ATTITUDE

A learned
predisposition to
behave in a
consistently
Attitude
favorable or
unfavorable manner
with respect to a
given object.
We can say that:
1. Attitudes are learned . That is, they get formed on the
basis of some experience with or information about the
object
2. Attitudes are predisposition , as such they reside in the
mind
Attitudes can be used to predict behaviour. If you show
a favourable attitude toward a new product concept ,
then market predicts that when the new product is
available , you are likely to buy it.
Attitudes as evaluations
Attitudes are our evaluation of
object,people,brands,products,or
Organisations and so on.people evaluate thes terms of their
godness,likability,or desirability.We can check it by
asking “How you like Alto car as a owner?”
“What is your opinion about “The Windo”magazine?”
ROBERT DYAS
Defining new ways of using its floor space for
garden and independent home products to
augment the customer’s Internet
experience.First experience then place order on
internet.You can measure the size of equipment
whether you have space in your house or not?
To manage different customer attitudes toward
a brand can be seen at John Lewis department
stores in CP,New Delhi.
Adjacent o women’s dressing rooms the
“Boyfriend area” has been intriduced where
partners can sit down and listen to music
records,read newspapers and have a coffee
A Company Which
Specializes in Attitude
Measurement

weblink
This attempts
to change
the attitude
toward
calcium in a
soft drink
situation.
Structural Models of
Attitudes
• Tricomponent Attitude Model
• Multiattribute Attitude Model
• The Trying-to-Consume Model
• Attitude-Toward-the-Ad Model
CONCEPTUAL
FRAMEWORK
ATTITUDES
Three component model
1. Cognition
2.Affect
3.Conation Buyer User
ATTITUDE CHANGE
Psychological Processes
1. Learning theories
2. Attribution Processes
3. Cognitive Consistency Theories
4. High-Low-Involvement
information processing
ATTITUDES
1. Multiattribute Models Payer
2. Functional Theory of Attitude
A Simple Representation of the
Tricomponent Attitude Model

Cognition
 THREE COMPONENT MODEL OF
ATTITUDE
Psychologists have identified three underlying dimensions
to global attitude:
1. Cognition-Knowledge
2. Affect- Feeling
3. Conation-Action
That is ,when we hold an attitude about an object,
Typically it is based on some knowledge and beliefs about
the object.We feel some positive or negative emotion
toward it,and we want to act in certain way toward it-
either embracing it or spurning it.
COGNITIONS
Cognitions or thoughts about brands or objects are
also called beliefs.Beliefs are expectations as to what
something is or not or what something will or will not
do.
Statements of belief connect an object(person,brand,store)
to an atribute or benefit.A brand belief is a thought
about a specific property or quality of the
brand.Customers’ beliefs about purchasing foreign and
domestic productd are captured in a construct called
Ethnocentrism.Shimp and Sharma developed an
instument called the CETSCALE that measures
consumers’ ethnocentric tendencies toward purchasing
foreign made versus domestic made products
AFFECT
Affect is the feelings a person has toward an object or
emotions that object evokes for the person.
CONATION
Conation is the action a person wants to take toward the
object.
Attitude Component: Cognition or Belief, Affect or
Feelings , Conations or Actions
Attitude Object:
(A) DHL,for Shipping a Business’s small packages
C: DHL is very reliable in its service,more economical
than other package-carrier services.
A: When I ship by DHL, I feel secure
CONATIONS: I use DHL for my shipping more than I use
other carriers
(B) Shopping for Airline Tickets on the Internet
C: For my airlines tickets,shopping on the internet is
very convenient,can find cheapest fares by shopping
on net
A: Totally cool,Confusing,Boring,Enjoyable ,pain in ineck
terible
CONATIONS:Have used the net for my travel airline
tickets recently.
Hieerarchies in
Attitude
1.Learning:
Cognitive
Affective Learning Emotional

Actions
Tourist
spot>travel
time>Cost>Hot
el>Rafting,Stea Low investm
mBoat ent
2.Emotional:
TV show> AXN Channel>Live scene of
Goa Sea beach>Students>FUN
You decided to go to Goa.
Affect>Conation> Cognition