Attitude in Consumer Behavior

7/28/2019 Attitude in Consumer Behavior

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ATTITUDE

INCONSUMER BEHAVIOR


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Defining attitudes

A predisposition to evaluate an object or product

positively or negatively.

Is lasting because it tends to endure over time.

Is general because it applies to more than a momentary

event. Has three components - beliefs, affect, and behavioural

intentions.


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Forming attitudes

Attitudes can form in different ways, depending on the

particular hierarchy of effects in operation.

They can occur via:

Classical conditioning.

Instrumental conditioning.

Or via a complex cognitive process.


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Levels of commitment to an attitude

Lowest level: compliance. This attitude is formed as it

helps in gaining rewards or avoiding punishments.

Identification - formation of attitudes in order for theconsumer to be similar to another person.

Highest level: internalisation - deep seated attitudes

which become part of a consumers value system.


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TRICOMPONENT ATTITUDE MODEL

CONATION

COGNITION

AFFECT


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Most Important part

Why we are studying this??

- To understand consumer better his beliefs, their

power to reject or accept the product

- To relate with them there perceptions,

expectation, needs wants and desires. i.e. to

target market


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ATTITUDE AND

PERFORMANCEMethods for changing attitudes in

performance interventions.


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Men are disturbed not by things but by the

views which they take of them.


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Measurement of attitude

1) Cognitive

2) Affective (values & beliefs).

While a person may have the competency to perform a task,

that does not mean he or she will have the desire (attitude) to

do so correctly.

In other words, competencies give us the ability to perform,while attitudes give us the desire to perform.

Attitudes change with various events in a person's life.

These emotional changes also vary in length of time.
http://www.nwlink.com/~donclark/performance/values.htmlhttp://www.nwlink.com/~donclark/performance/beliefs.htmlhttp://www.nwlink.com/~donclark/performance/beliefs.htmlhttp://www.nwlink.com/~donclark/performance/values.html


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Changing attitudes

There are four main methods used for changingattitudes in performance interventions:


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Exposure Effect

This technique usessimple "experiences" tostart the attitudeformation by exposing aperson to a concept,object, or person anumber of times. Andnormally this is done

through "positive"experiences as "negative"experiences requiredisgust, pain, or fear.


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Reinforcement

This concept is based upon "classical conditioning" and"operant conditioning." Classical conditioning areinvoluntary reflexes, while operant conditioning isbased upon voluntary behavior.

Changing Viewpoints

Although discussions mainly work through our cognitiveside, we have to remember that almost everything wedo is based upon our emotions.


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Persuasive Communication

The advertisement industry is based upon this

technique. This technique is based upon three

main characteristics: source, message, and

audience, e.g,:

the sourcehow believable and likable you are

the messagecontent and style

and audienceeducational level, other

attitudes.


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Theories of Attitude


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Cognitive Dissonance

Cognitive

The mental process of

knowing, including aspects

such as awareness,

perception, reasoning, andjudgment.

Dissonance

Lack of agreement

According to cognitive dissonance theory, there is a tendency forindividuals to seek consistency among their cognitions (i.e.,

beliefs, opinions). When there is an inconsistency betweenattitudes or behaviors (dissonance), something must change toeliminate the dissonance.


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Contd..

Dissonance and consonance are relations among

cognitions that is, among opinions, beliefs, knowledge

of the environment, and knowledge of one's own

actions and feelings. Two opinions, or beliefs, or items of knowledge are

dissonant with each other if they do not fit together

that is, if they are inconsistent, or if, considering only

the particular two items, one does not follow from theother


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Lets make it better

A cigarette smoker who believes that smoking is

bad for his health has an opinion that is

dissonant with the knowledge that he is

continuing to smoke. He may have many otheropinions, beliefs, or items of knowledge that are

consonant with continuing to smoke but the

dissonance nevertheless exists too.


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Contd


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Attribution Theory

Attributions - are the reasons we give for our

own and others behaviors

People are motivated to understand thecauses of behavior. Attribution theoryseeks to explain how and why people make

these causal attributions.


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Why is this baby smiling?


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There are two general types ofattributions that people make

Personal attributions

Situational attributions


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Personal Attributes

Explanations in terms of personalcharacteristics. For example:

The baby must be a happy baby.


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Situational attributions

Explanations in terms of situational

factors. For example:

Someone must have just played withthe baby .


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The ABC model

Affect - how a consumer feels about an attitude object.

Behaviour - the consumers intention to do somethingwith regard to an attitude object.

Cognition - the beliefs a consumer has about an attitude

object.

The model emphasises the interrelationships between

knowing, feeling, and doing.


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Three hierarchies of effects

Figure 5.1


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Consumer Decision-Making

Process

PostpurchaseBehavior

Purchase

Evaluationof Alternatives

Information Search

Need Recognition

Cultural, Social,Individual andPsychological

Factorsaffect

all steps


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Thank You

Attitude in Consumer Behavior

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