Attitude Formation Essay

military capability Formation/ Change Essay Plan INTRODUCTION What atomic number 18 Attitudes? A learned sensitivity to behave in a consistently favourable or unfavourable manner with respect to a given object, they atomic number 18 also transferable simplifies the decision making as what has been learnt from one The spatial relation object It includes specific consumption or marketing concepts such as product, product category, brand, service, possessions, product use, price, package etc. Eg.Consumer stances towards online shopping. Attitudes are a learned predisposition that means emplacements are make uped as a result of prior direct experience with the object through word of mouth, information acquired from others or from advertising. Attitudes are relatively consistent with the behaviour they reflect. They usually occur within a situation such as an event or circumstance that, at a item point in time, influence the relationship between attitude and behaviour.In consumer behaviour attitudes usually relate to consistent purchase, recommendations, top rankings, beliefs, military ratings, intentions. BODY Tricomponent model -cognitive- the familiarity and perceptions acquired from direct contact with a product Affective the emotions and feelings helping to evaluate the product Conative the tendency to behave or act in a particular way MULTI ATTRIBUTE MODEL Attitude toward object model Suitable for measuring attitudes towards a brand, product, or service or specific brand.Presence or evaluation of certain product specific beliefs about the product-Level of positive and negative attributes, favourable or unfavourable attitudes towards the product. Attitude towards behaviour An individuals attitude towards behaving or acting to an object rather than an attitude towards the object itself. Eg. Your reaction/action when you are presented with a BMW. Theory of reasoned action An integration of attitude components- the affective, the cognitive, conative-has b een designed to give market researchers a esearch tool that better predicts and explains consumer behaviour. Theory of planned consumers are affected by perceived behavioural control , there skills of resources bed influence the outcome, has been used to understand the willingness to engage in a broad range of activities. How attitudes are learnt -As attitudes are formed, there is a shift from no attitude to some attitude towards a particular object -this shift in attitude is a result of learning established brand names are often perceived favourably, as the result of stimulus generalisation (classical conditioning) -Sometimes attitudes follow the trial purchase of the product (instrumental conditioning) Attitudes are learned through -classical conditioning ingeminate satisfaction with other products from the same organisation -instrumental conditioning a new product is purchased= if it proves satisfactory consumers are likely to develop a favourable attitude towards it -Cognitive learning attitudes are formed of the basis of information found and the consumers own beliefs and knowledge.Sources of influence on formation of attitudes family, friends, personal experience, promotional activities, mass media, internet. Personality and Attitude formation Personality plays a critical role in attitude formation , those with a high need for cognition are likely to form positive attitudes to promotions that are rich in product related information Those with a low need of cognition have more positive attitudes towards promotions that frolic attractive models or well known celebrities.