Ways of Forming Attitudes

Attitude can be defined as the way we feel or think about objects, groups, symbols, events, or person which tend to affect our behavior towards that object or person. For instances, If a person likes J-series mobile of Samsung, then, we can say that he has positive attitude towards that product of Samsung. This will lead him to purchase the product which belongs to behavior aspect. Researchers traditionally believed that we form attitudes in fixed series, i.e. first, we form belief about objects, symbol or group, then, we evaluate them and we take some decisions to do some action.

                                                                 Belief/ Cognition/knowledge

The first path of attitude formation is creation of belief towards object, event or person. This belief can be inbuilt by processing information i.e. cognitive learning.

                                                                               Affect/feel

The effective component of attitude formation evaluates how consumer’s feel about the object, person, event or issue makes.

                                                                             Behavior

Then, consumer takes intention to take action towards attitude formed object. But there is no guarantee that the intention will always results in actual behavior. He/she can purchase the product or ignore it.

For instance, if we go for shopping of a sweater then first, we feel and make an opinion. Then, we evaluate that will it matches our taste and preferences or not. After that, we take action of either to purchase or not.

According to Solomon, (2015), cognition, affect and behavior can happen interchangeably. There is no fixed sequence in the formation of attitude. We may inbuilt attitude after making action. Also, we can learn about the product after purchasing it.  

In addition, classical conditioning is also one of the ways of attitude formation. Classical conditioning occurs when a stimulus that elicits a response is paired with another stimulus that initially does not elicit a response on its own (Solomon, 2015). For example, advertisers use their brand name to make consumer hungry, aroused or thirsty by giving advertisement in TV, or radio or social media (Gresham & Shimp, 1985).

Or, we can form attitude with use of instrumental conditioning. It occurs when consumer learns to perform behavior which gives positive outcomes and ignore them which give negative outcomes. For example, if we eat a packet of noodles then it quenches our hunger. Consumer tend to buy noodle due to they know that it will give positive outcome.

                                                                         References

Gresham, L. G., & Shimp, T. A. (1985). Attitude toward the advertisement and brand attitudes: A classical conditioning perspective. Journal of Advertising, 14(1), 10. Retrieved from http://search.proquest.com.ezp-02.lirn.net/docview/236593513?accountid=158986

Solomon, M.R. (2011). Consumer behavior: Buying, having and being. Upper Saddle River, New Jersey: Prentice Hall