m AN ATTITUDE IS A LEARNED PREDISPOSITION TO

BEHAVE IN A CONSISTENTLY FAVORABLE OR

UNFAVORABLE WAY WITH RESPECT TO A GIVEN
OBJECT.

¬ THE ATTITUDE OBJECT- the object can be the product,

product category, brand, service, possessions, product use,
causes or issues, people, advertisement, internet site, price,
medium or retailer.

¬ ATTITUDES ARE LEARNED PREDISPOSITION- learned by

direct experience, WOM, mass media which propel the
consumer toward the product or away from it.
¬ ATTITUDES HAVE CONSISTENCY- attitudes are
relatively consistent with the behaviour they reflect.

¬ ATTITUDES OCCUR WITHIN A SITUATION- by

situation, it means the events or circumstances that at a
particular point of time.
m THE TRICOMPONET ATTITUDE MODEL-

¬ THE COGNITIVE COMPONENT- it consists of a person¶s

cognitions, that is, the knowledge and perceptions that are
required by a combination of direct experience with the attitude
object and related information from various sources.

¬ THE AFFECTIVE COMPONENT- consumer¶s feelings or

emotions about a particular brand or product.

¬ THE CONATIVE 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.
m THE MULTIATTRIBUTE ATTITUDE MODELS- they
portray consumer¶s attitudes with regard to an attitude object as a
function of consumer¶s perceptions and assessment of the key
attributes or beliefs held with regard to a particular attitude object.

¬ THE ATTITUDE-TOWARD-OBJECT-MODEL-suitable for measuring attitudes

toward a product or service category or specific brands.
¬ THE ATTITUDE-TOWARD-BEHAVIOUR-MODEL- designed to capture the
individual¶s attitude toward behaving or acting with respect to an object rather than
the attitude toward the object itself.
¬ THEORY-OF-REASONED-ACTION-MODEL- a comprehensive integration of
attitude components into a structure that is designed to lead to both better
explanation and better predictions of behaviour.

THEORY OF TRYING-TO-CONSUME MODEL- is

designed to account for the many cases in which the action or outcome is not
certain but instead reflects the consumer¶s attempts to consume.

ATTITUDE-TOWARD-THE AD MODEL- consumer¶s

attitude the ad and beliefs about the brand secured from exposure to the ad.
m PERSONAL EXPERIENCE
m INFLUENCE OF FAMILY AND FRIENDS
m DIRECT MARKETING
m MASS MEDIA
m INTERNET
m CHANGING THE BASIC MOTIVATIONAL
FUNCTION- change the attitude toward a product or
brand by making a need prominent.

¬ THE UTILITARIAN FUNCTION- the product or brand serves

some utility for the consumer.
¬ THE EGO-DEFENSIVE FUNCTION- consumers want to
protect their inner feelings of doubt regarding their self-image
with a sense of security and personal confidence.
¬ THE VALUE-EXPRESSIVE FUNCTION- attitudes are an
expression or reflection of the consumer¶s general values,
lifestyle and outlook.
¬ THE KNOWLEDGE FUNCTION- individuals have a strong
need to know and understand.
m ASSOCIATING THE PRODUCT WITH A SPECIAL
GROUP, EVENT OR CAUSE.
m RESOLVING TWO CONFLICTING ATTITUDES
m ALTERING COMPONENTS OF THE
MULTIATTRIBUTE MODEL-
¬ CHANGING THE RELATIVE EVALUATION OF ATTRIBUTES-
the overall market for many product categories is often set out
so that different consumer segments are offered different
brands with different features or benefits.
¬ CHANGING BRAND BELIEFS
¬ ADDING AN ATTRIBUTE
¬ CHANGING THE OVERALL BRAND RATING

CHANGING BELIEFS ABOUT COMPETITOR¶S

BRANDS
THE ELABORATION LIKELIHOOD MODEL
m COGNITIVE DISSONANCE THEORY-discomfort
or dissonance occurs when a consumer holds
conflicting thoughts about a belief or an attitude
object.

m ATTRIBUTION THEORY- it attempts to explain

how people assign causality to events on the
basis of either their own behavior or the behaviour
of others.
m SELF-PERCEPTION THEORY- individuals
inferences or judgements as to the causes of their
own behaviour.
½ Internal and External Atrributions
½ Defensive Attribution

FOOT-IN-THE-DOOR-TECHNIQUE- based on premise that

individuals look at their prior behaviour and conclude that
they are the kind of person who says ³yes´ to such requests.
ATTRIBUTIONS TOWARD THINGS- the product or services
can readily be thought as of ³things´.