Attitude You learn to behave in a particular way to a particular object in a particular situation. A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

What are Attitudes? The attitude “object” Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation

The Attitude “Object” Object refers to such things as: product, product category, brand, service, possessions, product use, advertisement price, or retailer.

This attempts to change the attitude toward calcium in a soft drink situation.

Attitudes Are a Learned Predisposition Attitudes are learned. They are formed as a result of direct experience with the product, information acquired from others, and exposure to mass media.

Attitudes Have Consistency Attitudes are relatively consistent with the behavior they reflect. Attitudes are not necessarily permanent; they do change. Always consider situational influences on consumer attitudes and behavior.

Attitudes Occur Within a Situation Consumer attitudes occur within, and are affected by, the situation - events or circumstances that, at a particular time, influence the relationship between an attitude and a behavior. Individuals can have a variety of attitudes toward a particular behavior, each tied to a specific situation. This can cause consumers to behave in ways seemingly inconsistent with their attitudes. (The Dhoni Effect) It is important when measuring attitudes that we consider the situation in which the behavior takes place, or the relationship between attitudes and behavior could be misinterpreted. you may feel OK about having fast food for lunch, but want something "better" for dinner.

STRUCTURAL MODELS OF ATTITUDES Psychologists have developed a number of models in order to understand consumer attitudes. Tricomponent Attitude Model Multiattribute Attitude Models The Trying-to-Consume Model Attitude-toward-the-ad Model

Tricomponent Attitude Model According to the tricomponent attitude model, attitudes consist of three major components: cognition, affect, and conation.

A Simple Representation of the Tricomponent Attitude Model Conation Affect Cognition

The Cognitive Component Cognitions are previous knowledge or experiences with or about the object. This previous knowledge/experience allows the consumer to form perceptions or beliefs about the product.

The Affective Component The affective component of an attitude consists of the consumer’s emotions or feelings. Affect-laden experiences manifest themselves as emotionally charged states (such as happiness or sadness). These states may enhance positive or negative experiences for the consumer. The Hesh-Lee effect

The Conative Component Conation is the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. The conative component may include the actual behavior itself. In marketing and consumer research, the conative component is frequently treated as an expression of the consumer’s intention to buy. Intention-to-buy scales are used to assess the likelihood of a consumer purchasing a product or behaving in a certain way.

The Tricomponent Model Cognitive Component 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 A consumer’s emotions or feelings about a particular product or brand. Conative Component The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object

Multi-Attribute Attitude Models Multi-attribute attitude models examine attitudes in terms of selected product attributes or beliefs.

The Attitude-Toward-Object Model Consumer’s attitude toward a product is a function of the presence (or absence) of certain product-specific beliefs and/or attributes. What consumers will purchase is a function of how much they know, what they feel are the important features for them, and their awareness as to whether particular brands possess (or lack) these valued attributes.

Positive attitudes toward brands help with brand extensions

The Attitude-Toward-Behavior Model Individual’s attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself. The appeal of this model is that it seems to correspond somewhat more closely to actual behavior than does the attitude-toward-object model. you may like BMWs but you are not ready to buy/drive one because you believe that you are too young/old to do so

Theory-of-Reasoned-Action Model A comprehensive integration of attitude components into a structure that is designed to lead to both better explanation and better predictions of behavior. Like the basic tricomponent attitude model, the theory-of-reasoned-action model incorporates a cognitive component, an affective component, and a conative component; however, these are arranged in a pattern different from that of the tricomponent model.

Reasoned action To understand intention we also need to measure the subjective norms that influence an individual’s intention to act. A subjective norm can be measured directly by assessing a consumer’s feelings as to what relevant others (family, friends, roommates, co-workers) would think of the action being contemplated.

A Simplified Version of the Theory of Reasoned Action Beliefs that the behavior leads to certain outcomes Beliefs that specific referents think I should or should not perform the behavior Motivation to comply with the specific referents Evaluation of the outcomes Attitude toward the behavior Subjective norm Intention Behavior

Theory of Trying-to-Consume Accounts for cases where the action or outcome is not certain but reflects the consumer’s efforts to consume. Sometimes personal impediments or environmental impediments prevent the desired outcome. Researchers have recently extended this inquiry by examining those situations where consumers do not try to consume—that is, fail to try to consume. In this case, consumers appear to fail to see or are too ignorant of their options. Consumers appear to make a conscious effort not to consume. the focus is the "trying" or seeking part, rather than the outcome (consumption)

Ad illustrating the theory of trying to consume

Attitude-Toward-the-Ad Models Consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an ad. These feelings and judgments in turn affect the consumer’s attitude toward the ad and beliefs about the brand acquired from exposure to the ad. Finally, the consumer’s attitude toward the ad and beliefs about the brand influence his or her attitude toward the brand. It appears that for a novel product (e.g., “contact lenses for pets”), the consumer’s attitude toward the ad has a stronger impact on brand attitude and purchase intention than for a familiar product (e.g., pet food).

A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model Exposure to an Ad Judgments about the Ad (Cognition) Feelings from the Ad (Affect) Beliefs about the Brand Attitude toward the Ad Attitude toward the Brand

Multiattribute Attitude Models The attitude-toward-object model Attitude is function of evaluation of product-specific beliefs and evaluations The attitude-toward-behavior model 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 A comprehensive, integrative model of attitudes

Try this… A local pizza restaurant is having a hard time attracting customers due to a poor image. Explain how they can change people’s attitudes by using three of the following: 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