Module 2

Consumer Attitudes
Meaning :-
- Is a learned predisposition to behave in a
consistently favorable or unfavorable way with
respect to a given object.
Object includes –
product, brand, service, use, price, medium, retailer & so on
Learned predispositions –
propel towards or away from a particular behavior
Consistency –
they are not permanent, they do change

Within a situation
 Structural Models of Attitudes
 Tricomponent Attitude Model.
1. The Cognitive Component.
1. The Affective Component.
1. The Conative Component.
 Multiattribute Attitude Models.
1. The Attitude-Toward-Object Model.
1. The Attitude-Toward-Behavior Model.
1. Theory-of-Reasoned-Action Model.
 Trying to Consume Model.
 Attitude-Toward-The-Ad Models.
 Attitude Formation
1. Attitudes are Learned.

1. Source of Influence.

1. Personality Factors.
 Attitude Change
Strategies:-
 Changing the Basic Motivational Function
1. The Utilitarian Function.
1. The Ego-Defensive Function.
1. The Value-Expressive Function.
1. The Knowledge Function.
1. Combining Several Function.
 Associating the Product with a Special
Group, Event or Cause
 Resolving Two Conflicting Attitudes
 Attitude Change
Strategies:-
 Altering Components of the Multiattribute Model
1. Changing the Relative Evaluation of Attributes.
1. Changing Brand Benefits.
1. Adding an Attribute.
1. Changing the Overall Brand Rating.

 Changing Beliefs About Competitors’ Brands

Behavior precede Attitude formation
 Cognitive Dissonance Theory.
- Discomfort occurs
- May pre or post purchase dissonance
- Affinity or Relationship programs
 Attribution Theory.
- Describes attitude formation & change as an outgrowth of
people’s speculations as to their own behavior & experiences.
1. Self-Perception Theory:
- Internal & External attributes
- Foot-in-the-Door Technique
1. Attributions Toward Others
1. Attribution Toward Things