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Presented By
Aparna Mahato Aprajita Puri Ridhika Kundra Saurav Swaraj Soumita Mukherjee Sukriti Sharma
Attitudes
What is an attitude?
the way we think, feel, and act toward some aspect of our environment Hawkins, Best and Coney a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object Fishbein & Ajzen
Attitudes are a learned predisposition Attitudes have consistency Attitudes occur within a situation
Characteristics of Attitudes
Difficult to measure
Indicated by behavior, reactions to individual situations, social values
Demonstrated by behavior
Formed largely from the continuous process of socialization Positive or negative Once formed not easily changed Attitudes may be affected by age, position, and education
Attitude Formation
How attitudes are learned Conditioning and experience Knowledge and beliefs Sources of influence on attitude formation Personal experience Influence of family Direct marketing and mass media Personality factors
Operant Conditioning It is based on the Law of Effect and involves voluntary responses. Behaviors (including verbal behaviors and maybe even thoughts) tend to be repeated if they are reinforced (i.e., followed by a positive experience). Conversely, behaviors tend to be stopped when they are punished (i.e., followed by an unpleasant experience).
Classical conditioning It is another simple form of learning. It involves involuntary responses and is acquired through the pairing of two stimuli. Two events that repeatedly occur close together in time become fused and before long the person responds in the same way to both events.
Social (Observational) Learning It is based on modeling. We observe others. If they are getting reinforced for certain behaviors or the expression of certain attitudes, this serves as vicarious reinforcement and makes it more likely that we, too, will behave in this manner or express this attitude.
Cognitive Dissonance It exists when related cognitions, feelings or behaviors are inconsistent or contradictory. Cognitive dissonance creates an unpleasant state of tension that motivates people to reduce their dissonance by changing their cognitions, feeling, or behaviors. For example, a person who starts out with a negative attitude toward marijuana will experience cognitive dissonance if they start smoking marijuana and find themselves enjoying the experience. Rational Analysis It involves the careful weighing of evidence for, and against, a particular attitude. For example, a person may carefully listen to the presidential debates and read opinions of political experts in order to decide which candidate to vote for in an election.
Attitude-Toward-the-Ad Model
A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumers attitude toward the ad and attitude toward the brand.
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