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    Attitude Formation

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    Ravin Singh
    The document discusses consumer attitude formation and changing attitudes. It defines attitudes as favorable or unfavorable predispositions towards objects like products or brands. Attitudes have cognitive, affective, and behavioral components and are learned from personal experiences, groups, and media exposure. The sources and functions of attitudes are described. Changing attitudes involves strategies like appealing to credibility of the message source, positioning products differently, and using fear, humor, comparisons or emotions in appeals. Marketers aim to ultimately change consumer beliefs and behaviors regarding brands.

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    Attitude Formation

    Uploaded by

    Ravin Singh
    171 views13 pages
    The document discusses consumer attitude formation and changing attitudes. It defines attitudes as favorable or unfavorable predispositions towards objects like products or brands. Attitudes have cognitive, affective, and behavioral components and are learned from personal experiences, groups, and media exposure. The sources and functions of attitudes are described. Changing attitudes involves strategies like appealing to credibility of the message source, positioning products differently, and using fear, humor, comparisons or emotions in appeals. Marketers aim to ultimately change consumer beliefs and behaviors regarding brands.

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    The document discusses consumer attitude formation and changing attitudes. It defines attitudes as favorable or unfavorable predispositions towards objects like products or brands. Attitudes have cognitive, affective, and behavioral components and are learned from personal experiences, groups, and media exposure. The sources and functions of attitudes are described. Changing attitudes involves strategies like appealing to credibility of the message source, positioning products differently, and using fear, humor, comparisons or emotions in appeals. Marketers aim to ultimately change consumer beliefs and behaviors regarding brands.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    171 views13 pages

    Attitude Formation

    Uploaded by

    Ravin Singh
    The document discusses consumer attitude formation and changing attitudes. It defines attitudes as favorable or unfavorable predispositions towards objects like products or brands. Attitudes have cognitive, affective, and behavioral components and are learned from personal experiences, groups, and media exposure. The sources and functions of attitudes are described. Changing attitudes involves strategies like appealing to credibility of the message source, positioning products differently, and using fear, humor, comparisons or emotions in appeals. Marketers aim to ultimately change consumer beliefs and behaviors regarding brands.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 13

    CONSUMER ATTITUDE FORMATION

    & CHANGING ATTITUDE


    Consumer Attitude Formation
    Attitude have been associated with the notion of “Likings & Disliking
    someone or something. Attitude are inner expression or feelings that reflect
    weather a person is favorably or unfavorably predisposed to a product or
    brand or establishment.
    It is primarily a learned disposition to respond in a consistently favorable &
    unfavorable manner with respect to a given object.
    Thus an Attitude is the way we think, feel & act towards some aspects of our
    environment, such as Product (a Energy Drink) a brand (Horlicks) etc.

    CHARACTERISTICS OF ATTITUDE:-
    a) Attitude have an object.
    b) They have direction, intensity & degree.
    c) They have structure
    e) They are learned
    f) They may be strongly & weakly held.
    g) Attitudes are dynamic & can be changed
    h) Some attitudes are fundamental than others and more resident to
    change.
    i) Attitudes has evaluative nature.
    Sources of Attitude
     Personal Experience
     Needs
     Selective Perception
     Personality
     Group Associations
     Influential Others (relatives, experts, opinion leaders celebrities etc)
     Family
     Reference Groups
     Social Factors
     Direct Marketing
     Exposure to Mass Media
    COMPONENTS OF ATTITUDE:-
     1. Cognitive Component :- the knowledge & perception about a product.
     Like color, shape, size price etc.
     2. Affective Component:-what the person subjectively feels about the
    attitude product.
     3. Behavioral Component:- what is the response of the person towards
    the attitude object
    A simple presentation of TRI- Component Attitude
    Model

    Cognitive

    Affective Behavioral
    Cognitive Component
     Attitudes primarily consist of a consumer’s belief about an object.
    these beliefs are based on a combination of the knowledge,
    experience & perception about the attitude object.
     Example:- a person may believe that Dettol soap is
     Antibacterial
     Effective
     Not perfumed
    Not an early bathing soap. Etc
    Effective Component :-
     Consumer's feelings & emotional reactions to an object represent
    the affective component of an attitude. this relates to consumers
    overall evaluation of the attitude object. the evaluation can be
    either good or bad, favorable or unfavorable.
     Example:- A Consumer who says “ I like Coca-cola”, or Pepsi is not a
    “Good cold drink “is expressing the result of an effective evaluation.
    Behavioral Component
     It is one’s tendency to respond in a certain manner toward an object or activity
     A series of decisions to purchase or not to purchase a Canon inkjet Printer would
    reflect the behavioral component of an attitude. This component provides response
    tendencies or behavioral intensions.

