Reading Summary- Consumer Attitudes Revisited: A Review of
Attitude Theory in Marketing Research
Market researchers give paramount importance to the attitude of consumers. They estimate people’s responses towards marketing objects such as brands, products and advertisements. Marketers need to comprehend the concept of attitude and the process of attitude formation in order to influence consumers to behave in a particular manner. We come across two main issues while understanding attitude. Firstly, is attitude related to object association which is stored and recalled from memory or to spontaneous evaluation of the object when the need arises? Secondly, is attitude cognitive (beliefs and thoughts related to an object) or affective (based on feelings and emotions)? These research questions and studies have led to two distinctive views of attitudes – functional and constructive.
Functional theory states that attitudes are memory-based object-related associations
that can be recalled. Constructive theory states that attitudes are more of on-the-spot decisions than memory-based processing. These views mean that consumer attitude may not be entirely dependent on the product attributes and may be influenced by factors such as consumers’ goals and transient affective states. Attitude is closely related to evaluative categorization as it activates distinct brain processes.
According to functional theory of the concept of attitude, consumers have certain
responses towards objects which they evoke from memory. People frame attitudes to summarize large amount of information they have about an object. They store their first response to external stimuli in memory, form an attitude and recover the same when encouraged by marketers, researchers and advertisers. Attitude may be formed through two modes of processing – deliberative model and associative model. Deliberative or rule-based models believe that attitudes are formed from cognitive thoughts stored in memory. Spontaneous or associative models assume that attitudes are due to affective factors. Modern functional theory supports spontaneous modelling for attitude retrieval; specifically, attitude as an association stored in memory between a given object and one’s evaluation of this object. Attitudes formed from direct experiences are more strongly associated with behavior than those from indirect experiences. In
Group No. 4 | Consumer Behavior
order to get a positive response from consumers, marketers need to present objects in functionally congruent ways. For example, socio-identity appeals are less favorable than utilitarian appeals for products that serve utilitarian functions like coffee and air-conditioners.
Constructivists view attitude formation to be computed on the spot according to
contextual goals. Consumers do not retrieve their attitudes from memory. Goals give rise to temporary motivations which may determine the prominence of internal and external information in the process of attitude construction. Constructive theory doesn’t back automatic knowledge retrieval in memory. It supports situated learning and cognition. It highlights tendency to avoid putting in cognitive effort due to limited working memory capacity.
Contemporary functionalists agree with constructivists regarding the importance of
analyzing consumer attitudinal response at the exact position. Both consider information processing perspectives but in different ways. Functional theory is about memory-based processing and constructive theory is about heuristic and perceptual processing.
Multi-attribute cognitive models are often contrasted to affective responses theory.
Attitude research has given rise to dual-process models such as heuristic-systematic processing and central-peripheral routes to persuasion. Attitudes are evaluative judgments of objects that may be recollected, constructed or both. Research should focus on explicitly specifying the conditions under which attitude measurement occurs and variables involved in order to deduce the right process of attitude formation.