ATTITUDE Consumer Behavior 1 DEFINITIONS OF ATTITUDE l

ATTITUDE Consumer Behavior 1

DEFINITIONS OF ATTITUDE l Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way. (Allport) l A person’s evaluation of an object of thought. (General) Consumer Behavior 2

CHARACTERISTICS OF ATTITUDES l l l Direction and strength Cognitive, emotional and behavioral components Store in memory or construct as needed Serve different functions Role of direct experience Consumer Behavior 3

ATTITUDE FUNCTIONS l l l Knowledge Utilitarian Ego-defensive Social adjustment Value expressive Consumer Behavior 4

Attitude to object: example of importance l Which one of the following reasons is most important to you in general when you buy a food product? l It makes my life easier. It is high quality. It makes me feel good. It makes me look good in the eyes of other people. It is safe to consume or use. It does not create environmental problems. It is convenient. It helps me control the amount of food I eat. It is easy for children to use. l l l l Consumer Behavior 5

Attitude to object: example of belief l l l Single-serve packages are convenient. Disagree very much Disagree somewhat Neither agree nor disagree Agree somewhat Agree very much Consumer Behavior 6

Attitude to object: example Consumer Behavior 7

THEORY OF REASONED ACTION Beliefs about actions Attitude Evaluations Beliefs: others’ opinions Motivation to comply Consumer Behavior Intention Subjective Norm 8