Index

SR NO TOPIC PAGE
NO
1 Attitude 3
2 Sources of Influence 5
3 Nature of Attitudes 6
4 Models of Attitudes 7
5 Attitude Methods 13
6 Attitude Change 15
7 Types of Consumer Buying Attitude 16
8 Strategies of Attitude Change 18
9 Conclusion 24
 Attitude

We have attitudes toward many things (objects): e.g. people, products,

brands, advertisements, ideas, places, activities. The attitudes have been
learned and guide our behavior toward the attitude object. Attitudes have
consistency but are not necessarily permanent and can change over time.
Attitudes occur within a situation. Attitudes are an expression of inner
feelings that reflect whether a person is favorably or unfavorably
predisposed to some object. They are an outcome of psychological
process, and hence are not observable, but must be inferred from what
people say are what they do.
Attitudes are evaluative statements – either favorable or unfavorable –
concerning objects, people or events. They reflect how one feels about
something. Attitudes and values are interrelated.
 Defination

Attitude is a learned predisposition to behave in a consistently favorable or

unfavorable manner with respect to a given object.
Concepts of Attiudes

• The attitude is toward an object which may be a store, product category , brand
or anything else.
• Attitudes are a learned predisposition, either through direct experience or from
others. This predisposition may lead to a favorable or unfavorable behavior
toward the object.
• Attitudes have consistency, but are not necessarily permanent and can change
over time.
• Attitudes occur within a situation.
 Sources of Influence

Personality

Media
Family
Mass

Sources
Of
Influence
Peer
Direct
And
Marketing
group

Experience
 Nature of Attitudes

Consumer attitude can be better explained by understanding the nature and

characteristics of attitude. Attitudes are composed of three components, viz, a
knowledge or cognitive component, a feeling and affect component and a
behavioral and conative component. In terms of consumer learning, the attitude
would express a consumer’s feeling of like or dislike about a product or service
offering and the marketing mix.

• Have an object
• Have direction,
• Have intensity and degree
• Have structure
• Are learned predispositions
• Are influenced by a situation
 Models of Attitudes

These are models that attempt to understand the

relationships between attitude and behavior.

1- Tricomponent Model

The three components of attitude are

consistent. This means that a change in one
attitude component tends to produce related
changes in the other components.
Marketing mangers find it difficult to influence the consumer’s behavior
(conation) directly to buy the product, instead, they influence the behavior
indirectly by providing information, music or other stimuli that influence a
belief (cognition) or feeling (affect) about the product.
2. Multiattribute Models

Attitude models that examine the composition of consumer attitude in

terms of selected product attributes or beliefs

1. The attitude-toward-object model

• Attitude is function of the presence of certain beliefs or attributes
with respect to an object.
• Consumers will like a brand or product that has an adequate level of
attributes that the consumer thinks are important.
Example: if you are buying a home, there is a list of attributes that the home
must have – 2 bedrooms, 2 bathrooms, air conditioning, and a back yard. With
this model, an attitude is positive for the house that has the most of these
attributes
2. The attitude-toward-behavior model
• Is the attitude toward behaving with respect to an object, rather than
the attitude toward the object itself
• Corresponds closely to actual behavior
• The question here is how likely are you to purchase brand X
(behavior) rather than how highly do you rate brand X (object)

3. Theory-of-reasoned-action model
• Includes cognitive, affective, and conative components (attitude)
• In addition to attitude, the model also Includes subjective norms
(social pressure) on how a consumer is influenced by others.
A Simplified Version of the Theory of Reasoned Action
3- Attitude toward-the-ad model

A model that proposes that a consumer forms various feelings (affects)

and judgments (cognitions) as a result of exposure to an advertisement,
which, in turn, affect the consumer’s attitude toward the ad and attitude
toward the brand.
The attitude-toward-the-ad model helps us understand how
advertising impacts attitudes. The model is more thoroughly diagramed
on the next slide.
A Conception of the Relationship Among Elements in an Attitude-Toward-the-
Ad Model
 Attitude Methods
Longitudinal Studies:
Here, researcher measures attitude changes over a period of time. He conducts subsequent
interviews with the same subjects at various time on the same attitude object. He plots the
responses made by the subjects at different times toward the attitude object along a consistent
scale of ‘favorable’, ‘neutral’ and ‘unfavorable’ dimensions. This method is used to gauge the
changes in subjects’ attitudes over time toward a particular object.

Observation of Overt Behavior Technique:

By observing the overt behaviors of subjects, their attitudes may be understood. For example,
consumers’ attitudes toward a particular store may be measured by observing their purchases
at the said store, frequency of purchases, and the volume of purchases made from the shop.

Reactions to or Interpretation of Partially Structured Stimuli Technique:

Here, subjects are presented a particular situation through a picture and asked to interpret it
(picture). The way subjects interpret the picture tells the researcher the attitudes they hold
toward the object under consideration.
Performance on “Objective” Tasks Method:
Here, subjects are asked to perform a certain task, or the researcher observes how
subjects perform a particular task. The ways they perform a task give an indication on
their attitudes. The researcher assumes that one’s task performance is influenced by
the attitude that he holds.

Physiological Reactions Method:

Attitudes may also be measured by applying techniques used to measure involuntary
physiological reactions such as, galvanic skin response, pupil dilation, and voice
pitch.

