attitude 25 july

8/7/2019 attitude 25 july

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Attitude Formation:

` It is a process wherein there is a shift from having no

attitude towards a given object, to having some attitude:

` How Attitudes are learnt?

` Attitude formation, i.e. shift from no attitude to an attitude, is a

result of learning

` What are the sources of influence on attitude formation?

` Experience, family & friends, public & commercial sources

` What is the impact of personality on attitude formation?


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Strategies of Attitude Change:

` Changing consumers basic motivational function

` Associating the product with an admired group or event

` Resolving two conflicting attitudes

` Altering components of the multivariate models` Changing consumers belief about competitors brand


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Changing the basic motivational

function:

` Functional approach of changing motivation is classified

into:

` The utilitarian function

` Ego-defensive function` E.g: Loreals Because you are worth it

` Value-expressive function

` E.g:Hamara bajaj;HeroHonda Desh ki dhadkan

`

Knowledge function` Combining several functions


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Associating the product with an admired

group, event or cause:


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Resolving two conflicting attitudes:


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Altering Components of the Multi-

attribute Model:

` Changing the relative evaluation of

attributes

` By bringing in two distinct attributes into a

single product: e.g:Colgate two-in one:toothpaste with mouthwash


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attribute Model (Cont):

` Changing the brand beliefs

Lifebuoy is now in a superior

formulation offering a new

health fragrance and a

contemporary shape. The new

formulation offers a significantly

superior bathing experience

and skin feel.


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` Adding an Attribute:


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` Changing the overall brand rating:




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Changing beliefs about competitors

brands:


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Elaboration Likelihood Model:

` Consumer attitudes are changed by two distinctroutes to persuasion:

` The Central Route

` Here attitude change occurs when consumer is actively

seeking information relevant to the object E.g.Convincing consumer to buy insurance policy, various

investment options etc.

` The Peripheral Route

` Here the motivation of consumer for assessing the object is

less E.g. While buying low involvement product


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Behavior can precede attitude formation:

` Cognitive Dissonance Theory

` Attribution Theory

` You first act and then try to attribute your behavior to

a particular cause

` Self-perception theory` Internal attribution

` External attribution

` Defensive attribution

` Attributions towards others` Attribution towards things


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attitude 25 july

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