Buyer

Behavior
Consumer Attitudes

C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.
Attitude. A learned
predisposition to
respond to an object in a
consistently favorable or
unfavorable way.

Attitude
s

Relatively Enduring
Psychological
Predispositions
To Respond
Toward or Against
An Object
Person, Place or Symbol
3

C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.S.

Structure of
Attitudes
Cognitive Component
Facts
Beliefs

Affective Component
Feelings
Evaluations

Conative Component
Tendencies
Intentions
5

C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.

C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.

C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.

C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.

C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.

C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.

How Attitudes Are Learned

Behaviorist learning
Classical conditioning
Instrumental conditioning

Modeling
Attractive models
Similar others

Cognitive learning
Assessing attributes
Comparisons with values

12

Hedonistic Affect
Formation
Classical conditioning
Associations with need satisfaction
Associations with pleasant feelings

Instrumental conditioning
Rewards for action or behavior
Positiveconditioning
Punishment for action or behavior
Negativeconditioning

13

Attitudes and Cognitive

Consistency
Person

Other

Object

Negative affect
+ Positive affect
14

Which Triads Are

Stable
Person

Person

1
Other

Object

Other

Object

Other

Other

Object

Person

5
Object

Person

4
Other

+
2

Person

Person

Object

Other

Object

15

Attitudes and Cognitive

Consistency

ISGVH

+
WE

ISGVH

ICM

+
WE

+
+

FV

+
ICM

16

Sources of
Influence
Direct experience
Examining goods
Post-purchase evaluation

Social influence
Family, friends
Associates, observations

Market sources
Media exposure
Personal selling
17

Functions of
Attitude
Ego-defensive function
Freudian psychology

Utilitarian function
Behaviorist psychology

Value-expressive function
Humanistic psychology

Knowledge function
Cognitive psychology

18

Attitudes and Cognitive

Dissonance
After making a purchase:

Didnt get things they wanted

Did get things they didnt want
Dissonantwith:

Commitment to action taken

Resolution:

Undo the action - return goods

Or

Change their wants

19

Attitudes and Attribution

Theory
Locus of Control
Internal vs. external attributions

Attributions toward possible causes

Distinctiveness
Doesitonlyoccurwiththiscause?
Consistency
Doesitalwaysoccurwiththiscause:
OverTime?
OverModality?
OverPeople?

20

C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.
Attitudes. How is the concept useful to a marketing
manager?
Prediction
Diagnosis
Getting Consumer to BUY:
The Only way to get someone to buy your product is
by first creating a favorable attitude in the
consumer mind toward your product or brand.

C.O.N.S.U.M.E.R. A.T.T.I.T.U.D.E.
Attitudes. Every marketing manager must understand
the concept of attitude and know how to measure it.
As a marketer, there is no task of greater importance
than to build and sustain a positive consumer
attitude.
To build and sustain positive consumer attitudes, you will
need every bit of knowledge about how attitudes are
formed and sustained.
You will need to re-read this chapter, that is. Frequently
and often.

CONDITIONS FOR ATTITUDE REINFORCEMENT AND

CHANGE
1.BELIEFS ARE EASIER TO CHANGE THAN DESIRED
BENEFITS
2.BRAND BELIEFS ARE EASIER TO CHANGE THAN
BRAND ATTRIBUTES
3.FOR HEDONIC PRODUCTS,ATTITUDES ARE MORE
RELEVANT VEHICLE FOR CHANGE THAN BELIEFS
4.ATTITUDES ARE easier to change when there is low level
of involvement
5.Weak attitudes r easier to change than strong ones

23

6.Attitudes held by consumers who have less confidencei n

their brand evaluations are easier to change

7.Attitudes are easier to change when they are based on

ambiguous information

24

STRATEGIES

FOR

ATTITUDE REINFORCEMENT

1.REINFORCE +ATTITUDE AMONG EXISTING USERS

a)Reinforcing existing users through advertising
b) a)Reinforcing existing users through relation ship marketing
2.ATTRACTING NEW USERS TO EXISTING PRODUCTS
3. 2.ATTRACTING NEW USERS TO NEW PRODUCTS

25