Attitude changeAttitude change

RAJ SHARMARAJ SHARMA

What are Attitudes?What are Attitudes?

Attitude is a learned predisposition to behave in a Attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with consistently favorable or unfavorable way with respect to a given object.respect to a given object.

Each part of this definition describes an important Each part of this definition describes an important property of an attitude.property of an attitude.

The attitude “object”The attitude “object” Attitude are a learned predisposition.Attitude are a learned predisposition. Attitude have consistency.Attitude have consistency. Attitudes occur within a situation.Attitudes occur within a situation.

Attitude formationAttitude formation

Attitude formation is divided mainly Attitude formation is divided mainly into three areas:into three areas:

How attitudes are learned.How attitudes are learned. The sources of influence on attitude The sources of influence on attitude

formation.formation. The impact of personality on attitude The impact of personality on attitude

formation.formation.

Strategies of attitude changeStrategies of attitude change

Factors responsible for attitude formation are Factors responsible for attitude formation are responsible for attitude change.responsible for attitude change.

Factor responsible for attitude change areFactor responsible for attitude change are Changing the consumer’s basic motivational Changing the consumer’s basic motivational

function .function . Associating the product with an admired group or Associating the product with an admired group or

event.event. Altering components of multiattribute model .Altering components of multiattribute model . Changing consumer beliefs about competitors’ Changing consumer beliefs about competitors’

brand.brand.

Changing the basic motivational functionChanging the basic motivational function

An effective strategy for changing An effective strategy for changing consumer attitudes toward a product or consumer attitudes toward a product or brand is to make particular needs brand is to make particular needs prominent. According to this approach, prominent. According to this approach, attitudes can be classified in terms of four attitudes can be classified in terms of four functions:functions:

The utilitarian functionThe utilitarian function The ego defensive functionThe ego defensive function The value-expressive functionThe value-expressive function The Knowledge function The Knowledge function

Associating the product with a Associating the product with a special group, event or causespecial group, event or cause

Attitudes are related, at least in Attitudes are related, at least in parts, to certain groups, social parts, to certain groups, social events or causes. It is possible to events or causes. It is possible to alter attitudes towards products, alter attitudes towards products, services & brands by pointing out services & brands by pointing out their relationships to particular social their relationships to particular social groups, events or causes. groups, events or causes.

Changing beliefs about Changing beliefs about competitor’scompetitor’s

Another approach to attitude change Another approach to attitude change strategy involves changing strategy involves changing consumers beliefs about the consumers beliefs about the attributes of competitive brands or attributes of competitive brands or product categories.product categories.

Altering components of the Altering components of the multiattribute modelmultiattribute model

These model have implications for attitude These model have implications for attitude change strategies; specifically they change strategies; specifically they provide us with additional insights as to provide us with additional insights as to how to bring about attitude change :how to bring about attitude change :

Changing the relative evaluation of Changing the relative evaluation of attributesattributes

Changing brand beliefsChanging brand beliefs Adding an attributeAdding an attribute Changing the overall brand ratingChanging the overall brand rating

ConclusionConclusion

Each property of attitude definition is Each property of attitude definition is critical to understanding why and how critical to understanding why and how attitudes are relevant in consumer attitudes are relevant in consumer behavior and marketing. Due to some behavior and marketing. Due to some factors there have an impact on attitude factors there have an impact on attitude change;i.e.attitude changes are learned change;i.e.attitude changes are learned and they are influence by personal and they are influence by personal experiences and the information gained experiences and the information gained from various personal and impersonal from various personal and impersonal sources. sources.