     Attitude Components & its Manifestations


     Exposure Components Manifestation Attitude
    Beliefs about specific
    Cognitive attributes or overall
    object

    Product, Emotions or feelings Overall


    Situations, Retail
    Affective about specific attributes orientation
    outlets, Salesman, or overall object towards
    Advertisement etc object

    Behavioral intensions with


    Behavioral respect to specific
    attributes to overall object
    Functions of Attitude
     Utilitarian Function:- this attitude serves consumers in achieving desired
    benefits.web develop a favorable towards the product because of its utility
    function.
     The COLDARIN (An anti-cold remedy), UJALA (Neel which is not blue)
     Ego Defensive Function:- Attitude formed to protect the ego, or self
    image, from anxieties & threats help fulfill this function.
     Ads for many personal care products such as mouthwashes, toothpaste,
    deodorants, antipimple creams & cosmetics & SOAPS etc.
     Value Expressive Function:- attitude reflect the consumer’s self image,
    values & outlooks particularly in a high involvement product. a consumer
    develops an attitude based on his general value, life style & outlook.
     “YAMAHA RXG “motor cycle is targeted at young people who prefer a powerful
    bike.
     Knowledge Function:- individual have a strong need for knowledge &
    seek consistency stability & understanding. The knowledge function also
    reduces uncertainty & confusion.
     “Oral–B-Toothbrush” focus on its indicator which will tell the user the time
    when they are required to chance. It.
    Relationship between Attitude & Behavior
     Marketers are most interested in predicting & then able to alter the behavioral
    components of attitiude.they want consumers to like their products (brands),
    purchase them, remain loyal & even recommend its usage to others.
    Cognitive & Affective Behavior
    components of Component of
    Attitude Attitude
    Intervening Factors
    Cognitive & Resultant
    Affective behavior
    components of
    Attitude Unforeseen
    based on
    circumstances Attitude
    Time gap
    Extent of stability
    Situational factors
    Strength of attitude
    Accuracy of attitude
    Conflict of attitude
    Attitude Change
     It is easier to change beliefs than benefits.
     It is easier to change brand beliefs than brand attitude s
     Changing attitudes is a more relevant vehicle than beliefs for hedonic
    products.
     It is easier to change attitudes for low involvement products. Because they
    are not committed to brands.
     It is easier to change weak attitudes than the strong ones.
     It is easier to change attitudes of consumers who have less confidence in
    their brand evaluation.

     Strategies of Attitude Change:- A change in attitude Is


    better ensured through:-
     SOURCE CREDIBILITY:- source credibility comprises of two dimensions:
    trustworthiness & expertise. If the source of the message is considered
    credible by the target market, influencing attitude becomes easy.
     a) CELEBRITY AS SOURCE:- the source could be an identifiable
    person (Sharukh Mayur Khan) an unidentifiable person (Lalita Ji)
    that’s why Lux is endoresd by film stars,BOOST with Sachin
    Tendulkar.
    Strategies To Change Consumer
    Beliefs
     Positioning by :-
     Brand personality
     Product category
     Association with competitors
     Country or geographic area
     Celebrity recognition

     Product attributes
     Consumer benefits
     Intangible attributes
     Price
     Application
    Appeal Characteristics
     Fear Appeals:- Fear appeals primarily used in advertising range from
    using physical fear, to social fear. Fear appeal was effectively used in the
    SAFFOLA advertisement.(accident in case of drunken driving)

     Humor Appeal:- humor in an advertisement has the following


    impact.
     Attracts attention
     Does not generally affect comprehension
     Does not generally increase persuasion
     Increases liking of the followings.

    Comparisons:- Comparative advertisements are generally undertake


    by follower companies/brands which wish to challenge a better establishment
    brand ( like LG challenging BPL or SANTRO challenges MARUTI)
    Emotional Appeal:- most of the purchase are emotional only the extent
    of emotions involved may vary. They are designed to elicit a positive effective
    response rather than provide information or arguments.
    like DE BEERS, ICICI, LIC, JHONSON & JHONSON etc
    Value Expressive Appeal
     Value expressive appeal attempts to build a personality for the product or
    create an image of the product user.

     (ANCHOR WHITE TOOTH PASTE 100% VEGETERIAN)


     UTILITARIAN APPEAL- It is most effective for products of general
    utility. NESTLE convinced people for MILKMAID for preparing
    desert & sweets
     One sided Vs. two sided message characteristics:-
    (positive & negative features) like my shampoo is 100 times better
    than others.

     Nonverbal Components:- (images, picture music)


    Four Strategies to change Attitude
     By changing the values consumers
    place product attribute
     By changing consumer’s brand
    beliefs
     By changing brand evaluations
     By changing behavioral intensions

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