Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall – Chapter No: 10 Chapter Name: Consumer Attitude Formation and Change

Learning Objectives Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall – Learn how attitudes relate to different objects. 2.Learn how the theories of attitudes relate to the different environment.

Attitudes A learned predisposition (tendency) 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 (tendency) Attitudes have consistency (regularity) Attitudes occur within a situation

What we are actually doing? Are some learned behaviors that can be applied or not applied to purchase a product is called attitudes. In other sense, are some learned behaviors that are applied to do an action. According to Psychology, An attitude is a learned predisposition (tendency) to behave in a consistently (time after time) favorable or unfavorable way with respect to a given object. Attitudes are not directly observable, but must be inferred from what people say or what they do. A whole universe of consumer behaviors – consistency of purchases, recommendations to others, top rankings, beliefs, evaluations and intentions are related to attitudes. Definition: Attitude Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall –

Attitudes relate to some things: – The attitude “object”: The attitudes are normally creates upon a object and here object means product, product category, brand, service, possessions, product use, cause, issue, people, advertisement, internet site, price, medium etc. In other words, object means upon which you make your decision. Ex: For DVD players you will make your decision on whether Sony or Panasonic or Toshiba etc are objects. Another Ex: You will make decision on PBL/ IBBL/ DBBL to open a savings account are objects. Attitude (continued) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall –

Attitudes are a learned predisposition(tendency): Attitudes are formed as a result of direct experience with the product, word-of-mouth information acquired from others or exposure to mass-media advertising. Attitudes have consistency: Attitudes would be consistent with the concurrent event. Ex: if a French consumer reported preferring Japanese over Korean electronics, we would expect that the individual would be more likely to buy a Japanese brand when his current VCD player needed to be replaced.

How attitudes are learned? – Through Learning with the help of ad, from family, observing, others using etc. – Following to others The ad of Garu Marka Dhewtin. – To solve a problem/ Just satisfy a need If you hungry, then it is needed to feed. Attitude (continued) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall –

Table 8.1 Examples of How Situations Might Influence Attitudes Delta Life Insurance“If anything happens to my spouse, I’ve got to have enough money to get the kids through college.” Financial planning Cannon Color Printers “Now that they have gone down in price so much, it’s time for me to buy a color printer.” Old PC printer ceases to work Hilton Resorts and Casinos “I worked hard; I earned a couple of days away to relax.” Exhausted, time or a weekend get- a-way Dove shopMy skin gets dry in winter, so I want to use a soap with moisturizer in it.” Rough skin PRODUCT/SERVICEATTITUDESITUATION

Table 8.1 continued Sports Illustrated for Kids “He loves sports; I should get a one-year subscription.” It’s my nephew’s birthday Omega Seamaster Professional “Now I have an opportunity to get the watch James Bond wears.” Old wristwatch is lost Claritin-D 24 Hour“I need something that really works. I’ve heard good things about Claritin.” Summer allergy PRODUCT/SERVICEATTITUDESITUATION Kraft Free Salad Dressing “I really should try using more fat- free products.” Going on a diet

Four theories of attitudes are: – Tricomponent attitude model (cognitive, affective & conative components) – Mulattribute attitude model attitude toward object, attitude toward behavior & response- action. – Trying to consume model – Attitude toward the ad model Theories of Attitudes Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall –

1.Tricomponent attitude model: Three major components are: – Cognitive component: – Model consists of a person’s cognitions, that is, the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. – Theme: People initially show their attitudes based on their knowledge. Here no interaction with other people. What they think just observing/ hearing about an object? Example: When a person hear about Pencil computer, they may be think that the computer is operated by pencil or the computer is similar to a pencil. This theory is totally brainstorming based. Theories of Attitudes (continued) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall –

1.Tricomponent attitude model: Three major components are: – Affective component: Theme: People initially think when they interact with others. It is emotional based. What they think just talking about an object with others? Example: When a person talking about Pencil computer with other person, they may be think that while the computer is about pencil sized, then is the computer is consisting of all features or not? And is the computer is of highly configured or not? Theories of Attitudes (continued) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall –

1.Tricomponent attitude model: Three major components are: – Conative component: Theme: People normally perform an activity just observing the others. It is imitative theory. What they do while observing others? Example: When a person see that the other people break-down his/ her computer, then he/ she also break-down his/ her computer but it actually shouldn’t be because you are not an expert to assembly the computer. Theories of Attitudes (continued) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall –

Reflection of Tricomponent attitude model : Affective Conative Cognitive Theories of Attitudes (continued) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall –

2.Multi attribute (quality) attitude model: Three categories – Attitude-toward-object model: Theme: Consumers generally have favorable attitudes towards those products/ services/ brands that have an adequate level of attributes (quality). On the other hand, Consumers generally have unfavorable attitudes towards those products/ services/ brands that haven’t an adequate level of attributes. Here the objects are – products, service, brand etc. Satisfaction through the features of the object Example: A person will satisfy with a car when it is of speed, reliability, cost – effective, availability of 24/ 7 technical assistance, etc. This theory is object related. Theories of Attitudes (continued) Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall –

2.Multi attribute attitude model: Three categories – Attitude-toward-behavior model: Theme: Consumers show their attitude toward behaving or acting with respect to an object rather than the attitude toward the object itself. It is people related. Satisfaction through the owner of the object Example: A person will satisfy with a car when the seller of the car provide 24/ 7 technical assistance. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall – Theories of Attitudes (continued)

2.Multiattribute attitude model: Three categories – Response - action model: Theme: Consumers have had satisfaction if others show their respect toward himself. Satisfaction through the eyes of other people Example: A person will satisfy with a car when the people besides himself/ herself think positively. An undergraduate student want to purchase a computer and he/ she will satisfy if the parents give supports. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall – Theories of Attitudes (continued)

3.Trying to consume model: Theme: Consumers don’t have the purchase if they had no reflective /thoughtful/philosophical products. They will have the product which have the attributes to fulfill his/ her satisfaction. Satisfaction through desire The application may be through permission marketing. Example: A person will have the product pencil computer if it is of all features of the desktop computer or laptop computer. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall – Theories of Attitudes (continued)

4.Attitude toward the ad model: Theme: Consumer will purchase the product through his/ her feelings and judgments. Satisfaction through nice ad The application should be of informative or reminding advertising and obviously of providing all (negative and positive impacts) information. Example: A person will have the product pencil computer if it is of all features of the desktop computer or laptop computer. Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall – Theories of Attitudes (continued)

Query?

Thank You … For staying with me … Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8 th edition, Prentice Hall –