1. Attitudes

2. Spotlights The tri-component theory/ model of attitude
Beliefs: cognitive (psychological process) component of consumer attitude e.g. beliefs about Thumbs up like lot caff., mod. sweet, compet. Priced, mkt.’ed or Licel Herbal Oil
Affect: Feelings and emotive component of consumer attitude e.g. Thumbs Up shall keep me awake with its caffaine content a student prep. For exam may say
Intention: behavioral intention component of consumer attitude e.g. a series of decicions to purchase or not to purchase a canon ptinter or a decrease in the price may induce a trial for less expensive brand

3. The Three Component Theory of Attitude
Cognitive component: consumer belief(s) about a brand, outlet, product, action, etc., that is based on personal knowledge, actual experience, the knowledge or experience of others, or perception e.g. Beliefs about Thumbs-up sweet, has caffaine, competitively priced, mkt’ed by MNC.
Affective component: consumer feelings/ reactions (e.g. likes, dislikes, or neutrality) about a brand, outlet, product, action, etc. flowing from beliefs e.g. I like Thumbs up or I Don’t like thumbs up

4. The Three Component Theory of Attitude
Intention component (“behavior” or “behavioral intention”): consumer’s intention to act positively, negatively, or neutrally toward a brand, outlet, product, action e.g. spl. deal may be liked by the consumers to purchase a less favoured brand

5. Beliefs: Cognitive Component of Consumer Attitude
A consumer belief is a psychological association between a product, brand, outlet, action, etc. and an attribute or feature (and associated benefits) of such
Beliefs are cognitive (based on knowledge, experience, perception, etc.)
The stronger the association of features or attributes (and associated benefits) with the product, brand, outlet, action, etc., the stronger the consumer’s belief

6. Strategies To Change Consumer Beliefs
Positioning by
Product attributes
Consumer benefits
Intangible attributes
Price
Application
Brand user
Celebrity recognition
Brand personality
Product category
Association with competitors
Country or geographic area

7. Affect: Emotive Component of Attitude
Purchase decisions are typically influenced by affective response
Affect—the way in which we feel (e.g. like, dislike, neutral) in response to marketplace stimuli
It is emotive rather than cognitive (beliefs)
It is comprised of both our knowledge of stimuli and our evaluations of them
Affective responses can be very general or very specific

8. Functional Theory of Attitude
Affective responses help consumers reach purchase decisions in four ways:
Utilitarian: developing affective responses that lead to perceived rewards quick relief criteria like j&j, coldarin,
Ego defense: means through which people try to realize personal goals and images e.g. personal care like mouthwsh, cremes,cosmetics, tthpste, deos have social acceptance, confidence and appreciation
Value expression: displaying consumers’ own values to the external world e.g. aggressiveness in buying, royal enfield or bajaj pulsar, colorplus sweaters
Knowledge Function: may lead to both positive and negative effects on affective response e.g. advertizing f knowledge.

9. The Fishbein Model Affective responses to a brand consist of:
The strength or weakness of a consumer’s beliefs about the brand and its attributes
The consumer’s evaluation of or feelings toward those attributes

10. The Fishbein Model where, A = Attitude towards a brand
Bi = Belief that the brand possesses attribute i
Ei = Evaluation or desirability of attribute i
I = attribute 1, 2, … m

11. An Application of the Fishbein Model
Research Question: What is the listeners’ attitude towards
WXYZ radio station?
Measurement scales:
Beliefs about specific attributes:
For example: Do you believe that radio station WXYZ plays lots of music?
Yes No
Evaluation weights for each attribute:
For example: How appealing is it to you when a radio station plays lots of music?
Very appealing Not appealing

12. An Application of the Fishbein Model
ATTRIBUTE Bi Ei
Bi x Ei
Plays lots of music +3 +9
Plays lots of commercials -3 -9
Gives news updates +1
Has interesting DJs +2 +6
SUM +7

13. The Fishbein Model—Changing Affective Responses
Change Bi
Change Ei
Add a new Bi/Ei combination

14. Belief-Importance Model
The Fishbein model looks at brands in isolation
Evoked set of brands—a list of brands we consider prior to making a decision

15. The Belief-Importance Model
where,
Ao = Attitude toward brand (o)
Bio = Belief that brand (o) does well or poorly when its attribute (i) is compared with those of competitors
Ii = Importance of attribute (i) in selecting the brand
i = attribute 1, 2, … m

16. Theory of Reasoned Action
Behavior is a direct result of intention
Two factors involved in behavioral intention:
Attitude toward an act
Subjective norm (family, friends and others feel about you)

17. Attitude toward the Act
where,
Aact = Attitude toward the act of purchasing a particular brand
Bi = Belief that performance of a certain behavior—brand
purchase—will lead to an anticipated outcome
Ei = Evaluation of an anticipated outcome, either a positive
benefit or the avoidance of a negative consequence
i = anticipated outcome 1, 2, … m

18. Subjective Norm
SN refers to the perception of what other people think we should do with respect to a certain behavior, such as brand purchase, and what the response to this pressure will be
SN consists of
Normative beliefs: the perceived expectations that significant others think the consumer should or should not behave in a certain way (buy the brand)
Motivation to comply: the extent to which the consumer considers the possible opinions of significant others when forming an intent to purchase

19. Attitude toward the Act
where,
SN = Subjective norm—the motivation toward an act as
determined by the influence of significant others
NBj = Normative beliefs—belief that significant others (j) expect the consumer to engage in an action
MCj = Motivation to comply—the extent to which the
consumer is motivated to realize the expectations of
significant others (j)
j = significant other 1, 2, … n

20. Applying the Theory of Reasoned Action to Change Intentions
It helps to identify those attributes most important in causing consumers to form positive (or negative) attitudes toward the purchase of a product
Changing attitude toward purchase
It helps to identify and helps to adjust sources of social pressure and their possible role in intention formation
Changing subjective norms

21. Theory of Trying—Application
Intention to try with a perspective of personal, environmental, , intentions and performance
Frequency of trying
Social norms toward trying
Attitude toward trying
Attitude toward success together with the expectations of success
Attitude toward failure together with expectation of failure
Attitude toward the process
Attitude toward consumption:
Beliefs about consequences
Evaluation of consequences
Frequency of past trying
Recency of past trying

22. Theory of Trying Model Attitudes toward success
Frequency and Recency of Past Trying
Expectations to Success
Recency of Past Trying
Intention to Try
Attitude towards Failures
Attitudes Towards Trying
Trying
Expectation of Failures
Social Norms Towards Trying
Attitudes towards Process

23. Applying the Theory of Trying to Change Consumption Behavior
Understanding consumption behavior is necessary in order to establish long-term relationships with customers
Marketers must encourage, support, and reward the consumption act
It helps marketers understand:
How people consume products and services
Why they consume them or not
What will make them consume products in the future
If they will consume product in the future
What they need to stimulate long-term consumption