Attitude - Consumer Behavior
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The document discusses the iceberg analogy, highlighting that only 10% of an iceberg is visible, paralleling this to human attitudes, which are often hidden. Attitudes are characterized by cognitive, affective, and behavioral components, and can be positive or negative, affecting perception and behavior. It also outlines various strategies for changing attitudes, including associating products with admired groups and resolving conflicting attitudes.
Attitude - Consumer Behavior
- 1. Hamza Akhtar & Anwaar
- 2. How much do you see of an iceberg??? The Iceberg
- 3. ONLY 10% OF ANY ICEBERG IS VISIBLE. THE REMAINING 90% IS BELOW SEA LEVEL. The Iceberg
- 4. The Iceberg phenomena is also applicable on human beings. The Iceberg
- 5. The Iceberg KNOWLEDGE &KNOWN TO OTHERS SKILLS SEA LEVEL UNKNOWN TO OTHERS ATTITUDE
- 6. Concept An attitude is a hypothetical construct that represents an individual's degree of like or dislike for an item. Attitudes are generally positive or negative views of a person, place, thing, or event this is often referred to as the attitude object.
- 7. Features of Attitude Attitude can be characterized in Different ways: Changes with time & situation. Related to feelings & beliefs of people. Effects one's behavior positively or negatively. Affect perception. Learned through experience May be unconsciously held
- 8. Positive Attitude The predisposition that results in desirable outcomes for individuals and organizations. Negative Attitude The tendency of a person that result in an undesirable outcome for individuals and organizations.
- 10. Components of Attitudes COGNITIVE Opinion or beliefs about attitude object (pos & neg) AFFECTIVE emotions and feelings the object triggers (pos & neg) BEHAVIORAL reaction toward the object (pos & neg actions) 10
- 11. Attitude Object: EMPLOYEE COGNITIONS My pay is low. My supervisor is unfair. AFFECTS I am angry over how little I’m paid. I dislike my supervisor. BEHAVIORS I am going to look for another job that pays better. I am looking for another job. 11
- 12. Functions of Attitude INSTRUMENTAL KNOWLEGE AT T I T U D E EGO DEFENCE VALUE EXPRESSION
- 13. Functions of Attitude Attitude Change & Strategies Attitudes are influenced by personal experience and other source of information, and personality. The below are the attitude change strategies : 1. Changing the Basic Motivational Function 2. Associating the Product with an Admired Group 3. Resolving Two Conflicting Attitudes 4. Altering Components of the Multi Attribute Model 5. Changing Beliefs About Competitor Brands
- 14. Changing the Basic Motivational Function An effective strategy for changing consumer Attitudes toward a product or brand is to make particular needs prominent. One method for changing motivation is known as the functional approach. Attitude s can be classified in terms of four functions: 1. Value-Expressive Function: enable us to express who we are and what we believe in 2. Ego-Defensive Function: enable us to project internally-held conflicts onto others means protecting self-esteem 3. Knowledge Function: enable us to know the world 4. Utilitarian/Instrumental Function: Enable us to gain rewards and avoid punishment
- 15. Associating the Product with an Admired Group It can be possible to alter the attitudes of consumers towards a particular company or brand by associating its products with certain social groups, events or causes.
- 16. Resolving Two Conflicting Attitudes If consumers can be made to see that their negative attitude toward a product is not in conflict with another attitude, they may be induced to change their evaluation of the product.
- 17. Altering Components of The Multi Attribute Model This can involve changing the relative evaluation of a products attributes, changing brand beliefs and changing the overall brand rating or adding an attribute.
- 18. Changing Beliefs About Competitor Brands This can be achieved by the use of comparative advertising, which can change a consumers’ beliefs and attitudes about a competing brand.