Attitude Formation and Change, Lecture notes of Organization Behaviour

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Consumer

Attitude

Formation and

Change

Attitudes A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

Figure 8.

Wendy’s

Offers Salads

To

Differentiate

Itself

Structural Models of Attitudes

• (^) Tricomponent Attitude Model
• (^) Muliattribute Attitude Model
• (^) The Trying-to-Consume Model
• (^) Attitude-toward-the-Ad Model

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.

Multiattribute Multiattribute Attitude Attitude Models Models Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.

Attitude- Toward- 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).

Theory of Reasoned Action A comprehensive theory of the interrelationship among attitudes,intentions, and behavior.

Theory of Trying to Consume An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumer’s attempt to consume (or purchase).

Figure 8.

Ad

Illustrating

the Theory

of Trying to

Consume

Attitude- Attitude- Toward- Toward- the-Ad the-Ad Model Model A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.

Figure 8.6 A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model Exposure to an Ad Judgments about the Ad (Cognition) Beliefs about the Brand Attitude toward the Brand Attitude toward the Ad Feelings from the Ad (Affect)

Figure 8.

Encouraging

Trial

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 Beliefs About Competitors’ Brands