Attitude Formation 10-1-13

8/13/2019 Attitude Formation 10-1-13

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Attitude Formation and Change


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Importance

Get to the heart of what drives consumers

Address wide range of strategic marketing

questions

Determine if consumer will/will not accept newidea/product

Gauge the reaction of the TA

Identify current attitude and remain ahead Modify attitudes to stimulate sales


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Definition

Learned pre-disposition to behave in aconsistently favorable/unfavorable way withrespect to a given object

Object- product, product category, brand,services, possessions, product use, ads.Internet,price retailer

3 major cellular brandsSamsung, Nokia, LG

etc.


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What Are Attitudes?

The attitude object

Attitudes are a learned predisposition

Attitudes have consistency

Attitudes occur within a situation


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Structural Models of Attitude

1. Tri-Component AttitudeModel

2. Multi-attribute Model3. Tryingto- consume Model

4. Attitude- towards- the- adModel


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Cognition

A Simple Representation of the

Tricomponent Attitude Model


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The Tricomponent Model

CognitiveAffective

Conative

The knowledge and

perceptions that are

acquired by acombination of direct

experience with the

attitude object and

related informationfrom various sources

Components


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CognitiveAffective

Conative

A consumers

emotions or feelings

about a particular

product or brand

Components


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CognitiveAffective

Conative

The likelihood or

tendency that anindividual will

undertake a specific

action or behave in a

particular way with

regard to the attitude

object

Components


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Multiattribute Attitude Models

The attitude-

toward-object

model

The attitude-

toward-behaviormodel

Theory-of-

reasoned-actionmodel

Attitude is function of

the presence of

certain beliefs or

attributes.

Useful to measureattitudes toward

product and service

categories or specific

brands.

Types


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The attitude-

toward-object

model

The attitude-


Theory-of-


Is the attitude toward

behaving or acting

with respect to an

object, rather than

the attitude towardthe object itself

Corresponds closely

to actual behavior

Types


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Consumer Characteristics, Attitude,

and Online Shopping


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The attitude-

toward-object

model

The attitude-


Theory-of-


Includes cognitive,

affective, and

conative components

Includes subjective

norms in addition toattitude

Types


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A Simplified Version of the Theory

of Reasoned Action


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3. Tryingto- consume Model

Action/outcome not certain but reflects the

consumers attempts to purchase

shoe size not found,

movie tickets sold out

First 500 tickets at a cheaper pricesold out

T-shirts free for first 25 buyers


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Attitude-

Toward-the-Ad Model

A model that proposes

that a consumer forms

various feelings (affects)and judgments

(cognitions) as the result

of exposure to an

advertisement, which, in

turn, affect the

consumers attitude

toward the ad and

attitude toward the

brand.


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A Conception of the Relationship Among

Elements in an Attitude-Toward-the-Ad Model


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Issues in Attitude Formation

How attitudes are learned

Conditioning and experience

Knowledge and beliefs

Sources of influence on attitude formation

Personal experience

Influence of family

Direct marketing and mass media Personality factors


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Strategies of Attitude Change

Changing the Basic Motivational Function

Associating the Product with an Admired Group or Event

Resolving Two Conflicting Attitudes

Altering Components of the Multiattribute Model

Changing Beliefs about Competitors Brands

Documents

Attitude Formation 10-1-13