ATTITUDES DEFINITION An attitude describes a persons relatively

ATTITUDES

DEFINITION • An attitude describes a person’s relatively consistent evaluations, feelings, and tendencies toward an object or an idea. • It represents what we like and dislike • They are lasting , but changeable • They help to direct behaviour 9 -2

What attitude tells about consumers • Consumers who like ice cream are likely to eat it • Consumers who are health conscious, will tend to avoid calorie rich food. • In reality, does positive attitude mean that we will buy a product? • We try to distinguish between attitude towards the object and behaviour of purchase 9 -3

Attitudes - defined • An attitude may be defined as a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object 9 -4

The nature of attitudes • Attitudes are directed towards an object • • • (product/service offering, price, store, dealer, promotion, advertisement etc. ) about which a consumer has feelings and beliefs Attitudes have a direction; they could be positive or negative. Attitudes are consistent in nature, Attitudes are a learned predisposition. Attitudes cannot be observed directly. Attitudes are situation specific 9 -5

Variety of attitudes Attitude towards • Product – maggi noodles • Company- DELL • Retailers- Life style, Wal mart, • Product attributes- Salt content • Advertising- kalyan jewellers • Types of brand association logo- Nike shoes symbol- maharaja product endorsers- Sachin Tendulkar 9 -6

Functions of attitudes Attitudes have 4 main functions: 1. Adjustment function – – 2. Ego defensive function – 3. Attitudes are formed to protect the ‘ego’ Value expressive function – 4. Attitudes help consumers adjust to situations People seek out group acceptance in order to gain praise or rewards and avoid punishment A consumer’s attitudes are often a reflection of their values Knowledge function – Attitudes help consumers make decisions and process and filter information 9 -7

Functions of Attitudes Ø Utilitarian: guide consumers to seek out products for certain benefit – Do they like it or not.

ØValue-expressive: consumers’ attitudes guide them to use products that are an expression of themselves – what does it say about them. A consumer’s attitudes are often a reflection of their values

ØEgo-defensive: consumers’ attitudes guide them to use products that protect their self-esteem – What self doubts do they help overcome. Attitudes are formed to protect the ‘ego’ Edna's plight: Bad breath. A Listerine ad from the 1920 s.

ØKnowledge function: attitudes enable us to organize the information – does the product meet the needs for order and structure. Attitudes help consumers make decisions and process and filter information Shell’s ad provides reassurance

Function of Attitudes Meaning of function Objects of Attitudes Examples Utilitarian provide utility. Such products that provide utility - Complan helps children grow faster and better. - Pepsodent fights tooth decay 24 hours a day. Ego defensive function -support a person’s ego, self-image and selfconcept. Such products that relate to and support a person’s ego, self-image and selfconcept - Rexona Deo prevents body odour whole day long. - Close- Up toothpaste prevents bad breath and does not cause embarrassment when one is with friends. Knowledge function structure knowledge and reaffirm it. Such products that structure knowledge and reaffirm it; they provide conformance, certainty and reliability Odomos mosquito repellant is safe for skin. - Crocin is a safe drug Value expressive function - reflect values and lifestyle, personality and self image, and self concept Such products that reflect values and lifestyle, personality and self image, and self concept Mercedes Benz, a car for the CEO or for the successful businessman. - Raymonds, a complete 9 -12 man, status, style and sophistication.

CONSUMER ATTITUDE SOURCES 9 -13

Formation Of Attitude Mass Communication Economic Status Neighbourhood Experience with Object Attitude Family and Peer Groups Classical Conditioning Operant Conditioning Vicarious Learning

Formation Of Attitude • Experience with Object : Attitude can develop from a personally rewarding or punishing experience with a object. • Classical Conditioning : It involves involuntary responses and is acquired through the pairing of two stimuli. • Operant Conditioning : It is based on the “Law of Effect” and involves voluntary responses , Behaviors. • Vicarious Learning : Formation of attitude by observing behaviour of others and consequences of that behaviour.

Continued…. • Family and Peer Groups : A person may learn attitudes through imitation of parents. v Neighbourhood : Involves being told what attitudes to have by parents, schools, community organizations, religious doctrine, friends, etc. v Economic Status : Our Economical and occupational positions also contribute to attitude formation. • Mass Communication : Television, Radio, Newspaper and magazine feed their audiences large quantities of information.

