Attitude

A L E A R N E D P R E D I S P O S I T I O N TO
B E H AV E I N A C O N S I S T E N T LY
FAV O R A B L E O R U N FAV O R A B L E
M A N N E R W I T H R E S P E C T TO A
G I V E N O B J E C T. W E H AV E
AT T I T U D E S TO WA R D M A N Y
T H I N G S – TO P E O P L E ,
PRODUCTS, ADVERTISEMENTS,
IDEAS, AND MORE
Cognitive
Dissonance
T H E S TAT E O F H A V I N G
INCONSISTENT THOUGHTS, BELIEFS,
O R AT T I T U D E S , E S P E C I A L LY A S
R E L AT I N G T O B E H A V I O R A L
D E C I S I O N S A N D AT T I T U D E C H A N G E

FOR EXAMPLE:-THE
R AT I O N A L I Z AT I O N T H AT TA K E S
PLACE WHEN PEOPLE DIETING
“ C H E AT.” H O W M A N Y T I M E S H A V E
Y O U C O M M I T T E D T O H E A LT H Y
Tri-component
model of
attitudes
 • AT T I TUD ES A R E G EN ER A L LY CO N S I D ER ED TO
B E M A D E U P O F T H R EE EL EM EN TS : –
– A F F EC TIV E CO M P O NENT
• F EEL I NGS
• BA S ED O N P HYS I OLO GICA L N ERVOUS
Tri-component R EAC T I O NS TO A N O B JEC T
– CO GN I T IV E CO M P O NENT
model of • B EL I EFS
attitudes • WHAT A P ERS O N B EL I EV ES TO B E T R U E
A B O U T A N I D EA , EV EN T, P ERS O N , AC T I V I TY
O R O B JEC T –
– B EHAV I O URAL I NT ENTIO NS
• A N O B S ERVA B LE R EAC T I O N
• E.G. TO P U RCHA S E A PA RT I CUL AR B R A N D
 • A S S U M ES T H AT AT T I T U D ES O F T E N H AV E
M A N Y AT T R I B U T ES T H AT I N F LU E NCE T H E M
• ( T H E T R I- COMPONENT M O D EL A S S ES S ES A
PE RS O N’S AT TI TUD E TO O N LY O N E AT TR I B UTE
O F T H E AT T I T U D E)

Multi-attribute • D I F F E RS F RO M T R I- COMPO NENT M O D E L I N

4 M A I N A R EA S :
model of – FO CUS ES M A IN LY O N THE A F F EC T
CO M P ONENT
attitudes – CO N S IDERS TH E STR E NGTH O F M U LTI PL E
AT T R I B U T ES
– S U GGESTS TH AT AT TI TU D E A F F EC TS
I N TE NTIONS , A N D TH I S L EA D S TO B E H AV IO R
– M EA S U R ES STR E NGTH O F AT TR I B U TES
ATTITUDE MODELS
THAT EXAMINE THE
COMPOSITION OF
CONSUMER ATTITUDES
Multi-attribute
IN TERMS OF SELECTED
PRODUCT ATTRIBUTES
model of Attitudes
OR BELIEFS
• AT TITUDE IS
FUNCTION OF THE
PRESENCE OF
CERTAIN BELIEFS OR
AT TRIBUTES.
The attitude-
• USEFUL TO
MEASURE
AT TITUDES TOWARD
toward object
PRODUCT AND
SERVICE
CATEGORIES OR
model
SPECIFIC BRANDS.
• IS THE ATTITUDE
TOWARD BEHAVING
OR ACTING WITH
RESPECT TO AN
OBJECT, RATHER
The attitude-
THAN THE ATTITUDE
TOWARD THE OBJECT toward behavior
ITSELF
• CORRESPONDS
model
CLOSELY TO ACTUAL
BEHAVIOR
• INCLUDES
COGNITIVE,
AFFECTIVE, AND Theory-of-
CONATIVE
COMPONENTS • reasoned action
INCLUDES SUBJECTIVE
NORMS IN ADDITION
TO ATTITUD
model
Theory of
Reasoned
Action
 I N T E R R E L AT I O N S H I P

Theory of Reasoned Action A M O N G AT T I T U D E S ,

INTENTIONS, AND
B E H AV I O R .
 • HOW ATTITUDES ARE LEARNED
– CONDITIONING AND EXPERIENCE
– KNOWLEDGE AND BELIEFS

Issues in • SOURCES OF INFLUENCE ON ATTITUDE

FORMATION
Attitude – PERSONAL EXPERIENCE
Formation – INFLUENCE OF FAMILY
– DIRECT MARKETING AND MASS
MEDIA
• PERSONALITY FACTORS
 • AT TITUDE CHANGE VIA AFFEC T
(INFLUENCING FEELINGS)
• CONDITIONING
– BUILD UP POSITIVE FEELINGS THROUGH
Attitude REWARDS, POSITIVE MUSIC OR EMOTIVE
SYMBOLS
change via • FEELINGS TOWARDS
ADVERTISEMENT/COMMUNICATION
affect – IF YOU LIKE THE ADVERTISEMENT, THERE
(influencing IS A GREATER CHANCE YOU’LL LIKE THE
PRODUC T
feelings) – USING WELL -LIKED CELEBRITIES
• MERE EXPOSURE
– JUST SHOWING AN ADVERTISEMENT OR
COMMUNICATION TO CONSUMERS CAN
LEAD TO A POSITIVE AT TITUDE
• CHANGING CONSUMER’S
B E L I E F S A B O U T T H E AT T R I B U T E S
OF A BRAND
– P R O V I D I N G I N F O R M AT I O N
ABOUT THE BRAND
• I N FLUENCING CO N SUM ERS TO
C H A N G E T H E I M P O R TA N C E O F
Attitude change via
BELIEFS ABOUT THE PRODUCT
– C O M M U N I C AT E T H E
I M P O R TA N C E O F O T H E R
AT T R I B U T E S
cognitions
– S P E C I F Y W H AT S H O U L D B E
M O S T I M P O R TA N T A B O U T T H E
BRAND
(influencing
• ADDING NEW BELIEFS ABOUT
T H E BR AN D – ‘D I D YO U KN OW
T H AT … . ? ’
beliefs)
THANK YOU