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CONSUMER ATTITUDE

CONSUMER ATTITUDE. NITASHA MUBASHAR FATIMA RAZA KAUSAR WAHAB. KAUSAR WAHAB. What are Attitudes?. “ Attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object ”. Characteristics of Attitude. Object Learned Predisposition

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CONSUMER ATTITUDE

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  1. CONSUMER ATTITUDE NITASHA MUBASHAR FATIMA RAZA KAUSAR WAHAB

  2. KAUSAR WAHAB

  3. What are Attitudes? “Attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object”

  4. Characteristics of Attitude Object Learned Predisposition Consistency

  5. Attitude-Toward-The-Ad Models

  6. NITASHA MUBASHAR

  7. STRATEGIES OF ATTITUDE CHANGE • CHANGING BASIC MOTIVATIONAL FUNCTION • ASSOCIATING THE PRODUCT WITH ADMIRED GROUP OR EVENT • RESOLVING CONFLICTING ATTITUDES • CHANGING BELIEFS ABOUT COMPETITORS BRANDS

  8. CHANGING BASIC MOTIVATIONAL FUNCTION • THE UTILITARIAN FUNCTION WHEN THE PRODUCT IS USEFUL OR HELPED US IN THE PAST. EXAMPLE • HARPIC ADS • MORTEEN ADS

  9. CHANGING BASIC MOTIVATIONAL FUNCTION • THE EGO-DEFENSIVE FUNCTION PEOPLE PROTECT THEIR SELF IMAGE FROM INNER FEELINGS OF DOUBT. EXAMPLE • COSMETICS

  10. CHANGING BASIC MOTIVATIONAL FUNCTION • THE VALUE-EXPENSIVE FUNCTION EACH SEGMENT HAS ITS OWN VALUES, LIFESTYLE AND OUT LOOKS. EXAMPLE • HTC CELL PHONES FOR IMAGE CONCIOUS SEGMENT ETC

  11. CHANGING BASIC MOTIVATIONAL FUNCTION • THE KNOWLEDGE FUNCTION IMPARTING KNOWLEDGE ABOUT THE BRAND TO THE CUSTOMER EXAMPLE • NESTLE CALCI-LOCK 50 % MORE CALCIUM • SAFEGUARD

  12. ASSOCIATING THE PRODUCT WITH ADMIRED GROUP OR EVENT EXAMPLE • SAFEGUARD (BUILDING CLEAN HANDWASH FACILITY) • DONATING INCOME TO HOSPITALS ETC

  13. RESOLVING CONFLICTING ATTITUDES • A PHOTOGRAPHER WANTS TO MOVE TO MEDIUM SIZED FILM PHOTOGGRAPHY ----ATTITUDE 1 • THE TRENDS ARE MOVING TOWARDS DIGITAL PHOTOGRAPHY----- ATTITUDE 2 • PROVIDE A PRODUCT THAT GIVES BOTH THE FACILITIES

  14. CHANGING BELIEFS ABOUT COMPETITORS BRANDS EXAMPLE • ZONG COMPARES THE FACILITIES, SERVICES AND PACKAGES OFFERED BY MOBILINK AND U FONE WITH ITSELF

  15. FATIMA RAZA

  16. TRADITIONAL VIEW

  17. COGNITIVE DISSONANCE THEORY

  18. COGNITIVE DISSONANCE THEORY

  19. ATTRIBUTION THEORY

  20. SELF PERCEPTION THEORY

  21. SELF PERCEPTION THEORY

  22. HOW WE TEST OUR ATTRIBUTES

  23. THE END

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