Strategy, Marketing and Product Development Consultancy.
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Consumers Attitude Towards Brands
Attitudes exist pre-purchase and stay post-purchase. Various interactions may shape one’s attitude towards a brand/business. Brands have to be careful in how they purport, because every brand evokes similar and dissimilar contexts, and the customer may choose another brand unexpectedly.
How Attitudes Are Formed
- The Theory of Trying to Consume: Here the attitude is formed by the long-term use of the product and how well the product/service helps as time passes.
- The Theory of Reasoned Action Model: Here the attitude is formed by self-behavior and perceived social pressures, giving this model a cognitive base of thought.
- The Multi-Attribute Attitude Models: Here the attitude is formed by breaking down the benefits of a product and giving them a rating of importance or accomplishment.
- The Tri-Component Attitude Model: Here the attitude is formed by feelings, thinking, and behavior noted about the customers.
Example: How Ads Form Attitude
How Attitudes Persist
- Use: Attitudes persist when they are frequently reinforced through consistent use or behavior. When a consumer regularly uses a product or engages in a particular behavior, the associated positive attitude is continually reaffirmed and solidified, making it more resistant to change.
- Ego: Attitudes that are closely tied to an individual’s self-concept or ego tend to persist because they reinforce the person's identity. People are motivated to maintain attitudes that support their self-image and may resist changing attitudes that threaten their sense of self.
- Values: Attitudes rooted in core personal values are highly persistent because they align with deeply held beliefs and principles. Since values are central to an individual's worldview, attitudes based on them are less likely to shift, even in the face of new information or opposing viewpoints.
- Knowledge: Attitudes persist when they are supported by a solid foundation of knowledge and information. When an attitude is based on extensive knowledge or experience, it becomes more entrenched because the individual feels confident in their viewpoint and is less likely to be swayed by contradictory information.
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