Consumer Psychology

1. Consumer Attitudes
Presented by: Mahrukh Zahra
Group Members: Marukh Zahra, Saadia Atif, Asma Iftikhar, Nahl
Sohail and Nabiha Noor

3. Attitude
● An attitude is an enduring, general evaluation of individuals, items,
commercials, or issues. We call anything towards which one has an
attitude an attitude object (Ao). Attitudes are lasting because they tend
to endure over time.
● Consumers have attitudes towards a wide scope of attitude objects,
from very product specific behavior (e.g., drinking Pepsi rather than
CocaCola) to more broad, utilization related practices (e.g., how
frequently you have fizzy drinks).

4. Consumer Attitude
● Consumer attitude may be defined as a feeling of
favorableness or unfavorableness that an individual has
towards an object.

5. Beliefs:
● Beliefs is what he believes to be true about
the attitude object
● A consumer may hold both positive beliefs
toward an object (e.g., espresso(coffee)
tastes great) just as negative beliefs (e.g.,
espresso(coffee) is easily spilled and stains
papers).
● Beliefs can be neutral

6. Affect ( Feelings):
● Affect is how a consumer feels about an
attitude object.
● Consumers also hold certain feelings
toward brands or different items.
● Sometimes these feelings depend on the
beliefs , yet there may also be feelings
which are relatively free of beliefs.

7. Behavioral Intentions:
● Behaviour refers to his intentions to take
action about it. The behavioral intention
is what the buyer plans to do concerning
the object .
● As with affect, this is sometimes a
logical consequences of beliefs (or
affect), but may once in a while reflect
different conditions or other
circumstances

8. Attitude Formation:
● People including oneself have a lot of attitude,
and we do not usually try to know how we got
them.
● We structure attitudes in various manners,
depending upon the specific hierarchy of
effects that is operating.
● We can learn about a brand based on classical
conditioning, when a marketer over and over
pairs an attitude object.

9. ● Or on the other hand an attitude can be
formed as the result of instrumental molding,
when the marketer strengthens use of the
attitude object (e.g., Take a Break, Take a Kit-
Kat).
● Or this learning can result from a complex
cognitive process. For instance, an adolescent
may come to show the behavior of friends
and media endorsers

10. Properties of Attitudes
● Favorability:
An individual may like Coke or Pepsi and dislike others like
Fanta, Miranda etc.
● Intensity:
This implies the strength of liking and disliking. For instance, a
consumer might be enjoying two brands all at once but he/she
might be more certain towards one.

11. ● Confidence:
This means attitude is the confidence with
which they are held. Intercity and
confidence vary somewhat. For instance, an
individual might be equally confident that
he/she truly loves Pepsi however might be
slightly favourable towards Coke.

12. ● Stability:
A few attitudes are stable over an extended period of time, others
will change. This dynamic nature of attitudes is generally answerable
for the changes in consumers' lifestyle.For example, individuals'
attitude towards fashion is evolving.

13. Levels of Commitment to an Attitude:
Compliance:
● At the most minimal degree of involvement, compliance, an
individual structures an attitude because it helps in gaining
reward or avoiding punishments from others
● This attitude is superficial; it is probably going to change when
others no longer monitor the individual's behavior or when
another choice opens up.

14. Identification:
● A process of identification occurs when an individual
structures an attitude to adjust to someone else's or
gathering's desires.
● Advertising that portrays the social outcomes of picking
a few items over others is depending on the tendency of
customers to imitate or copy the behavior of attractive
models

15. Internalization
● At a high level of involvement, a
consumer internalizes a deep seated
attitude and these become aspects of
his values system.
● These attitudes are exceptionally hard
to change since they are so essential to
the person.

16. Theories on
Consumer Attitudes
Presented by: Saadia Atif

17. The Cognitive Theories on Consumer Attitudes
The ABC Model of Attitudes

18. Example of ABC Model:

19. Level of Commitment Theory
• ABC Model gives rise to the level of commitment theory
• Compliant commitment is based on ease
• Identification commitment is based on social conformity
• Internalization commitment is based on loyalty towards a brand (Lal,2012).

20. The Cognitive Dissonance Theory
• Post-purchase dissonance
• ‘I brought a wrong product?’
• ‘I am a careful buyer’
• The fabric is better than that of
other alternatives

21. Multi-attributes Attitudes Model
• Purchase decision depends on the weightages assigned to the different
attributes of the product.

