Saturday 19 January 2019

Consumer Attitude Formation and Change

Consumer Attitude Formation and Change

Attitude is the tendency of learned to behave in ways that keep it pleasant or unpleasant to a certain object (for example, a category of products, services, advertising, Web sites, or retail stores). Every element in this definition is very important to understand why and how it is related in attitude consumer behavior and marketing.

"Object" attitude

verb "object" on consumer-oriented attitude should be broadly interpreted to include concepts related to consumption and marketing as a product, the product, services, ownership, use of the product, advertising, website, pricing, medium, or retail merchants.

Attitude is the tendency of A Learned

Attitude have motivated the quality, that can push consumers toward a particular behaviours or attract customers from a particular behaviors.

Attitude Has the consistency of

other characteristics of the attitude is that relative attitude consistent with behavior rather than. But, despite the consistency, the attitude does not always have to mean a permanent attitude can change.

The attitude going on in certain situations

Situations are various events or circumstances, at a certain stage and time, affect the relationship between attitudes and behavior. Certain situations can cause consumers to behave in ways that seem inconsistent with their attitudes.


which is very important in understanding the role of attitude in consumer behavior is understanding about the structure and composition of the attitude. There are four major categories of the model's attitude, namely:

a. The Model Posture of three components

Attitude consists of three main components, namely:
The cognitive component, is the knowledge and perception are retrieved based on a combination of direct experience with the object of the attitude and related information from various sources. This knowledge and perceptions thereof normally takes the form of a trust, namely that the object of the attitude has various properties and certain behavior will cause certain outcomes.

Effective component, is the emotion or feeling consumers about specific products or brands. Emotions and feelings is often considered by researchers of the consumer very evaluative nature, that includes an assessment of a person against an object directly and thorough attitude.

conative components, related to the possibility or tendency that individuals will perform a special action or behave in a certain way against a particular attitude object. According to some interpretations of the components of the conative may include actual behavior itself, in marketing research and consumer components is often considered as a statement of intent of consumers to buy.

B. Model Multi nature of Attitude

  • in brief there are three models in the model attitude attitude multi properties, namely:
    Model attitude towards objects, attitude is a function evaluation upon conviction are product-specific and evaluation.
    Model of attitude toward the behavior, attitudes to behave or act with regard to an object, rather than an attitude toward the object itself.
    The theory of reasoned action model, a model of a comprehensive and integrative attitude.

C. Theory Attempt to consume

A theory of attitude designed to explain various cases where action or uncertain outcomes, but rather reflect the efforts of consumers to consume (or buy).

D. attitudes towards Advertising Model is

a model that States that a consumer establish a range of feelings (affects) and assessment (cognition) as a result of exposure to an ad, in which otherwise affect the attitude of consumers towards advertising and attitude toward the brand.

  • formation of attitudes is divided into three areas, namely
  • How attitudes are studied, a variety of learning theories provide a unique view of how attitudes are formed.
  • Sources that affect the formation of attitudes, the formation of attitude facilitated by direct personal experience and is influenced by a variety of ideas and experiences of friends or family members influence and openness towards the media mass.
  • Personality factors, individual personalities play an important role in the formation of the nature.


The change was influenced by a wide range of personal experience and information obtained from various sources of individuals and the public. The consumer's own personality affects the acceptance as well as the speed of the change in attitude.
  • Attitude Change Strategies
  • Change the basic motivational function
  • Associate the product with a group or event that is admired
  • Addressing two conflicting attitudes
  • Changing the components of the model multivariate
  • Changing beliefs about competitors ' brands
  • The Four Basic Functions Of Attitude
  • Benefits of function (utilitarian)
  • The functions of the defense of ego (ego-defensive)
  • Function statement of values (value-expressive)
  • The function of knowledge
  • Elaboration Likelihood Model (ELM)
  • One theory States that the level of involvement of a person during message processing is a critical factor in determining the route of persuasion that can be effective.


Cognitive dissonance Theory of States that discomfort or dissonance occurs when a consumers are facing conflicting thoughts about a belief or an attitude object.

Post purchase Dissonance

cognitive dissonance that occurs after a consumer makes a purchase commitment. Consumers overcome the dissonance this through a variety of strategies designed to confirm the wisdom (wisdom) of their choice.

Attribution theory 

A theory of how people are putting the victim over the events and establish or change their attitude as an outcomes assessment of their own behavior or people another.

The theory of the ownership of certain properties (Attribution Theory)
this theory describes the formation and alteration of attitude as a result of the development of thinking about behavior (self-perception) and their own experience.

Self-Perception Theory, a theory that States that consumers develop an attitude by reflecting on their own behavior.
  • Nature Of Ownership Towards Others
  • Nature Of Ownership Against The Goods
  • How We Test The Ownership Of Our Properties
  • Defensive Attribution
One theory that consumers would likely receive praise for satisfactory results (internal attribution) and will blames other people or products to a failure (external attribution).

  • Criteria For Causal Attribution
  • Distinctiveness
  • Consistency over time
  • Consistency Over Modality
  • Consensus

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