An attitude is a hypothetical construct that represents an individual's degree of like or dislike for something.

Attitudes are generally positive or negative views of a person, place, thing, or event this is often referred to as the attitude object.

A learned orientation or disposition, towards an object or situation, which provides a tendency to respond favourably to the object or situation. - Rokeach 1968 Attitudes are likes and dislikes. - Bem 1979 Attitudes are overall evaluation that allows one to respond in a consistently favourable or unfavourable manner with respect to given object or alternative. - Engel 1990

Values

Beliefs

Opinions

ATTITUDES

BELIEF - a state or habit of mind in which trust or confidence is placed in some person or thing. VALUE - Important and enduring beliefs or ideals shared by the members of a culture about what is good or desirable and what is not. Values exert major influence on the behavior of an individual and serve as broad guidelines in all situations.

VALUE - The extent to which a good or service is perceived by its customer to meet his or her needs or wants, measured by customer's willingness to pay for it. It commonly depends more on the customer's perception of the worth of the product than on its intrinsic value. OPINION A belief or judgment that rests on grounds insufficient to produce complete certainty.

In short
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

Attitudes

Sr . No 1 2 3 Dove Surf Ultra Le Sancy

Brand

Value The moisturising effect. The stain bursting Longevity

4 5

Baja T series cassettes

Longevity and durability Economical

1.

Can be held for any object, person, issue or activity attitude object.

2. 3. 4. 5.

Strong or weak. Learned. Dynamic and can change. Some are more fundamental than others.

Cognitive Component knowledge and perception.

Affective Component feelings about product.

Behavioural Aspect response towards the attitude object.

Cognitive and Affective components of attitude

Behaviour component of attitude

Cognitive and Affective components of attitude

Intervening factors 1. Unforeseen circumstances. 2. Time gap 3. Extent of stability 4. Situational factors 5. Strength of attitude 6. Accuracy of attitude 7. Conflict of attitudes

Behaviour component of attitude

GROUP FACTORS

PERSONAL FACTORS

1.

Family Reference groups

1.

Personal experience Direct marketing

2.

2.

3.

Social factors

3.

Exposure to mass media