7/27/2019 10. Attitude__30-10-2012 (3)

1/19

7/27/2019 10. Attitude__30-10-2012 (3)

2/19

Beliefs and AttitudesAttitude: Relatively

consistent evaluations,

feelings, and tendencies

toward an object or idea.

Liking or disliking things

Healthy food eat chicken

Customers develop negative

or positive attitude towardssome products or places.

Difficult to change

Belief: A descriptivethought that a person holds

about something

X hotels have the bestfacilities.

A particular airline has poor

maintenance

A particular country hasunhealthy food-handling

standards

7/27/2019 10. Attitude__30-10-2012 (3)

3/19

Consumer belief and attitude

Beliefs are the knowledge and inferences that a consumer hasabout products/brands and possible benefits derived fromusing them.

Beliefs result from cognitive learning.

Attribute importance springs from:

A persons assessment of the significance of an attribute.

The amount of attention directed to it.

A persons self-concept, advertising, and the salience of theattribute can influence the attention focused on it.

7/27/2019 10. Attitude__30-10-2012 (3)

4/19

Companies or Retailers mark up prices before putting themup on sale. -- Bargaining behavior

Discounts offered by reputed companies are genuinereduction in prices.-- Wait for the discount announcement

Celebrities are admired by their followers though they donot use the product they endorse. --Success of soaps andcosmetics

Lower price generally means inferior quality. Higher pricedbrands are not superior in quality by the same degree ofmultiplier. --Positioning at a lower quality end, as done byHaier, Lenovo

Shopping in a big departmental store saves money.--Big

Bazaar, Subhiksha Packaged ready-to-eat food items marketed in India are

generally not fresh.-- Limited success of MTR, ITC foods

7/27/2019 10. Attitude__30-10-2012 (3)

5/19

Consumer feelings

As part of Advertising Experience: Influence on viewersmoods, attitudes, recall, affinity,

Examples: Hamara Bajaj Campaign, Amul ButterUtterly,butterlydelicious

As part of Shopping Experience: Influence of availability,environment/ambience

Examples: Marutiservice centers, Cafe Coffee Day, Bristacoffee

As part of Consumption Experience: Influence consumersconsumption evaluation

Examples: Vanilla Coke, Blue Pepsi, Asian Paints

7/27/2019 10. Attitude__30-10-2012 (3)

6/19

7/27/2019 10. Attitude__30-10-2012 (3)

7/19

7/27/2019 10. Attitude__30-10-2012 (3)

8/19

Functions of attitudes

Utilitarian function : Used to obtain rewards andavoid punishments

Ego-defensive function : Self-protectionExample: mouthwash

Knowledge function : Simplifies decisionsExample: Forming of loyalty to certain brands

Value-expressive function : Expresses identity toothers

Example : Peter England shirts- the honestshirts

7/27/2019 10. Attitude__30-10-2012 (3)

9/19

Formation of attitude

Direct formation

Corresponds to the decision-making perspective andcognitive learning.

Linked to the experiential perspective. Classical conditioning/Associative learning: Positive

affect is attached to objectusing a jingle.

Mere exposurefrequent exposure to stimulus

increases ones desire for it. Environmental forces Example: design of the physical

environment, cafes

7/27/2019 10. Attitude__30-10-2012 (3)

10/19

Change in consumer attitude

Changing beliefs :Comparative advertising

Example: Sugar Free, Saffola oil (less

cholesterol)

Changing attribute importance :Identification

of new, improved attributes Example:

Washing powders, soaps

Changing ideal points

7/27/2019 10. Attitude__30-10-2012 (3)

11/19

Tri- component attitude model

cognition

affection conation

7/27/2019 10. Attitude__30-10-2012 (3)

12/19

Cognitive component: this part consist of

knowledge and perceptions that are acquired

by a combination of direct experience with

the attitude object and related information

from various sources.

7/27/2019 10. Attitude__30-10-2012 (3)

13/19

Affective Component:

A consumers emotions or feelings about a

particular product or brand constitute the

affective component of an attitude.

7/27/2019 10. Attitude__30-10-2012 (3)

14/19

The Conative component:

It is concerned with the tendency or likelihood

that an individual will undertake a specific

action or behave in a particular way with

regard to the attribute object.

7/27/2019 10. Attitude__30-10-2012 (3)

15/19

Multi attitude model

Portrays consumers perception and

assessment of the key attributes or belief held

with regard to the particular attribute object.

The attitude towards object model

The attitude towards behaviour model

The theory of reasoned action model

7/27/2019 10. Attitude__30-10-2012 (3)

16/19

Attitude towards ad model

7/27/2019 10. Attitude__30-10-2012 (3)

17/19

Changing consumer attitude: changing

belief

Firms hope that changing beliefs about products willresult in more favorable product attitudes andinfluence what consumers buy.

Ifbeliefs are false, they should bebrought into

harmony with reality and then stabilized andreinforced.

Ifbeliefs are accurate, it may be necessary to changethe product.

Comparative advertising can hurt beliefs about acompetitive brand

7/27/2019 10. Attitude__30-10-2012 (3)

18/19

Changing an attributes importance is more

difficult than changing a belief.

Increasing attribute importance is desirable

when the competitors brand is farther from

the ideal point than your product.

Firms may add a new attribute which

necessitated NPD or product revision.

Changing consumer attitude : changing

attitude importance

7/27/2019 10. Attitude__30-10-2012 (3)

19/19

Changing Consumer Attitudes:

Changing Ideal Points

Altering consumers preferences for what the

Ideal product should look like.

It is far more difficult than any other approach

in changing consumers, attitudes toward

brand and product.