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8/13/2019 Attitude Formation 10-1-13
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Attitude Formation and Change
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Importance
Get to the heart of what drives consumers
Address wide range of strategic marketing
questions
Determine if consumer will/will not accept newidea/product
Gauge the reaction of the TA
Identify current attitude and remain ahead Modify attitudes to stimulate sales
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Definition
Learned pre-disposition to behave in aconsistently favorable/unfavorable way withrespect to a given object
Object- product, product category, brand,services, possessions, product use, ads.Internet,price retailer
3 major cellular brandsSamsung, Nokia, LG
etc.
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What Are Attitudes?
The attitude object
Attitudes are a learned predisposition
Attitudes have consistency
Attitudes occur within a situation
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Structural Models of Attitude
1. Tri-Component AttitudeModel
2. Multi-attribute Model3. Tryingto- consume Model
4. Attitude- towards- the- adModel
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Cognition
A Simple Representation of the
Tricomponent Attitude Model
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The Tricomponent Model
CognitiveAffective
Conative
The knowledge and
perceptions that are
acquired by acombination of direct
experience with the
attitude object and
related informationfrom various sources
Components
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The Tricomponent Model
CognitiveAffective
Conative
A consumers
emotions or feelings
about a particular
product or brand
Components
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The Tricomponent Model
CognitiveAffective
Conative
The likelihood or
tendency that anindividual will
undertake a specific
action or behave in a
particular way with
regard to the attitude
object
Components
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Multiattribute Attitude Models
The attitude-
toward-object
model
The attitude-
toward-behaviormodel
Theory-of-
reasoned-actionmodel
Attitude is function of
the presence of
certain beliefs or
attributes.
Useful to measureattitudes toward
product and service
categories or specific
brands.
Types
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Multiattribute Attitude Models
The attitude-
toward-object
model
The attitude-
toward-behaviormodel
Theory-of-
reasoned-actionmodel
Is the attitude toward
behaving or acting
with respect to an
object, rather than
the attitude towardthe object itself
Corresponds closely
to actual behavior
Types
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Consumer Characteristics, Attitude,
and Online Shopping
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Multiattribute Attitude Models
The attitude-
toward-object
model
The attitude-
toward-behaviormodel
Theory-of-
reasoned-actionmodel
Includes cognitive,
affective, and
conative components
Includes subjective
norms in addition toattitude
Types
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A Simplified Version of the Theory
of Reasoned Action
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3. Tryingto- consume Model
Action/outcome not certain but reflects the
consumers attempts to purchase
shoe size not found,
movie tickets sold out
First 500 tickets at a cheaper pricesold out
T-shirts free for first 25 buyers
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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
consumers attitude
toward the ad and
attitude toward the
brand.
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A Conception of the Relationship Among
Elements in an Attitude-Toward-the-Ad Model
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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
Direct marketing and mass media Personality factors
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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