“ Attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object ”

 Object  Learned Predisposition  Consistency

Exposure to an Ad Judgments about Ad (cognition) Beliefs about the brand Attitude toward the brand Feelings from Ad (Affect) Attitude toward the Ad

 CHANGING BASIC MOTIVATIONAL FUNCTION  ASSOCIATING THE PRODUCT WITH ADMIRED GROUP OR EVENT  RESOLVING CONFLICTING ATTITUDES  CHANGING BELIEFS ABOUT COMPETITORS BRANDS

 THE UTILITARIAN FUNCTION WHEN THE PRODUCT IS USEFUL OR HELPED US IN THE PAST. EXAMPLE  HARPIC ADS  MORTEEN ADS

 THE EGO-DEFENSIVE FUNCTION PEOPLE PROTECT THEIR SELF IMAGE FROM INNER FEELINGS OF DOUBT. EXAMPLE  COSMETICS

 THE VALUE-EXPENSIVE FUNCTION EACH SEGMENT HAS ITS OWN VALUES, LIFESTYLE AND OUT LOOKS. EXAMPLE  HTC CELL PHONES FOR IMAGE CONCIOUS SEGMENT ETC

 THE KNOWLEDGE FUNCTION IMPARTING KNOWLEDGE ABOUT THE BRAND TO THE CUSTOMER EXAMPLE  NESTLE CALCI-LOCK 50 % MORE CALCIUM  SAFEGUARD

EXAMPLE  SAFEGUARD (BUILDING CLEAN HANDWASH FACILITY)  DONATING INCOME TO HOSPITALS ETC

 A PHOTOGRAPHER WANTS TO MOVE TO MEDIUM SIZED FILM PHOTOGGRAPHY ---- ATTITUDE 1  THE TRENDS ARE MOVING TOWARDS DIGITAL PHOTOGRAPHY----- ATTITUDE 2  PROVIDE A PRODUCT THAT GIVES BOTH THE FACILITIES

EXAMPLE  ZONG COMPARES THE FACILITIES, SERVICES AND PACKAGES OFFERED BY MOBILINK AND U FONE WITH ITSELF

Attitude  Action ( Attitude precedes behavior) Know what you are doing before you do it But alternates suggest that behavior precedes attitude

Dissonance occurs when a consumer has conflicting thoughts about a belief or an attitude object. Post purchase Dissonance When cognitive dissonance occurs after a purchase

Reduce post purchase dissonance Seek out ads that supports the choice. Avoid dissonance creating competitive ads. Show ads having consumers as sales agents. Stronger guarantees and warrantees. Increase number and effectiveness of services. Provide detailed brochures on how to use the product correctly.

Attribution theory explains how people assign causality (e.g. credit or blame) to events on the basis of either their own behavior or the behavior of others. Examples I contribute to UNICEF because it really helps people in need She made me buy that unknown brand of DVD player because she’d make a bigger commission.

Attitudes develop as consumers look at and make judgments about their own behavior Internal attributionExternal attribution

Defensive attribution Attribution towards others Attribution towards things

1. Distinctiveness 2. Consistency over time 3. Consistency over modality 4. Consensus