ATTITUDES

An attitude is a predisposition to act or feel a certain way towards a person or thing.

Representations of Attitude

Attitude and OpinionAttitude and BeliefsAttitude and Values

Formation of Attitude

Direct personal Experience Association Family and peer groups Neighborhood Economic status and occupation Mass communication

FACTORS THAT DETERMINEOUR ATTITUDE

1.ENVIRONMENT

2. EXPERIENCE

3. EDUCATIONIn a positive environment, a marginal performer’s output goes up. And in a negative environment, a good performer’s output goes down.

TYPES OF ATTITUDE

1. POSTIVE [MENTAL] ATTITUDE.

2. NEGATIVE [MENTAL] ATTITUDE.

FEW BENEFITS OF POSITIVE ATTITUDE

1. INCREASE PRODUCTIVITY.2. FOSTER TEAM WORK.3. SOLVES PROBLEMS.4. IMPROVES QUALITY.5. MAKES A CONGENIAL ATMOSPHERE.6. BREEDS LOYALTY.7. INCREASE PROFITS.9. REDUCES STRESS.

10. HELPS A PERSON BECOME CONTRIBUTING MEMBER OF A FAMILY & SOCIETY.

BECOMES AN ASSET TO THEIR COUNTRY.

11. ABOVE ALL, MAKES A PLEASING PERSONALITY.

CONSEQUENCES OF NEGATIVE ATTITUDE

1. BITTERNESS.2. RESENTMENT.3. A PURPOSELESS LIFE.4. ILL HEALTH.

5. HIGH STRESS LEVEL FOR HIMSLEF/HERSELF OR

OTHERS.

6. CREATE NEGATIVE ENVIRONMENT AT HOME AND WORK PLACE AND

BECOME A LIABILITY TO SOCIETY.

Four Basic Attitude Functions utilitarian

what it will do for you ego defensive function

helps protect customer self image value expressive

reflects customers general values, lifestyle or attitude

knowledge cater to customer need to know

What does a Positive Attitude look like?

The ABC model

• Affect - how a consumer feels about an attitude object.

• Behaviour - the consumer’s intention to do something with regard to an attitude object.

• Cognition - the beliefs a consumer has about an attitude object.

The model emphasises the interrelationships between knowing, feeling, and doing.

Levels of commitment to an attitude

• Lowest level: compliance. This attitude is formed as it helps in gaining rewards or avoiding punishments.

• Identification - formation of attitudes in order for the consumer to be similar to another person.

• Highest level: internalisation - deep seated attitudes which become part of a consumer’s value system.

Cognitive consistency and dissonance

Cognitive consistency - where consumers value harmony among their thoughts, feelings and behaviours, and are motivated to maintain uniformity among these.

Cognitive dissonance - where consumers are confronted with situations where there is some conflict between their attitudes and behaviours. Dissonance reduction occurs by eliminating, adding, or changing elements.

Other theories (1 of 2)

Self perception theory - assumes that consumers use observations of their own behaviour to determine what their attitudes are, in the same way as we know the attitudes of others by watching what they do.

Social judgement theory - assumes that people assimilate new information about attitude objects in the light of what they already know or feel. The initial attitude acts as a frame of reference, and new information is categorised in terms of this standard.

Other theories (2 of 2)

Balance theory - considers relations among elements a consumer might perceive as belonging together. This perspective involves relations among three elements.

• A person and his/her perceptions.

• An attitude object.

• Some other person or object.

The theory specifies that consumers desire relations among elements in the triad to be harmonious or balanced.

THEORY OF TRYING-TO-CONSUME MODEL

This theory is designed to account for the many cases in which the action or outcome is not certain but instead reflects the consumer’s attempts to consume.

In trying to consume, here are often personal impediment,

e.g., a consumer is trying to lose weight but loves chocolates bars.

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