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Attitudes
A learned predisposition to behave in
a consistently favorable or
unfavorable manner with respect to a
given object
A positive attitude is generally a
necessary, but not sufficient,
condition for purchase
Characteristics of
Attitudes
Attitudes have an object
Attitudes are learned
Can unlearn
Characteristics of
Attitudes
Attitudes have consistency
Attitudes have direction, degree,
strength and centrality
Positive or negative
Extent of positive or negative feelings
Strength of feelings
Closeness to core cultural values
Attitude Models
Structural Models of Attitudes
Tri-component Attitude Model
Multi-attribute Attitude Model
Both assume a rational model of human
behaviour
Affective component
Emotions and feelings about the object
Conation
Cognition
Affect
Multi-attribute Attitude
Models
Attitude models that examine the
composition of consumer attitudes in
terms of selected product attributes
or beliefs.
Examples
Attitude-toward-object Model
Attitude-toward-behaviour Model
Theory-of-Reasoned-Action Model
Attitude-TowardBehaviour Model
A consumers attitude toward a
specific behaviour is a function of
how strongly he or she believes
that the action will lead to a
specific outcome (either favorable
or unfavorable).
Cognitive Dissonance
Theory
Holds that discomfort or dissonance
occurs when a consumer holds
conflicting thoughts about a belief or an
attitude object.
Post-purchase Dissonance
Cognitive dissonance that occurs after a
consumer has made a purchase
commitment
Behave (Purchase)
Form Attitude
Attribution Theory
Examines how people assign
casualty to events and form or
alter their attitudes as an outcome
of assessing their own or other
peoples behaviour.
Examples
Self-perception Theory
Attribution toward others
Self-Perception Theory
Attitudes developed by reflecting on
their own behaviour
Judgments about own behaviour
Internal and external attributions