consumers and attitude
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An attitude is a hypothetical construct thatrepresents an individual's degree of like or
dislike for something. Attitudes are generally positive or negative
views of a person, place, thing, or eventthis is often referred to as the attitude object.
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A learned orientation or disposition, towards anobject or situation, which provides a tendency torespond favourably to the object or situation.
- Rokeach 1968 Attitudes are likes and dislikes.
- Bem 1979 Attitudes are overall evaluation that allows one
to respond in a consistently favourable orunfavourable manner with respect to givenobject or alternative.
- Engel 1990
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Values Beliefs Opinions
ATTITUDES
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BELIEF - a state or habit of mind in whichtrust or confidence is placed in some person
or thing. VALUE - Important and enduring beliefs or
ideals shared by the members of a cultureabout what is good or desirable and what isnot. Values exert major influence on thebehavior of an individual and serve as broadguidelines in all situations.
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VALUE - The extent to which a good orservice is perceived by its customer to meethis or her needs or wants, measured bycustomer's willingness to pay for it. Itcommonly depends more on the customer'sperception of the worth of the product than
on its intrinsic value. OPINION A belief or judgment that rests on
grounds insufficient to produce completecertainty.
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Attitudes
A learned
predisposition to
behave in aconsistently
favorable or
unfavorablemanner with
respect to a given
object.
In short
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Sr . No Brand Value
1 Dove The moisturising effect.
2 Surf Ultra The stain bursting
3 Le Sancy Longevity
4 Baja Longevity and durability
5 T series cassettes Economical
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1. Can be held for any object, person, issue or
activity
attitude object.2. Strong or weak.
3. Learned.
4. Dynamic and can change.
5. Some are more fundamental than others.
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Cognitive Component knowledge and
perception.
Affective Component feelings about product.
Behavioural Aspect
response towards the
attitude object.
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Cognitive andAffective
components ofattitude
Behaviourcomponent of
attitude
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Cognitive andAffective componentsof attitude
Behaviourcomponent ofattitude
Intervening factors1. Unforeseen
circumstances.2. Time gap3. Extent of stability4. Situational
factors5. Strength of
attitude6. Accuracy of
attitude7. Conflict of
attitudes
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GROUP FACTORS
1. Family
2. Reference groups
3. Social factors
PERSONAL FACTORS
1. Personal experience
2. Direct marketing
3. Exposure to mass media