Consumer Attitude

Formation and Change

Attitude

A learned predisposition to behave in a

consistently favorable or unfavorable manner
with respect to a given object

A positive attitude is generally necessary, but

not sufficient condition for purchase
Mercedes seen as top of class but intention
to purchase was low

Characteristics of Attitudes

Have an object
Are learned
Have behavioural & evaluative components
Have consistency
Have direction, degree, strength and centrality
Occurs within a situation

Four Basic Functions of Attitudes

UTILITARIAN
FUNCTION:
How well it performs

EGO-DEFENSIVE
FUNCTION:
Protect ourselves from
external threats
or internal feelings

VALUE-EXPRESSIVE
FUNCTION:
Expresses consumers
values or self-concept

KNOWLEDGE
FUNCTION:
A way to gain knowledge

How are attitudes learned?

Classical conditioning - through past associations

Operant conditioning - through trial &
reinforcement
Cognitive learning through information
processing

Balance Theory

A person views himself as being involved in a

triangular relationship in which all the three
elements have either +ve/-ve relationships with
each other.
If all the multiplicative relationship between the
three elements is negative, the model is unbalanced
and vice-versa.
For eg consider three statements:
I like burgers.
I dont like high calorie foods
I believe burgers contain high calories.
IMBALANCED & will produce tension

Cognitive Dissonance Theory

CD is a psychological state which occurs when a

person perceives that 2 cognitions, both of which
he believes to be true, do not fit together.
Holds that dissonance occurs when a consumer
holds conflicting thoughts about a belief or an
attitude object.
The resulting dissonance produces tension and
then the individual tries to resolve it.
For eg: I like smoking and smoking is injurious
to health.

Congruity theory

Assume that a consumer initially holds a positive

attitude towards a particular brand of clothes X
(+2), while a negative attitude towards a particular
celebrity Y (-2).
Then the consumer sees an advertisement where
the same celebrity was promoting the brand X.
Consumers becomes inconsistent
State of incongruity develops
In order to reduce tension, the consumer would
increase his favorable attitude towards the
celebrity and will turn unfavorable towards brand
X.

Self-Perception Theory

Attitudes developed by reflecting on their own

behaviour
Judgements about own behaviour
Internal and external attributions
Consumers are likely to accept credit for
successful outcomes (internal attribution) and to
blame other persons or products for failure
(external attribution)

Attitudes and Marketing Strategy

Appeal to motivational functions of attitudes

Associate product with a special group, cause or
event
Resolve conflicts among attitudes
Influence consumer attributions
Alter components of the attitude
Change relative evaluation of attributes
Change brand beliefs
Add an attribute
Change overall brand evaluation
Change beliefs about competitors brands

Thank You