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Attitude Individual Determinants

This document discusses individual consumer behavior and how attitudes are formed and changed. It defines attitudes as learned predispositions to respond positively or negatively to objects. Attitudes have cognitive, affective, and behavioral components and are learned through classical conditioning, operant conditioning, and cognitive learning. The document also examines attitude measurement challenges and the relationship between attitudes and behavior.

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Sweta Sinha
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68 views24 pages

Attitude Individual Determinants

This document discusses individual consumer behavior and how attitudes are formed and changed. It defines attitudes as learned predispositions to respond positively or negatively to objects. Attitudes have cognitive, affective, and behavioral components and are learned through classical conditioning, operant conditioning, and cognitive learning. The document also examines attitude measurement challenges and the relationship between attitudes and behavior.

Uploaded by

Sweta Sinha
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Individual Determinant Consumer Behaviour

Attitude- Formation
and change  
Attitude 
• A learned predisposition to behave
in a consistently favorable or
unfavorable manner with respect to
a given object

• A positive attitude is generally a


necessary, but not sufficient,
condition for purchase
Attitude defined
• Consumer attitudes are a composite of a
consumer's 
• (1) beliefs about,

• (2) feelings about,

• (3) and behavioral intentions toward some


object--within the context of marketing, usually a
brand or retail store.
Characteristics of Attitudes
• Attitudes have an “object”

• Attitudes are learned


– Can be ‘unlearnt’

• Attitudes have behavioural, evaluative and


affective components
– Predisposition to act
– Overall evaluation
– Positive or negative feeling
Characteristics of Attitudes
• Attitudes have consistency

• Attitudes have direction, degree, strength and


centrality
– Positive or negative
– Extent of positive or negative feelings
– Strength of feelings
– Closeness to core cultural values

• Attitudes occur within a situation


Four Basic Functions of Attitudes

• The Utilitarian Function - How well it performs

• The Ego-defensive Function - To protect one’s self-


concept
Click to add text

• The Value-expressive Function - To convey one’s values


and lifestyles

• The Knowledge Function - A way to gain knowledge


Classical conditioning -
through past associations

Operant conditioning - through


How are trial and reinforcement
attitudes
learned? Cognitive learning – through
information processing

• Cognitive dissonance theory


• Attribution theory
Tri-Component
Model of Attitude 

•Affective Component - emotional


component . This is how one feels
about things.  feelings can be good, bad
or neutral.

•Behaviour Component - action
component. What one does or doesn’t
do as an expression of his / her attitude.
How one might behave in certain
situations. 

•Cognative Component - mental
component. The beliefs or thoughts one
has about  people, objects, places etc.
Attitude-
Behavior • People try maintain consistency between
Consistency their different attitudes. 

• People try maintain consistency between


attitudes and behavior. 

• Altering their attitudes or behavior, developing


a rationalization for their discrepancy.

• If there is an inconsistency between two


attitudes or between attitudes and behavior 

• People seek to make them consistent 

• Achieve a stable state with minimum of


dissonance
Attitudes have a stronger affect on behavior if they
are 

• important 

• specific 

• accessible 

• social pressure reinforces the attitude 

• you have experience with the attitude.


Cognitive Dissonance
Theory

• Holds that discomfort or


dissonance occurs when a
consumer holds conflicting
thoughts about a belief or an
attitude object.

• Pre or Post-purchase
Dissonance
• Cognitive dissonance that
occurs after a consumer has
made a purchase
commitment
Measurement problems.  Measuring attitudes is
difficult. 

In many situations, consumers do not consciously


set out to enumerate how positively or negatively
they feel about things

The consumers may act consistently with


their true attitudes, which were never uncovered
because an erroneous measurement was made.
Consumers often do not behave
consistently with their attitudes for
several reasons:

Ability.  He or she may be unable to


Attitude- do so. 
Behavior
Consistency
Competing demands for resources. 

Social influence. 
Associate
Appeal to product
motivational with a
functions of special
attitudes group, cause
Attitudes and or event
Marketing
Strategy Resolve
Influence
conflicts
consumer
among
attributions
attitudes
Alter components of the attitude
• Change relative evaluation of attributes
Alter • Change brand beliefs
• Add an attribute 
• Change overall brand evaluation

Attitudes Change Change beliefs about competitors’ brands

and
Marketing
Strategy Change Change affect first through classical conditioning 

Change Change behaviour first through operant conditioning


•Incidental
-- learning acquired by accident or without much
effort

Elements of Learning Theories


Importance of Learning

Marketers must teach consumers:

where to buy

how to use

how to maintain

how to dispose of products


Behavioural Learning Theories

•Classical Conditioning

•Instrumental Conditioning

•Modeling or Observational Learning


Classical Conditioning
•Pairing a stimulus with another stimulus
that elicits a known response to produce the
same response when used alone.

• Instrumental (Operant) Conditioning


learning based on a trial-and-error process,
with habits forced as the result of positive 
experiences (reinforcement)
•Classical conditioning is the learning of
associations among events that allows us
to anticipate and represent our
environment.

•From this viewpoint, classical conditioning


is not reflexive action, but rather the
acquisition of new knowledge

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