MBA_sem3 _511_Consumer Behaviour

 Through specific openness individuals attempt to try not to come into contact with or maintain a strategic distance from any message that may conflict with or be opposing to the emphatically held convictions and attitudes.  Selective discernment happens at each stage in the perceptual process.  Such insight can influence both high association and low inclusion buys decisions.  Perceptual protection alludes to the individual being cautious and screening out every one of those boosts or components which make struggle or may offer ascent to a compromising situation.  The hidden rule affecting specific insight is that shoppers look for perceptual equilibrium.  Marketers can convey messages which are obvious or ambiguous.  Another part of perceptual selectivity is perceptual blocking.  In gathering, the perceiver bunches the various upgrades dependent on the standards of similitude, progression, and proximity.  Humans have ground-breaking tangible limits that permit us to detect the kaleidoscope of sights, sounds, scents, and tastes that encompass us.  Customer saw esteem is the idea that the accomplishment of an item or administration is generally founded on whether clients trust it can fulfil their needs and needs. 5.7 KEYWORDS Perception:The interaction by which people select, put together, and decipher upgrades into an important and reasonable image of the world. It very well may be portrayed as \"how we see the world around us.\" Repositioning: The interaction by which an organization deliberately changes the particular picture and character of its items, administrations, and brands. Sensation: The quick and direct reaction of the tactile organs to stimuli. Stimulus: Any contribution to any of the senses. Subliminal Perception: a circumstance that happens when the tangible receptors get improvements that are underneath the individual's cognizant mindfulness (i.e., the supreme threshold). 101 CU IDOL SELF LEARNING MATERIAL (SLM)

5.8 LEARNING ACTIVITY 1. Apply the concepts that address consumers’ perceptions of service quality to evaluate the best mobile service in India. ……………………………………………………………………………………………… ……………………………………………………………………………………………… 2. Define selective perception and relate one or two elements of this concept to your own attention patterns in viewing print advertisements and online commercials. ------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------ 5.9 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Define perception. 2. Mention any two features of perception. 3. Mention the three sub-processes of the perceptual mechanism. 4. Mention any two concepts of selective perception. 5. Mention the four principles of perceptual organization. Long Questions 1. Describe Perception in Consumer Behaviour 2. What factors effects perception? 3. What is the Role of Sensory Receptors? 4. Explain Perceptual Equilibrium. 5. Discuss Elements of Consumer Perception. B. Multiple Choice Questions 1. The amount of strength and intensity that a stimulus must possess to get noticed by the sensory receptors for ultimate perception is referred to as___________threshold. a. Sensory b. Perceptual c. Absolute 102 CU IDOL SELF LEARNING MATERIAL (SLM)

d. Differential 2. When making decisions on packaging of potato wafers, the font size should be big, the colours flashy and attractive etc. This illustrates an example of: a. Sensory b. Perceptual c. Absolute d. Differential 3. When exposed to many stimuli simultaneously, people may often block the various stimuli, as they get stressed out. This is called perceptual a. Defence b. Blocking c. Barrier b. None of these 4. People judge another person (or the stimuli) based on the characteristics of the group to which he belongs. This is called: a. Inference b. Stereotype c. Jumping to conclusion d. Projection. 5. The part of perception that deals with rejecting unnecessary stimuli is called ______. a. Subjectivity b. Categorisation c. Selectivity d. None of these Answers: 1 a)2 c)3 b)4 b)5 c) 103 CU IDOL SELF LEARNING MATERIAL (SLM)

