Attitudes (changing consumer)

Define Attitudes

A lasting, general evaluation of people, objects, advertisements, or issues.

Why are attitudes considered “lasting”?

Because they endure over time.

How are attitudes learned? (5)

• Direct product experience

• Word of mouth

• Advertising

• Social media

• Influencers

What motivational quality do attitudes have?

They push consumers toward or away from certain behaviours.

Why are attitudes important for marketers?

They guide thoughts, influence feelings, and affect consumer behaviour.

What are the main sources of attitude formation? (5)

• Personal experience

• Family / friends

• Direct marketing

• Mass media

• Social media.

How does “personal experience” influence attitudes + example

Direct encounters with products, services, or situations

e.g. → Trying out a new yoghurt brand yourself and gaining first hand experience on product quality

How does “Family and friends” influence attitudes

Recommendations, advice, or shared opinions from close social circles

e.g. → A friend suggesting the best washing machine brand (Zanusi)

• Their opinions influence attitudes through trust

How does “Direct marketing” form attitudes

By providing useful, clear, and relevant information, consumers perceive it positively

.e.g. → Personalised emails explaining product benefits or offering tutorials

• Creates a sense of exclusivity

How does attitude formation occur

1. Through Learning Processes

• Classical conditioning = occurs when a product or idea is repeatedly paired with positive stimuli, such as music, celebrities, or pleasant imagery, leading to favourable associations.

• Operant conditioning = reinforces attitudes through rewards and punishments. e.g. brand praised for recycling can strengthen a positive attitude with eco-friendly customer.

• Social learning = involves imitating role models, peers, or parents. e.g. children adopting brand preferences by observing family consumption patterns.

2. Socialisation

3. Direct experience