Chapter 8

Consumer Attitude
Formation and Change

Learning Objectives
1. To Understand What Attitudes Are, How They Are

Learned, as Well as Their Nature and Characteristics.
2. To Understand the Composition and Scope of
Selected Models of Attitudes.
3. To Understand How Experience Leads to the Initial
Formation of Consumption-RelatedAttitudes.
4. To Understand the Various Ways in Which
Consumers’ Attitudes Are Changed.
5. To Understand How Consumers’ Attitudes Can Lead
to Behavior and How Behavior Can Lead to Attitudes.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 2
Overview
First: Definition of Attitude
Second: Models of Attitudes
Third: Attitude Change
3
Chapter Eight Slide
First: Definition of Attitude
Introduction
• 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.
4
Chapter Eight Slide
What Is Your Attitude Toward the Product Advertised? What Is Your
Attitude Toward the Ad Itself? Are the Two Attitudes Similar or
Different?
You May Have Liked

the Product but
Disliked the Ad or Vice
Versa
5
Chapter Eight Slide
Attitude is a learned
predisposition to
behave in a
Attitude consistently
definition favorable or
unfavorable manner
with respect to a
given object.
6
Chapter Eight Slide
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.
7
Chapter Eight Slide
What Information Does This Ad Provide to Assist
Consumers in Forming Attitudes Toward
the Saturn Value Hybrid?
It is Stylish,
Safe, and
Good for the
Environment
8
Chapter Eight Slide
Four functions of attitude
1) Utilitarian-attitude object serves some utility eg.I like
Imran khan since I believe he will reducetaxes
2) Value Expressive- the attitude object expresses ones
values- e.g.I like body shop because the company doesn’t
use animal testing
3) Knowledge- attitude object reduces uncertainty and
gives us comot of knowing e.g.I love Time because it
keeps me updated with the stars of film industry
4) Ego-Defensive- attitude object helps us protect our ego-
e.g.I don’t like that student because he misbehaved with
me
9
• Tri component Attitude Model
• Multi attribute Attitude Model
• Attitude towards the object
• Attitude towards the behaviourmodel
• Theory of reasonedaction
The Trying to consume Model

Attitude toward the AdModel
1
A simple representation of the tri
componenet attitude model
• Cognition, Affect, conation
1
• Cognitive component –beliefs
The knowledge and perceptions that are acquired by a combination of
direct experience with the attitude object and related information from
various sources
• Affective component - feelings/emotion

A consumers emotion or feelings about a particular product
or brand.
• Conative component – intention

The likelihood or tendency that an individual will undertake a specific
action or behaviour in a particular way with regard to the attitude
object
12
ATTITUDE HIERARCY
• A) The learning hierarchy(rational hierarchy)

THINK-> FEEL– > Act
• B)Emotional Hierarchy
Feel then think then act
• C)The Low Involvement Hierarchy
ACTthen FEELthenTHINK
13
Attitude Hierarchy
A) The Learning Hierarchy(High involvement)
B) Emo hierarchy(high involvement)- Bought a product on sale

and realised it wasn’t worth it and now you’re not happy
C) Low involvement hierarchy(low involvement)Grocery

shopping where you buy something due to impulsebuying
e.g. chewing gum cause of no change, then you tasteand
develop cognitive processes
Every single person has a different attitude so it differs for

everyone person
14
What Information Does This Ad Provide to Assist
Consumers in Forming Attitudes Toward
the Saturn Vue Hybrid?
It is Stylish, Safe, and
Good for the Environment
Second: Models of Attitudes
1- Tricomponent Attitude Model
2- Multiattribute Attitude Model
3- Attitude-Toward-the-Ad Model
These are models that attempt to understand

the relationships between attitude and
behavior.
17
Chapter Eight Slide
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
Cognition
behavior indirectly by providing
information, music or other
stimuli that influence a belief
(cognition) or feeling (affect)
about the product.
18
Chapter Eight Slide
Components The knowledge and

perceptions that are
Cognitive acquired by a
Affective combination of direct
Conative experience with the
object and related
information from
various sources (what
we learn from others)
19
Chapter Eight Slide
Components A consumer’s
emotions or feelings
Cognitive about a particular
Affective product or brand or
Conative any other object.
These feelings often tend to

be good or bad feelings.
20
Chapter Eight Slide
The likelihood or tendency that

Components
an individual will undertake a
specific action or behave in a
Cognitive particular way with regard to
Affective the attitude object
Conative
Example: tendency to buy a

certain brand or from a specific
store.
21
Chapter Eight Slide
Discussion Questions
• Explain your attitude toward your

college/university based on the tricomponent
attribute model.
• Be sure to isolate the cognitive, affective,and
conative elements.
2- Multi attribute Models
Attitude models that