22. The Self-Perception Theory
• Perceptions about self depend on one’s own behaviour

23. Social Theories of Consumer Attitudes
The Functional Theory
• Different attitudes of people form different functions of a product
• Instrumental functioning – Sensodyne
• Ego-defensive functioning _ Puzzle

24. Cognitive Behavioural Theories
Theory of Reasoned Action
• Consumers are rational beings
• Purchase is based on the degree of positive outcomes of the product
• The cognitive abilities help in finding the specific outcome

25. Engel, Kollet and Blackwell Model
• 5 steps of purchase decision
• Input
• Collection
• Information processing
• Thinking about benefits
• Purchase

26. The Social Judgement Theory
• Purchase depends on anchor, alternatives and ego-involvement

27. Balance and Congruity Theory
• Balance theory: The elements within the cognitive system should be
consistent
• Congruity theory: A positive attitude towards the product compensates for
the negative attitude towards the persuader

28. Motivational Theories of Consumer Attitudes
Motivation-Need Theory

29. Theory of Trying
• Personal factors
• Environmental factors
• Recent experiences

30. "Advertisements related to
consumer attitudes"
Presented By: Asma Iftikhar

31. McDonalds TVC Let Hopes Rise!

32. Effect on consumer attitudes
• The advertisement is targeting the three components of attitudes, according
to ABC model of consumer attitudes:
• Affective component
• Cognitive component
• Behavioral component
• This advertisement reflects the concept of internalization of a brand
which is predicted by ABC model of consumer attitudes.
• The advertisement also reflects the concept of theory of reasoned actions.

33. Kenwood Air Conditioner Esmart AC

34. Effect on consumer attitudes
• This advertisement reflects the concept of functional theory of attitudes.
• The celebrities in this advertisement are highlighting the most important functions the
product has and also the reason for it's preference over products of other brands (it
saves 75% electricity and can even be operated through mobile phone). These are
basically the instrumental functions of the product.
• This advertisement can also be related to the concept of cognitive dissonance theory.
• The couple is discussing the product after they have made the purchase which shows
increase in their evaluations after buying the product.
• Marketers have targeted post purchase dissonance among consumers by providing
statements in favor of the product after the purchase such as "This is the perfect
decision".

35. Master Molty Foam Sleep Research
Foundation

36. Effect on consumer attitudes
• Master Molty Foam very creatively laid it's sleep research foundation and made
advertisements to attract consumers by having the concept of motivation need
theory in their minds.
• They have associated their product (sleeping foam) with a basic physiological
need of humans i.e sleep. Through the research campaign, Master Molty Foam
has successfully attracted it's consumers to buy this product to fulfill their
physiological need.
• Furthermore, the consumers who will be habitual of doing regular workout will
also find this piece of information very useful because they will consider that
buying this sleeping foam will give them good sleep, will make their workout
effective for them and will save them from many diseases.

37. L'Oreal Paris 6 Oil Nourish TVC

38. Effect on consumer attitudes
• This advertisment highlight the concept of self-perception theory of consumer
attitude.
• This advertisement is targeting the self-perception of individuals by using
slogan "Because you're worth it" and associating their product with the beauty
secret of Mahira Khan. The consumers who will be looking to improve their
hair texture and make them shiny and smooth (which all women in the world
want) will consider to give this brand a must try because they will consider that
this ad is targeting them.

39. SUBWAY TV Ad 'My Sub My Way'

40. Effect on consumer attitudes
• This advertisement reflects the concept of Balance theory of
consumer attitude.
• Fritz Heider’s ‘Balance Theory’ suggests that, as individuals, we
constantly seek for consistency in our beliefs to maintain a
psychological ‘balance’.
• Brands like Subway use this to their advantage, knowing that positive
associations with popular celebrities can therefore ‘rub off’ on their
brand. To put simply, if we like Daniel Sturridge, we are more likely
to like Subway, simply to maintain this balance in our minds.

41. Activity &
Evaluation
Nahl Sohail

42. Advantages of Online Activity
• collection is free of cost
• it is easy and accessible by everyone.
• It is less time consuming and quick to analyze.
• Moreover, it is beneficial for the researchers or experimenters as the data is
saved on their mobile phone and can be easily transferred from one drive to
another.
• Furthermore, through online activity experimenter can pre-screen
participants and choose only specific target audience. (Birnbaum, 2000)

47. Results
• I prefer this tea because my parents
have been using this brand since it
came in market
• I prefer it due to the packaging as well
as due to the advertisement”
• “good taste, good quality”, (using
since 10 years)
• I have been using this brand for over 6
years.
• This explain the theory of level of
commitment, as some of the
responses said that they have been
using the brand for more than 12 -15
years which shows that no matter there
were different brands the consumer
has been committed to a certain brand
due to its quality.

