Consumer behavior unit 8 edited
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Transcript of Consumer behavior unit 8 edited
ATTITUDE
Learned disposition
Feeling of a person towards an object
Attitude Research Core
Acceptance or Rejection of Idea
Consistent Behavior
Favorable or Unfavorable
ATTITUDE
Object – Specific consumption
Marketing Perspective – Product,
brand or service
Attitudes – Formed by experience
Result from behavior
Not synonymous
Attitudes occur within situation
MODELS OF ATTITUDE
Structural models of Attitude –
relationship between attitude &
behavior
Tri component model
Three major components:
1) Cognitive component
2) Affective component
3) Connactive component
THE COGNITIVE
COMPONENT Cognition – Knowledge & Perception
Acquired – Direct Experience &
related interpretation
Knowledge & perception – Belief
Belief – Attitude object possesses
attributes
Specific behavior – Specific outcome
THE AFFECTIVE
COMPONENT
Affective – Emotions or feelings
considered for evaluation
Assessment of the attitude object
Emotional state may enhance –
Positive or negative experience
THE CONACTIVE
COMPONENT Conation – Likelihood or tendency
Behavior/Action of consumer
Expression of consumer’s intention
AFFECT
CONATION
COGNITION
MULTI ATTRIBUTE ATTITUDE
MODEL
Measuring attitude towards object
Evaluation of product specific beliefs
Numerous attributes
Beliefs for attributes
An overall attitude
FORMULA FOR ATTITUDE
A∑ = NBE
Where,
A= Attitude
N=Number of Relative beliefs
E = Evaluation of intensity
B= Strength of Belief
This helps to understand attitudinal
structure
THEORIES OF ATTITUDE
How attitude develops
How attitude changes
Mind strives for harmony
Consistency among perceived attitude
Inconsistency must return to
consistency
CONGRUITY THEORY
Incongruity because of two different
attitude
Maintain congruency – balance
attitudes
Strong attitudes – difficult to change
Weak/moderate attitude – change
Application – use of celebrities
BALANCE THEORY
Unbalanced state – tension
Degree of tension = attitude changes
OBJECT
ATTITUDE ATTITUDE
COGNITIVE DISSONANCE
Psychological state –
I. Perceives two thoughts
II. Both the thoughts are true
III. Discrepancy between the two
Dissonance – logical inconsistency
Strong expectation – disconfirmed
Inconsistency between attitude &
behavior