What is attitude object in consumer Behaviour?
Attitude is the way one thinks, acts or feels about something or someone. It is a predisposition to act favourably or unfavourably towards an object. Attitude in consumer behaviour refers to a way of thinking or
behaviour of a person towards a product or service which is developed through his/her past purchase experiences, use, knowledge, beliefs etc. A person can have a positive or a negative attitude towards a product or service. For e.g. Elders usually have a negative attitude towards fast food as they consider it unhealthy, but youngsters have a positive attitude towards fast food as it is easy to eat, while middle-aged people may be indifferent towards fast food. Hence,
Models of AttitudeAttitude plays a prominent role in influencing consumer behaviour and can be understood by two models –
(1) The Tricomponent Attitude Model is based on three elements that help a consumer to evaluate a product. They are:
This Model is based on different types of hierarchy that fall under four categories as follows –
The holistic manner in which the Tricomponent Model approaches the attitudinal aspect to that of consumer behaviour makes it a highly dependable one. (2) The Multi Attributes Model substantiates the interest of the consumers on a specific object and likes and dislikes of consumers towards a product or a brand. This model is divided in to two types namely –
Attitude towards Object Model – ATO ModelWhile Attitude towards Behaviour Model focuses on the changing Behaviour of consumers, Attitude towards Object Model focuses on the object related aspects of purchase.
Key benefits of ATO Model
2017-09-20 What is an attitude object in marketing?What exactly are attitudes? Attitudes reflect either favorable or unfavorable evaluations of an “attitude object.” In the context of marketing and consumer behavior, an “object” can be a product, brand, service, price, package, advertisement or any other aspect of consumption.
What are the types of attitude in consumer behavior?They are: Affective Element – Feelings and emotions about a product or service. Cognitive Element – Knowledge and belief about the product or service. Conative or Behavioral Element – Actions and behaviour towards the product or service.
What is attitude towards object model?The Attitude-towards-Object Multi Attribute Model states that a consumer's attitude towards a product is a function of the presence or absence of certain attributes, and the corresponding evaluation of those attributes.
Why is attitude important in consumer behavior?Attitude study is important for the marketers because it affects consumers' selective processes, learning, and ultimately the buying decision making. As consumers' attitudes influence their intention to buy, knowledge of different aspects of consumer attitudes may help marketers make a sales forecast of their products.
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