Attitute Ppt

8/8/2019 Attitute Ppt

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By,Govindarajan

Mohamed yasir.h


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y ATTITUDE

y POSITIVEATTITUDEVS. NEGATIVEATTITUDE

y WHATSATTITUDEHAVETODOWITHMARKETING?


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POSITIVE ATTITUDE VS. NEGATIVE

ATTITUDE


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Whatareattitudes?y The attitude object

y Attitudes are a learned predisposition

y Attitudes have consistencyy Attitudes occur within a situation


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This attempts to change theattitude towards calcium in asoft drink situation.


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Structural models ofattitudesy Tricomponent attitude model

y Multiattribute attitude model

y The trying-to-consume modely Attitude-Toward-the-Ad-model


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A Simple Representation ofthe TricomponentAttitude Model

Cognition


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The Tricomponent Model

yCognitiveyAffective

yConative

The knowledge andperceptions that areacquired by acombination of direct

experience with theattitude object andrelated informationfrom various sources

Components


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yConative

Aconsumersemotions or feelingsabout a particularproduct or brand

Components


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yConative

The likelihood ortendency that anindividual willundertake a specificaction or behave in aparticular way withregard to the attitude

object

Components


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Indian broadband plans


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MultiattributeMultiattribute

AttitudeAttitude

ModelsModels

Attitude models that

examine the

composition of

consumer attitudes

in terms of selected

product attributes or

beliefs.


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Multiattribute Attitude Models

y

The attitude-toward-object model

y The attitude-toward-behavior model

yTheory-of-reasoned-action model

y Attitude is function ofevaluation of product-

specific beliefs andevaluations

y Useful to measureattitudes toward brands

Types


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y




y Is the attitude towardbehaving or acting with

respect to an object,rather than the attitudetoward the object itself

y Corresponds closely toactual behavior

Types


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y




y Includes cognitive,affective, and conative

componentsy Includes subjective

norms in addition toattitude

Types


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Theory of

Trying to

Consume

An attitude theorydesigned to account

for the many cases

where the action or

outcome is not certain

but instead reflects

the consumers

attempt to consume(or purchase).


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AttitudeAttitude--

TowardToward--thethe--

Ad ModelAd Model

A model that proposes

that a consumer formsvarious feelings

(affects) and judgments

(cognitions) as the

result of exposure to anadvertisement, which,

in turn, affect the

consumers attitude

toward the adandattitude toward the

brand.


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A Conception of the Relationship

among Elements in an Attitude-

Toward-the-Ad Model


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Issuesinattitude formationy How attitude are learned

-Conditioning and experience

-K

nowledge and beliefsy Sources of influence on attitude formation

-Personal experience

-Influence of family

-Direct marketing and mass media.y Personality factors


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Strategies ofattitudechangey Changing the basic motivational function

y Associating the product with an admired group or

eventy Resolving two conflicting attitudes

y Altering components of the multiattribute model

y Changing beliefs about competitors brand.


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QUESTION.Alocal restaurant is having a hard time attractingcustomers due to a poor image. Explain how they can

change peoples attitude by using three of thefollowing.

y Changing the basic motivational function

y Associating the product with an admired group orevent.

y Changing beliefs about competitors brands.


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Changingthe basic motivational function

y Utilitarian

y Ego-defensive

y Value-expressivey knowledge

Attitute Ppt

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