Attitude

1. Attitude A learned predisposition / tendency to behave in a consistently favorable or unfavorable manner with respect to a given object.

2. What Are Attitudes? • The Attitude “Object” • Attitude should be interpreted broadly to include specific consumption • Attitudes are a learned predisposition • Attitude relevant to purchase are formed as a result of direct experience with the product • Attitudes have consistency • Attitude is relatively consistent with behavior they reflect. • Attitudes occur within a situation • Consumer can have variety of attitude towards particular object.

3. This attempts to change the attitude toward calcium in a soft drink situation.

4. Characteristics of Attitudes • Attitudes have an Object • Eg: “Ethical behavior”, a person or a collection of items such as a social group. • Attitudes have Direction, Degree and Intensity • Direction – The person is either favorable or unfavorable toward or against the object. • Degree – How much the person likes or dislikes the object. • Intensity- The level of confidence of expression about the object. • Attitudes have structure • Attitudes display organization, ie internal consistency. 4. Attitudes are learned • It is learnt over a period of time right from childhood and continues through out the life of a person . Eg. Family members have a positive attitude toward business and negative attitude towards service.

5. 5. Attitudes are predispositions • A predisposition is an inclination or tendency towards something. 6. Attitudes have a relationship with behavior • For marketers, the behavior of primary interest is product purchase. 7. Attitudes are Consistent • This does not necessarily mean that they are permanent, attitudes can change. Types of Attitudes • Job Satisfaction(Individual’s attitude towards job) • JobInvolvement( the degree to which a person identifies with a job) • Organizational Commitment( the degree to which an employee identifies with a organization and its goals)

6. Functions of Attitudes 1.Adjustment Function (it directs people toward pleasurable objects and away from unpleasant objects) 2. Ego-Defensive Function( Attitudes formed to protect ego from threats) 3. Value-Expressive Function ( enable the expression of the person’s centrally held values) 4. Knowledge Function( attitude toward acquiring knowledge like consistency, stability and understanding)

7. Attitude Formation 1.Classical Conditioning • Attitudes about the products are formed over the years by continuous tutoring and exposing the consumers to product’s attributes. • Thus slowly the consumer’s attitude is reinforced. 2. Instrumental Conditioning • This attitude is formed out of an incidence. • This is not intentional but due to some reason if the consumer tries some new product and develops a favorable or unfavorable attitude. 3. Cognitive Learning Theory • It is similar to classical conditioning with a difference that it is associated with learning through mental processing and evaluation.

8. Sources of Attitude Formation • DirectandPastExperience :Eg. Coupons/ free samples create positive attitude. • Direct Marketing: It influences consumer’s attitudes and interests based on promotional messages, services used. • Exposure to Mass Media : consumers are exposed to new ideas, products, opinions and advertisements. It is an important source of information and influences the formation of consumer attitudes. • Personality factors: Persons with a high need for cognition are likely to form positive attitudes in response to ads. • Direct Personal Experiences: People form attitudes by coming in directly with an attitude object. Through job experiences they develop attitudes about such factors salary, performance reviews, job design.

9. 6. Association • People are highly influenced by the major groups or associations to which they belong. The nearer the group stronger is the group influence on the attitudes of the individual. 7. Social Learning • Family • Peer Groups and Society • Models • Institutional Factors

10. Factors affecting Formation of Attitude • Psychological Factors( perceptions, beliefs, ideas, values, information) • Family factors (education, work, health, religion, politics, economics) • Social factors( Language, culture, norms, values, beliefs) • Organizational factors( nature of job, factory, quality of supervision, monetary rewards) • Economic factors( economic status, rate of inflation in the economy, government’s economic policies, country’s economic conditions) • Political factors ( ideologies of political parties, political stability and behavior of political leaders)

11. Basic Model of Attitude Formation • Internal and External Sources ( from inside the orgn and outside) 2. Belief Base ( information consumers have about different products, price variability, packaging details) 3. Salient Beliefs ( Some beliefs are significant in the minds of consumers to form attitudes) 4. Attitude ( Salient beliefs are evaluated as either positive or negative) 5. Set Placement ( overall attitude determines set placement within the awareness set ie, brand loyal customers have only one product in the evoked set. Others have a number of products in its evoked set) 6. Post Purchase Evaluation( this is done to match the expectations with with product features)

