Merwyn FernandezTBMM- 01ATTITUDES (EFFECTS ON CONSUMER BEHAVIOUR)

DEFINITIONSCHARACTERISTICSHOW ARE THEY FORMEDATTITUDE THEORIESNEW MODELS OF ATTITUDERELATIONSHIP BETWEEN ATTITUDE &

BEHAVIOUR

Definitions Attitude (positive – negative, favorable

– unfavorable) is how a person feels towards an object.

Attitudes are learned dispositions to respond to an object in a consistently favorable or unfavorable way.

Important CharacteristicsAttitudes have an object.Attitudes have direction, intensity

& degree.Attitudes have structure.Attitudes are learned.Attitudes have consistency.Attitudes are situational.

How are attitudes formed?Personal experienceNeeds Group AssociationsExposure to mass media

Attitude TheoriesCongruity theoryBalance theoryCognitive dissonance theory

NEW MODELS OF ATTITUDETHE TRI-COMPONENT ATTITUDE

MODEL:a. COGNITIVE COMPONENTb. AFFECTIVE COMPONENTc. CONNOTIVE COMPONENT

NEW MODELS OF ATTITUDEMULTIVARIATE ATTITUDE MODEL

VARIATIONS:a. OBJECTb. BEHAVIOUR MODELc. REASONED ACTION MODELd. AD MODELe. The theory of trying to

consume model

Relationship between Attitude & BehaviorThe factors which could affect

attitude & thus resultant behavior are:

Unforeseen circumstancesTime gapExtent of stabilitySituational factorsStrength of attitudesAccuracy of attitudeConflict of attitudes

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