ATTITUDE

MODULE III
Attitu
des
An attitude is a
predisposition to
act or feel a
certain way
towards a
person or thing.

Attitudes.ppt 2
Attitudes S itu a tio n

have an emotional A ttitu d e

charge + or –
occur within a situation
can not be measured
directly
self reporting or
inference
are learned
not temporary - more
or less enduring

Attitudes.ppt 3
Attitudes are learned
In the absence of existing attitude we are open
to suggestion

Something
( object of attitude ) Positive result
Goal achievement

+
Formation of a + attitude

Attitudes.ppt 4
Communicator effect
highly respected source
helps formation of an
attitude.


an inept attempt to teach an

attitude can lead to a
negative reaction eg. anti
drug ads

5
Attitude stability
depends on
how closely it's linked
with other attitudes
knowledge - cognitive
aspect
degree of
liking/disliking -
affective aspect

Attitudes.ppt 6
Attitudes can be formed to
preserve balance in our self
image
K n o w le d g e Have to fit with
other attitudes,
O p in io n values, information
accepted, what we
A ttitu d e s do.
V a lu e s


Changes in these
may cause a
readjustment of an
attitude.

Attitudes.ppt 7
Attitude to object vs attitude to
a behavior
The attitude-toward-object model
Attitude is function of evaluation of
product -specific beliefs and
evaluations
The attitude-toward-behavior
model
Is the attitude toward behaving
or acting with respect to an
object, rather than the attitude
toward the object itself
Object: Rolls Royce car
Behaviour:
Attitudes.ppt purchasing a Rolls 8
Tricomponent Attitude
Model (ABC)
Affect (How I
feel about
it)plus
Behavioural A FFE C T IV E B e h a vio u r
tendency, plus ( Feeling )
Cognitions
(what I think or
know) about C O G N IT IV E
likely
consequences K n o w le d g e
of behaviour

Attitudes.ppt 5 9
Multiattribute model
This college has great facilities
Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2 3 4 5 6 7 strongly

Infrastructure at this college is up to the mark

Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2 3 4 5 6 7 strongly

Courses are recognised by employers

Disagree |__|__|__|__|__|__|__| Agree
strongly 1 2 4 5 6 7 strongly

College is easy to get to

Disagree |__|__|__|__|__|__|__| Agree
Strongly 1 2 3 4 5 6 7 strongly

Attitudes.ppt 10
Attitude change
strategies
Changing the Basic Motivational Function


Associating the Product With an Admired

Group or Event


Resolving Two Conflicting Attitudes



Altering Components of the Multiattribute

Model

Attitudes.ppt 11
Attitude change
strategies
Changing the Basic Motivational Function
Associating the Product With an Admired Group
or Event
Resolving Two Conflicting Attitudes
Altering Components of the Multiattribute
Model
Changing Beliefs About Competitors’ Brands


Attitudes.ppt May 05 12
 THANKS