Welcome to
Chapter No: 11
of
MKT 425: Consumer Behavior
Chapter Name: Consumer Attitude Formation and Change
Modular:
Mr. Afjal Hossain
Lecturer
Department of Marketing, PSTU
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
01
Learning Objectives
1. Learn how attitudes relate to different objects.
2. Learn how the theories of attitudes relate to the
different environment.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
02
Definition: Attitude
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What we are actually doing?
Are some learned behaviors that can be applied or not applied to
purchase a product is called attitudes.
In other sense, are some learned behaviors that are applied to do an
action.
According to Psychology, An attitude is a learned predisposition to
behave in a consistently favorable or unfavorable way with respect to a
given object.
Attitudes are not directly observable, but must be inferred from what
people say or what they do.
A whole universe of consumer behaviors – consistency of purchases,
recommendations to others, top rankings, beliefs, evaluations and
intentions are related to attitudes.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Attitude (continued)
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Attitudes relate to some things:
– The attitude “object”: The attitudes are normally creates upon a object and
here object means product, product category, brand, service, possessions,
product use, cause, issue, people, advertisement, internet site, price,
medium etc.
In other words, object means upon which you make your decision. Ex: For
DVD players you will make your decision on whether Sony or Panasonic or
Toshiba etc are objects.
Another Ex: You will make decision on PBL/ IBBL/ DBBL to open a savings
account are objects.
– Attitudes are a learned predisposition: Attitudes are formed as a result of
direct experience with the product, word-of-mouth information acquired
from others or exposure to mass-media advertising.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Attitude (continued)
– Attitudes have consistency: Attitudes would be consistent with the
concurrent event. Ex: A person will purchase the product when he/ she
observe the product but not the based on the previous information. But it is
not always true.
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How attitudes are learned?
– Through Learning
with the help of ad, from family, observing, others using etc.
– Following to others
The ad of Garu Marka Dhewtin.
– To solve a problem/ Just satisfy a need
If you hungry, then it is needed to feed.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
05
Theories of Attitudes
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Four theories of attitudes are:
– Tricomponent attitude model
(cognitive, affective & conative components)
– Mulattribute attitude model
attitude toward object, attitude toward behavior & response-action.
– Trying to consume model
– Attitude toward the ad model
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
06
Theories of Attitudes (continued)
1. Tricomponent attitude model: Three major components are:
– Cognitive component:
Theme: People initially show their attitudes based on their knowledge. Here
no interaction with other people.
What they think just observing/ hearing about an object?
Example: When a person hear about Pencil computer, they may be think
that the computer is operated by pencil or the computer is similar to a
pencil. This theory is totally brainstorming based.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
1. Tricomponent attitude model: Three major components are:
– Affective component:
Theme: People initially think when they interact with others. It is emotional
based.
What they think just talking about an object with others?
Example: When a person talking about Pencil computer with other person,
they may be think that while the computer is about pencil sized, then is the
computer is consisting of all features or not? And is the computer is of
highly configured or not?
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
1. Tricomponent attitude model: Three major components are:
– Conative component:
Theme: People normally perform an activity just observing the others. It is
imitative theory.
What they do while observing others?
Example: When a person see that the other people break-down his/ her
computer, then he/ she also break-down his/ her computer but it actually
shouldn’t be because you are not an expert to assembly the computer.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
09
Theories of Attitudes (continued)
Reflection of Tricomponent attitude model:
Cognitive
Affective
Conative
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
10
Theories of Attitudes (continued)
2. Multiattribute attitude model: Three categories
– Attitude-toward-object model:
Theme: Consumers generally have favorable attitudes towards those
products/ services/ brands that have an adequate level of attributes. On the
other hand, Consumers generally have unfavorable attitudes towards those
products/ services/ brands that haven’t an adequate level of attributes.
Here the objects are – products, service, cause, brand etc.
Satisfaction through the features of the object
Example: A person will satisfy with a car when it is of speed, reliability, cost
– effective, availability of 24/ 7 technical assistance, etc. This theory is
object related.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
2. Multiattribute attitude model: Three categories
– Attitude-toward-behavior model:
Theme: Consumers show their attitude toward behaving or acting
with respect to an object rather than the attitude toward the object
itself. It is people related.
Satisfaction through the owner of the object
Example: A person will satisfy with a car when the seller of the car
provide 24/ 7 technical assistance.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
2. Multiattribute attitude model: Three categories
– Response - action model:
Theme: Consumers have had satisfaction if others show their
respect toward himself.
Satisfaction through the eyes of other people
Example: A person will satisfy with a car when the people besides
himself/ herself think positively. An undergraduate student want to
purchase a computer and he/ she will satisfy if the parents give
supports.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
3. Trying to consume model:
Theme: Consumers don’t have the purchase if they had no reflective
products. They will have the product which have the attributes to fulfill his/
her satisfaction.
Satisfaction through desire
The application may be through permission marketing.
Example: A person will have the product pencil computer if it is of all
features of the desktop computer or laptop computer.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Theories of Attitudes (continued)
4. Attitude toward the ad model:
Theme: Consumer will purchase the product through his/ her feelings and
judgments.
Satisfaction through nice ad
The application should be of informative or reminding advertising and
obviously of providing all (negative and positive impacts) information.
Example: A person will have the product pencil computer if it is of all
features of the desktop computer or laptop computer.
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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Query?
Thank You
… For staying with me …
Leon G. Schiffman & Leslie Lazar Kanuk “Consumer Behavior” 8th edition, Prentice Hall – 2006
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