine

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5. Changing consumer beliefs
about competitors brands

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ELABORATION LIKELIHOOD
MODEL (ELM)
 Proposes the more global view that
consumers attitudes are changed by two
distinctly different routes to persuasion
 Central route
 Peripheral route

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CENTRAL ROUTE
 Motivation or ability to assess the attitude
object is high i.e., seeks out information
 careful scrutiny of a persuasive message
 on the basis of the positive or negative thoughts
generated, attitude change may occur

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PERIPHERAL ROUTE
 Outcome of secondary inducements i.e., free
samples, great packaging etc.
 no careful scrutiny of persuasive message
 look for “cues” in the persuasion context

• source expertise

• sheer number of arguments presented

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BEHAVIOR CAN PRECEDE
OR FOLLOW ATTITUDE
FORMATION

 COGNITIVE DISSONANCE THEORY

 ATTRIBUTION THEORY

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COGNITIVE DISSONANCE
THEORY

• Consumers experience a feeling of

doubt , discomfort or anxiety after a
relatively high involvement purchase
decision.
• Postpurchase dissonance occurs after the
purchase
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COGNITIVE DISSONANCE
THEORY
Tactics that consumers can use to reduce dissonance include
reduction:
 By rationalizing the decision as being wise.
 By seeking out advertisements that support the original reason
for choosing the product.
 By trying to “sell” friends on the positive features of the brand.
 By looking to known satisfied owners for reassurance.

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ATTRIBUTION THEORY

 Attribution theory attempts to explain

how people assign causality to events

on the basis of either their own behavior

or the behavior of others.

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ATTRIBUTION THEORY
PERSPECTIVES

a) Self perception theory

b) Foot – in – the – door technique

c) Attributions toward others

d) Attributions toward things

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 SELF PERCEPTION
THEORY
 Internal attribution—giving yourself credit for the
outcomes—your ability, your skill, or your effort.
 External attribution—the purchase was good because
of factors beyond your control—luck, others
assistance etc.
 Defensive attribution—consumers are likely to accept
credit personally for success, and to credit failure to
others or to outside events.

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FOOT IN THE DOOR
TECHNIQUE
 Based on the premise that individuals look
at their prior behavior (e.g., compliance with
a minor request) and conclude that they are
the kind of person who says “Yes” to such
requests (i.e., an internal attribution).

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ATTRIBUTIONS TOWARD
OTHERS
 Every time you ask “Why?” about a
statement or action ofanother or “others”—a
family member, a friend, a salesperson,a
direct marketer, a shipping company— attrib
u tion towardoth ers theory is relevant.

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ATTRIBUTIONS TOWARD
THINGS
 It is in the area of judging product
performance that consumers are most likely
to form product attributions toward things.
 Specifically, they want to find out why a
product meets or does not meet their
expectations.

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HOW WE TEST OUR
ATTRIBUTIONS
Criteria for collecting information

 Distinctiveness

 Consistency over time.

 Consistency over modality

 Consensus

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THANK

YOU
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