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Consumer Attitude

Formation and
Change
A learned
predisposition to
behave in a
consistently favorable
Attitude or unfavorable manner
with respect to a given
object.
We have attitudes toward many
things to people, products,
advertisements, ideas, and more.

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What Are Attitudes?

The attitude object


Attitudes are a learned
predisposition-either through direct
experience or from others
Attitudes may not be consistent
over time
Attitudes occur within a situation

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Structural Models of
Attitudes
Tricomponent Attitude Model
Multiattribute Attitude Model
The Trying-to-Consume Model
Attitude-Toward-the-Ad Model

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A Simple Representation of the
Tricomponent Attitude Model

Cognition

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The Tricomponent Model

Components The knowledge


and perceptions
Cognitive that are acquired
Affective by a combination
of direct
Conative experience with
the attitude object
and related
information from
various sources
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The Tricomponent Model

Components A consumers
Cognitive emotions or
feelings about a
Affective particular product
Conative or brand

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The Tricomponent Model

Components
The likelihood or
Cognitive tendency that an
Affective individual will
undertake a
Conative
specific action or
behave in a
particular way
with regard to the
attitude object
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Attitude models that
examine the
Multiattribute composition of
Attitude consumer attitudes
Models in terms of selected
product attributes or
beliefs.

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Multiattribute Attitude
Models

Types
The attitude- Attitude is function
toward-object of the presence of
model certain beliefs or
The attitude- attributes.
toward-behavior Useful to measure
model attitudes toward
Theory-of- product and
reasoned-action service categories
model or specific brands.
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Multiattribute Attitude
Models

Types
The attitude- Is the attitude
toward-object toward behaving or
model acting with respect
The attitude- to an object, rather
toward-behavior than the attitude
model toward the object
Theory-of- itself
reasoned-action Corresponds
model closely to
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actual
Consumer Characteristics, Attitude,
and Online Shopping

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Multiattribute Attitude Models

Types
The attitude- Includes cognitive,
toward-object affective, and
model conative
The attitude- components
toward-behavior Includes subjective
model norms in addition
Theory-of- to attitude
reasoned-action
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A Simplified Version of the
Theory of Reasoned Action

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An attitude theory
designed to account
for the many cases
Theory of where the action or
Trying to outcome is not certain
Consume but instead reflects
the consumers
attempt to consume
(or purchase).

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A model that proposes
that a consumer forms
various feelings (affects)
and judgments
Attitude- (cognitions) as the result
of exposure to an
Toward-the-
advertisement, which, in
Ad Model turn, affect the
consumers attitude
toward the ad and
attitude toward the
brand.

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A Conception of the Relationship
Among Elements in an Attitude-
Toward-the-Ad Model

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Issues in Attitude
Formation
How attitudes are learned
Conditioning and experience
Knowledge and beliefs

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Issues in Attitude
Formation
Sources of influence on attitude
formation
Personal experience
Influence of family
Direct marketing and mass media
Personality factors

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Strategies of Attitude
Change

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

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Changing the Basic Motivational
Function

Ego-
Utilitari
defensi
an
ve
Value-
Knowle
expressi
dge
ve

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Attitude Change
Altering Components of the
Multiattribute Model
Changing relative evaluation of
attributes
Changing brand beliefs
Adding an attribute
Changing the overall brand rating
Changing Beliefs about
Competitors Brands
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Behavior Can Precede or Follow
Attitude Formation

Cognitive
Attribution Theory
Dissonance Theory
Holds that discomfort A theory concerned
or dissonance occurs with how people assign
when a consumer holds causality to events and
conflicting thoughts form or alter their
about a belief or an attitudes as an outcome
attitude object. of assessing their own
or other peoples
behavior.

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Issues in Attribution Theory

Self-Perception Theory
Foot-in-the-Door Technique
Attributions toward Others
Attributions toward Things

How We Test Our Attributions


Distinctiveness; action occurs when the product is present,
and does not occur when the product is absent.
Consistency over time; whenever product is present-
reaction is the same.
Consistency over modality; reaction is the same- even
when situation varies.
Consensus; action is perceived in the same way by others.
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THANK YOU!

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