INTRODUCTION

Consumer attitude refers to a psychological tendency expressed by evaluating a particular entity

with some degree of favor or disfavor. In simpler terms, it is the way consumers feel, think, and
behave towards a product, service, brand, or company. Attitudes are shaped by various factors
such as personal experiences, societal influences, emotions, perceptions, and beliefs.
Understanding consumer attitudes is crucial for marketers because it helps them predict how
consumers might respond to certain products, advertisements, or marketing strategies.

Consumer attitude may be defined as a feeling of favorableness or unfavorableness that an

individual has towards an object. As we, all know that an individual with a positive attitude is
more likely to buy a product and this results in the possibility of liking or disliking a product.

Consumer attitude basically comprises of beliefs towards, feelings towards and behavioral
intentions towards some objects.

Belief plays a vital role for consumers because, it can be either positive or negative towards an
object. For example, some may say tea is good and relieves tension, others may say too much of
tea is not good for health. Human beliefs are not accurate and can change according to situations.

Consumers have certain specific feelings towards some products or brands. Sometimes these
feelings are based on certain beliefs and sometimes they are not. For example, an individual feels
uneasy when he thinks about cheese burst pizza, because of the tremendous amount of cheese or
fat it has.

Behavioral intentions show the plans of consumers with respect to the products. This is
sometimes a logical result of beliefs or feelings, but not always. For example, an individual
personally might not like a restaurant, but may visit it because it is the hangout place for his
friends.
 Functions of Consumer Attitude

Consumer attitudes play a pivotal role in shaping how individuals interact with products,
services, and brands. These attitudes serve various functions that not only influence consumer
behavior but also guide marketers in designing effective strategies to target their audience.
Below are the key functions of consumer attitudes explained in detail:

1. Utilitarian Function
Consumer attitudes often serve a utilitarian purpose by helping individuals evaluate the benefits
or drawbacks of a product or service. This function is grounded in the practical and functional
value a product offers. For example, a positive attitude toward an energy-efficient appliance
stems from its cost-saving and environmental benefits. Consumers develop favorable or
unfavorable attitudes based on how well a product meets their needs or solves specific problems,
making this function essential for marketers focused on showcasing tangible benefits.
2. Knowledge Function
The knowledge function of consumer attitudes helps individuals organize and interpret
information about products, brands, or services in a structured way. Attitudes provide a mental
framework that simplifies decision-making by categorizing products as favorable or unfavorable
based on past experiences or acquired knowledge. For instance, a consumer with a positive
attitude toward a particular brand may consistently choose it due to their belief in its quality or
reliability. This function allows marketers to focus on building brand awareness and providing
clear, consistent information.
3. Value-Expressive Function
Attitudes also serve as a means for consumers to express their values, beliefs, and self-identity.
Products or brands that align with a consumer's personal or cultural values often evoke positive
attitudes. For example, an individual who values sustainability may prefer eco-friendly brands,
while someone who prioritizes luxury may gravitate toward premium products. This function
highlights the importance of aligning marketing messages with the consumer's lifestyle,
personality, and values to foster deeper emotional connections.
4. Ego-Defensive Function
The ego-defensive function of consumer attitudes helps protect an individual’s self-esteem or
justify their behavior. Consumers may form attitudes that shield them from negative feelings or
criticism. For instance, someone who prefers fast food may justify their choice by emphasizing
convenience over health concerns, thereby maintaining a positive attitude toward such products.
Understanding this function enables marketers to address consumer insecurities and position
their products in a way that reinforces confidence and reassurance.
5. Social-Adjustive Function
Consumer attitudes often facilitate social interaction by aligning with group norms or
expectations. People may adopt attitudes that help them fit into a social group or gain approval
from peers. For example, a consumer may express a favorable attitude toward a trendy brand to
maintain social acceptance within a peer group. Marketers can leverage this function by
promoting products as symbols of belonging, social status, or community identity.
Models of Consumer Attitude

To understand the relationships between attitudes and consumer behavior, psychologists have
tried to develop models that capture the underlying dimensions of attitude. To serve this purpose,
the focus has been on specifying the composition of an attitude to better explain or
predict behavior. The following section describes some important attitude models like
tricomponent attitude model, the multi attribute models, the trying to consume model, and the
attitude-toward-the-ad model. All the above-mentioned models present different perspectives on
the number of component parts of an attitude and how these parts are arranged or interrelated.

