Consumer-Behavior-Attitude
KCCMS The Business School
Report on
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PGCHM – A Submitted by
Sr No 1 2 3 4 5 6 7
Names Viral .M. Jain Abhishek Kothari Ritu Malkani Neeta Motwani Vipul Rawal Kruti .D. Sanghrajka Ankita .S. Sonawane
Roll Nos 22 28 32 39 43 44 49
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Acknowledgement
We take this opportunity to express our deep sense of gratitude to all at KCCMS and, who have been very kind and helpful to us. We lend our sincere and heartfelt acknowledgment towards our mentor Mrs. Ilham Mam for her right kind of guidance and motivation at our work. We greatly appreciate her skillful approach towards the learning process. Our words are never less to thank our beloved parents and friends who encouraged us in every failure we faced. Thanks ….. At last, but not the least, we would like to thank to those whom we may have forgotten to mention, who helped and encouraged us throughout the project, a Heartfelt thanks.
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Contents
1. Attitude Formation………………………………………………………… How Attitude Are Learned………………………………………………. Sources of Influence on Attitude Formation……………………………. Personality Factors…………………………………………………….. 2. Strategies of Attitude Change……………………………………………… Changing the Basic Motivational Functions…………………………. The Utilitarian Function………………………………………. The Ego-Defensive Function………………………………….. The Value-Expressive Function……………………………….. The Knowledge Function……………………………………… Combined Several Function……………………………………. Associating the product with a Special group, Event, or Cause……. Resolving Two Conflicts Attitudes…………………………………… Altering Components of the Multi-Attribute Model………………… Changing the Relative Evaluation of Attributes………………. Changing Brand Beliefs………………………………………… Adding an Attribute…………………………………………….. Changing the Overall Brand Rating…………………………… Changing Beliefs About Competitors’ Brands………………………. The Elaboration Likelihood Model……………………………………….. 3. Behavior Can Proceed or Follow Attitude Formation…………………… Cognitive Dissonance Theory…………………………………………… Attribution
Report on
1
PGCHM – A Submitted by
Sr No 1 2 3 4 5 6 7
Names Viral .M. Jain Abhishek Kothari Ritu Malkani Neeta Motwani Vipul Rawal Kruti .D. Sanghrajka Ankita .S. Sonawane
Roll Nos 22 28 32 39 43 44 49
2
Acknowledgement
We take this opportunity to express our deep sense of gratitude to all at KCCMS and, who have been very kind and helpful to us. We lend our sincere and heartfelt acknowledgment towards our mentor Mrs. Ilham Mam for her right kind of guidance and motivation at our work. We greatly appreciate her skillful approach towards the learning process. Our words are never less to thank our beloved parents and friends who encouraged us in every failure we faced. Thanks ….. At last, but not the least, we would like to thank to those whom we may have forgotten to mention, who helped and encouraged us throughout the project, a Heartfelt thanks.
3
Contents
1. Attitude Formation………………………………………………………… How Attitude Are Learned………………………………………………. Sources of Influence on Attitude Formation……………………………. Personality Factors…………………………………………………….. 2. Strategies of Attitude Change……………………………………………… Changing the Basic Motivational Functions…………………………. The Utilitarian Function………………………………………. The Ego-Defensive Function………………………………….. The Value-Expressive Function……………………………….. The Knowledge Function……………………………………… Combined Several Function……………………………………. Associating the product with a Special group, Event, or Cause……. Resolving Two Conflicts Attitudes…………………………………… Altering Components of the Multi-Attribute Model………………… Changing the Relative Evaluation of Attributes………………. Changing Brand Beliefs………………………………………… Adding an Attribute…………………………………………….. Changing the Overall Brand Rating…………………………… Changing Beliefs About Competitors’ Brands………………………. The Elaboration Likelihood Model……………………………………….. 3. Behavior Can Proceed or Follow Attitude Formation…………………… Cognitive Dissonance Theory…………………………………………… Attribution
References: 1. Consumer Behavior, by Leon G. Schiffman and Leslie Lazar Kanuk, 8th Edition. 2. www.wikipedia.org 3. www.bus.iastate.edu 4. www.exampleessays.com 19