48. Results
Results show that quality of the brand
matters the most for the consumer.
However family preferences and
advertisements also paly an important role
“My grandfather used to drink it and so I
did too, and it has different aroma than
other brands”
Theory of reasoned actions
My mother likes this brand hence we all
where bound to buy this brand no matter
what

49. Consumer Attitude Changing Strategies
Nabiha Noor

50. Why consumer Attitudes should be
changed?
Brands and Companies focus on changing consumer attitudes about
their products for a several reasons. Such as:
• Dropping sales,
• increased product or
• service complaints
• new, better, or renewed products
• competition in the marketplace

51. Process of attitude change
1. Identify consumer perceptions.
2. Compile data for interpretation.
3. Create a plan of action.
4. Share vital information with affected
employees
5. Measure success.

52. Action plan
• Then a proper action plan is needed for improvement of service and
changing the attitude of consumers.
• This can include better marketer training methods to handle the
concerns of consumers and help gain customer loyalty.
• The marketing departments are used by brands and companies to
develop campaigns that are focused on increasing brand awareness
and resolving common concerns.

53. Importance of
“who says what to whom”
• Who refers to the marketer our source,
• what refers to the marketing message about the product, and
• whom refers to the consumer.
All complete theories of attitude change suggest that it is important to choose an appropriate
source or marketer, to select an appropriate message and to design or manipulate the
message to attract audience or market segment

54. Strategies of attitude change
There are five attitude change strategies.
• Change The Basic Motivational Function
• Associate the product with an admired group or event
• Resolve two conflict attitudes
• Alternate the components of the multi-attribute model
• Change the consumer beliefs about competitors brands

55. 1. Change The Basic Motivational
Function
• In this technique, we change the consumer attitudes by highlighting a specific
needs of the consumer and uses of the product.
• The method of changing motivation of the consumer is a functional approach.
They are classified into four functions:
1. Utilitarian Function (highlight the utility functions of that product that consumer is not aware of)
2. Ego-defensive function (help the consumer to feel good, safe and confident about the product)
3. Value expressive function (marketers can highlight consumer values and lifestyles that reflect these
characteristics in their advertising and direct marketing efforts.)
4. Knowledge Function (give full knowledge of the product consumers are about to buy and use. Indeed, many
products and brands positioning are attempt to satisfy the need to know and to improve consumer’s attitude
toward the brand by emphasizing its advantages over other brands)

56. 2. Associating the product with an
admired group or event
• Consumer attitudes towards the specific brands can possibly be changed
by consolidating with social groups or events.
• They associate the product with the trends of that time.

57. For example, Mcdonald’s made a fast food collaboration with cartoon character minions of despicable
me 3.
Mcdonald’s added a new menus with minions influenced items in order to help promote despicable me 3
and their kid meals with minions’ goodies (grimsley, 2017).

58. 3. Resolving two conflict attitudes:
• Sometimes, attitude change marketing strategies can determined the
conflict between two consumer attitudes.
• If the consumers were made to have a negative impact on the product or
a specific brand, but if they do not have any conflict, this made the
consumers to alter their judgment of the product.

59. For example, disposing nappies can be made for the
environment but as it is made with organic cotton, it helps with
the environment sustainability.

60. 4. Altering components of the multi-
attribute model:
• Multi attribute is a strategy to change the attitude of the consumer by altering
1. the evaluation of products,
2. changing the perception about the brand
3. remodeling the over-all brand rating by adding an attribute to a product.
• It changed the negative aspect that the consumers have towards the product or
brand by reinforcing their persisting beliefs.
• It can be done by addition of an attribute to the ignored attribute by reflecting
its actual product innovation. Therefore it changed the rating of the brand.

61. Sometimes removing a feature from the product has the same improved results as the addition of an
attribute.
For instance, a number of skin- care companies and manufacturers offer versions of their products that
are unscented (removal of an attribute) or that are organic (addition of an attribute).

62. 5. Changing the consumer beliefs
about competitors brands
It is the strategy of changing consumer’s beliefs by comparing with the
competitors brands.
• For e.g. Nike vs. Adidas

63. Conclusion
• Beliefs are non-evaluative judgments, and attitudes are evaluative judgments.
• Marketers frequently try to change consumers’ beliefs and attitudes through using
advertising and other persuasion techniques.
• Attitudes influence and are influenced by cognition, affect, and behavior.
• The attitudes of the consumer effect the rate of sales of a product. So changing
attitudes could change the sale and popularity statistics dramatically.