Page 113 - DMGT506_CONSUMER_BEHAVIOUR

Consumer Behaviour

Notes 7.4 Summary

Attitudes are learned predispositions and represent an enduring organisation of
motivational, emotional, perceptual, and cognitive processes with respect to some aspect
of our environment. Attitudes are expressed in the way we think, feel, and act toward
everything in our lives and reflect the life style of individuals.
Attitudes are viewed to have three components: the cognitive component consists of an
individual’s knowledge or beliefs about the attitude object, the affective component
represents the feelings or emotions toward the attitude object, and the behavioural or
conative component reflects the overt actions and statements of behavioural intentions
with respect to specific attributes of the attitude object or overall object. The three
components of attitude generally tend to be consistent with each other.
Multi-attribute attitude models propose that consumers’ attitudes about an attitude object
is a function of perception and assessment of important attributes or beliefs held about a
certain attitude object.
Attitudes perform several functions. Utilitarian function serves consumers in accomplishing
desired benefits; value-expressive function serves to reflect the consumer’s self-image,
values, and outlook; ego-defensive function helps protect one’s ego or self-image from
anxieties and threats; and knowledge function serves to organise information and reduces
uncertainty and confusion for individuals.
Marketers are ultimately concerned about influencing consumers’ behaviour, and attitudes
are believed to be the precursors of behaviour.

7.5 Keywords

Attitude: The way we think, feel and act towards some aspect of environment
Multi Attribute: Having many attributes or features

Salient Beliefs: Concern specific attributes or consequences
Source Derogations: Negative thoughts about the source of the message
Utilitarian Function: Attitude function helps consumers achieve desired benefits

7.6 Self Assessment

Fill in the blanks:

1. You watch an ad of Deodorant that shows if you don't use that deodorant girls will run
away from you and you decide to buy it. Here ……………………. function plays a role.
2. Sometimes you feel like eating a particular brand of chocolates sometimes you don't. This
relates to ……………………. component of your attitude.
3. You hold certain beliefs about some features of a particular product. Those beliefs are
called …………………….. .
4. An advertisement says that their biscuits contain proteins and carbohydrates and provide
nutrition. This ad reflects the ………………………. function of attitude.

5. You saw 10 advertisements in a day but remembered only 4 which were related to bikes
because you want to buy a bike. This shows ……………………. function of attitude.

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