1. ATTITUDE
FORMATION
Shruti verma
Nidhi varshney

2. Content
 What Are Attitudes?
 The attitude “object”
 Attitudes characteristics
 Structural Models of Attitudes
 Attitude Formation

3. What Are Attitudes?
A learned predisposition to behave in a
consistently favorable or unfavorable
manner with respect to a given object.

4. The attitude “object”
It include specific consumption-or marketing
related concepts such as product, product
category ,brand, service, possessions,
product use, price, package… etc.
Examples:
Consumer attitude towards online shopping
Consumer attitude towards mobile services

5. Attitudes characteristics
Attitudes are a learned predisposition
That means attitudes are formed as a result
of prior direct experience with the object,
word-of-mouth, information acquired from
others, or from advertising.

6. Attitudes characteristics
Attitudes have consistency
Attitudes are relatively consistent with the
behavior they reflect.

7. Attitudes characteristics
Attitudes occur within a situation
Events or circumstances that, at a particular
point in time, influence the relationship
between an attitude and behavior.

8. Structural Models of
Attitudes
 Tricomponent Attitude Model
 Multiattribute Attitude Models
 The Trying-to-Consume Model
 Attitude-Toward-the-Ad Model

9. A Simple Representation of the
Tricomponent Attitude Model
Figure 8.2
Cognition : The knowledge
and perceptions that are
acquired by a combination
of direct experience with
the attitude object and
related information from
various sources
Source: Consumer Behavior, tenth ed., SCHIFFMAN & KANUK

10. A Simple Representation of the
Tricomponent Attitude Model
Figure 8.2
Affect : A consumer’s
emotions or feelings about a
particular product or brand
Conation: The likelihood or
tendency that an individual
will undertake a specific
action or behave in a
particular way with regard to
the attitude object
Source: Consumer Behavior, tenth ed., SCHIFFMAN & KANUK

11. Multiattribute Attitude Models
Attitude models that examine the
composition of consumer attitudes in terms
of selected product attributes or beliefs

12. Formula
Aj = ∑BijIi
Where:
i = attribute or product characteristic
j= brand
Such that:
A = the consumer’s attitude score for brand j
I = the importance weight given to attribute i by the
consumer
B = the consumer’s belief as to the extent to which a
satisfactory level of attribute i is offered by brand j

13. Multiattribute Attitude Models
The attitude-toward-object model
Attitude is function of evaluation of product-
specific beliefs and evaluations
The attitude-toward-behavior model
Is the attitude toward behaving or acting
with respect to an object, rather than the
attitude toward the object itself

14. Theory-of
reasoned-action
model
• Includes cognitive,
affective, and co
native components
• Includes subjective
norms in addition to
attitude
Source: Consumer Behavior, tenth ed., SCHIFFMAN & KANUK
Multiattribute Attitude Models

15. The Trying-to-Consume
Model
 An attitude theory designed to account for
the many cases where the action or
outcome is not certain but instead reflects
the consumer’s attempt to consume (or
purchase).

16. Attitude-Toward-the-Ad Model
 A model that proposes that a consumer
forms various feelings (affects) and
judgments (cognitions) as the result of
exposure to an advertisement, which, in
turn, affect the consumer’s attitude toward
the ad and attitude toward the brand.

17. Attitude-Toward-the-Ad Model
Source: Consumer Behavior, tenth ed., SCHIFFMAN & KANUK

18. Issues in Attitude Formation
 How attitudes are learned
Conditioning and experience
Knowledge and beliefs
 Sources of influence on attitude
formation
Personal experience
Influence of family
Direct marketing and mass media
 Personality factors

19. Four Basic Attitude Functions
 The Utilitarian Function
 The Ego-defensive Function
 The Value-expressive Function
 The Knowledge Function

20. Elaboration Likelihood Model
(ELM)
 A theory that suggests that a person’s
level of involvement during message
processing is a critical factor in
determining which route to persuasion is
likely to be effective

21. Why Might Behavior Precede
Attitude Formation?
Behave
(Purchase)
Form AttitudeForm Attitude
Cognitive Dissonance Theory
Holds that discomfort or dissonance
occurs when a consumer holds
conflicting thoughts about a belief
or an attitude object
Attribution Theory

22. Why Might Behavior Precede
Attitude Formation?
Behave
(Purchase)
Form AttitudeForm Attitude
Attribution Theory
A theory concerned with how
people assign casualty to events and
form or alter their attitudes as an
outcome of assessing their own or
other people’s behavior.

23. Issues in Attribution Theory
Self-perception Theory
A theory that suggests that consumers
develop attitudes by reflecting on their own
behavior.
Defensive Attribution
A theory that suggests consumers are
likely to accept credit for successful
outcomes (internal attribution) and to
blame other persons or products for failure
(external attribution).

24. Thank you