Attitude models • Two main attitude models: – Tri-component model – Fishbein’s multi-attribute model 9 -17

The tri-component model of attitudes 9 -18

The tri-component model of attitudes • Attitudes are generally considered to be made up of three elements: – Affective component < < – Cognitive component < < – Feelings Based on physiological nervous reactions to an object Beliefs What a person believes to be true about an idea, event, person, activity or object Behavioural intentions < < An observable reaction e. g. to purchase a particular brand 9 -19

Attitudes The ABCs of attitudes: Ø The Affective Component (based on feelings or overall evaluation) – I feel good about myself when I drive a BMW Ø The Behavioral Component (likely action toward object; e. g. from a consumer behavior point of view, the consumer’s intention to buy a product) – I will buy a BMW next time Ø The Cognitive Component (based on beliefs; what you think about a marketing stimulus) – I think BMWs are quality cars

Hierarchy of effects • The hierarchy of effects is the result of all three components working together. • The hierarchy of effects is a concept used to distinguish between the involvement levels or motivation an individual might have toward the attitude object. • The standard-learning hierarchy, low-involvement hierarchy, and experiential hierarchy are three hierarchies of effects. 9 -21

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High Involvement ØLearn-Feel-Do Low Involvement ØLearn-Do-Feel Experiential ØFeel-Do-Learn

Multiattribute models • Multiattribute models are used to understand measure attitudes. • The basic multiattribute model has three elements —attributes, beliefs, and weights. • • Attributes are the characteristics of the attitude object. Beliefs are a measurement of a particular attribute. Weights are the indications of importance or priority of a particular attribute. A multiattribute model can be used to measure a consumer’s overall attitude 9 -24

Fishbein’s multi-attribute model of attitudes • Assumes that attitudes often have many attributes that influence them • (The tri-component model assesses a person’s attitude to only one attribute of the attitude) • Differs from tri-component model in 4 main areas: Focuses mainly on the affect component – Considers the strength of multiple attributes – Suggests that attitude affects intentions and this leads to behaviour – Measures strength of attributes – 9 -25

• The first, salient beliefs, is a reference to the beliefs a person might gain during the evaluation of a product or service. • Second, object-attribute linkages, is an indicator of the probability of importance for a particular attribute associated with an attitude object. • Evaluation, the third component, is a measurement of importance for the attribute. • The goal of the Fishbein model is to reduce overall attitudes into a score. Past and predicted consumer behavior can be used to enhance the Fishbein model 9 -26

Fishbein’s multi-attribute model of attitudes Attitude identification involves: 1. Identifying the attitude 2. Determining consumer intention, based on their attitudes 3. Predicting behaviour based on intentions 9 -27

Attitude change • Two conditions must exist to allow for attitude change: The object of the attitude must no longer provide the satisfaction that it once did – Attitudes can change when the consumer’s aspirations change – • Attitude change occurs when one of the three elements of attitude (affect, cognition, behaviour) undergoes a change 9 -28

Attitude change via affect (influencing feelings) • Conditioning – Build up positive feelings through rewards, positive music or emotive symbols • Feelings towards advertisement/communication If you like the advertisement, there is a greater chance you’ll like the product – Using well-liked celebrities – • Mere exposure – Just showing an advertisement or communication to consumers can lead to a positive attitude 9 -29

Attitude change via cognitions (influencing beliefs) • Changing consumer’s beliefs about the attributes of a brand • Providing information about the brand • Influencing consumers to change the importance of beliefs about the product – Communicate the importance of other attributes 9 -30

Attitude change via cognitions (influencing beliefs) • Changing consumer beliefs about the ‘ideal’ brand – Specify what should be most important about the brand 9 -31

Attitude change via cognitions (influencing beliefs) • Adding new beliefs about the brand – ‘Did you know that…. ? ’ 9 -32

Changing attitudes by encouraging a change in behaviour • Attitudes can change as a result of behaviour • Encourage consumers to try your product. For example, with samples or tastings Copyright 2005 Mc. Graw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9 -33

Changing attitudes by changing what is ‘normal’ • Changing what is viewed as normal in a situation • For example, attitudes to red meat have changed as a result of campaigns emphasising the benefits of eating red meat Copyright 2005 Mc. Graw-Hill Australia Pty Ltd PPTs t/a Consumer Behaviour by Karen Webb Slides prepared by Sarah Fletcher and Morena Dobrowolski 9 -34

Influences on attitude formation and change • Source credibility Attractiveness – Expertise – Trustworthiness – • Message characteristics • Media characteristics • Receiver characteristics 9 -35