Attitude in CB_A-35

8/2/2019 Attitude in CB_A-35

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-Vishal M. Mankar

(PG-A-35)


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Attitude

A learned predisposition tobehave in a consistentlyfavorable or unfavorablemanner with respect to a

given object.


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Functional Theory of Attitudes

Utilitarian Function

Value-expressive Function

Ego-defense Function

Knowledge Function

Combination of Functions


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Affect - how a consumer feels about an attitude object.

Behaviour - the consumers intention to do something with

regard to an attitude object.

Cognition - the beliefs a consumer has about an attitude object.

The model emphasises the interrelationships between knowing,

feeling, and doing.


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Attitudes can form in different ways, depending on the

particular hierarchy of effects in operation.

They can occur via:

Classical conditioning.

Instrumental conditioning.

Or via a complex cognitive process.


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Levels of commitment to an attitude

Lowest level: compliance. This attitude is formed as

it helps in gaining rewards or avoiding punishments.

Identification - formation of attitudes in order for the

consumer to be similar to another person.

Highest level: internalisation - deep seated attitudes

which become part of a consumers value system.


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Cognitive consistency and dissonance

Cognitive consistency- where consumers valueharmony among their thoughts, feelings and

behaviours, and are motivated to maintain uniformity

among these.

Cognitive dissonance - where consumers are

confronted with situations where there is someconflict between their attitudes and behaviours.

Dissonance reduction occurs by eliminating, adding,or changing elements.


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STRUCTURAL MODEL OF ATTITUDE

TRICOMPONENT ATTITUDE MODEL- COGNATIVE COMPONENT

- THE AFFECTIVE COMPONENT

- THE CONATIVE COMPONENT

MULTIATTRIBUTE ATTITUDE MODEL

THEORY OF TRYING-TO-CONSUME MODEL

ATTITUDE-TOWARDS-THE-AD MODEL


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TRICOMPONENT ATTITUDE MODEL

CONATION

COGNITION

AFFECT


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MULTIATTRIBUTE ATTITUDE

MODEL

These are needed as a simple response does

not always provide all the information we

need to know about why a consumer has

certain feelings towards a product or about

what marketers can do to change consumers

attitudes.


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THEORY OF TRYING-TO-CONSUME

MODEL

This theory is designed to account for the many

cases in which the action or outcome is not certainbut instead reflects the consumers attempts to

consume.

In trying to consume, here are oftenpersonal

impediment,e.g., a consumer is trying to lose weight but loves

chocolates bars.


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Exposure to an Ad

Judgments about the Ad

(cognition)

Feelings from the Ad(Affect)

Beliefs about thebrand

Attitude towardthe Ad

Attitude towardsthe brand


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Documents

Attitude in CB_A-35