ATTITUDE FORMATION AND CHANGE

Consumer feelings
As part of Advertising Experience: Influence on viewers moods, attitudes, recall Examples: HamaraBajajCampaign, AmulButter Utterly, butterly, delicious

As part of Shopping Experience: Influence of availability, environment/ambience Examples: Marutiservice centres, CafeCoffee Day

As part of Consumption Experience: Influence consumersconsumption evaluation

ATTITUDE

1. 2. 3.

Attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object. Features: A learned predisposition Based on feelings and opinions Results from an evaluation of knowledge about any object.

How are attitudes formed?

Conditioning

Learning can occur from repeated exposure to stimuli We are more likely to develop a positive attitude towards behaviour that continually brings rewards

Modelling

Develop attitudes by watching others that we trust or respect Involves problem solving or reaching logical conclusions based on information

Cognitive Learning

Functions of attitudes
Attitudes have 4 main functions: 1. Adjustment function Attitudes help consumers adjust to situations People seek out group acceptance in order to gain praise or rewards and avoid punishment 2. Ego defensive function Attitudes are formed to protect the ego 3. Value expressive function A consumers attitudes are often a reflection of their values 4. Knowledge function Attitudes help consumers make decisions and process and filter information

Attitude models

Three main attitude models:

Tri-component model Fishbeins multi-attribute models Attitude toward object model Attitude toward behaviour model Attitude toward ad model

The Tri-component model of attitudes

Cognitive component

The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. The emotions or feelings associate with a particular product or brand. The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.

Affective component

Conative component

Fishbeins multi-attribute models of attitude

Portray consumers attitudes with regard to an attitude object, ad or behaviour as a function of consumers perception and assessment of the key attributes or beliefs held with regard to the particular attitude object, ad and behaviour

Assumes that attitudes often have many attributes that influence them Considers the strength of multiple attributes Suggests that attitude affects intentions and this leads to behaviour Measures strength of attributes

1. Attitude toward object model

The consumers attitude is a function of the presence or absence and evaluation of the certain attributes - Belief about object on each attribute - Importance of each attribute - Specific situation

2. Attitude towards behaviour model

This model captures attitude towards behaving and acting with respect to an object Ex. A consumer might have a positive attitude toward Black Label but a negative attitude as to his prospects for purchasing such an expensive bottle of scotch.

3. Attitude toward the ad model

Focus on advertisings influence on attitude toward a product Attitude is a function of: Attitude toward the ad Beliefs about the brand coz of Ad

Strategies to attitude change.

1.

Change the basic motivational functions:

-Adjustment

function -Ego defensive function -Value expressive function -Knowledge function

2. Associating the product with a special group, event, or cause. 3. Resolving two conflicting attitudes

4. Altering components of the multiattribute model: -Changing the relative evaluation of attributes -Changing brand beliefs -Adding an attribute -Changing the overall brand rating.
5. Changing beliefs about competitors brand.

The elaboration likelihood model(ELM)

Holds that there are two Routes to persuasion: Central Route Peripheral Route

Central Route to Persuasion

Attitude change stems from purposeful evaluation, logic or elaboration. Creates more enduring attitudes related to behavioral intention Works if consumer is involved and willing and able to elaborate

Peripheral Route to Persuasion

Driven by attractiveness or expertise, the number of arguments Happens relatively quickly depends on the mood and emotional state of consumer