Attitude change

RAJ SHARMA
 What are Attitudes?
 Attitude is a learned predisposition to behave in a
consistently favorable or unfavorable way with
respect to a given object.
 Each part of this definition describes an important
property of an attitude.
 The attitude “object”
 Attitude are a learned predisposition.
 Attitude have consistency.
 Attitudes occur within a situation.
 Attitude formation
 Attitude formation is divided mainly
into three areas:
 How attitudes are learned.

 The sources of influence on attitude

formation.
 The impact of personality on attitude

formation.
 Strategies of attitude change
 Factors responsible for attitude formation are
responsible for attitude change.
 Factor responsible for attitude change are
 Changing the consumer’s basic motivational function .
 Associating the product with an admired group or
event.
 Altering components of multiattribute model .
 Changing consumer beliefs about competitors’ brand.
 Changing the basic motivational function

 An effective strategy for changing consumer

attitudes toward a product or brand is to
make particular needs prominent. According
to this approach, attitudes can be classified
in terms of four functions:
 The utilitarian function
 The ego defensive function
 The value-expressive function
 The Knowledge function
 Associating the product with a
special group, event or cause

 Attitudes are related, at least in

parts, to certain groups, social
events or causes. It is possible to
alter attitudes towards products,
services & brands by pointing out
their relationships to particular social
groups, events or causes.
 Changing beliefs about
competitor’s

 Another approach to attitude change

strategy involves changing
consumers beliefs about the
attributes of competitive brands or
product categories.
 Altering components of the
multiattribute model
 These model have implications for attitude
change strategies; specifically they
provide us with additional insights as to
how to bring about attitude change :
 Changing the relative evaluation of
attributes
 Changing brand beliefs
 Adding an attribute
 Changing the overall brand rating
 Conclusion
Each property of attitude definition is
critical to understanding why and how
attitudes are relevant in consumer
behavior and marketing. Due to some
factors there have an impact on attitude
change;i.e.attitude changes are learned
and they are influence by personal
experiences and the information gained
from various personal and impersonal
sources.