12. Structural Models of Attitudes • Tricomponent Attitude Model • Multiattribute Attitude Model • The Trying-to-Consume Model • Attitude-Toward-the-Ad Model

13. Tricomponent Attitude Model Figure 8.2 Cognition

14. Cognitive Affective Conative The Tricomponent Model Components • The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources. • Ex. LCD Vs LED • It is important from viewpoint of developing brand and new product are launched.

15. Cognitive Affective Conative A consumer’s emotions or feelings about a particular product or brand This emotions are treated by consumer researches as primarily evaluation in nature. The Tricomponent Model Components

16. Cognitive Affective Conative The tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object. It is frequently treated as an expression of consumer’s intention to buy. The Tricomponent Model Components

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

18. The attitude-toward-object model The attitude-toward-behavior model Theory-of-reasoned-action model Attitude is function of evaluation of product-specific beliefs and evaluations Useful to measure attitudes toward brands or product. What customer feel are important feature. Ex. LCD Vs LED Multiattribute Attitude Models Types

19. Positive attitudes toward brands help with brand extensions

20. The attitude-toward-object model The attitude-toward-behavior model Theory-of-reasoned-action model Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself Corresponds closely to actual behavior. Ex. BMW Multiattribute Attitude Models Types

21. The attitude-toward-object model The attitude-toward-behavior model Theory-of-reasoned-action model (TRA) Includes cognitive, affective, and conative components Includes subjective norms in addition to attitude Arrange in the different pattern than tricomponent model. Multiattribute Attitude Models Types

22. A Simplified Version of the Theory of Reasoned Action - Figure 8.5

23. 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).

24. Ad illustrating the theory of trying to consume

25. Table 8.6 Selected Examples of Potential Impediments That Might Impact Trying POTENTIAL PERSONAL IMPEDIMENTS “I wonder whether my hair will be longer by the time of my wedding.” “I want to try to lose two inches off my waist by my birthday.” “I’m going to try to get tickets for the Rolling Stones concert for our anniversary.” “I’m going to attempt to give up smoking by my birthday.” “I am going to increase how often I run two miles from three to five times a week.” “Tonight, I’m not going to have dessert at the restaurant.” POTENTIAL ENVIRONMENTAL IMPEDIMENTS “The first 1,000 people at the baseball game will receive a team cap.” “Sorry, the car you ordered didn’t come in from Japan on the ship that docked yesterday.” “There are only two cases of chardonnay in our stockroom. You better come in sometime today.” “I am sorry. We cannot serve you. We are closing the restaurant because of an electrical problem.”

26. Attitude-Toward-the-Ad 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.

27. A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model - Figure 8.7

28. Issues in Attitude Formation • How attitudes are learned • Conditioning and experience • Knowledge and beliefs • Sources of influence on attitude formation • Personal experience • Influence of family, friend ,Direct marketing & mass media • Personality factors • Celebrity personality

29. 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

30. Changing the Basic Motivational Function • Utilitarian • Consumer value a particular brand because of its valuable function. When a consumer is having an experience of using a product in past, he will tend to have positive opinion about it. • So marketer can change the attitude of consumer by focusing on the useful function which the consumers are not aware of. • Eg: Hit which can be used to kill mosquito and cockroach.

31. Continue… 2. Ego-defensive • It is natural that most of the consumer wants to protect their self images and they want to feel secure and safe about the product which they are going to buy. • Many advertisements helps the consumer to feel secure and confident by which the marketer tries to changes the attitude by offering reassurance to the consumers self concept. Eg: Bolero advertisement. • Knowledge • Customers always have the advise of knowing more about the products. This “need to know” is considered to be important while positioning the product..

