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Attitude

Attitudes are learned predispositions to respond favorably or unfavorably towards an object. Attitudes can be directed towards products, brands, services, issues, people or advertisements. Attitudes are formed through direct experience, word of mouth, information from others, and marketing. Attitudes tend to be consistent with behavior, but can change over time or based on the situation. Situations may cause behaviors that seem inconsistent with underlying attitudes.

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38 views8 pages

Attitude

Attitudes are learned predispositions to respond favorably or unfavorably towards an object. Attitudes can be directed towards products, brands, services, issues, people or advertisements. Attitudes are formed through direct experience, word of mouth, information from others, and marketing. Attitudes tend to be consistent with behavior, but can change over time or based on the situation. Situations may cause behaviors that seem inconsistent with underlying attitudes.

Uploaded by

nishasaiyed2304
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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Unit 3

Attitude

is defined as a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to an object. That is, attitude affects behavior at a different level than do values...

Following characteristics explain the nature of attitudes : The

attitude object Attitude are learned predisposition Attitudes have consistency Attitudes occur within a situation

The

word object in our consumer-oriented definition should be interpreted broadly to include specific consumption or marketing related concepts such as product, product category, brand, service, product use, causes or issues, people or advertisements. In conducting attitude research we tend to be object specific.

There is general agreement that attitudes are learned. This means attitudes relevant to purchase behavior are formed as a result of direct experience with product, word of mouth, information acquired from others, the internet and various forms of direct marketing. It is important to remember that attitudes result from behavior they are not synonymous to behavior, instead they reflect either favorable or unfavorable evaluation of the attitude object.

Attitudes

are relatively consistent with the behavior they reflect; however, attitudes are not necessarily permanent. Attitudes do change.

Situation

means events or circumstances that at a particular point in time influence the relationship between attitude and behavior. A specific situation may cause individuals to behave in a way seemingly inconsistent with their behavior. For example if we purchases a different brand of any product every time. Although brand switching behavior/attitude may seem to reflect a negative attitude or dissatisfaction with the brands.

That are directed towards something or someone about whom we have strong feelings. For example when we come to know the product is branded we develop positive attitude for the product. Both examples shows that Attitude may be favorable as well as unfavorable.

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