Consumer Attitude Formation and Change

Consumer Attitude Formation and Change

What are Attitudes?

•      The attitude “object”

•      Attitudes are a learned predisposition

•      Attitudes have consistency

•      Attitudes occur within a situation

The Tricomponent Model

•      Cognitive Component

l    The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.

•      Affective Component

l    A consumer’s emotions or feelings about a particular product or brand.

•      Conative Component

l    The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.

Multiattribute Attitude Models

•      The attitude-toward-object model

l    Attitude is function of evaluation of product-specific beliefs and evaluations

•      The attitude-toward-behavior model

l    Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself

•      Theory-of-reasoned-action model

l    A comprehensive, integrative model of attitudes

Issues in Attitude Formation

•      How attitudes are learned

•      Sources of influence on attitude formation

•      Personality factors

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 the relative evaluation attributes

– changing brand beliefs

– adding an attributes

– changing the overall brand rating

•       Changing Beliefs About Competitors’ Brands

Four Basic Attitude Functions

•      The Utilitarian Function

•      The Ego-defensive Function

•      The Value-expressive Function

•      The Knowledge Function

Clorox Uses A
Utilitarian Appeal

Suave Uses Ego Defensive Appeal

AC Delco Uses a Value-Expressive Appeal

A Knowledge Appeal

Why Might Behavior Precede Attitude Formation?

•      Cognitive Dissonance Theory

•      Attribution Theory

Reducing Cognitive Dissonance