Attitude

Definition of Attitude
Attitude refers to a person’s learned tendency to respond to a particular idea, object, person, or
situation in a consistent way.
Definitions :
Schiffman & Kanuk (Consumer Behaviour Book):
"Attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with
respect to a given object."
Allport (1935):
"Attitude is a mental and neural state of readiness, organized through experience, exerting a directive
or dynamic influence upon the individual’s response to all objects and situations with which it is
related."

Characteristics of Attitude
Attitude is a person's learned tendency to respond in a particular way toward an object, person, idea,
or situation. It plays a crucial role in consumer behavior because it influences buying decisions.
The five key characteristics of attitude:
1. Attitude is Learned
Attitudes are not inborn; they develop over time through personal experiences, social interactions,
and exposure to information.
People form attitudes by observing others, personal experiences, advertisements, and cultural
influences. Example:
• A child grows up seeing their parents using Colgate toothpaste. Over time, they develop a
positive attitude towards Colgate and continue using it even as an adult.
• A person who had a bad experience with a particular airline (e.g., delayed flights, poor
service) may develop a negative attitude towards that airline and avoid it in the future.
2. Attitude is Consistent
• Once formed, attitudes tend to remain stable over time. E.g. If a person believes that Apple
products are of premium quality, they will likely continue purchasing iPhones and MacBooks
unless a major issue arises.
• People usually maintain the same attitude towards a brand, product, or person unless there is
a significant reason to change it. E.g. A customer who prefers organic food because they
believe it is healthier will continue buying organic products rather than switching to processed
food.
3. Attitude is Directed Toward Objects or Situations
• Attitudes are always about something—a specific object, person, product, service, or
situation. A person can have a positive attitude toward Starbucks coffee because they
enjoy its taste and brand image.
 • A person’s attitude is influenced by their experience or interaction with that object or
situation. A consumer may have a negative attitude toward online shopping due to previous
bad experiences, such as receiving defective products.

4. Attitude Influences Behavior

• Attitudes affect how people act in different situations. E.g. A person who believes that Nike
shoes are the best for sports will prefer buying Nike over other brands like Adidas or Puma.
• If someone has a positive attitude toward a product, they are more likely to buy it. If they
have a negative attitude, they may avoid or discourage others from using it. A vegetarian will
not buy meat products because their attitude towards animal cruelty influences their
behavior.
5. Attitude Can be Positive, Negative, or Neutral
People can have different attitudes toward the same object, service, or brand:
Positive Attitude → Leads to preference and loyalty. A person who loves Coca-Cola will always
prefer it over Pepsi.
Negative Attitude → Leads to rejection and avoidance. A consumer who had a bad experience
with a local restaurant may refuse to eat there again.
• Neutral Attitude → Means indifference, with no strong opinion either way. Someone who
has never used Apple products may not have an opinion about them.

The ABC Model of Attitude (Tripartite Model of Attitude)

The ABC Model of Attitude explains that attitude has three components:
1. Affective Component (A) → Feelings and emotions
2. Behavioral Component (B) → Actions and responses
3. Cognitive Component (C) → Thoughts and beliefs
This model is widely used in consumer behavior studies to understand how people develop attitudes
toward products, brands, and services.
1. Affective Component (A) – "How You Feel"
• This part of attitude is based on emotions and feelings about a product, service, or brand. A
person loves Cadbury Dairy Milk chocolate because it reminds them of childhood
happiness.
• It is not always logical; emotions can influence decisions even when facts say otherwise.
Someone feels excited about buying an iPhone because they associate Apple with premium
quality and status.
Brands use emotional advertisements to create positive feelings about their products. For example,
advertisements featuring family love (Tanishq jewelry) or festive joy (Coca-Cola's Christmas ads)
appeal to the affective component.

2. Behavioral Component (B) – "How You Act"

This refers to the way a person behaves or acts toward an object due to their attitude. If a person has a
positive attitude, they will buy or recommend the product. A person who believes that Nike shoes
are comfortable will buy Nike shoes and also recommend them to friends.
If they have a negative attitude, they will avoid or criticize it.Someone who had a bad experience
with Air India may refuse to fly with them again and write negative reviews.

Thus Brands try to convert positive attitudes into purchases through discounts, loyalty programs,
and influencer marketing.
3. Cognitive Component (C) – "What You Think"
This component is based on knowledge, beliefs, and thoughts about a product. A customer buys
Amul milk because they believe it is pure, fresh, and high in quality.
It involves rational evaluation of facts and information. Someone avoids fast food because they
know it is unhealthy and high in calories.

Thus, Companies use educational marketing and product features to influence the cognitive
component. For example, Colgate ads highlight "99% germ protection," which appeals to logical
thinking.
Real-Life Example: Starbucks Coffee (ABC Model in Action)

Component Explanation Starbucks Example

Emotional attachment, how a "I love the smell and atmosphere of Starbucks, it
Affective (A)
consumer feels makes me feel happy."

Behavioral Action or reaction based on "I visit Starbucks every morning and recommend it
(B) attitude to my friends."

