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ATTITUDE
INCONSUMER BEHAVIOR
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Defining attitudes
A predisposition to evaluate an object or product
positively or negatively.
Is lasting because it tends to endure over time.
Is general because it applies to more than a momentary
event. Has three components - beliefs, affect, and behavioural
intentions.
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Forming attitudes
Attitudes can form in different ways, depending on the
particular hierarchy of effects in operation.
They can occur via:
Classical conditioning.
Instrumental conditioning.
Or via a complex cognitive process.
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Levels of commitment to an attitude
Lowest level: compliance. This attitude is formed as it
helps in gaining rewards or avoiding punishments.
Identification - formation of attitudes in order for theconsumer to be similar to another person.
Highest level: internalisation - deep seated attitudes
which become part of a consumers value system.
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TRICOMPONENT ATTITUDE MODEL
CONATION
COGNITION
AFFECT
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Most Important part
Why we are studying this??
- To understand consumer better his beliefs, their
power to reject or accept the product
- To relate with them there perceptions,
expectation, needs wants and desires. i.e. to
target market
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ATTITUDE AND
PERFORMANCEMethods for changing attitudes in
performance interventions.
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Men are disturbed not by things but by the
views which they take of them.
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Measurement of attitude
1) Cognitive
2) Affective (values & beliefs).
While a person may have the competency to perform a task,
that does not mean he or she will have the desire (attitude) to
do so correctly.
In other words, competencies give us the ability to perform,while attitudes give us the desire to perform.
Attitudes change with various events in a person's life.
These emotional changes also vary in length of time.
http://www.nwlink.com/~donclark/performance/values.htmlhttp://www.nwlink.com/~donclark/performance/beliefs.htmlhttp://www.nwlink.com/~donclark/performance/beliefs.htmlhttp://www.nwlink.com/~donclark/performance/values.html7/28/2019 Attitude in Consumer Behavior
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Changing attitudes
There are four main methods used for changingattitudes in performance interventions:
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Exposure Effect
This technique usessimple "experiences" tostart the attitudeformation by exposing aperson to a concept,object, or person anumber of times. Andnormally this is done
through "positive"experiences as "negative"experiences requiredisgust, pain, or fear.
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Reinforcement
This concept is based upon "classical conditioning" and"operant conditioning." Classical conditioning areinvoluntary reflexes, while operant conditioning isbased upon voluntary behavior.
Changing Viewpoints
Although discussions mainly work through our cognitiveside, we have to remember that almost everything wedo is based upon our emotions.
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Persuasive Communication
The advertisement industry is based upon this
technique. This technique is based upon three
main characteristics: source, message, and
audience, e.g,:
the sourcehow believable and likable you are
the messagecontent and style
and audienceeducational level, other
attitudes.
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Theories of Attitude
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Cognitive Dissonance
Cognitive
The mental process of
knowing, including aspects
such as awareness,
perception, reasoning, andjudgment.
Dissonance
Lack of agreement
According to cognitive dissonance theory, there is a tendency forindividuals to seek consistency among their cognitions (i.e.,
beliefs, opinions). When there is an inconsistency betweenattitudes or behaviors (dissonance), something must change toeliminate the dissonance.
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Contd..
Dissonance and consonance are relations among
cognitions that is, among opinions, beliefs, knowledge
of the environment, and knowledge of one's own
actions and feelings. Two opinions, or beliefs, or items of knowledge are
dissonant with each other if they do not fit together
that is, if they are inconsistent, or if, considering only
the particular two items, one does not follow from theother
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Lets make it better
A cigarette smoker who believes that smoking is
bad for his health has an opinion that is
dissonant with the knowledge that he is
continuing to smoke. He may have many otheropinions, beliefs, or items of knowledge that are
consonant with continuing to smoke but the
dissonance nevertheless exists too.
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Contd
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Attribution Theory
Attributions - are the reasons we give for our
own and others behaviors
People are motivated to understand thecauses of behavior. Attribution theoryseeks to explain how and why people make
these causal attributions.
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Why is this baby smiling?
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There are two general types ofattributions that people make
Personal attributions
Situational attributions
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Personal Attributes
Explanations in terms of personalcharacteristics. For example:
The baby must be a happy baby.
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Situational attributions
Explanations in terms of situational
factors. For example:
Someone must have just played withthe baby .
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The ABC model
Affect - how a consumer feels about an attitude object.
Behaviour - the consumers intention to do somethingwith regard to an attitude object.
Cognition - the beliefs a consumer has about an attitude
object.
The model emphasises the interrelationships between
knowing, feeling, and doing.
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Three hierarchies of effects
Figure 5.1
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Consumer Decision-Making
Process
PostpurchaseBehavior
Purchase
Evaluationof Alternatives
Information Search
Need Recognition
Cultural, Social,Individual andPsychological
Factorsaffect
all steps
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Thank You