Attitude Theory
Functional Theory of Attitude –
From the marketing point of view this is based on the need fulfilment of a buying behaviour.
The functions that attitudes perform are :
1.Utilitarian – Consumers buy products to fulfil their need, enjoy some benefit, get someextra features & receive after-sales service. If they get it as per their expectations, theydevelop a positive attitude towards that product. If not then a negative attitude isdeveloped. Marketers usually stress & highlight the positive aspects of their products toform a positive attitude.
2.Value-expressive – The importance of values in our life can’t be over emphasised. Welearn it thro’ our upbringing & training. This value system prevents or encourages thebuyers to buy certain products related to smoking, drugs, environment, health, ethics,wildlife, etc.
3.Ego-defensive – We are all concerned about our self-esteem & ego and always try to safeguard those. Products related to boosting the ego or self esteem are the target of such akind of attitude.
4.Knowledge function – Man is ever inquisitive, curious, seeking knowledge. He gets newinformation and understanding about products and services which help in creating,modifying & changing the attitude towards it.
5.Combination function – More often individuals develop attitudes towards a product, which are a combined effect of all these functions.
Theories of Attitude Development (Theory of Cognitive Dissonance) –
Usually behaviour is the result of attitude. But there are certain theories which suggest thatbehaviour precedes attitude. They also suggest that on the basis of behaviour & experience, aperson modifies his attitude. This is the theory of cognitive dissonance. Dissonance is a stateof discord where one experiences between one’s own behaviour & attitude. Even if a persondoesn’t like certain things(attitude) he compels himself to do that(behaviour). Thus theattitude is said to be in conflict with the behaviour. The
From the marketing point of view this is based on the need fulfilment of a buying behaviour.
The functions that attitudes perform are :
1.Utilitarian – Consumers buy products to fulfil their need, enjoy some benefit, get someextra features & receive after-sales service. If they get it as per their expectations, theydevelop a positive attitude towards that product. If not then a negative attitude isdeveloped. Marketers usually stress & highlight the positive aspects of their products toform a positive attitude.
2.Value-expressive – The importance of values in our life can’t be over emphasised. Welearn it thro’ our upbringing & training. This value system prevents or encourages thebuyers to buy certain products related to smoking, drugs, environment, health, ethics,wildlife, etc.
3.Ego-defensive – We are all concerned about our self-esteem & ego and always try to safeguard those. Products related to boosting the ego or self esteem are the target of such akind of attitude.
4.Knowledge function – Man is ever inquisitive, curious, seeking knowledge. He gets newinformation and understanding about products and services which help in creating,modifying & changing the attitude towards it.
5.Combination function – More often individuals develop attitudes towards a product, which are a combined effect of all these functions.
Theories of Attitude Development (Theory of Cognitive Dissonance) –
Usually behaviour is the result of attitude. But there are certain theories which suggest thatbehaviour precedes attitude. They also suggest that on the basis of behaviour & experience, aperson modifies his attitude. This is the theory of cognitive dissonance. Dissonance is a stateof discord where one experiences between one’s own behaviour & attitude. Even if a persondoesn’t like certain things(attitude) he compels himself to do that(behaviour). Thus theattitude is said to be in conflict with the behaviour. The