32. Continue… 4. Value-expressive • Attitudes are an expression or reflection of the consumer’s general values, lifestyles, and outlook. • If a consumer segment generally holds a positive attitude toward owning the latest designer jeans, then their attitudes toward new brands of designer jeans are likely to reflect that orientation. • Thus by knowing target consumers attitudes, marketers can better anticipate their values, lifestyles or outlook and can reflect these characteristics in their advertising and direct marketing efforts.

33. Swiffer Appeals to Utilitarian Function weblink

34. Crest uses a knowledge appeal.

35. Strategies of Attitude Change • Changing the Basic Motivational Function • This indicates how changing motivations can change attitudes. • According to this approach attitudes are classified into four functions a. Utilitarian function – maximizingrewardandminimizingpunishment. b. Ego-Defensive Function – a person tries to realize personal goals and images eg . Positive attitudes created toward impressive cars. c. Value- Expressive Function – through value expression consumers display their own value to the outside world Eg .recycling aluminium cans, buying a bicycle. d. Knowledge function – knowledge has both positive and negative effects on affective response. Eg , stereotyping prior knowledge of one brand of fat-free frozen yogurt to knowing what to expect from other brands.

36. 2. Associating the Product with a special Group, Event or Cause: • Attitudes are attached to certain groups, events or causes. Thus marketers try strategies associated with certain events, social groups or causes. Eg. Titan cup is associated with cricket. 3. Resolving Two Conflicting Attitudes: • At times firms make consumers see that their attitude towards a brand is in conflict with another attitude and they change their evaluation of the brand. Eg. Marico Industries created a commercial for its saffola cooking oil to resolve the conflicting attitude healthy oil is not particularly tasty one ( against Dalda used by some mothers)

37. 4. Altering Components of the Multiattribute Model • Changing the Relative Evaluation of Attributes : Eg. Listerine mouthwash ad stressed that its strong taste is associated with effectiveness in killing germs and giving fresh breath. • Changing brand beliefs: • Add a new salient Belief Eg. A free dinner on eve on New Year By a restaurant. • Change the strength of a salient belief: If a belief is negative it can be discounted, if it is positive, give greater importance. • Change the evaluation of existing belief: Eg. Low price does not mean that cheap food offered in a restaurant but encourage more customers.

38. Make an Existing Belief More Salient: Eg.Better Customer Service. c. Adding an Attribute –adding new features in the product. d. Changing the overall brand rating- using statements like “ this is the largest selling brand”. 5. Changing beliefs about competitors brands Eg. Change the anti-septic category in Dettol with sweet smell. 6. Elaboration Likelihood Model • It shows how attitudes are formed and changed . • It ranges from low elaboration ( low thought) to high elaboration ( high thought) • High involvement and low involvement

39. 7. Change the cognitive component Eg. change the attitudes towards cigarette smoking.( American Cancer Society- negative health consequences of smoking). 8. Change the Affective Component • Influence customer’s liking towards the brand by positive influences. • Classical conditioning • Affect towards the ad or website • Mere exposure 9. Change the Behavioral Component • Purchase or use behavior may precede the development of cognition and affect • Consumers frequently try new brands or low cost items in the absence of prior knowledge or affect.

40. Cognitive Dissonance Theory • It was developed in 1957 by Leon Festinger • he state of having inconsistent thoughts, beliefs, or attitudes, especially as relating to behavioural decisions and attitude change.. • Festinger describes cognitive dissonance as a psychological state which results when a person perceives that two cognitions which is believed to be “true” do not “ fit” together. Dissonance arise • Any logical inconsistency can create dissonance Eg. “ all candy is sweet, my candy is sour”. • Dissonance is created when a person experiences an “ inconsistency either between his attitude and his behavior or between two of his behaviors”. Eg. A customer compliments Nike shoes and buys new Balance Training shoes.

41. Cognitive dissonance has three major ways to reduce it: • Rationalization- the action of attempting to explain or justify behaviour or an attitude with logical reasons, even if these are not appropriate. • Seeking additional information that is supportive or consistent with his behavior. • Either eliminating or altering some of the dissonant elements which can be accomplished by suppressing dissonant element. Post-purchase dissonance occurs when a person makes a decision to buy one brand from among several alternative brands within a product category. During purchase decisions, dissonance can result when the consumer recognizes that alternative brands have both positive and negative characteristics.