1) Tri-Component Attitude Model

The Tri-Component Attitude Model divides attitudes into three elements: cognitive,
affective, and conative components. The cognitive aspect involves beliefs and knowledge
about a product, such as features or benefits. The affective component reflects emotional
responses or feelings toward the product, like joy or excitement. The conative aspect focuses
on behavioral intentions, such as the decision to purchase. For example, a consumer may
believe a smartphone brand has excellent camera quality (cognitive), feel excited about
owning it (affective), and plan to buy it during a sale (conative).

a. Cognitive Component
• Definition: Refers to a consumer's beliefs, knowledge, or perceptions about a product
or brand.
• Example: A consumer believes that "Brand X laptops are durable and have a long
battery life." This belief is formed based on advertisements, reviews, or personal
experience.

b. Affective Component
• Definition: Relates to the emotional feelings or responses a consumer has toward a
product or brand.
• Example: A consumer feels joy and excitement when they think of owning a luxury
car brand like Tesla because of its innovative design and environmental benefits.

c. Conative Component
• Definition: Represents the likelihood or intention of the consumer to act based on
their attitude.
• Example: After developing positive beliefs and emotions about Brand X laptops, the
consumer decides to purchase one during the upcoming sale.
2) Multi-Attribute Attitude Model
This model examines attitudes based on multiple attributes of a product or behavior,
evaluating factors like performance and relevance. It includes the attitude toward the object
(evaluating the product’s features), the attitude toward behavior (assessing consumer
reactions to behaviors like buying or recommending), and the theory of reasoned action
(combining attitudes and social norms to predict behavior). For instance, a customer may
evaluate a car based on mileage, safety, and design before purchasing it, guided by personal
preferences and social approval.

a. Attitude Toward Object

• Definition: Focuses on evaluating the consumer's attitude based on the attributes of a
product or brand.
• Example: A consumer evaluates a smartphone brand on attributes like camera
quality, battery life, and price. They favor a brand that scores high in all these
aspects.

b. Attitude Toward Behavior

• Definition: Explores consumer attitudes toward specific behaviors associated with a
product or brand.
• Example: A consumer may have a positive attitude toward buying organic food
because it aligns with their behavior of promoting health and environmental
sustainability.

c. Theory of Reasoned Action

• Definition: Combines attitudes and social norms to predict behavioral intentions.
• Example: A consumer may decide to buy an electric vehicle because they perceive it
as good for the environment (positive attitude) and their peers approve of
environmentally friendly choices (subjective norms).
3) Theory of Trying to Consume
The Theory of Trying to Consume focuses on consumer efforts to achieve consumption
goals, even in the face of obstacles. It considers the attitude toward trying (motivation to
overcome challenges), barriers to trying (financial or practical difficulties), and satisfaction
from the attempt (a sense of achievement, even if goals are unmet). For example, a consumer
might attempt to switch to organic food despite high costs, appreciating their effort to adopt a
healthier lifestyle.

a. Attitude Toward Trying

• Definition: Refers to the attitude toward the effort or attempt to achieve a goal, even
if the outcome is uncertain.
• Example: A consumer may try to adopt a vegan diet despite challenges like limited
options or higher costs. Their attitude reflects determination rather than the success of
the action.

b. Barriers to Trying
• Definition: Highlights the obstacles or challenges that may hinder the attempt to
consume.
• Example: A consumer wants to switch to solar energy but faces barriers such as high
installation costs or lack of government subsidies.

c. Satisfaction from Attempt

• Definition: Examines the satisfaction derived from the effort, even if the goal isn’t
fully achieved.
• Example: A consumer feels good about reducing meat consumption, even if they
haven't fully transitioned to a vegetarian lifestyle.
4) Attitude Toward the Ad Model
This model highlights how a consumer’s attitude toward an advertisement influences their
perception of the product or brand. Positive emotional responses, message credibility, and
creative appeal play a crucial role. For instance, a visually appealing ad for a sports brand
featuring inspiring athletes can create a positive impression, encouraging consumers to
associate the brand with motivation and success.

