This study will help in learning consumer behavior by studying different types of attitude of a consumer and it also includes different types of model to study consumer attiude.

1. Consumer Attitude Formation
and Change

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

3. What are Attitudes?
 The attitude “object”
 Attitudes are a learned predisposition
 Attitudes have consistency
 Attitudes occur within a situation

4. Structural Models of Attitudes
 Tricomponent Attitude Model
 Muliattribute Attitude Model
 The Trying-to-Consume Model
 Attitude-toward-the-Ad Model

5. A Simple Representation of the
Tricomponent Attitude Model
Conation
Affect
Cognition

6. 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.

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

8.  The multiattribute attitude models state that a consumer’s
attitude towards an attitude object (product/service
offering, brand, elements of the marketing mix) is a
function of a consumer’s perception and belief of the key
attributes as well as his assessment of the key attributes.
 Of the various multiattribute attitude models, the most
famous of the models are those that have been proposed by
Fishbein. Martin Fishbein and his associates have proposed
a series of models like a) the attitude-toward-object model,
b) the attitude-toward-behavior model, and c) the theory-
of-reasoned-action model.

9. Multi-attribute Attitude Models
 The attitude-toward-object model
 Attitude is function of evaluation of product-specific
beliefs and evaluations
 The attitude-toward-behavior model
 Is the attitude toward behaving or acting with respect to
an object, rather than the attitude toward the object itself
 Theory-of-reasoned-action model
 A comprehensive, integrative model of attitudes

10.  For example, let us take the example of Complan as a
health drink.
 A lady wants her children to grow faster, taller and
healthier.
 She would have a positive attitude towards Complan,
if it contains vitamins and minerals, and she gives
value (importance) to such vitamins and minerals.

11. 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).

12.  For example, Philips Home Theatre.
 A consumer is aware that a Philips Home Theatre would
have a bigger screen, and better audio visual effects.
 He would also be aware of the high price, and may decide
against the act of purchase.
 Either he would not have the money or he may not think
it wise to spend so much of money for a TV. Thus, while
he has positive feelings and a favorable attitude towards
the product offering, he does not have a positive feeling
to indulge in the act of purchase.

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

14. A Simplified Version of the Theory of
Reasoned Action
Beliefs that
the behavior
leads to
certain
outcomes
Evaluation
of the
outcomes
Beliefs that
specific
referents
think I
should or
should not
perform the
behavior
Motivation
to comply
with the
specific
referents
Subjective
norm
Attitude toward
the behavior
Intention
Behavior

15.  For example, Arjun, a young graduate wants to go to
US to do his MBA. For this he needs to give his
GMAT.
 1. Behavior: Study hard for GMAT.
 2. Intention: Arjun decides that he would study hard
for GMAT examination.
 Intention is impacted by:
 Consumers attitude towards behavior: Arjun has a positive
attitude towards studying hard.
 Subjective norms: Arjun’s parents approve of his decision to go
abroad for further studies.

16.  3. Consumers attitude towards behavior is impacted by:
 Beliefs that the behavior leads to certain outcomes: Arjun believes that if
he studies hard, he will be able to get a good score at GMAT.
 Evaluation of the outcome: A good GMAT score would get him an
admission to a good business school.
 4. Subjective norms are impacted by:
 Beliefs that specific referents think as to whether the act of behavior
should be performed or not: Arjun’s parents also think that he should
study hard.
 Motivation to comply with the specific referents: Arjun wants to fulfil his
parents wishes.

17. 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).

18. Selected Examples of Potential
Impediments That Might Impact Trying
POTENTIAL PERSONAL IMPEDIMENTS
“I wonder whether my fingernails will be longer by the time of my wedding.”
“I want to try to lose fifteen kilos by next summer.”
“I’m going to try to get movie tickets for your birthday.”
“I’m going to attempt to give up smoking by my birthday.”
“I am going to increase how often I go to the gym from two to four times a
week.”
“Tonight, I’m not going to have dessert at the restaurant.”
POTENTIAL ENVIRONMENTAL IMPEDIMENTS
“The first ten people to call in will receive a free T-shirt.”
“There are only three bottles of champagne in our stockroom. You better
come in sometime today.”
“I am sorry. We cannot serve you. We are closing the restaurant because of a
problem with the oven.”

19. 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.

20. 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)

21. Issues in Attitude Formation
 How attitudes are learned
 Sources of influence on attitude formation
 Personal experience
 Influence of family & friends
 Internet
 Personality factors

22. 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 Multi-attribute
Model
 Changing Beliefs About Competitors’ Brands

23. Four Basic Attitude Functions
 The Utilitarian Function
 The Ego-defensive Function
 The Value-expressive
Function
 The Knowledge Function

24. Clorox Uses A
Utilitarian
Appeal

25. A
Knowledge
Appeal

26. Elaboration
Likelihood
Model
(ELM)
A theory that suggests
that a person’s level of
involvement during
message processing is
a critical factor in
determining which
route to persuasion is
likely to be effective.

27. Why Might Behavior Precede Attitude
Formation?
 Cognitive Dissonance
Theory
 Attribution Theory
Behave (Purchase)
Form AttitudeForm Attitude

28. Cognitive
Dissonance
Theory
Holds that discomfort or
dissonance occurs when
a consumer holds
conflicting thoughts
about a belief or an
attitude object.

29. Reducing
Cognitive
Dissonance

30. Postpurchase
Dissonance
Cognitive dissonance
that occurs after a
consumer has made a
purchase
commitment.
Consumers resolve
this dissonance
through a variety of
strategies designed to
confirm the wisdom
of their choice.

31. Attribution
Theory
A theory concerned
with how people assign
casualty to events and
form or alter their
attitudes as an outcome
of assessing their own
or other people’s
behavior.

32. Issues in Attribution Theory
 Self-perception Theory
 Foot-In-The-Door Technique
 Attributions Toward Others
 Attributions Toward Things
 How We Test Our Attributions

33. Self-
Perception
Theory
A theory that suggests
that consumers
develop attitudes by
reflecting on their own
behavior.

34. Defensive
Attribution
A theory that suggests
consumers are likely
to accept credit for
successful outcomes
(internal attribution)
and to blame other
persons or products for
failure (external
attribution).

35. Criteria for Causal Attributions
 Distinctiveness
 Consistency Over Time
 Consistency Over Modality
 Consensus