Attitude...by Shahid Elims

ATTI TUD E

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Learned pre –dispositions to respond to an object or class of objects in a consistently favourable or unfavorable way Overall evaluation done by consumers for choosing a particular product Attitude help us understanding ,why consumers do or do not buy a particular product or shop

The Components of attitude

Brand beliefs

Evaluation

Intentions

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Brand Beliefs - Cognitive /thinking component A persons knowledge and beliefs about some attitude object reside within the cognitive component Develop vocabulary of product attributes and benefits

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Evaluations: Affective Component It represents a persons likes or dislikes of attitude object Evaluation can be measured by rating from poor to excellent , least preferred to most preferred

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Intentions : Conative component Refers to the persons action or behavioural tendencies toward the attitude object This is measured in terms of intention to buy

Properties of    

Favorability Intensity Confidence Stability

attitude

Functions of Attitudes    

Utilitarian function Value-Expressive Function Ego-Defensive Function Knowledge Function

How is attitude Developed?     

Family influence peer group influence personality information and experience Role of direct and indirect experience

Models of Attitude   

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Multi Attribute attitude model Attitude Toward Object model Attitude toward behaviour model Attitude Toward Ad Model