8. Consumer Attitude Formation & Change

8. Consumer Attitude Formation & Change

1. 1. What are Attitudes?

   • The Attitude Object
   • Attitudes are a Learned Predisposition
   • Attitudes have Consistency
     • Attitudes occur within a situation

2. 2. Structural Models of Attitudes

   • Tri-component Attitude Model
     • The Cognitive Component
     • The Affective Component
     • The Conative Component
   • Multi-Attribute Attitude Models
     • The attitude-toward- behaviour model
     • Theory-of- reasoned-action model
   • Theory of Trying-to-Consume Model
   • Attitude-Toward- the-Advert Models

3. 3. Attitude Formation

   • How Attitudes are Learned
   • Sources of Influence on Attitude Formation
   • Personality Factors

4. 4. Strategies of Attitude Change

   • Changing the Basic Motivational Funtion
     • utilitarian function
     • ego-defensive funtion
     • value-expressive funtion
     • knowledge function
     • Combining several funtions
   • Associating the Product with a Special Group, Event or Cause
   • Resolving 2 conflicting attitudes
   • Altering components of the multi-attribute model
     • Changing the relative evaluation of attitudes
     • Changing brand beliefs
     • Adding an attribute
     • Changing the overall brand rating
   • Changing beliefs about competitors' brands
   • The Elaboration Likelyhood Model (ELM)

5. 5. Behaviour can precede or follow attitude formation

   • Cognitive dissonance theory
   • Attribution theory
     • Self-perception theory
       • Foot in the door technique
     • Attributions towards others
     • Attributions towards things
     • How we test our attributions