Consumer attitude
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The document by Balachandar K discusses consumer attitudes as learned predispositions that influence behaviors toward objects or actions. It covers various models of attitude formation, including the tricomponent attitude model and the theory of reasoned action, highlighting components such as cognition, affect, and conation. Additionally, it explores how personal and environmental factors affect consumer behavior and the impact of advertisements on brand perception.
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Consumer attitude
- 1. Consumer Attitude Presented by Balachandar K.
- 2. What are attitudes? Attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object.
- 3. Attitude are learned predisposition Attitudes have consistency Attitudes occur within a situation Linkages in attitude formation
- 4. Structural Models of Attitude Tricomponent Attitude Model Multiattribute Attitude Model Theory of trying to consume model Attitude toward the ad model
- 5. Tricomponent attitude model The Cognitive Component ◦ Knowledge + Perception+ Direct Experience = Beliefs The Affective Component ◦ Emotions or feelings ( Happiness, Anger etc) ◦ Mood affects the purchase The Conative Component ◦ Likelihood or tendency. Consumer Intention to buy.
- 6. Multiattribute Attitude Model Attitude Towards Object Model Attitude Towards Behavior Model Theory of Reasoned Action Model
- 7. Attitude towards object model Product: Internet BRAND ATTRIBUTES BELIEFS EVALUATION Cable Internet Access Speed Faster than DSL ++++ DSL Internet Access Speed Slower than Cable - Data Card Speed Slower than DSL ----
- 8. Attitude towards behavior model A model that proposes that a consumer’s attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).
- 9. Theory of Reasoned Action Interrelationship among attitudes, intentions, and behavior.
- 10. Behavior is a function of 2 things: Attitudes toward a specific action ◦ What will happen if I engage in this behavior? ◦ Is this outcome desirable or undesirable Subjective norms regarding that action ◦ Normative beliefs: others expectations ◦ Motivation to comply: do I want to do what they tell me? How much? Why?
- 11. Theory of Trying to Consume Model The actions and outcomes are not certain but instead reflects the consumer’s attempt to consume. Personal Impediments Aiming to reduce weight and willing to consume more burgers Environmental Impediments First fifty members will get 50% discount, this will prevent the desired action.
- 12. Attitude Towards Ad Models Exposure to ad Attitude toward the brand Attitude toward the ad Feelings from the ad (affect) Beliefs about the brand Judgments about the ad (cognition)