a. Positive Emotional Response

• Definition: If an ad evokes positive emotions (humor, nostalgia, or excitement), it
enhances the consumer’s attitude toward the product.
• Example: A heartwarming Coca-Cola ad about family reunions during festivals can
create a positive impression of the brand.

b. Message Credibility
• Definition: A consumer’s attitude toward an ad depends on the credibility of its
message and source.
• Example: A skincare ad endorsed by a trusted dermatologist is more likely to
convince consumers about the product's efficacy.

c. Visual and Creative Appeal

• Definition: An ad with captivating visuals, innovative storytelling, or memorable
jingles can positively influence attitudes.
• Example: The "Just Do It" campaign by Nike, with inspiring visuals of athletes,
fosters a strong attitude toward the brand as being empowering and motivational.
Strategies for Changing Consumer Attitudes
Changing consumer attitudes is a core objective for many marketers, as it directly influences
purchasing behavior and brand loyalty. Since attitudes are shaped by personal experiences,
beliefs, and emotional responses, marketers need to employ various strategies to shift these
perceptions. Here are some effective strategies for changing consumer attitudes:
1. Persuasive Communication
This strategy involves using persuasive messages to influence consumers' cognitive (beliefs),
affective (feelings), and behavioral (intentions) components of attitudes. Effective
communication can change the way consumers think and feel about a product, leading to a
shift in their attitude.
• Emphasizing Benefits and Differentiation: Advertisements can focus on highlighting
how a product is superior to competitors, emphasizing unique features or benefits. For
example, Apple has consistently marketed the iPhone by emphasizing its innovation,
superior quality, and seamless integration with other Apple devices, appealing to both
cognitive and emotional aspects of consumer attitudes.
• Emotional Appeal: Some brands use emotional appeal to evoke specific feelings,
which can lead to a change in attitude. Coca-Cola, for instance, often uses
heartwarming ads that associate the brand with happiness, togetherness, and positive
experiences.
• Rational Appeal: Providing consumers with logical, fact-based information (e.g.,
product specifications, scientific evidence, customer testimonials) can help alter beliefs
and attitudes based on reason. For example, brands like Dyson often emphasize the
technological advancements behind their vacuum cleaners to change consumer
attitudes toward higher-priced models.
2. Cognitive Dissonance Theory
Cognitive dissonance occurs when there is a discrepancy between a consumer's beliefs and
behaviors, causing discomfort or tension. Marketers can leverage this discomfort to change
attitudes by creating a situation where the consumer's beliefs and actions are inconsistent,
pushing them to align their beliefs with their behavior.
• Post-purchase Communication: After a purchase, companies may send follow-up
messages to reinforce the decision, alleviating any potential dissonance. BMW, for
example, might send messages that reassure customers of their decision, emphasizing
the luxury and performance of their car to avoid any regret.
• Trial or Sampling: Offering free trials or samples gives consumers the chance to
experience a product firsthand, which may resolve doubts and lead to attitude change.
Netflix often offers free trials, allowing potential subscribers to experience the service
before committing, which can lead to a more favorable attitude toward the platform.
3. Social Influence and Social Proof
Consumers often look to others for guidance on how to form their attitudes, especially when
they are unsure about a product. Social proof involves showing that others are using or
endorsing a product, which can influence consumer attitudes by creating a sense of trust,
credibility, and desirability.
• Celebrity Endorsements: Marketers frequently use celebrities to change consumer
attitudes. A celebrity endorsement can enhance a brand's credibility and appeal. For
example, Nike’s partnership with athletes like Michael Jordan or Serena Williams
shapes positive attitudes by associating the brand with success, excellence, and
aspirational lifestyles.
• User-Generated Content and Reviews: Positive reviews and ratings from other
customers can help influence attitudes by leveraging the experiences of people like
them. Platforms like Amazon and TripAdvisor use consumer reviews to persuade
others about the quality and value of products or services.
• Influencer Marketing: Using social media influencers to promote products can shift
consumer attitudes, especially in younger demographics. When influencers
demonstrate the value of a product, their followers often adapt similar attitudes.
4. Repositioning
Repositioning involves changing the way a product or brand is perceived in the minds of
consumers. This often requires altering the product’s image, its marketing message, or its
target audience.
• Brand Repositioning: A classic example is Old Spice, which successfully