examine the
Multi attribute composition of
Attitude consumer attitude in
Models terms of selected
product attributes or
beliefs
23
Chapter Eight Slide
2- Multiattribute Attitude Models
Attitude is function of the

presence of certain beliefs
The attitude-toward-object
or attributes with respect to
model
an object.
The attitude-toward-
Consumers will like a brand
behavior model
or product that has an
Theory-of-reasoned-action
adequate level of attributes
model
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.
24
Chapter Eight Slide
Example
When searching for flights, the first thing I look at is convenience (such as time
and number of stops). Next, I look at price, comfort, safety, and perks (such as
checking bags). I came up with a chart to see if it portrayed my attitudes
accurately.
2-Multiattribute Attitude Models
Is the attitude toward

The attitude-toward-object
behaving with respect to
model
an object, rather than the
The attitude-toward-
attitude toward the object
behavior model
itself
Theory-of-reasoned-action
Corresponds closely to actual
model
behavior
The question here is how
likely are you to purchase
brand X (behavior) rather
than how highly do you
rate brand X (object)
26
Chapter Eight Slide
A study: factors the affect Attitude
toward behavior of Online Shopping
The attitude toward the behavior was measured by how

consumers view nine benefits of online shopping,
including: effectiveness, convenience, information, safety,
service, delivery speed, web design, selection, and
familiarity with company name.
Actual behavior
27
Chapter Eight Slide
2- Multiattribute Attitude Models
The attitude-toward-object Includes cognitive, affective,

model and conative components
The attitude-toward- (attitude)
behavior model
Theory-of-reasoned-action In addition to attitude, the
model model also Includes
subjective norms (social
pressure) on how a
consumer is influenced by
others.
28
Chapter Eight Slide
A Simplified Version of the Theory of Reasoned
Action
29
Chapter Eight Slide
Applying the Theory of Reasoned Action
to Change Intentions
It helps to identify those attributes most

important in causing consumers to form positive
(or negative) attitudes toward the purchase of a
product
Changing attitude toward purchase
It helps to identify and helps to adjust sources of

social pressure and their possible role in intention
formation
Changing subjective norms
30
Chapter Eight Slide
Discussion Question
• Now use the theory of reasoned action to

describe your attitude toward your
college/university when deciding on which
school to attend.
3- Attitude toward-the-ad model
A model that proposes that

a consumer forms various
feelings (affects) and
Attitude- judgments (cognitions) as
Toward-the- a result of exposure to an
Ad Model advertisement, which, in
turn, affect the consumer’s
attitude toward the ad and
attitude toward the brand.
32
Chapter Eight Slide
A Conception of the Relationship Among
Elements in an Attitude-Toward-the-Ad Model
- Figure 8.6
Issues in Attitude Formation
• How attitudes are learned

– Conditioning and experience
– Knowledge and beliefs
How Does a Favorably Known Brand Name Impact the
Formation of Consumer Attitudes
Toward a New Product?
There is Stimulus Generalization From the Lean
Cuisine Brand Names to the New Product.
Issues in Attitude Formation
• Sources of influence on attitude formation

– Personal experience
– Influence of family
– Direct marketing and massmedia
• Personality factors
How Does a Cents- Off Coupon Impact
Consumers’ Attitudes?
New Customers Will Try the Product,
Existing Customers will be Rewarded.
Third: 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.
40
Chapter Eight Slide
Strategies of Attitude Change
Changing the Basic Motivational Function
1- Changing the Basic Motivational
Functions
• Utilitarian function defines 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. (e.g. Body shop)
• Knowledge function would satisfy the consumer’s “need to know” and
help them understand more. (e.g. Times, Economist)
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).
43
Chapter Eight Slide
This Ad Appeals to the Utilitarian
Function
The Product is
Green and
Works as Well or
Better than
Other Products.
44
This Ad Appeals to the Value
Expressive Function
Healthy
Eating and
Snacking
Lifestyle
45
Chapter Eight Slide
‘The World’s First’ generates a sense of urgency in that it is the
latest product on the market. If you feel your self-image and
lifestyle is dependent on the newest and most updated
technology items then you as a consumer are probably going to
This Ad Appeals to the Knowledge
Function
It Raises the Question

About UVA Rays and
then Provides
Information
(knowledge) n Sun
Protection.
47
Chapter Eight Slide
This ad from subaru states that compared to Audi and BMW that may have
beauty; however, they do not have the engine compared to this car. It
emphasizes explicitly that its advantage over these more prestigious cars is its
better engine which got them ‘Engine of the Year’.
This Ad Appeals to the Ego Defensive
Function
This strategy involves

marketers offering
reassurance to the
consumer’s self-concept
by replacing their
uncertainty with a sense
of security and personal
confidence in the product
2- 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.
51
Chapter Eight Slide
2- Associating the Product with an Admired
Group or Event
The Fiji water’s link to