42. Attribution Theory • Heider was the first to propose a psychological theory of attribution. Core Assumptions and Statements It is concerned with how individuals interpret events and how this relates to their thinking and behavior. • Internal attribution, the inference that a person is behaving in a certain way because of something about the person, such as attitude, character or personality. • External attribution, the inference that a person is behaving a certain way because of something about the situation the person is in. Scope and Application • Attribution theory has been used to explain the difference in motivation between high and low achievers. • High achievers will approach rather than avoid tasks related to succeeding. • Failure does not affect their self-esteem but success brings pride and confidence. • Low achievers avoid success-related chores because they tend to: • Doubt their ability • Assume success is related to luck or to “ who you know” or to other factors beyond their control.

43. Self Perception Theory • It is an account of attitude change. • It asserts that SPT is an account of attitude change. • It asserts that people develop their attitudes by observing their behavior and concluding what attitudes must have caused them. • It suggests that attitudes develop as consumers look at and make judgments about their own behavior. • Drawing inferences from one’s own behavior is not always simple. • It is useful to distinguish between internal and external attributions. Foot in the Door Phenomenon • This phenomenon is the tendency for people to comply with some large request after first agreeing to a small request. • The technique is used to get compliance from others(to get them to behave in a way you want). • It is based on the premise that individuals look at their prior behavior and conclude that they are the kind of person who says “ yes” to such requests. • It serves to increase the likelihood that they will agree to a similar more substantial request. • This technique has concentrated on understanding how specific incentives ultimately influence consumer attitudes and subsequent purchase behavior.

44. For example, someone might want you to give to give 5 hours of your time a week for the three months as a volunteer to a charity (a big request). But to get you to agree to this big request, they first ask you to volunteer for 1 hour one time and one time only. After hearing this small request, which you are willing to agree to, they then work their way up asking you to volunteer time until you are willing to agree to the big request. You are more likely to agree to this when you have already said yes to the small request.

45. Reference Groups & Family Influences • 1. What is a group? • A Group may be defined as two or more people who interact to accomplish either individual or mutual goals. • Group sometime considered as a Membership & sometime as a Symbolic Group. • 2. Understanding the power of reference groups • A reference group is any person or group that serves as a point of comparison for an individual in forming either general or specific values, attitudes or aspecific guide for behaviour. • 2.1. Classification • Normative Reference Groups. • Comparative Reference Groups. • Indirect Reference Group

46. 2.2. Factors (Influence Groups)

47. 2.3 Factors influences consumer behaviour • Information & experience • Credibility, attractiveness & power of the reference group • Conspicuousness of the product • Consumer conformity • 3. Selected consumer related reference groups • Friendship groups • Shopping groups • Work groups • communities • Consumer-action groups • 4. Reference group appeals • Appeals by celebrities & other similar reference groups are used very effectively by advertisers to communicate with their markets.

48. 4.1. Major Types • Celebrities • The expert • The common man • The executive & employee spokesperson • Trade or spokes-characters • Others 5. The concept of family In a dynamic sense the individuals who constitute a family might be describes as members of the most basic social group who live together & interact to satisfy their personal & mutual needs. 5.1. Types of family • The married couple • The nuclear family • The extended family 6. Socialization of family members • The Socialization of family members ranging from young children to adults, is a central family function.

49. 6.1. A simple model of the socialization process Young Person Friends Other Family Members Influence More Expressive Attitudes/Behaviour Influence More Basic Values/Behaviour Preadolescent Adolescent Teenager Older

50. 7. Functions of family • Economic Well-being • Emotional Support • Suitable Family Lifestyle 8. Family decision & consumption related roles • For a family function is a cohesive unit. • In a dynamic society family related duties are constantly changing 8.1. The Eight Roles in the Family Decision Making Process • Influencers • Gatekeepers-an attendant employed to control who goes through a gate. • Deciders • Buyers • Preparers • Users • Maintainers • Disposers