Consumer Attitude

&

Change

Attitude
What is Attitude? Learned predisposition to behave in a

consistently favourable or unfavourable

way with respect to a given object
It is an evaluative judgment like / dislike

Three Components

Cognitive

Affective

Conative

Elaboration Likelihood Model

Central Route Occurs when

Peripheral Route Occurs when

Need for cognition is high Involvement is high

Need for cognition is low Involvement low Motivation low Peripheral Cues are present Marketing Implications?

Motivation is high
Message Arguments are present

i.e. argument quality is strong

Attitude relates to Buying

Belief: an opinion Attitude: a point of view

Need to Understand Attitudes attitudes & Beliefs

Key Concepts
Meeting Expectations Is Important Ethical Issues May Arise Work With Existing Attitudes

Consumer Attitude Formation

Following factors influence:

Direct Experience
Influence of Family & Friends

Direct Marketing
Exposure to Mass Media

Attitude - Behaviour
Cognitive Dissonance Theory
Discomfort or dissonance occurs when a consumer holds conflicting thoughts about a

belief or a attitude

Post Purchase Dissonance

Attitude Behaviour
Post Purchase Dissonance

Dissonance occurs only with high involvement

products You bought car with claimed mileage of 18 kmpl First time it gives only 12 kmpl

You are shocked, dissonance crops up

Attitude Behaviour
Post Purchase Dissonance

But tend to rationalize

May be the petrol guy has cheated May be did not note down correctly

Tried to reduce dissonance It is easier changing belief, rather than

attitudes

Implications

Several times existing attitudes needs to be changed

Any examples?

Implications

Repositioning a particular product

Tanishq would be an example

Also many policy issues can smoking

be uncool

How to change existing Attitudes?

How to Change Attitudes?

Three basic strategies Change Cognitive Component

Change beliefs Shift importance Add beliefs Change ideal Classical Conditioning Celebrity More exposure

Change the Affective Component

Change the Behavioural Component

Summary

Attitudes are very important Attitudes shape behaviour Attitudes towards ad and brand are very important Companies try to shape these always