Environmental Cause
Likely to Impact
Consumers’
Attitudes Toward Its
Product. Accordingly,
they Might Have a More
Favorable Attitude
toward the company and
its product.
52
Chapter Eight Slide
3. Resolving two conflicting attitudes
Consumers may be induced to move from a

negative to a positive view point about a product
because its brand resolves an internal conflict.
Sometimes consumers are scared of change or

aren’t open to new information but with right
information search, encouraged by a company,
individuals could easily shift their view points to
complete a purchase.
For example, a laundry powder that cares about both
effectiveness and environmental sustainability or
disposable nappies that are made with organic cotton.
4- Altering Components of the
Multiattribute Model
Changing consumer’s evaluation of attributes. Example: Perhaps the

consumer thinks that the product is 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”.
56
Chapter Eight Slide
How Is This New Benefit Likely to Impact
Consumers’ Attitudes Toward the Product?
The ad states that

there is a link between
one’s mouth health and
the health of one’s
whole body, changing
the overall brand rating
in the minds of target
consumers
57
Changing Brand Belief
How Is the Absence of an Ingredient Likely to Lead to a
Favorable Attitude Toward a Product?
Adding an
attribute
(chewiness) to
vitamins
59
5- Changing beliefs about the attributes
of competitors’ brands
How Is Valvoline’s Attempt to

Change Attitudes Toward a
Competing Brand Likely to
Impact Attitudes Toward Its
Own Brand?
By Showing Better
Wear Protection
60
Chapter Eight Slide
Central and peripheral routes of changing attitudes
(Elaboration likelihood model)
Customer attitudes are

Elaboration changed by two
Likelihood distinctly different
Model routes to persuasion:
(ELM) a central route or a
peripheral route.
62
Chapter Eight Slide
Elaboration Likelihood Model
High
Involvement
Low
Involvement
63
Chapter Eight Slide
Discussion Questions
• What products that

you purchase
associate themselves
with an Admired
Group or Event?
• When does it
personally influence
your purchasing?
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
Which Attitude Change Strategy Is
Depicted in This Ad?
Changing the Overall Brand Rating
How Is Valvoline’s Attempt to Change Attitudes
Toward a Competing Brand Likely to Impact Attitudes
Toward Its Own Brand?
ByShowing Better Wear Protection
Customer attitudes are
Elaboration changed by two
Likelihood distinctly different
Model routes to persuasion:
(ELM) a central route or a
peripheral route.
Elaboration Likelihood Model
Behavior Can Precede or Follow
Attitude Formation
Issues in Attribution Theory
• Self-Perception Theory
– Foot-in-the-Door Technique
• Attributions toward Others
• Attributions toward Things
• How We Test Our Attributions
– Distinctiveness
– Consistency over time
– Consistency over modality
– Consensus
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
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Consumer Attitude

Formation and Change

1. To Understand What Attitudes Are, How They Are

First: Definition of Attitude

Second: Models of Attitudes

Third: Attitude Change

• The attitudes have been learned and guide

You May Have Liked

The attitude is toward an object which may be a

The Trying to consume Model

• Affective component - feelings/emotion

• Conative component – intention

• A) The learning hierarchy(rational hierarchy)

A) The Learning Hierarchy(High involvement)

B) Emo hierarchy(high involvement)- Bought a product on sale

C) Low involvement hierarchy(low involvement)Grocery

Every single person has a different attitude so it differs for

1- Tricomponent Attitude Model

2- Multiattribute Attitude Model

These are models that attempt to understand

The three components of

Marketing mangers find it

Components The knowledge and

These feelings often tend to

The likelihood or tendency that

Example: tendency to buy a

• Explain your attitude toward your

Attitude models that

Attitude is function of the

Is the attitude toward

The attitude toward the behavior was measured by how

The attitude-toward-object Includes cognitive, affective,

It helps to identify those attributes most

It helps to identify and helps to adjust sources of

• Now use the theory of reasoned action to

A model that proposes that

• How attitudes are learned

• Sources of influence on attitude formation

Attitude change and formation are not

It Raises the Question

This strategy involves

• Attitudes are related, at least in part, to

The Fiji water’s link to

Consumers may be induced to move from a

Sometimes consumers are scared of change or

Changing consumer’s evaluation of attributes. Example: Perhaps the

Changing brand beliefs. Example: Maybe a consumer thinks a brand is

Adding an attribute. Example: Who thought chewiness was an attribute

The ad states that

How Is Valvoline’s Attempt to

Customer attitudes are

• What products that

Copyright © 2010 Pearson Education, Inc. Publishingas

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