attitude 25 july
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Transcript of attitude 25 july
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Attitude Formation:
` It is a process wherein there is a shift from having no
attitude towards a given object, to having some attitude:
` How Attitudes are learnt?
` Attitude formation, i.e. shift from no attitude to an attitude, is a
result of learning
` What are the sources of influence on attitude formation?
` Experience, family & friends, public & commercial sources
` What is the impact of personality on attitude formation?
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Strategies of Attitude Change:
` Changing consumers basic motivational function
` Associating the product with an admired group or event
` Resolving two conflicting attitudes
` Altering components of the multivariate models` Changing consumers belief about competitors brand
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Changing the basic motivational
function:
` Functional approach of changing motivation is classified
into:
` The utilitarian function
` Ego-defensive function` E.g: Loreals Because you are worth it
` Value-expressive function
` E.g:Hamara bajaj;HeroHonda Desh ki dhadkan
`
Knowledge function` Combining several functions
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Associating the product with an admired
group, event or cause:
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Resolving two conflicting attitudes:
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Altering Components of the Multi-
attribute Model:
` Changing the relative evaluation of
attributes
` By bringing in two distinct attributes into a
single product: e.g:Colgate two-in one:toothpaste with mouthwash
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Altering Components of the Multi-
attribute Model (Cont):
` Changing the brand beliefs
Lifebuoy is now in a superior
formulation offering a new
health fragrance and a
contemporary shape. The new
formulation offers a significantly
superior bathing experience
and skin feel.
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Altering Components of the Multi-
attribute Model (Cont):
` Adding an Attribute:
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` Changing the overall brand rating:
Altering Components of the Multi-
attribute Model (Cont):
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Changing beliefs about competitors
brands:
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Elaboration Likelihood Model:
` Consumer attitudes are changed by two distinctroutes to persuasion:
` The Central Route
` Here attitude change occurs when consumer is actively
seeking information relevant to the object E.g.Convincing consumer to buy insurance policy, various
investment options etc.
` The Peripheral Route
` Here the motivation of consumer for assessing the object is
less E.g. While buying low involvement product
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Behavior can precede attitude formation:
` Cognitive Dissonance Theory
` Attribution Theory
` You first act and then try to attribute your behavior to
a particular cause
` Self-perception theory` Internal attribution
` External attribution
` Defensive attribution
` Attributions towards others` Attribution towards things
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