Professional Documents
Culture Documents
Presented by:
Shagun Choudhary- 48
Siddharth Jamwal- 54
Neha Chaudhary- 34
MBA-III
A learned
predisposition to
behave in a
consistently favorable
Attitude or unfavorable manner
with respect to a given
object.
We have attitudes toward many
things to people, products,
advertisements, ideas, and more.
2
What Are Attitudes?
3
Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Model
The Trying-to-Consume Model
Attitude-Toward-the-Ad Model
4
Tricomponent Attitude Model
Cognition
5
The Tricomponent Model
6
The Tricomponent Model
Components A consumers
Cognitive emotions or feelings
about a particular
Affective product or brand
Conative
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The Tricomponent Model
Components
The likelihood or
Cognitive tendency that an
Affective individual will
undertake a specific
Conative action or behave in a
particular way with
regard to the attitude
object
8
Attitude models that
examine the
Multiattribute composition of
Attitude consumer attitudes
Models in terms of selected
product attributes or
beliefs.
9
Multiattribute Attitude Models
Types
The attitude-toward- Attitude is function of
object model the presence of certain
The attitude-toward- beliefs or attributes.
behavior model Useful to measure
Theory-of-reasoned- attitudes toward
action model product and service
categories or specific
brands.
10
Multiattribute Attitude Models
Types
The attitude-toward- Is the attitude toward
object model behaving or acting with
The attitude-toward- respect to an object,
behavior model rather than the attitude
Theory-of-reasoned- toward the object itself
action model Corresponds closely to
actual behavior
11
Consumer Characteristics, Attitude,
and Online Shopping
12
Multiattribute Attitude Models
Types
The attitude-toward- Includes cognitive,
object model affective, and conative
The attitude-toward- components
behavior model Includes subjective
Theory-of-reasoned- norms in addition to
action model attitude
13
A Simplified Version of the Theory of
Reasoned Action
14
An attitude theory
designed to account
for the many cases
Theory of where the action or
Trying to outcome is not certain
Consume but instead reflects
the consumers
attempt to consume
(or purchase).
15
A model that proposes
that a consumer forms
various feelings (affects)
and judgments
Attitude- (cognitions) as the result
of exposure to an
Toward-the-
advertisement, which, in
Ad Model turn, affect the
consumers attitude
toward the ad and
attitude toward the
brand.
16
A Conception of the Relationship Among Elements in
an Attitude-Toward-the-Ad Model
17
Issues in Attitude Formation
How attitudes are learned
Conditioning and experience
Knowledge and beliefs
Sources of influence on attitude formation
Personal experience
Influence of family
Direct marketing and mass media
Personality factors
18
Zambrero Case Analysis
Zambrero is an Australian restaurant chain serving Mexican
food. It was founded in 2005 in Canberra by then-medical
student Sam Prince with the idea of using the profits to support
humanitarian causes.
INDUSTRY : restaurant
FOUNDED : 2005
Report Organization
The report will be touching on Zambreros
background, beliefs and values. We will be focusing on
structural attitudes, how attitudes are formed and
strategies that Zambrero uses to promote attitude
change.
Structural Models of Attitudes
Structural models of attitudes are tools that help to
explain and predict a consumers behavior. They
provide different perspectives on the components of
an attitude.
Conclusion