Consumer Attitude

Definition & Characteristics

An attitude is a learned predisposition to behave in a

consistently favourable or unfavourable way with respect to a
given object.
The Object
Any consumption or marketing related entities, such as a brand, product
category, the service, possessions, the situation, the causes or issue type,
the advertisement, the Internet site, the price level, and the retailer.

Attitudes are learned predispositions

There is a general agreement that attitudes are learned. This means that
attitudes relevant to a purchase behaviour are formed as a res of direct
experience with the product, word-of-mouth information, or exposure to
media, and various forms of direct marketing.

Attitudes have consistency

Attitudes are relatively consistent with the behaviour to reflect. However,
despite their consistency, attitudes are not necessarily permanent; they
can change.
https://www.youtube.com/watch?v=LdID7XI_r_o

https://www.youtube.com/watch?v=y2Ea1-5jj48
 Functions
• Utilitarian Function
An example of the utilitarian function would be a consumer that has always
wanted to own a luxury boat deciding to join the Pacific Boating Club. By joining
the club and using the service offered the consumer is rewarded with
opportunity to use a variety of luxury boats and feels a sense of pleasure and
happiness as a result.

• Knowledge Function
The knowledge function of attitudes enables consumers to simplify their
decisions and avoid undesirable situations. An example of this is an individual
joining the Pacific Boating Club and enjoying the service of regularly using a
range of luxury boats as opposed to the individual taking out a loan in order to
purchase their own luxury boat. An individual that is aware of the costs and
efforts involved in obtaining their own boat would join the boating club to avoid
the unwanted cost and effort of maintaining their own boat.
• Value expressive Function
The value-expressive attitude function is used when the individual accepts a
product or service with the purpose of affecting their social identity. An example is
when an individual joins the Pacific Boating club and accepts this service, the
individual is projecting the self-image of a successful individual that has worked
hard and earned the opportunity to enjoy the luxuries of regular boating on the
harbour.

• Ego Defensive Function

The ego-defensive function of attitudes works a defence mechanism for
individuals but can also be used as a protection mechanism, when a consumer
develops a positive attitude towards a product or service that enhances their self
image. An example of this is when consumers join the Pacific Boating Club they
experience an improved self image of a successful, confident, worthy and
respectable individual that deserves the luxuries provided by this boating club.
The ego-defensive function acts a protection mechanism in this case to protect
this improved self-image the individual now has.
How to change Consumers’ Attitude?

• Changing the Consumer Beliefs

• Adding New Beliefs

• Changing Attribute Importance (also, by adding new attributes)

• Changing the Ideal Points

Changing the Consumer Beliefs

Consumer beliefs can be changed in many ways. Marketers hope that changing
beliefs about products will result in more favourable product attitudes and influence
the purchase decisions of consumers.

Strategies

• Changing beliefs about competitions brand

• Associating the product with an admired group, cause or event

• https://youtu.be/Be-D00a7Hsg
By adding new beliefs
Some new beliefs can be added by using third endorsements and
authentic source messages. To make consumers believe that its diet had
nutritional value, Coca-Cola roped in John Abraham who was one of the
fittest me stars of that time.
Changing Attribute Importance
It is a long-drawn process where marketers try to convince the consumers through their subtle
advertisements and other publicity materials that the most important attributes are those on
which their brands strong.
Much of it falls in a grey area of ethics.
However, it is not uncommon to see sponsored researches and surveys come up with data that
enforce a particular attributes superiority.
In a recent example, biscuit brands like Parle-G and Tiger have come up with the information
that they contain different nutrients in an effort to prove that these nutrients are essential for
growth. This is a war where the marketer with the ability to convince the consumer will grab a
large pie of low-priced biscuits on 2009 supplement market.
Changing the Ideal Points
There are cases of innovative products and/or products with radically new attributes where
the marketers need to alter com perception of what an ideal product should look like.

• https://youtu.be/O6ywRUmS_4w