Consumer Attitude Formation and Change

A learned predisposition to behave in a consistently favourable or unfavourable way with respect to a given object.

Learned predisposition, consistency, occur within a situation/influenced by situational factors, have a direction

CAC

Cognition: Knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from the various sources. (takes form of beliefs/expectations)

Affect: A consumer's feelings or emotions about a particular service/brand/product.

• Conation: The likelihood or tendency that an individual will undertake a specific action or behave in a particular way. (intent to actually purchase)
• Knowing, feeling, doing.

Attitude-towards-Object: (product/brand/service)

Attitude-towards-Behavior: Focuses on the consumer's attitudes about their behaviour or actions towards a brand/service.

Attitude-towards-the-ad: After exposure to the ad, a consumer forms various Feelings (affect) + Judgements (cognitions)

Theory-of-Reasoned-Action: Combines Tri-Component Model in a different format. There are Subjective Norms (come from relevant others).

Theory of Planned Behaviour: Consumer behaviour is influenced by the level of perceived behavioural control experienced by each consumer.

VUKE

• Value-Expressive function
• Utilitarian function
• Knowledge function
• Ego-Defensive function

• Elaboration Likelihood Model (ACP)
• Central Route to Persuasion
• Peripheral Route to Persuasion (without focusing on info)

Consumers can feel discomfort about a purchase because they have conflicting thoughts about a belief or an attitude object.

• Consumer:
• Rationalise
• Seek out ads that support their choice
• "sell" friends on the benefits
• look for known satisfied owners for reassurance

• Marketers
• Structure ads to show benefits
• Warranties, guarantees
• Detailed brochures
• After sales service

Attempts to explain how people assign causality to events.