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Ways in which people form attitudes

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- Classical condition
Customers will often buy new products that are associated with a favorable brand
name. Their favorable attitude towards the brand name originally a neutral stimulus
may be the result of repeated satisfaction with other product produced by the same
company. Brand name is the unconditioned stimulus that through repetition and
positive reinforcement results in a favourable attitude.
- Instrumental conditioning
This is where attitude follows the buying and consumption of a product. A customer
may buy a brand name product without having a prior attitude towards it because it’s
the only available product in the shop, if they find the brand they bought satisfactory
they are likely to develop a favourable attitudes towards it. If it fails to satisfy their
needs they are likely to form unfavourable attitude towards it.
- Cognitive learning theory
In situation where the customer seeks information about a product In order to solve a
problem or satisfy a need, they are likely to form attitude either negative or positive
about a product on the basis of information search and their own knowledge and
beliefs. The more information customer has about a product or service the more likely
they are to form attitudes about it.
- Experience
An important way in which attitudes are formed towards products and services is
through the direct experience of trying and evaluating them. E.g. in case where
customers are given free sample. They have direct experience with it and they can form
an attitude depending on the satisfaction they get.
- External authorities
The extent to which customers believe one authority over another depends on the
feeling of trust and respect that they have for the authority. E.g. a kid will acquire
attitude that they admire from their parent because they trust their parents more.
- Marketing communications.
Attitudes are influenced most strongly when the brand has something unique to offer
and its unique benefits are focus of the advertisements. The source of the message is
always very important because customers respond differently to the same message
delivered by different sources. Influencing attitude is easier when the target audience
thinks the source is highly credible.

Titany answered the question on November 3, 2021 at 12:27

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Ways in which people form attitudes

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