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    Functions of Attitudes: Attitude Notes

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    Tanisha Agarwal
    Consumer attitudes are feelings of favorableness or unfavorableness towards an object. Attitudes comprise beliefs towards, feelings towards, and behavioral intentions towards objects. Beliefs can be positive or negative and change based on situations. Feelings are sometimes based on beliefs and sometimes not. Behavioral intentions show planned actions towards products, which may result from beliefs and feelings or other factors.

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    Functions of Attitudes: Attitude Notes

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    Tanisha Agarwal
    60 views2 pages
    Consumer attitudes are feelings of favorableness or unfavorableness towards an object. Attitudes comprise beliefs towards, feelings towards, and behavioral intentions towards objects. Beliefs can be positive or negative and change based on situations. Feelings are sometimes based on beliefs and sometimes not. Behavioral intentions show planned actions towards products, which may result from beliefs and feelings or other factors.

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    consumer attitude

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    Attitude Notes

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    Consumer attitudes are feelings of favorableness or unfavorableness towards an object. Attitudes comprise beliefs towards, feelings towards, and behavioral intentions towards objects. Beliefs can be positive or negative and change based on situations. Feelings are sometimes based on beliefs and sometimes not. Behavioral intentions show planned actions towards products, which may result from beliefs and feelings or other factors.

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    60 views2 pages

    Functions of Attitudes: Attitude Notes

    Uploaded by

    Tanisha Agarwal
    Consumer attitudes are feelings of favorableness or unfavorableness towards an object. Attitudes comprise beliefs towards, feelings towards, and behavioral intentions towards objects. Beliefs can be positive or negative and change based on situations. Feelings are sometimes based on beliefs and sometimes not. Behavioral intentions show planned actions towards products, which may result from beliefs and feelings or other factors.

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    ATTITUDE NOTES:

    Consumer attitude may be defined as a feeling of favorableness or unfavorableness


    that an individual has towards an object. As we, all know that an individual with a
    positive attitude is more likely to buy a product and this results in the possibility of
    liking or disliking a product.
    Consumer attitude basically comprises of beliefs towards, feelings towards and
    behavioral intentions towards some objects.

    Belief plays a vital role for consumers because, it can be either positive or negative
    towards an object. For example, some may say tea is good and relieves tension,
    others may say too much of tea is not good for health. Human beliefs are not
    accurate and can change according to situations.
    Consumers have certain specific feelings towards some products or brands.
    Sometimes these feelings are based on certain beliefs and sometimes they are not.
    For example, an individual feels uneasy when he thinks about cheese burst pizza,
    because of the tremendous amount of cheese or fat it has.
    Behavioral intentions show the plans of consumers with respect to the products.
    This is sometimes a logical result of beliefs or feelings, but not always. For example,
    an individual personally might not like a restaurant, but may visit it because it is the
    hangout place for his friends.

    Functions of Attitudes
    The following are the functions of attitudes
     Adjustment Function − Attitudes helps people to adjust to different
    situations and circumstances.
     Ego Defensive Function − Attitudes are formed to protect the ego. We all
    are bothered about our self-esteem and image so the product boosting our
    ego is the target of such a kind of attitude.
     Value Expression Function − Attitudes usually represent the values the
    individual posses. We gain values, though our upbringing and training. Our
    value system encourages or discourages us to buy certain products. For
    example, our value system allows or disallows us to purchase products such
    as cigarettes, alcohol, drugs, etc.
     Knowledge Function − Individuals’ continuously seeks knowledge and
    information. When an individual gets information about a particular product,
    he creates and modifies his attitude towards that product.

    Models of Attitude
    The following are the models of attitude
     Tri-component Model − According to tri-component model, attitude consists
    of the following three components.
     Cognitive Component − The first component is cognitive component. It
    consists of an individual’s knowledge or perception towards few products or
    services through personal experience or related information from various
    sources. This knowledge, usually results in beliefs, which a consumer has,
    and specific behavior.
     Affective Component − The second part is the affective component. This
    consists of a person’s feelings, sentiments, and emotions for a particular
    brand or product. They treat them as the primary criteria for the purpose of
    evaluation. The state of mind also plays a major role, like the sadness,
    happiness, anger, or stress, which also affects the attitude of a consumer.
     Conative Component − The last component is conative component, which
    consists of a person’s intention or likelihood towards a particular product. It
    usually means the actual behavior of the person or his intention.

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