The document discusses consumer attitude formation and change. It describes key models of attitudes, including the tricomponent model which views attitudes as having cognitive, affective, and conative components. It also discusses factors that influence attitude formation like personal experience, family influence, and media. Strategies for changing attitudes are presented, such as associating a product with an admired group, resolving conflicting attitudes, and altering beliefs about competitors' brands. Theories of attitude change and formation are explored, including cognitive dissonance theory and attribution theory.

1. Consumer Attitude
Formation and Change
CHAPTER
EIGHT

2. Attitude
A learned
predisposition to
behave in a
consistently
favorable or
unfavorable manner
with respect to a
given object.
2Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

3. What Are Attitudes?
• The attitude “object”
• Attitudes are a learned predisposition
• Attitudes have consistency
• Attitudes occur within a situation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 3Chapter Eight Slide

4. Structural Models of Attitudes
• Tricomponent Attitude Model
• Multiattribute Attitude Model
• The Trying-to-Consume Model
• Attitude-Toward-the-Ad Model
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 4Chapter Eight Slide

5. Cognition
A Simple Representation of the Tricomponent
Attitude Model - Figure 8.3
5Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

6. The Tricomponent Model
• Cognitive
• Affective
• Conative
The knowledge and
perceptions that are
acquired by a
combination of direct
experience with the
attitude object and
related information
from various sources
Components
6Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

7. The Tricomponent Model
• Cognitive
• Affective
• Conative
A consumer’s
emotions or feelings
about a particular
product or brand
Components
7Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

8. The Tricomponent Model
• Cognitive
• Affective
• Conative
The likelihood or
tendency that an
individual will
undertake a specific
action or behave in a
particular way with
regard to the attitude
object
Components
8Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

9. Issues in Attitude Formation
• How attitudes are learned
– Conditioning and experience
– Knowledge and beliefs
9Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

10. Issues in Attitude Formation
• Sources of influence on attitude formation
– Personal experience
– Influence of family
– Direct marketing and mass media
• Personality factors
10Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

11. Strategies of Attitude Change
Changing the Basic Motivational Function
Associating the Product with an Admired Group or Event
Resolving Two Conflicting Attitudes
Altering Components of the Multiattribute Model
Changing Beliefs about Competitors’ Brands
11Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

12. Changing the Basic Motivational Function
Utilitarian
Ego-
defensive
Value-
expressive
Knowledge
12Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

13. Discussion Questions
• What products that
you purchase
associate themselves
with an Admired
Group or Event?
13Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

14. Attitude Change
• Altering Components of the Multiattribute
Model
– Changing relative evaluation of attributes
– Changing brand beliefs
– Adding an attribute
– Changing the overall brand rating
• Changing Beliefs about Competitors’
Brands
14Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

15. Behavior Can Precede or Follow
Attitude Formation
Cognitive Dissonance
Theory
• Holds that discomfort
or dissonance occurs
when a consumer holds
conflicting thoughts
about a belief or an
attitude object.
Attribution Theory
• A theory concerned
with how people assign
causality to events and
form or alter their
attitudes as an outcome
of assessing their own
or other people’s
behavior.
15Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

16. Issues in Attribution Theory
• Self-Perception Theory
• Attributions toward Others
• Attributions toward Things
• How We Test Our Attributions
– Distinctiveness
– Consistency over time
– Consistency over modality
– Consensus
16Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide

17. Chapter 8
Questions?
17

18. Case 8-2: It’s a Whirlpool from
Germany
• Do you think American consumers would view
the Whirlpool washing machine differently if
they knew it was manufactured in Germany?
• How might a consumer use the attitude-
toward-object model to evaluate specific
brand/models of washing machines
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