View
217
Download
0
Category
Preview:
Citation preview
8/8/2019 Attitute Ppt
1/26
By,Govindarajan
Mohamed yasir.h
8/8/2019 Attitute Ppt
2/26
y ATTITUDE
y POSITIVEATTITUDEVS. NEGATIVEATTITUDE
y WHATSATTITUDEHAVETODOWITHMARKETING?
8/8/2019 Attitute Ppt
3/26
8/8/2019 Attitute Ppt
4/26
POSITIVE ATTITUDE VS. NEGATIVE
ATTITUDE
8/8/2019 Attitute Ppt
5/26
Whatareattitudes?y The attitude object
y Attitudes are a learned predisposition
y Attitudes have consistencyy Attitudes occur within a situation
8/8/2019 Attitute Ppt
6/26
This attempts to change theattitude towards calcium in asoft drink situation.
8/8/2019 Attitute Ppt
7/26
Structural models ofattitudesy Tricomponent attitude model
y Multiattribute attitude model
y The trying-to-consume modely Attitude-Toward-the-Ad-model
8/8/2019 Attitute Ppt
8/26
A Simple Representation ofthe TricomponentAttitude Model
Cognition
8/8/2019 Attitute Ppt
9/26
The Tricomponent Model
yCognitiveyAffective
yConative
The knowledge andperceptions that areacquired by acombination of direct
experience with theattitude object andrelated informationfrom various sources
Components
8/8/2019 Attitute Ppt
10/26
The Tricomponent Model
yCognitiveyAffective
yConative
Aconsumersemotions or feelingsabout a particularproduct or brand
Components
8/8/2019 Attitute Ppt
11/26
The Tricomponent Model
yCognitiveyAffective
yConative
The likelihood ortendency that anindividual willundertake a specificaction or behave in aparticular way withregard to the attitude
object
Components
8/8/2019 Attitute Ppt
12/26
Indian broadband plans
8/8/2019 Attitute Ppt
13/26
MultiattributeMultiattribute
AttitudeAttitude
ModelsModels
Attitude models that
examine the
composition of
consumer attitudes
in terms of selected
product attributes or
beliefs.
8/8/2019 Attitute Ppt
14/26
Multiattribute Attitude Models
y
The attitude-toward-object model
y The attitude-toward-behavior model
yTheory-of-reasoned-action model
y Attitude is function ofevaluation of product-
specific beliefs andevaluations
y Useful to measureattitudes toward brands
Types
8/8/2019 Attitute Ppt
15/26
Multiattribute Attitude Models
y
The attitude-toward-object model
y The attitude-toward-behavior model
yTheory-of-reasoned-action model
y Is the attitude towardbehaving or acting with
respect to an object,rather than the attitudetoward the object itself
y Corresponds closely toactual behavior
Types
8/8/2019 Attitute Ppt
16/26
Multiattribute Attitude Models
y
The attitude-toward-object model
y The attitude-toward-behavior model
yTheory-of-reasoned-action model
y Includes cognitive,affective, and conative
componentsy Includes subjective
norms in addition toattitude
Types
8/8/2019 Attitute Ppt
17/26
8/8/2019 Attitute Ppt
18/26
Theory of
Trying to
Consume
An attitude theorydesigned to account
for the many cases
where the action or
outcome is not certain
but instead reflects
the consumers
attempt to consume(or purchase).
8/8/2019 Attitute Ppt
19/26
8/8/2019 Attitute Ppt
20/26
AttitudeAttitude--
TowardToward--thethe--
Ad ModelAd Model
A model that proposes
that a consumer formsvarious feelings
(affects) and judgments
(cognitions) as the
result of exposure to anadvertisement, which,
in turn, affect the
consumers attitude
toward the adandattitude toward the
brand.
8/8/2019 Attitute Ppt
21/26
8/8/2019 Attitute Ppt
22/26
A Conception of the Relationship
among Elements in an Attitude-
Toward-the-Ad Model
8/8/2019 Attitute Ppt
23/26
Issuesinattitude formationy How attitude are learned
-Conditioning and experience
-K
nowledge and beliefsy Sources of influence on attitude formation
-Personal experience
-Influence of family
-Direct marketing and mass media.y Personality factors
8/8/2019 Attitute Ppt
24/26
Strategies ofattitudechangey Changing the basic motivational function
y Associating the product with an admired group or
eventy Resolving two conflicting attitudes
y Altering components of the multiattribute model
y Changing beliefs about competitors brand.
8/8/2019 Attitute Ppt
25/26
QUESTION.Alocal restaurant is having a hard time attractingcustomers due to a poor image. Explain how they can
change peoples attitude by using three of thefollowing.
y Changing the basic motivational function
y Associating the product with an admired group orevent.
y Changing beliefs about competitors brands.
8/8/2019 Attitute Ppt
26/26
Changingthe basic motivational function
y Utilitarian
y Ego-defensive
y Value-expressivey knowledge
Recommended