Consumers Behavior

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Consumer Behavior : Chapter 7

SUMMARY: Attitudes have been understood as learned predispositions that project a positive or negative behavior consistently toward various objects of the world. The tangible and intangible objects, toward which one can form an attitude are called attitude objects. Attitudes influence the way we think and behave and are therefore important for the marketers who study them to understand how a consumer behaves. Attitudes have certain characteristics.

They are formed as we grow up, based on the environment in which we grow up. Attitudes can be either of a high or low degree and the intensity depends on the strength of conviction with which the person believes in them. Attitudes serve various functions such as utilitarian function, value expressive function, Ego-defense function, and knowledge function.

Attitude models were developed by psychiatrists to understand the relationship between attitudes and human behavior.

These models help the marketer in understanding how attitudes influence a person's behavior as a consumer. These models are: Tri-component model, multi-attribute model, Theory of trying to consume, and Attitude toward the ad model. Attitudes are formed through classical conditioning, instrumental conditioning, and cognitive theory.

Attitudes are measured using the Semantic differential scale and Likert's scale to understand how the consumer might behave toward a particular product. While it is generally accepted that attitudes influence behavior, there are some theories that state that behavior precedes attitudes. Such theories are cognitive dissonance theory, self-perception theory, social judgment theory, and balance theory. Attitudes toward a product can be changed by highlighting new functions of the product, or by associating them with celebrities, by changing the beliefs a consumer has regarding the products, or by getting the consumer more involved in the product.

Table of Contents
Chapter 7 Overview
Chapter 8

Attitudes and Consumer Behavior - An Overview

Characteristics of Attitudes

Functional Theory of Attitudes
Utilitarian Function
Value-expressive Function
Ego-defense Function
Knowledge Function
Combination of Functions

Attitude Models
Tri-component Model
Shortcomings of Tri-component Model
Consistency of Components
Multi-attribute Model of Attitudes
Theory of Trying to Consume
Attitude toward the Ad Model

Formation of Attitudes
Classical Conditioning
Instrumental Conditioning
Cognitive Learning Theory

Measurement of Attitudes
Semantic Differential Scale
Likert scale

Theories of Attitude Development
Theory of Cognitive Dissonance
Self-Perception Theory
Social judgment Theory
Balance Theory

Attitude Change
Changing the Function that the Product Serves
Associate the Product with a Famous Personality or an Established Organization
Changing Attitudes by Presenting the Product in a New Light
Change the Beliefs of the Consumer Regarding the Product
Try to Change the Perception of the Consumer

Involvement
Strategies followed by Marketers to Increase the Involvement of Consumers.