Beliefs and knowledge about the "Starbucks coffee is made from high-quality beans
Cognitive (C)
brand and ethically sourced."

Functions of Attitude (Katz’s Functional Theory)

Daniel Katz (1960) proposed that attitudes serve different psychological functions that help
individuals navigate their environment. These functions explain why people develop and maintain
certain attitudes toward objects, brands, and experiences.
The four main functions of attitude are:
1. Utilitarian Function (Benefit-Based)
 2. Ego-Defensive Function (Protects Self-Esteem)
3. Value-Expressive Function (Shows Personal Identity)
4. Knowledge Function (Organizes Information)

1. Utilitarian Function (Benefit-Based)

This function suggests that people form attitudes based on pleasure or pain, rewards or
punishments. Attitudes help maximize benefits and minimize disadvantages.
• If a product or service provides rewards, comfort, or usefulness, people develop a positive
attitude toward it. A consumer buys Colgate toothpaste because it prevents cavities and is
recommended by dentists (health benefit).
A person chooses a credit card that offers cashback rewards instead of one with high fees.
• If an experience is negative or unpleasant, people develop a negative attitude to avoid it in
the future. A consumer avoids junk food because they believe it causes obesity and health
issues.

Marketing Implication:
Brands often use promotions, discounts, and benefits to influence consumer attitudes. For example,
McDonald’s value meals encourage customers to perceive them as affordable.

2. Ego-Defensive Function (Protects Self-Esteem)

This function helps people protect themselves from insecurities, anxiety, and negative emotions by
forming attitudes that boost their self-esteem or justify their actions.
• People adopt attitudes that help them avoid negative emotions and maintain a positive self-
image. A man experiencing hair loss may avoid using regular shampoos and only choose
anti-hair fall products to maintain self-confidence.
A teenager may reject budget-friendly fashion brands and prefer luxury brands (Nike,
Adidas) to maintain their social image.
• Sometimes, they develop attitudes to defend themselves against criticism or societal
pressure. A smoker may ignore health warnings and claim that "smoking helps relieve
stress" to justify their behavior.

Marketing Implication:
Advertisers use self-esteem appeals to target consumer insecurities. For example, Fair & Lovely
(Glow & Lovely) ads in India suggest that fairer skin leads to success, influencing buyers to purchase
their products.

3. Value-Expressive Function (Shows Personal Identity)

This function suggests that attitudes help people express their core values, beliefs, and identity to
others.
 • People choose brands and products that align with their personality, values, and lifestyle. A
consumer who supports environmental protection prefers eco-friendly products like
electric cars (Tesla) and biodegradable bags.
• This function is not about utility but rather about symbolic meaning and personal
expression. A person who believes in veganism refuses to buy leather products and only eats
plant-based food. Someone who values fitness and health will avoid sugary drinks like
Coca-Cola.

Marketing Implication:
Brands target personal values to connect with consumers. For example, Nike’s "Just Do It"
campaign encourages people to express their athletic and determined identity.

4. Knowledge Function (Organizes Information)

This function suggests that attitudes help people simplify decision-making by organizing and
categorizing information.
• Consumers process a lot of information daily, so they develop attitudes to filter and
categorize information quickly. A consumer who believes that Apple laptops are reliable
will automatically consider Apple when buying a new laptop. Someone who has always
driven Toyota cars assumes Toyota is the best brand and doesn't consider other options.
• Once they form a belief about a brand or product, they use it as a mental shortcut for future
decisions. A person who believes "online shopping is risky" will avoid buying expensive
products online.

Marketing Implication:
Companies build strong brand reputations to create long-term positive attitudes. For example,
Google is associated with trust and reliability, so people continue using it without hesitation

Attitude Formation in Consumer Behavior

Attitudes are developed over time through various experiences, interactions, and exposures.
Consumers form attitudes toward products, brands, or services based on different influences, which
can be personal, social, or external.
The main sources of attitude formation are
1. Personal Experience (Direct Interaction with a Product or Service)
• A consumer's own experience with a product or service plays a significant role in shaping
their attitude. A person eats at McDonald’s, enjoys the food, and develops a positive attitude
toward the brand.
• If the experience is positive, they develop a favorable attitude. A consumer buys a Samsung
smartphone and finds it user-friendly, making them loyal to the brand.
• If the experience is negative, they may develop an unfavorable attitude and avoid the
product in the future. person buys a low-quality laptop, faces issues, and decides never to
buy from that brand again.
Marketing Implication:
Brands focus on customer experience by improving product quality and customer service. For
example, Amazon ensures fast deliveries and easy returns to maintain a positive attitude among
customers.

2. Social Influence (Family, Friends, and Media Influence Attitudes)

• People around us influence our preferences. We tend to adopt the attitudes of those we
trust, such as family, friends, celebrities, or social media influencers. A person may start
using Dove soap because their family members have been using it for years.

