10066 LG Attitudes

An attitude is an individual’s enduring evaluation of, feelings about, and behavioral tendencies toward a tangible or intangible object or idea.

Attitudes remain generally stable in the short term, but they can change over time.
An attitude consists of three major components:
a) cognitive (knowledge and information about an object or idea)
b) affective (feelings and emotions toward an object or idea)
c) behavioral (actions regarding an object or idea)
Consumers’ attitudes toward a firm and its products strongly influence the success or failure of the organization’s marketing strategy.
Marketers should measure consumer attitudes toward prices, package designs, brand names, advertisements, salespeople, repair services, store locations, features of existing or proposed products, and social responsibility activities.
Seeking to understand attitudes has resulted in two major academic models
a) The Fishbein Model (the attitude toward the object) can be used to understand a consumer’s attitude, including beliefs about product attributes, strength of beliefs and evaluation of beliefs. These elements combine to form the overall attitude toward the object.
b) The Theory of Reasoned Action (behavior intentions model) focuses on intentions to act or purchase. It considers consumer perceptions of what other people believe is the best choice among a set of alternatives and focuses on attitudes toward buying behavior.
Several methods help marketers gauge consumer attitude.
a) Direct questioning of consumers.

(1) The Internet and social networking sites have become valuable tools.

b) An attitude scale is a means of measuring consumers’ attitudes by gauging the intensity of individuals’ reactions to adjectives, phrases, or sentences about an object.
Marketers may try to change negative attitudes toward an aspect of a marketing mix to make them more favorable, but this is generally a long, expensive, and difficult task and may require extensive promotional efforts.

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