Attitude

Please tick one choice only

I like shopping at Big bazaar 1 2 3 4 5 I like Maggi ad 1 2 3 4 5 I like Nokia N series Mobile 1 2 3 4 5 What are we being asked in the above questions?

Attitude
Is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object.

A Sampling of Consumer Beliefs

Many businesses mark up the products prices before putting them on sale The education system needs improvement Indian Politics are dirty You get what you pay for, lower price means lower quality Its not safe to use credit cards on the internet

Beliefs
Are subjective judgements Ideally after watching a movie you may have a belief that the movie will run 100 days

Types of Feelings
Upbeat Active Adventurous Alive Attractive Confident Creative Elated Energetic Good Happy Pleased Negative Angry Annoyed Bad Bored Critical Defiant Disgusted Fed-up Insulted Irritated Regretful Warm Affectionate Calm Concerned Contemplative Emotional Hopeful Kind Peaceful Pensive Touched Warm-hearted

Feelings
Can be defined as an affective state (such as the mood you currently are in) or reaction (such as the feelings experienced during product consumption or processing an advertisement).

Consumer Feelings should be useful in

Feelings as part of the advertising experience Feelings as part of the shopping experience

Feelings as part of the consumption experience

 Will you buy Mercedes automobile during the next 12months? The next time you will feel like having coffee will you come back to Caf coffee day? Will you shop at Big Bazzar for the next month? Will you spend at least 5000 for this Diwali festival? The next time you need to be hospitalized will you speak to your doctor before choosing a hospital?

Intentions
Are subjective judgments by people about how they will behave in the future.

 Will you buy Mercedes automobile during the next 12months? Purchase intentions The next time you will feel like having coffee will you came back to Caf coffee day? Repurchase intentions Will you shop at Big Bazzar for the next month? Shopping intention Will you spend at least 5000 for this Diwali festival? Spending intentions The next time you need to be hospitalized will you speak to your doctor before choosing a hospital? Search intentions

Relationships between Consumer Beliefs, Feelings, Attitudes, and Intentions

Attitude Formation- refer to shift from having no attitude towards a given object to having some attitude towards it
How do people. Especially young people, form their initial general attitudes towards things? Attitude towards casual wear, formal wear, party wear????????

Attitude Formation
Attitudes are learned The sources has influence attitude formation

on

Attitudes are Learned

Classical Conditioning Instrumental conditioning Cognitive learning theory

Classical Conditioning
Lakme nail polish Lakme sunscreen lotion (counting on the stimulus generalization) The favorable attitude towards the brand name is frequently the result of repeated satisfaction with other products produced by the same company

Instrumental conditioning
Sometimes, attitudes follow the purchase and consumption of a product. For example a consumer may buy a product without any prior attitude to it If they find the purchased brand to be satisfactory, then they are likely to develop a favorable attitude to it

Cognitive Learning Theory

You have Florsheim shoes formal wear. Now shifting to a place where rains are frequent You are looking for waterproof shoes formal wear. You learn through Advertisement that Florsheim has waterproof shoes

 New Dr-Treds from Florsheim

In Case You Havent Noticed, Theyre Waterproof

The sources has influence on attitude formation

Direct/personal experience: free samples, discounts coupons or toll free numbers for enquiries Influence of family (basic values and beliefs) and friends Direct marketing or micro marketing or niche marketing (Golf clubs for lefthanded people) Exposure to mass media/indirect experience

Models of Attitude
Tricomponent Attitude model Multiattribute Attitude model Attitude-towards-ad-model

Theory of Reasoned Action

Tricomponent Attitude model

Tricomponent Attitude model

Cognitive component captures a consumers knowledge and perceptions (i.e., beliefs) about product and services. The affective component focus on a consumers emotions or feelings with respect to a particular product or services. Evaluative in nature, this determines an individuals overall assessment of the attitude object in terms of some kind of favorable

Tricomponent Attitude model

The Conative Component: or Behavioral is the final component of the tricomponent attitude model, is concerned with the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. This may include the actual behavior itself

Selected Evaluated Scale Used to Gauge Consumer's Attitudes Toward Old Spice Aftershave

campared to other aftershaves, Old Spice aftershave is:

Not Refreshing Negative Unpleasant Unappealing to others

1 1 1

2 2 2

3 3 3

4 4 4

5 Refreshing 5 Positive 5 Plesant Appealing to 5 others

The Fishbein Multiattribute Attitude Model

n

Ao = bi ei
i =1
Ao = attitude toward the object bi = strength of the belief that object has attribute i ei = evaluation of attribute i n = number of salient or important attributes

The Fishbein Multiattribute Attitude Model

The Fishbein Model

This model helps in studying a persons attitude about the various features (or attributes) of the attitude object and also helps the marketers in predicting the purchase intentions of the consumers.

 bi is the strength of the belief that the attitude object contains the ith attribute (the likelihood that Pizza is Crisp) ei is the evaluative dimension associated with the ith attribute (how good or bad the crispy pizza is)

Example
Understanding attitude towards three brands of running shoes Step 1: identifying the important or salient attributes (this step can be understand by simply asking the consumers which ones they use in evaluating brands in the product category usually is sufficient.)

