Attitudes

Attitude is defined as how favourable/ positive or unfavourable/ negative a person feels

toward an object. Another view is that attitude is learned predispositions to respond to a
class of objects or object in consistent positive or negative manner. This view comprises of 3
components (1) the emotional or affective component (2) the cognitive or knowledge
component (3) the conative or behavioural tendency component.

A consumer might be certain that Listerine mouthwash keeps mouth clean, kills germs,
prevent colds, prevent sore throat and give refreshing breath. If this consumer feels that
these five qualities are favourable qualities, then as discussed above this consumer could
have overall positive attitude towards the brand.

Characteristics of attitude-

1. Attitudes have an object- As discussed earlier, attitude must have an object. This
object is their focal point-it can also be an abstract concept like behaviour or tangible
item like car. The object can be an action such as buying a motorcycle, a physical
thing such as a product, an item such as a person or a social group.
2. Attitudes have direction, degree, and intensity- attitude is an expression towards an
object. This expression can be- (1) direction: favourable/ positive or unfavourable/
negative or against an object, (2) intensity: how strongly a person believes or how
much confidence he/ she have in his/her conviction, (3) degree: how much a person
favours or dislikes the object. These three attributes help marketers to have an
estimate of consumer’s readiness.
3. Attitudes have structure- Attitudes have internal consistency and possess inter
attitudinal centrality. Attitudes have the tendency to stabilise over time because
they cluster into structures. Hence they do not stand in isolation.
4. Attitudes are learned- similar to acquired characteristics, attitudes are learned and
can be changed. They are developed based on our personal experiences as well as
information from the outside world.

Functions of attitudes

1. Adjustment function- it drives people away from undesirable or unfavourable

objects and towards the rewarding or pleasurable ones. It follows the utilitarian
concept of minimizing punishment and reward for the maximum people. Thus, the
degree of perception of consumer’s attitude largely depends on what they perceive
to be rewarding or punishing.
2. Ego defensive function- Attitudes formed to protect ego from threats help fulfil ego
defensive function. If a consumer earlier had made poor purchase decision, may
 defend it by blaming the third party. Such ego defensive attitudes help to protect our
ego even though we may not be aware of it.
3. Value expressive function- sometimes the attitude is the result of values translated
into something more tangible and easily expressed. Thus a traditionally conservative
person may have a different attitude towards an object as compared to someone
who is liberal.
4. Knowledge function- consumers seeks consistency, understanding and stability.
Attitudes help us to categorize objects into groups as a way of knowing about them.

Sources of attitude development

1. Personal experience
2. Group associations
3. Influential others

Congruity theory

Assume that a consumer initially has positive attitude towards a cricketer Y and negative
attitude towards an X brand which manufactures cricket bat. Then the consumer is exposed
towards an advertisement where Y makes positive statement about brand X. Now in the
given situation, consumer will have inconsistent attitude and is in a state of congruity. This
produces uncomfortable tension and must lead to resolution of incongruity. The theory
suggest that a person in this situation will reduce his positive attitude towards Y and also
become more favourable towards X. there will be movement of two units of each attitude
towards centre because now the consumer perceives both objects as of equal strength but
opposite direction of zero neutral points.

Balance theory

According to this theory, all three elements (person, idea and things) have either positive or
negative relationship with each other. This relationship is characterized as sentiment. If this
relationship is positive then it is called balanced and if negative, unbalanced. If in an
unbalanced relationships sufficient tension exists, it is highly possible that there will be
change in attitude.

Cognitive dissonance theory

When a person perceives both of his cognitions to be true but seems inconsistent because
they do not fit together. The dissonance thus created produces tension which seems to
motivate an individual to bring congruence to inconsistent elements thereby reduces
tension. This psychological tension can be reduced in three ways- (1) Rationalization (2)
Seeking additional information, (3) Eliminating or altering some of the dissonance by
changing attitudes such as there is no dissonance.