A T T I T U D E

The Genesis

The Genesis: Is it Linear?

Some insert ‘BEHAVIORAL INTENTION’ between ‘ATTITUDE’ & ‘BEHAVIOR’

BI

The Genesis: Can it be Circular?

Attitude - Definition

Attitude is a learned predisposition towards an object or concept that moderates and influences eventual behaviors

BELIEFBelief is the knowledge, perceptions, or inferences an individual has about a target object

– It can be based on past experience– It can be derived from other sources, e.g.,

media, ads, WOM, etc.– Essentially for the individual this represents

‘truth’

AFFECTAffect is the emotion or feeling an individual has about a target object

– It is the evaluation or judgment an individual makes

– It has a positive or negative valence– Essentially for the individual this

represents ‘truth’

ANOTHER MODEL

BELIEF

AFFECT

ATTITUDE BEHAVIOR

Some insert ‘BEHAVIORAL INTENTION’ between ‘ATTITUDE’ & ‘BEHAVIOR’

BI

Attribute Models• Multi-Attribute ModelOverall Attitude is estimated by summing the separate evaluations of the salient beliefs (ei), weighted by the strength of each beliefs (wi), to create an overall evaluation or attitude (Ao).

Ao = Swiei

Attribute Models

Ao = Σ Wi (Ii - Xi)i = 1

i = n

• Ideal Point ModelOverall Attitude is estimated by finding the difference between the ideal point (Ii) and the actual (Xi), and multiplying it with the weight (wi), to create an overall evaluation or attitude (Ao).

Attitude Change•Change Evaluative Belief•Change Weight•Change Number of Attributes•Change Ideal Point

Elaboration Likelihood Model (ELM)

Some have proposed that information is processed via (at least) two channels

The appropriate channel depends on the involvement of the consumer

Involvement can be ‘more permanent’ and ‘more transient’ but not at the same time

‘More permanent’ = inherently some people are more interested in some things

‘More transient’ = conditions such a mood can vary and influence involvement

Elaboration-Likelihood Model

Messageunimportant,uninteresting

Heuristicprocessing

Nonverbalcues

important

Argumentstrength

unimportant

Messageimportant,interesting

Systematicprocessing

Nonverbalcues

unimportant

Argumentstrengthimportant

Peripheral Route

Central Route

ELM Explained

DiscussionSalman Khan and the Rise of the

Male Cleavage• What is the central thesis of this article?• Can we infer something about an average

Indian’s attitude towards using men as sex objects?• In the past, what was the general attitude

towards males as sex objects?• Nowadays, what is the general attitude

towards males as sex objects?

DiscussionCity Stories

• Can we infer anything about the attitudes of a typical resident in• Delhi• Mumbai• Bangalore• Kolkata• Chennai• Jaipur• Your City