• This is based on the social learning theory, which suggests that we learn by observing
others. If a popular influencer recommends Nike shoes, many of their followers will develop
a positive attitude toward Nike. A teenager may stop drinking Pepsi because their favorite
celebrity promotes Coca-Cola.
Marketing Implication:
Brands use celebrity endorsements, influencer marketing, and word-of-mouth marketing to
shape consumer attitudes. For example, Virat Kohli’s endorsement of Puma sportswear influences
many Indian consumers to prefer Puma over other brands.

3. Marketing & Advertising (Brand Communication Shapes Attitudes)

• Companies intentionally create positive attitudes toward their products using
advertisements, promotions, and brand messaging. Cadbury Dairy Milk creates a
positive attitude through emotional ads that focus on family bonding and celebrations.

• Effective branding and emotional storytelling make consumers feel connected to a product,
shaping their attitude. Coca-Cola’s “Open Happiness” campaign connects the drink with
happiness and joy
• A brand with misleading ads may create a negative attitude among consumers when they
realize the reality is different.
Marketing Implication:
Companies use advertising, digital marketing, and brand storytelling to build strong emotional
connections with consumers. For example, Apple markets its iPhones as premium and innovative,
influencing consumers to view them as high-status products.

4. Classical Conditioning (Associating Products with Positive Emotions)

• Classical conditioning is a psychological concept where people associate a product with a
particular feeling, event, or experience. Rolex watches are marketed as symbols of wealth,
success, and status, making people associate Rolex with luxury. A person who enjoys
watching cricket matches with Pepsi may develop a positive attitude toward Pepsi
because it is linked to a happy experience.
• Repeated exposure to positive messages creates a favorable attitude toward the brand.
If a consumer repeatedly sees negative news about a brand (e.g., a food brand failing a quality
test), they will develop a negative attitude toward it.

Marketing Implication:
Brands use celebrity sponsorships, emotional triggers, and aspirational marketing to condition
consumer attitudes. For example, luxury brands like Gucci and Louis Vuitton associate their
products with exclusivity and high status.

Attitude Change: How Marketers Influence Consumer Attitudes

Consumer attitudes are not permanent—they can change due to new information, experiences, or
persuasive marketing strategies. Marketers use different persuasive techniques to modify negative
attitudes, strengthen positive attitudes, or create new attitudes toward their brands.
The three major strategies for changing consumer attitudes are:
1. Changing Beliefs About a Brand
2. Changing the Importance of Attributes
3. Adding New Beliefs
1. Changing Beliefs About a Brand
Consumers develop attitudes based on beliefs about a product or brand. If these beliefs are negative
or outdated, marketers try to change them by providing new information. Sometimes, consumers
hold incorrect, outdated, or negative beliefs about a brand. Marketers use advertising,
testimonials, and product innovations to change these beliefs and shift consumer perceptions. They
highlight new features, benefits, or improvements to make the brand more attractive.
Example:
Tata Motors promotes its safety features (e.g., Tata Nexon with a 5-star Global NCAP rating) to
change the belief that "Indian cars are not safe."
Horlicks changed its brand perception from being only for kids to "strengthening immunity for
the whole family" during the COVID-19 pandemic.
Earlier, people believed instant noodles were unhealthy, but Maggi promoted its "iron-rich" and
"whole wheat" variants to change this belief.

Marketing Implication:
Brands invest in advertising campaigns, expert endorsements, and certifications to convince
consumers of improved quality.

2. Changing the Importance of Attributes

If a brand cannot change consumer beliefs, it can shift focus to different product attributes that are
more attractive to the target audience.
Explanation:
• Some attributes (features or benefits) are more important to consumers than others. Fast
food brands like McDonald's & KFC focus on "taste and affordability" instead of
"health", because young consumers care more about taste.
 • If a brand has a weakness in one area, it shifts consumer focus to another, more appealing
attribute. Airline brands like Indigo Airlines promote "on-time performance" rather than
luxury, since business travelers prioritize punctuality over in-flight meals.
• Marketers try to make certain attributes seem more important to consumers. Earlier,
mobile phones were sold based on call quality, but now, brands like iPhone and Samsung
focus on camera quality, as photography has become a key buying factor.

Marketing Implication:
Brands redefine priorities and highlight their strengths to gain a competitive advantage.

3. Adding New Beliefs

If changing beliefs or shifting attribute importance isn't effective, brands can introduce a completely
new belief to create a fresh positive attitude.
• Consumers may not be aware of certain benefits or features of a product. Amul promotes its
dairy products as "Made in India" to appeal to patriotic consumers who prefer local brands
over foreign ones.
• Marketers introduce new claims, values, or uses to enhance brand appeal. Smartphone
brands now highlight "AI-powered features" (e.g., AI cameras, voice assistants), making
AI sound like a must-have feature
• This is often done through branding strategies, certifications, or cultural positioning.
Earlier, Dettol was seen only as a first-aid antiseptic, but later, it promoted its "99.9%
germ-killing" handwash and sanitizer to attract health-conscious consumers.

Marketing Implication:
Brands use storytelling, cultural trends, and innovation to create fresh brand perceptions.