Attitude Formation Essay

Attitude Formation/ Change Essay plan INTRODUCTION What atomic number 18 Attitudes? A learned predisposition to behave in a reconciledly favourable or unfavourable manner with view to a given target area, they are also transferable simplifies the decision fashioning as what has been learnt from one The stead object It includes specialised consumption or marketing concepts much(prenominal) as product, product category, brand, service, possessions, product use, price, package etcetera Eg.Consumer bearings towards online shopping. Attitudes are a learned predisposition that means attitudes are organise as a result of prior direct experience with the object through word of mouth, breeding acquired from others or from advertising. Attitudes are relatively consistent with the behavior they reflect. They usually occur within a situation such as an event or circumstance that, at a particular proposition point in time, influence the relationship between attitude and behaviour.I n consumer behaviour attitudes usually relate to consistent purchase, recommendations, top rankings, beliefs, evaluations, intentions. BODY Tricomponent instance -cognitive- the companionship and perceptions acquired from direct contact with a product Affective the emotions and feelings helping to adjudicate the product Conative the tendency to behave or act in a particular way MULTI ATTRIBUTE MODEL Attitude toward object model Suitable for measuring attitudes towards a brand, product, or service or specific brand.Presence or evaluation of certain product specific beliefs about the product-Level of positively charged and negative attributes, favourable or unfavourable attitudes towards the product. Attitude towards behaviour An whateverones attitude towards behaving or acting to an object rather than an attitude towards the object itself. Eg. Your reaction/action when you are presented with a BMW. Theory of conclude action An integration of attitude components- the affective, the cognitive, conative-has been designed to give market researchers a esearch tool that better predicts and explains consumer behaviour. Theory of planned consumers are affected by perceived behavioural control , there skills of resources can influence the outcome, has been utilise to understand the willingness to engage in a broad range of activities. How attitudes are learnt -As attitudes are formed, there is a shift from no attitude to some attitude towards a particular object -this shift in attitude is a result of learning established brand names are often perceived favourably, as the result of stimulus generalisation (classical teach) -Sometimes attitudes find the trial purchase of the product (instrumental conditioning) Attitudes are learned through -classical conditioning repeated satisfaction with other products from the same organisation -instrumental conditioning a new product is purchased= if it proves satisfactory consumers are likely to develop a favourable attitud e towards it -Cognitive learning attitudes are formed of the basis of information found and the consumers own beliefs and knowledge.Sources of influence on formation of attitudes family, friends, personal experience, promotional activities, mass media, internet. Personality and Attitude formation Personality plays a sarcastic role in attitude formation , those with a high privation for cognition are likely to form positive attitudes to promotions that are generous in product related information Those with a low rent of cognition have more positive attitudes towards promotions that feature attractive models or well known celebrities.