Example cont
Step 2: list the attributes identified Whether the shoe is shock absorbent to permit running on hard surfaces Whether it is priced less than 2000 Durability of the shoe How comfortable the shoe is to wear Whether the shoe is available in a desired colour Amount of arch support

The Fishbein Multiattribute Attitude Model

n

Ao = bi ei
i =1
Ao = attitude toward the object bi = strength of the belief that object has attribute i ei = evaluation of attribute i n = number of salient or important attributes

Example cont. Developing the ei and bi measures

ei
Buying running shoes having shock absorbent is very good _:_:_:_:_:_:_ +3 +2 +1 0 -1 -2 -3 very bad

bi
How likely is it that brand A running shoes are having the shock absorbent
very likely _:_:_:_:_:_:_ +3 +2 +1 0 -1 -2 -3 very unlikely

The Fishbein Multiattribute Attitude Model

Developing the ei and bi measures
ei
Buying running shoes priced less than Rs.2000 is very good _:_:_:_:_:_:_ +3 +2 +1 0 -1 -2 -3 very bad

bi
How likely is it that brand A running shoes are priced less than Rs.2000? very likely _ : _ : _ : _ : _ : _ : _ very unlikely +3 +2 +1 0 -1 -2 -3

The Fishbein Model: Sample Results

Beliefs Brand Brand Brand Evaluation A B C +2
-1 +3

Attribute

Shock absorbent
Price < 2000

+2
-3 +3

+1
1 +1

-1
+3 -1

Durability

Comfort
Desired color Arch support Total bi ei score

+3
+1 +2

+2
+1 +3 +29

+3
+3 +1 +20

+1
+3 -2 -6

Attitude-the-ad-model
Exposure to An Ad Judgments About the Ad (cognition) Beliefs About The brand Attitude Towards The brand Feelings From the Ad (affect) Attitude Toward The Ad

Attitude-the-ad-model
As the model depicts, the consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an ad. These feelings and judgments in turn affect the consumers attitude toward the ad and beliefs about the brand acquired from exposure to the ad. Finally, the consumers attitude toward the ad and beliefs about the brand influence his or her attitude toward the brand

Theory of Reasoned Action

Beliefs that the behaviour leads to certain outcomes Attitude toward the behaviour

Evaluation of the outcome intention Beliefs that specific referents think I should or should not perform the behaviour behaviour

Subjective norm
Motivation to comply with the specific reference

Attitude Change

Strategies of Attitude Change

1. Changing the consumers basic motivational function 2. Associating the product with an admired group or event 3. Resolving two conflicting attitudes 4. Altering components of the multiattribute model 5. Changing consumer beliefs about competitors brands

1. Changing the Consumers Basic Motivational Function

Utilitarian function Ego-defensive function Value-expression function Knowledge function

Utilitarian Function
We hold certain brand attitudes partly because of brands utility. When a product has helped us in the past, even in a small way, our attitude toward it tends to be favourable. Showing pleasure experience by the usage of the product. /benefits of a product. Example: Maggi is costly when compared to 123 noodles

Ego-defensive Function
Most individuals generally develop positive attitude toward products that help in safeguarding their selfimage. Personal care, fashionable clothes, mouthwashes and cosmetic product are all targeted at appealing to the ego defense attitude of the people. The new Anti-aging creams ponds Example

Value-expression Function
Attitudes are an expression or reflection of the consumers general values, lifestyles and outlook For example, a person who believes that aerated drinks are bad for the health might avoid drinking them. Companies try to convey that they are eco friendly Noika mobiles

Knowledge Function

Ponds cream: comparison strip test of skin for four weeks Positioned on need to know

Introduction of Allure Lakme product

Utilitarian function: keeping fresh all day Ego-defensive function: positioned as a pleasant way to combat odor at work. Value-expression function: as a gentle perfume whose fresh and delicate fragrance Knowledge function: information about the contents and related benefits of the products

2. Associating the Product with an Admired Group or Event

Attitudes are related, at least in part, to certain groups, social events or causes Linking a company and its products to a special cause

3. Resolving Two Conflicting Attitudes

Cheese is high fat content The conflicting attitude is that cheese is tasty (Belief #1) but not good due to fat content (Belief #2), this attitude may keep you from frequently buying any cheeses. So, Amul comes our with Fat-Free cheeses

4. Altering Components of the Multiattribute Model

Changing the relative evaluation of attributes (ei) Changing brand belief (bi) Adding an attribute (combined eibi) Changing overall brand rating (Ao)

5. Changing the relative evaluation of attributes

This is upgrading consumer beliefs about one product attribute Chewing gums: regular gum and sugar-free

6. Changing brand belief

Medimix soap for younger generation SBI for younger generation Colgate Gel for kids Here the belief of the younger generation is being changed that these three products are also for the youth

7. Adding an attribute (combined )

Tata salt with Iodine Adding a previously ignored attribute is illustrated by the product Dove soap with no scent The second route adding an attribute that reflects an actual product change or technology innovation

8. Changing overall brand rating

This is attempting to alter consumers overall assessment of the brand directly. This is the largest-selling brand or The one all others try to imitate Hondas ad once used this by saying their cars are used as the standard to live up to.

9. Changing Consumer Beliefs About Competitors Brands

This is also known as comparative

advertising
Defined as advertising that claims product superiority over one or more explicitly named or implicitly identified competitors, either on an overall basis, or on selected product attributes

Changing Consumer Beliefs About Competitors Brands

Why KFC is the best Fast food restaurant? This is implicit positing against the all other fast food restaurants Detergent washing bars war of colour blue is a explicit positioning

Cognitive Dissonance Theory

The discomfort or dissonance that consumers experience as a result of conflicting information. In case of post-purchase dissonance, attitude change is frequently an outcome of an action or behavior.

Car for family. Reva car is purchased. (conflicting that it is small for family) So the adjustment is done in two ways 1. Adopting new cognitive beliefs supporting the original attitude or behavior ( the reason why I took reva is I am eco friendly and this car helps me to be eco friendly) 2. Reevaluate the conflicting beliefs to create consonance ( most of my peer members have reva car not a or b)