AttitudeAttitude

What is attitude?What is attitude?

• A predisposition to evaluate an object or product positively or negatively.

• Is lasting because it tends to endure over time.

• Is general because it applies to more than a momentary event.

• Has three components - beliefs, affect, and behavioural intentions.

Importance of attitudeImportance of attitude

Attitude is important because:• Cognitive function.• The affective function.• The connative function.

Characteristics of attitudeCharacteristics of attitude

• Favorability.• Attitude accessibility.• Attitude confidence.• Attitude persistence.• Attitude resistance.• Ambivalence.

Forming and sources of Forming and sources of influencing attitudeinfluencing attitude

• Approach 1- attitudes based on cognitions.

• Approach 2- attitudes based on emotions.

Influencing attitudesInfluencing attitudes

• Two ways to influence-1. Cognitively.2. Affectively. Attitude play powerful roles, once

formed.

Forming attitude through cognitionForming attitude through cognition

1. Cognitive response model.2. TORA model.

Cognitive response modelCognitive response model

• Cognitive response through communication-

1. Counter arguments (CAs)

2. Support arguments (SAs)

3. Source derogation (SDs)

TORA-Theory of reasoned action TORA-Theory of reasoned action

Belief about consequences

of an act (bi)

Evaluation of consequences

of an act (ei)

Normative belief(what do importantothers think about

this act?) (NBj)

Motivation to comply (desire to

please these important others) (MCj)

Attitude toward the act (Aact)

How much consumeris actually influencedby these others (SN)

Behavioral Intentions

Behavior

Calculating TORA Behavioral Calculating TORA Behavioral IntentionsIntentions

BI A SN

A b e

SN NBMC

act

act i ii

j jj

Structural Models of AttitudesStructural Models of Attitudes

• Tricomponent Attitude Model• Multiattribute Attitude Model• The Trying-to-Consume Model• Attitude-Toward-the-Ad Model

The Tricomponent ModelThe Tricomponent Model

Components-• Cognitive• Affective• Conative

• A consumer’s emotions or feelings about a particular product or brand

TRICOMPONENT ATTITUDE MODELTRICOMPONENT ATTITUDE MODEL

CONATION

COGNITION

AFFECT

COGNITIVE COMPONENTCOGNITIVE COMPONENT

• The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources

Affective ComponentAffective Component• A consumer’s emotions or

feelings about a particular product or brand

Conative ComponentConative Component

• The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object

Thank youThank you