Session 8 - Consumer Attitude Formation and Change

Consumer Attitude Formation and Change

Session 816th / 30th Oct / 3rd November 2008

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Definition

• An attitude is a learned predisposition to behave in a consistently favourable or unfavorable way with respect to a given object

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Learned Predisposition

• It is a general agreement that attitudes are learned

• Attitudes are not synonymous to behavior

• It propels a consumer to a particular behavior

• Repels a consumer away from a particular behavior

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Observations on Attitude

• Attitude are relatively consistent with the behavior they reflect

• However despite their consistency attitudes are not necessarily permanent – they do change

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Object

• Object in our consumer oriented definition relates to specific consumption OR Market related concepts like• Product, Product Category, Brand• Service, Possession, product Use• Causes of issues• People, Environment, Advertisement• Price, Marketing Chain,

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Attitude Formation

• How Attitudes are learned• Sources of Influence on Attitude

Formation• Impact of Personality on

Attitudes

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Attitudes occur within a situation – Properties of Attributes• Favourability - • Intensity of Attitudes • Degree of Confidence in attitude

• Effect of strength of Attitude & Behavior

• Attitudes susceptibility to change• Stability

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Sources of Influence on Attitude Formation

• The Formation of Attitude is strongly influenced by• Personal Direct Experience• Personal Indirect Experience• Influence of PEERS• Direct Marketing• Mass Media

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Functions of Attitudes

• Utilitarian function – utility based ad

• Value – Expressive function – motorcycle - strong man

• Ego – Defensive function – mouthwash / pimple / dandruff

• Knowledge function -

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Impact of Personality on Attitudes

• High Need for Cognition [craving for information ]

• Low need for cognition

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Structural Models of Attitude

• Tri-component Attitude Model• The Multi-attribute attitude Model• The trying to consume model• The attitude towards the ad model

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Tri-component Attitude Model

• The Cognitive Component [Thoughts]• The knowledge and perceptions that are

acquired by the combination of direct experience with the attitude object and related information from various sources

• The Affective Component [Feelings]• Consumers emotion and feelings about a

particular product

• The Conative Component [Actions]• The likelihood or tendency that of a specific

action or behave in a particular way

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The Multi-attribute attitude Model

• The Attitude – Towards – Object – Model • Consumer attitude is a function of presence or

absence of certain beliefs and evaluation of some attributes

• The – Towards – Behavior – Model • Attitude towards the behavior rather than the attitude

towards the object BMW vs Expensive Cars

• Theory – of – Reasoned – Action – Model • Comprehensive integration of attitude into a structure

that is designed to lead to better explanation and better prediction of behavior. Refrigerator long term.

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The Trying – To – Consume Model

• Designed to account for the many cases in which the outcome is not certain but instead reflects the consumers attempts to consume • Loose weight

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The Attitude – Towards – The – Ad Model

• The model depicts the consumers various feelings and judgment as a result of exposure to the AD.

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Nature of Personality

• The Three Personality Theories• Psychoanalytic Theory OR Freud’s

Theory• Socio psychological Theory• Trait Theory

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Freudian Theory

• Id This is conceptualized as the warehouse of primitive drives which individual seeks immediate satisfaction

• Super ego It is the individuals internal expression of society’s moral and ethical codes of conduct

• Ego It is the conscious control, manifestation with reasoning and objective

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Socio psychological theory

• Complaint Move towards others they desire to loved wanted and appreciated

• Aggressive move against other, they desire to excel and win over others

• Detached move away from others

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How can you predict Buyer Behavior

• Consumer innovativeness and their susceptibility to interpersonal relationship

• Cognitive Personality factors

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• Brand Personality• Personal Values i.e Self Concept

and Self Images• Life style concept• AIO Activities Interests Opinions

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Strategies to change Attitude• Changing the consumers basic

motivational function• Associating the product with an

admired Group or event• Resolving two conflicting attitudes• Altering components of Multi

attribute Model• Changing consumers beliefs about

competitors Brand21

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Changing the consumers basic motivational function• Functional Approach

• Utilitarian Function - Utility• Ego – Defensive Function – security &

Personal confidence• Value – Expressive Function – general

values, Lifestyle and Outlook• Knowledge Function – “need to know”• Combining Several Functions

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Associating the product with an admired Group or event• Tatas known for their Employee

Welfare Policy

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Resolving two conflicting attitudes

• Consumers are made to show their negative attitude towards a product are negated• GHARI detergent powder

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ATTRIBUTE Models

• What are attribute models ?

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Altering components of Multi attribute Model

• Changing the relative evaluation of attributes e.g comparative performance of Brands

• Changing Brand beliefs • Adding to attributes• Changing the overall brand rating

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Changing consumers beliefs about competitors Brand• Change consumer beliefs on other

brands• All out versus Good Knight

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How do we test our attributions• Distinctiveness – action occurs when the

product is present and does not occur when it is absent

• Consistency over time – the reaction would be same or almost the same

• Consistency over modality – The inference is the same even when the situation in which it occurs varies

• Consensus – the action is perceived in the same way by all consumers

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