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THE BUSINESS SCHOOL

Attitude Formation and Structural


Models of Attitude in CB

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.

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What Are Attitudes?

Attitudes are a learned predisposition-


either through direct experience or from others
Attitudes may not be consistent over
time
Attitudes occur within a situation

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Structural Models of Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Model
The Trying-to-Consume Model
Attitude-Toward-the-Ad Model

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Tricomponent Attitude Model

Cognition

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The Tricomponent Model

Components The knowledge and


perceptions that are
Cognitive acquired by a
Affective combination of direct
experience with the
Conative attitude object and
related information
from various sources

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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
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Attitude models that
examine the
Multiattribute composition of
Attitude consumer attitudes
Models in terms of selected
product attributes or
beliefs.

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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.
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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

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Consumer Characteristics, Attitude,
and Online Shopping

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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

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A Simplified Version of the Theory of
Reasoned Action

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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).

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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.

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A Conception of the Relationship Among Elements in
an Attitude-Toward-the-Ad Model

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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

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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.

TYPE : franchise system

INDUSTRY : restaurant

FOUNDED : 2005

NO. OF LOCATIONS : 145

OWNER : Dr Sam prince


Introduction
Research Problem
Zambrero has established a strong and powerful set of
beliefs and values for their brand. Hence, what
Zambrero can do is to further enhance and reinforce
consumers attitudes towards supporting the brand
and its mission.

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.

Tricomponent Attitude Model


The Tricomponent attitude model states that attitudes
consist of three main components - the cognitive,
affective, and conative components.

The cognitive component consists of a persons


knowledge and perceptions, and may be acquired
either through direct experience or external secondary
sources. In the case of Zambrero, corporate social
responsibility (CSR) efforts can be deemed as positive,
which allows a consumer to develop a positive
attitude of the company through his/her cognitive
thought process.
The affective component consists of emotions and
feelings. Affective experiences could manifest into
emotional states such as happiness or sadness and may
enhance or amplify positive or negative experiences. An
example would be the friendly Zambrero service staff,
which would in bring out positive emotions and lead to a
positive attitude of the brand.

The conative component drives how the consumer acts


on their thoughts and feelings based on the cognitive and
affective components. The positive knowledge from the
CSR efforts and the positive emotions associated with the
friendly staff would affect how the consumer acts. As the
conative component is frequently treated as an expression
of a consumers intention to buy, an assumption would be
that the consumer is likely to purchase from Zambrero
again.
Theory-of-reasoned-action model
The multi-attribute attitude model consists of many
variations of models. In this case study, the theory-
of-reasoned-action model will be addressed. The
theory-of-reasoned-action model makes use of the
formula:
Behavioral Intention = Attitude + Subjective
Norms (BI = A + SN)
This formula suggests that by combining a person's
attitude with subjective norms, his behavioral
intention will be formed.
For example, Zambrero is perceived to be healthy
because of the fresh ingredients used. However, it
could also seem unhealthy due to the vast amount
of sauces a burrito contains. Each of these beliefs
can be weighted, and contribute to the formation of
attitudes.
Attitude Formation
The shift of having no attitude toward an
object to having some attitude is an attitude
formation and the result of learning. Learning
is a form of instrumental conditioning as the
consumers already have the prior attitude
towards Zambreros method of food
preparation. The food is prepared in front of
the consumers and the attitude towards such
way of preparation is that the food is fresh.
Consumers had already formed this attitude
when they visit other similar restaurants such
as Subway and Quiznos Sub. Hence, there is
a positive reinforcement of such attitude
when consumers saw the similar method of
food preparation in Zambrero.

There are many sources of influence to the


consumers such as personal experience,
family and friends, direct marketing, mass
media and the Internet.
Attribution Theory

It suggests that individuals observe their


own behavior or experience, try to figure out what
caused it. Whether or not their conclusion is in fact
correct, it will shape their future behavior
accordingly. If a consumer for example, has had bad
experience with a locally made product(and good
experience with an imported one) he or she may
conclude that the bad product is bad because it is
locally made. There are many Mexican restaurants in
Australia but as consumers may have bad experience
with them, it might have influenced their impressions
and attitude towards Zambrero.
Recommendations

Zambrero has established strong social beliefs by making


use of their business to do more for the society.
Consumers who support the Zambrero brand will share
the same goal as them. What Zambrero can do is to
enhance and reinforce other consumers attitude towards
the brand. An example is to involve members of the public
by recruiting them in volunteer work such as trips to third
world countries to deliver food. By involving consumers in
the actual groundwork, it generates a sense of belonging
in the Zambrero consumer community.

Conclusion

Zambrero was formed with an aim to serve the needy


through customer engagement and CSR. The franchising
of outlets helps to spread the message of giving, and
differs from other businesses in the sense that it does not
focus on making profits. All in all, Zambreros relentless
effort in providing for the needy is what differentiates them
from other businesses.

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