repositioned itself from a brand associated with older generations to one that appeals to
younger men. Their "The Man Your Man Could Smell Like" campaign changed the
way consumers perceived the brand, making it more modern and humorous.
• Product Repositioning: Brands can reposition their products to appeal to a new
segment or address changing market trends. For instance, Coca-Cola has launched
"Coca-Cola Zero" to cater to health-conscious consumers, effectively repositioning the
brand in the low-calorie beverage market.
• Price Repositioning: Brands can alter their pricing strategy to reflect a new
positioning. Tesla, for example, repositioned the electric vehicle (EV) market by
introducing premium, high-performance electric cars, shifting consumer attitudes about
EVs from being cheap and basic to being luxurious and desirable.
5. Creating New Associations (Associative Learning)
Marketers can change consumer attitudes by associating their products or brands with positive
feelings or stimuli through classical conditioning. By linking a product with an already
established positive emotion or value, companies can reshape consumer perceptions.
• Advertising Jingles or Catchphrases: Memorable songs or slogans can help create
positive associations with a brand. For example, McDonald’s’s “I’m Lovin’ It” slogan
consistently reinforces the positive, fun experience of dining at McDonald’s, making
consumers associate the brand with happiness and enjoyment.
• Partnerships with Causes: Aligning a brand with a socially responsible cause can
create positive associations. TOMS Shoes has successfully created a brand image of
social good by linking their product to the "One for One" initiative, where each pair of
shoes purchased leads to a pair donated to someone in need. This creates a positive
emotional connection with socially conscious consumers.
6. Offering Incentives and Rewards
Offering tangible incentives can shift consumer attitudes, particularly by affecting their
behavior in the short term. Incentives, promotions, or loyalty programs encourage consumers
to reassess their attitudes based on rewards and tangible benefits.
• Discounts and Coupons: Offering discounts can change a consumer’s attitude toward
a product by making it more attractive and affordable. For example, a limited-time
discount on a luxury brand can make it seem more accessible, shifting the attitude
toward the product.
• Loyalty Programs: Reward programs like Starbucks Rewards or Amazon Prime
can foster long-term loyalty and shift attitudes by providing consumers with tangible
benefits that make them feel valued and appreciated.
7. Exposure to New Information
Consumers’ attitudes can change when they are presented with new information that
challenges or broadens their understanding of a product or service.
• Educational Campaigns: For example, The American Heart Association frequently
runs campaigns that educate consumers on the importance of heart health and how
consuming certain products can help prevent cardiovascular diseases. These efforts can
change consumer attitudes toward health-related products, such as low-fat foods or
heart-healthy drinks.
• Product Demonstrations: Demonstrating a product’s capabilities or features in a
compelling way can change consumers’ attitudes by providing them with more
knowledge. Dyson, for instance, uses live demonstrations to show the superior suction
power of its vacuum cleaners, which alters consumer perceptions.
8. Cognitive Behavioral Techniques
Sometimes changing attitudes requires addressing a consumer’s thought patterns and
behaviors directly. Cognitive behavioral techniques involve altering the thought processes
behind consumer attitudes by encouraging new beliefs or behaviors.
• Reframing: Marketers can use reframing to change how a consumer perceives a
product.
For example: a fitness brand could reframe the concept of "working out" from a chore
to a fun, enjoyable activity by promoting it as a way to relieve stress and improve well-
being, rather than just a way to lose weight.
Conclusion

In conclusion, changing consumer attitudes is a critical aspect of marketing strategy, directly

impacting purchasing decisions, brand loyalty, and long-term business success. Through a
combination of persuasive communication, leveraging social proof, repositioning products, and
creating positive associations, marketers can effectively influence how consumers perceive their
offerings. Strategies like addressing cognitive dissonance, offering incentives, and providing new
information further enable companies to align consumer beliefs and behaviors with their goals.

Each strategy requires a deep understanding of consumer psychology and market dynamics. By
employing techniques such as emotional appeals, educational campaigns, or reframing
perceptions, marketers can build stronger connections with their audience and foster positive,
lasting impressions. Ultimately, these approaches not only help in shaping attitudes but also in
cultivating deeper consumer trust and satisfaction, ensuring sustained brand success in
competitive markets.