Scribd
Upload
22 views

Lesson - Attitudes

The document discusses consumer attitudes and how they are formed. It defines an attitude as a learned predisposition to behave favorably or unfavorably towards an object. Attitudes are learned from others in society and experiences. They have three components - cognitive, affective, and conative. Marketers can try to change consumer attitudes by altering beliefs about product attributes, using models that assess attribute importance, appealing to motivations like utility, security, values or knowledge functions, or providing more information. Changing attitudes is a difficult process.

Uploaded by

lingesh war
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
22 views

Lesson - Attitudes

The document discusses consumer attitudes and how they are formed. It defines an attitude as a learned predisposition to behave favorably or unfavorably towards an object. Attitudes are learned from others in society and experiences. They have three components - cognitive, affective, and conative. Marketers can try to change consumer attitudes by altering beliefs about product attributes, using models that assess attribute importance, appealing to motivations like utility, security, values or knowledge functions, or providing more information. Changing attitudes is a difficult process.

Uploaded by

lingesh war
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 28

Consumer

Attitudes

Chapter 5
Lecturer: Chandana Fonseka
Impact of Attitudes

• We understand the world through


perception. However, the way we behave
will be decided majorly by our attitudes

• As humans, we are not born with


'attitudes'. Indeed, we learn them from
others, particularly from the society
What are attitudes?
ATTITUDE is a learned predisposition to behave in a consistently
favorable or unfavorable way towards a given object

Could be either
An attitude • Favourable
They will get
Attitudes will gets created (positive +)
saved in our or Unfavourable
be learned towards (negative -)
minds
some object
Attitudes towards
Ayurvedic Medicine

• Ayurvedic medicine is
widely available in SL

• How is your attitude


towards ayurvedic
medicine – Favourable?
Unfavourable?
Attitudes towards Sinharaja Forest

How is your attitude towards Sinharaja Rain Forest?


Attitudes towards
Ayurvedic Medicine

• Ayurvedic medicine is
widely available in SL

• How is your attitude


towards ayurvedic
medicine – Favourable?
Unfavourable?
Attitude Personal experiences

Formation
Attitudes are directed at Observing other people's behaviour
objects, such as products,
product categories,
brands, organizations, services,
promotional messages, Cognitive evaluation (e.g. Polution)
websites, media, retailers, and
other entities
Influence by others (e.g. parents, teachers,
etc.)
We learn or form attitudes in
multiple ways
Religions and philosophies  Right/Wrong
(i.e. Values) & True/False (i.e. Beliefs)
Models in Attitudes
1 - The Tri-Component Attitude Model

Attitudes consist of 3 components:


cognitive, affective, and conative

Cognitive: A person’s knowledge of an object that the person


acquired from direct experience with the object and information
from various sources. This knowledge and perceptions commonly
are expressed as beliefs or judgements.
Attitude towards
Aji-no-moto
The Tri-Component Attitude Model

Attitudes consist of 3 components:


cognitive, affective, and conative

Cognitive: A person’s knowledge of an object that the person


acquired from direct experience with the object and information
from various sources. This knowledge and perceptions commonly
are expressed as beliefs or judgements.
Affective: The consumer’s emotions and feelings regarding the object.
These are considered evaluations and the assessment of the attitude
object (“good” or “bad”).
Your attitude towards
Sri Lankan Cricket
The Tri-Component Attitude Model

Attitudes consist of 3 components:


cognitive, affective, and conative

Cognitive: A person’s knowledge of an object that the person


acquired from direct experience with the object and information
from various sources. This knowledge and perceptions commonly
are expressed as beliefs or judgements.
Affective: The consumer’s emotions and feelings regarding the object.
These are considered evaluations and the assessment of the attitude
object (“good” or “bad”).

Conative: The likelihood that an individual will undertake a


specific action or behave in a particular way with regard to the attitude
object. In consumer research, the conative component is treated as
an expression of the consumer’s intention to buy.
Changing
Consumers
Attitudes
Consumers attitudes towards a certain product can be changed –
but it is a rather difficult

Three approaches are used:

Approach 1 - Changing the product's beliefs, overall image and beliefs


about competitor products
Fonterra and Anchor
• Anchor was suspended in 2014
complaining that its milk powder
contains a harmful chemical DCD
(dicyandiamide)
• This impact on sales drastically
and tarnished the image too
• Fonterra had to carefully tackle the
issue and strategically rectify the
negative impact
• Consumers attitudes towards a certain product can be changed –
but it is a rather difficult

Two approaches are used:

Approach 1 - Changing the product's beliefs, overall image and beliefs


about competitor products

Approach 2 - Using multivariate attribute models


Multi-attribute Attitude Models
Models that portray​ consumers’ attitudes as​ functions of their
assessments​ of the objects’ prominent​ attributes
Reputation

Attitude = f(assessments of multiple prominent attributes)


Customer service

Example: Attitudes towards SLIM


Range of
qualifications

Affordability

Recognition
of
qualifications
Multi-attribute Attitude Models
Models that portray​ consumers’ attitudes as​ functions of their
assessments​ of the objects’ prominent​ attributes

Attitude = f(assessments of multiple prominent attributes)

There are several multi-attribute attitude models:

1 – Tri-component attitude model


2 - Attitude-toward-object model
3 - Attitude-toward-behavior model
4 - Attitude-toward-ad model
5 - Attitude-toward-social-media posts model
Attitude-toward-object model​

Attitude-toward-object model: A model


stating that a consumer’s attitude toward a
product or brand is a function of the presence
of certain attributes and the
consumer’s evaluation of those attributes.

In other words, consumers generally have


favorable attitudes toward those brands
that they believe have better performance on
the attributes that they view as important.
Attitude-toward-behaviour model​

A model stating 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)

This focuses more on the consumer's


behavior towards the object rather than
the feeling or affection towards the
attribute.
Attitude-toward- A model maintaining that a consumer forms
various feelings (affects) and judgments
(cognitions) as the result of exposure to an

Ad model​ advertisement, which, in turn, affects the


consumer’s attitude toward the ad and beliefs
and attitudes toward the brand advertised.
Attitude-toward-Social Media Posts model​
Today’s consumers spend a great deal of time using social media, which allows consumers to interact
with each other about brands as well as interact with companies about their brands. Similar to the
attitude-toward-the-ad model, consumers form attitudes-toward-social-media posts and interactions.
Furthermore, the attitude that is formed about the post influences the attitude toward the brand.
3 - Changing Attitudes through
Changing Motivations
To understand how to alter consumers’ attitudes by making particular
needs prominent. This is called functional approach

Accordingly, attitudes are classified into four functions:

- Utilitarian function --> Highlighting a Value


- Ego-defensive function --> Highlighting some security
- Value-expressive function --> Highlighting some value
- Knowledge function --> Providing more knowledge
• Indicating more utility of the
product
Utilitarian
Function • E.g. Wood-fired Oven Bread

• Enabling consumers to feel


secure and build confidence
Ego-Defensive
Function • e.g. Lysol tissues
Value Expressive Function Knowledge Function
Attitudes reflect consumers’ Changing attitudes by providing
values and beliefs. Marketers can knowledge (details, facts and
create ads that either support or figures)
enhance values & beliefs E.g. Recycling plastic
E.g. Carbonic fruits
The End

You might also like