Consumer attitude

Consumer attitude

• 1.
  Consumer Attitude Presented byBalachandar K.
• 2.
  What are attitudes? Attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object.
• 3.
   Attitude arelearned predisposition  Attitudes have consistency  Attitudes occur within a situation  Linkages in attitude formation
• 4.
  Structural Models ofAttitude  Tricomponent Attitude Model  Multiattribute Attitude Model  Theory of trying to consume model  Attitude toward the ad model
• 5.
  Tricomponent attitude model The Cognitive Component ◦ Knowledge + Perception+ Direct Experience = Beliefs  The Affective Component ◦ Emotions or feelings ( Happiness, Anger etc) ◦ Mood affects the purchase  The Conative Component ◦ Likelihood or tendency. Consumer Intention to buy.
• 6.
  Multiattribute Attitude Model Attitude Towards Object Model  Attitude Towards Behavior Model  Theory of Reasoned Action Model
• 7.
  Attitude towards objectmodel Product: Internet BRAND ATTRIBUTES BELIEFS EVALUATION Cable Internet Access Speed Faster than DSL ++++ DSL Internet Access Speed Slower than Cable - Data Card Speed Slower than DSL ----
• 8.
  Attitude towards behaviormodel  A model that proposes that a consumer’s attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).
• 9.
  Theory of ReasonedAction  Interrelationship among attitudes, intentions, and behavior.
• 10.
   Behavior isa function of 2 things:  Attitudes toward a specific action ◦ What will happen if I engage in this behavior? ◦ Is this outcome desirable or undesirable  Subjective norms regarding that action ◦ Normative beliefs: others expectations ◦ Motivation to comply: do I want to do what they tell me? How much? Why?
• 11.
  Theory of Tryingto Consume Model The actions and outcomes are not certain but instead reflects the consumer’s attempt to consume.  Personal Impediments Aiming to reduce weight and willing to consume more burgers  Environmental Impediments First fifty members will get 50% discount, this will prevent the desired action.
• 12.
  Attitude Towards AdModels Exposure to ad Attitude toward the brand Attitude toward the ad Feelings from the ad (affect) Beliefs about the brand Judgments about the ad (cognition)