ATTITUDE
ATTITUDE
Attitude
A learned predisposition to
behave in a consistently favorable or
unfavorable manner with respect to a
given object.
We can say that:1. Attitudes are learned . That is, they get formed on the basis
of some experience with or information about the object2. Attitudes are predisposition , as such they reside in the mind Attitudes can be used to predict behaviour. If you show a
favourable attitude toward a new product concept , then market predicts that when the new product is available , you are likely to buy it.
Attitudes as evaluationsAttitudes are our evaluation of object,people,brands,products,orOrganisations and so on.people evaluate thes terms of their
godness,likability,or desirability.We can check it by asking “How you like Alto car as a owner?”
“What is your opinion about “The Windo”magazine?”
ROBERT DYAS Defining new ways of using its floor space for
garden and independent home products to augment the customer’s Internet experience.First experience then place order on internet.You can measure the size of equipment whether you have space in your house or not?
To manage different customer attitudes toward a brand can be seen at John Lewis department stores in CP,New Delhi.
Adjacent o women’s dressing rooms the “Boyfriend area” has been intriduced where partners can sit down and listen to music records,read newspapers and have a coffee
A Company Which Specializes in Attitude Measurement
weblink
This attempts to change the
attitude toward
calcium in a soft drink situation.
Structural Models of Attitudes
• Tricomponent Attitude Model• Multiattribute Attitude Model• The Trying-to-Consume Model• Attitude-Toward-the-Ad Model
CONCEPTUAL FRAMEWORK ATTITUDES
Three component model1. Cognition2.Affect3.ConationATTITUDE CHANGEPsychological Processes1. Learning theories2. Attribution Processes3. Cognitive Consistency Theories4. High-Low-Involvement
information processingATTITUDES1. Multiattribute Models2. Functional Theory of Attitude
User
Payer
Buyer
Cognition
A Simple Representation of the Tricomponent Attitude Model
THREE COMPONENT MODEL OF ATTITUDE
Psychologists have identified three underlying dimensions to global attitude:
1. Cognition-Knowledge2. Affect- Feeling3. Conation-Action That is ,when we hold an attitude about an object,Typically it is based on some knowledge and beliefs about the
object.We feel some positive or negative emotion toward it,and we want to act in certain way toward it-either embracing it or spurning it.
COGNITIONS Cognitions or thoughts about brands or objects are also
called beliefs.Beliefs are expectations as to what something is or not or what something will or will not do.
Statements of belief connect an object(person,brand,store) to an atribute or benefit.A brand belief is a thought about a specific property or quality of the brand.Customers’ beliefs about purchasing foreign and domestic productd are captured in a construct called Ethnocentrism.Shimp and Sharma developed an instument called the CETSCALE that measures consumers’ ethnocentric tendencies toward purchasing foreign made versus domestic made products
AFFECTAffect is the feelings a person has toward an object or emotions
that object evokes for the person.CONATIONConation is the action a person wants to take toward the object.
Attitude Component: Cognition or Belief, Affect or Feelings , Conations or Actions
Attitude Object:(A) DHL,for Shipping a Business’s small packagesC: DHL is very reliable in its service,more economical
than other package-carrier services.A: When I ship by DHL, I feel secureCONATIONS: I use DHL for my shipping more than I use
other carriers(B) Shopping for Airline Tickets on the InternetC: For my airlines tickets,shopping on the internet is
very convenient,can find cheapest fares by shopping on net
A: Totally cool,Confusing,Boring,Enjoyable ,pain in ineck terible
CONATIONS:Have used the net for my travel airline tickets recently.
Hieerarchies in Attitude
1.Learning: Cognitive Affective Actions Tourist spot>travel
time>Cost>Hotel>Rafting,SteamBoat
Emotional
Low investment
Learning
2.Emotional:TV show> AXN Channel>Live scene of
Goa Sea beach>Students>FUNYou decided to go to Goa. Affect>Conation> Cognition