Osgood Semantic Differential Technique:

In this test, pairs of words or statements of opposite meaning that might describe an
object (product for example) are presented to the subject. The subject’s rate each of
several objects on each dimension by placing a check at the place on a line that
indicates their feelings. Finally, the average of the checks is plotted as a profile for
each object, and thus, attitudes of the subjects are ascertained
 Attitude Change

Attitude change and formation are not all that different. They are both
learned, they are both influenced by many factors such as: personal
experience, personality effects, family influence, and marketing
communications.
 Types of Consumer Buying Attitude

1. Routine response:
When you go to the grocery store and are trying to grab a loaf of bread, odds are
you’ll either buy the variety you’re familiar with or the one that is carrying the
lightest price tag. In these situations, products are essentially purchased without
any significant thought.

2. Limited decision making:

If you’re in the market for some new clothes or a new collapsible chair that you can
bring camping, you might do a little bit of research on brands, but odds are—unless
you’re Kate Moss or some other model or celebrity—you’re going to go with
what’s in your budget and what looks good or seems the most practical.
3. Extensive decision making:
Imagine you’re a first-time homebuyer looking to settle into your first home
with your new spouse. You’ve never bought a house before, but obviously you
understand how big of an investment and how expansive a decision such a
purchase is. Such a decision comes with evident economic risks. But how are
you going to feel, personally, about the purchase? How are your peers going to
look at you? Extensive decision making requires the most research.

4. Impulsive buying:
Consumers who buy something impulsively wake up that day without knowing
they’re going to spend money on a particular item. But all of a sudden, they are
inspired for whatever reason and make the purchase. Impulsive buying requires
no conscious planning. The person who goes to a liquor store to buy a six-pack
and snags an airplane bottle of whisky when checking out is someone who’s
just bought something impulsively.
 Strategies of Attitude Change

Changing the Basic Motivational Functions

Associating the Product with an Admired Group or Event

Altering Components of the Multiattribute Model

Changing Beliefs about Competitors’ Brands

Changing the Basic Motivational Functions

An effective way to change consumer attitudes toward a product or brand is to

change his four motivational functions:

Ego-
Utilitarian
defensive

Value-
Knowledge
expressive
It is important for marketers to realize that they might have to combine
functions because different customers are motivated to purchase their products
for different reasons. Someone might buy a product because it tastes good and
fills them up (utilitarian), while another thinks it is low fat and will make them
healthy and therefore look better (ego-defensive).

• Utilitarian function is how the product is useful to us. A marketer

might want to create a more consumer positive attitude toward a
brand by showing utilities the brand can do.
• ego-defensive function would show how the product would make
them feel more secure and confident (e.g. cosmetics that defense
women’s appearance).
• value-expressive function would more positively reflect the
consumer’s values or lifestyle.
• knowledge function would satisfy the consumer’s “need to know” and
help them understand more.
 Associating the Product with an Admired Group or Event

• Attitudes are related, at least in part, to certain groups, social

events, or causes.
• It is possible to alter (change) attitudes toward companies and
their products by pointing out their relationships to these groups,
events, or causes.
• Example: advertisement around the playground in football
matches or events sponsorships.
 Altering Components of the Multiattribute Model

• Changing consumer’s evaluation of attributes. Example:

Perhaps the consumer thinks that the product fine to be
inexpensive, but a marketer might be able to point out that it is
often worth paying a bit more for better quality.
• Changing brand beliefs. Example: Maybe a consumer thinks a
brand is very expensive when in fact it is less expensive than
several other brands.
• Adding an attribute. Example: Who thought chewiness was an
attribute that could even exist for a vitamin until Gummy Vites
came along?
• Changing the overall brand rating, not a single attribute of it.
Example: using statements like: “ the one all others try to
imitate” or “ the largest selling brand”.
 Changing beliefs about the attributes of competitors’ brands

Customer attitudes are changed by two distinctly different routes to persuasion:

a central route or a peripheral route a multiattribute model, we realize there are
many different attributes that make up an overall attitude. As marketers, we
can change the way the consumer evaluates a certain attribute.

Perhaps the consumer thinks inexpensive is fine for a product, but a marketer
might be able to point out that it is often worth paying a bit more for better
quality.

A marketer can also change the way consumers believe a brand rates on a
certain attribute. Maybe a consumer thinks a brand is very expensive when in
fact it is less expensive then several other brands.

Finally, we can step away from looking individually at the attribute and attempt
to change the consumer’s overall assessment of the brand. We can do any of
these attitude change strategies by changing beliefs of our own product or our
competitor's product.
 Conclusion

To investigate the influence of the factors discussed above on consumer attitude

towards purchasing counterfeit products, this study surveyed a cross section of
individuals in the city regarding their perceptions of counterfeit products. The
research instrument adopted was questionnaire.

Consumers see cheap counterfeit goods as an opportunity to tryout products before

purchasing them or in other cases, as a better opportunity to own products they,
otherwise, will not be able to purchase. Discussion and Recommendations

Counterfeiting is a growing global menace resulting in the loss of several billions

of dollars annually. In finding the right tool to fight this menace, researchers and
policy makers have focused on either the supply side or demand side of the
problem, although, there seem to be more attention on the supply side.
This paper argued that demand is a major driver of supply and that by
understanding the reasons and factors that encourage demand for counterfeits,
the fight against counterfeiters will take a different and better dimension.

In truth to this assertion, several authors have investigated the personal and
social factors that influence demand for counterfeit products. In contribution,
this study investigated the influence of three variables: superior quality of
counterfeit products, using counterfeit goods as inexpensive trials before
purchasing genuine ones, and novelty seeking impulses.