5.10 REFERENCES Reference Books:  Solomon, Michael R., Consumer Behavior: Buying, Having and Being, PHI Learning Pvt. Ltd., New Delhi.  Gerard Emilien, Rolf Weitkunat, Frank Lüdicke, 2017,Consumer Perception of Product Risks and Benefits, Springer International Publishing.  Dheeraj Sharma , Jagdish N. Sheth , Banwari Mittal, 2015, Consumer Behavior: A Managerial Perspective, CL India. Textbooks:  Schiff man L.G. and Kanuk L.L., Consumer Behavior Pearson Education, New Delhi.  .Hawkins, D. I. & Best R. J., and Coney, K.A. and Mookerjee, A, Consumer Behavior- Building Marketing Strategy. Tata McGraw Hill, New Delhi. Websites:  https://www.economicsdiscussion.net/consumer-behaviour-2/perception-in-consumer- behaviour/31874  https://www.researchgate.net/publication/304194789_Attitude_Formation_and_Chan ge  https://www.yourarticlelibrary.com/motivation/motivation-theories-top-8-theories-of- motivation-explained/35377 104 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 6 CONSUMER LEARNING AND CONSUMER BEHAVIOUR Structure 6.0 Learning Objectives 6.1 Introduction 6.2 Components of Learning 6.3 Behavioural Theory 6.4 Cognitive Learning Theory 6.5 Involvement and Types of Consumer Behaviour 6.6 Cognitive Response Model 6.7 Summary 6.8 Keywords 6.9 Learning Activity 6.10 Unit End Questions (Descriptive and MCQ) 6.11 References 6.0 LEARNING OBJECTIVES After studying this unit, student will be able to:  Explain components of learning.  Describe behavioural theory.  Learncognitive learning theory.  State cognitive learning theory.  Describeinvolvement and types of consumer behaviour. 6.1 INTRODUCTION Learning is the process of a behavioural change that comes with conditioning and experience. Various studies are carried out to learn about consumer learning. Based on behavioural learning theory, learning takes place through exposure to external stimuli like advertising. Based on cognitive learning theory, consumer learning happens through internal knowledge transfer. Conditioning is defined as “a process of learning where the behaviour of the 105 CU IDOL SELF LEARNING MATERIAL (SLM)

organism is relied on a stimulus occurrence in the environment. The crucial factors of classical conditioning are stimulus generalization, repetition, and stimulus discrimination. Classical conditioning, which is similar to instrumental conditioning, is associated with response and stimulus. However, the stimulus with many rewarding response is learnt in instrumental conditioning. Based on cognitive theory, our mind analyses the information that we receive from the environment. Human beings have three stages in the memory: short-term memory, long-term memory, and sensory memory. In the Indian market, Horlicks, which is a milk additive, plays a vital role for several decades on the health platform. Since the product is launched there have been different variations of advertisement from this brand. Horlicks captured a strong position among the Indians by focusing the children. They made the people to believe that the children consuming Horlicks can become \"Taller, stronger and sharper\". Subsequently, Horlicks is launching Women's Horlicks and Mother's Horlicks to cover the women's sector. Before buying a product, the buyer will have his own plans and ideas regarding his needs and desires. The marketer should understand the needs and priorities of the consumer before establishing his product. This concept of marketing the product after analysing consumer behaviour has been analysed from various directions, but still stays complex. Buyers are always tough to predict and their buying behaviour is always a riddle. Marketers consider the end consumer as a complex entity with innumerable desires and classified the buyers into latent, manifest, and dominant characters. Though tremendous research is carried out to understand the consumer behaviour, no psychologist is able to arrive at a common definition for consumer learning. There are different opinions on how learning takes place and in general learning is considered a modification in behaviour that happens through conditioning and experience. 6.2 COMPONENTS OF LEARNING Consumer Learning Elements of Consumer Learning Marketers always want to read their minds of the customer. When the marketers can understand the feeling and the thinking of the customers, they can create more innovative road maps and effective communication with the customers. This approach is not only to read the minds of the customer but also to understand the learning process of the customer so that the marketer can become effective. In the terms of consumer behaviour, the consumers 106 CU IDOL SELF LEARNING MATERIAL (SLM)

learning process involves obtaining the information for future purchase behaviour. In other words, learning is the consumer behaviour’s foundation. To understand the learning elements is difficult like why and how the customers make their purchases. The four consumer learning elements are:  Motivation Customer unsatisfied needs always drive to motivation. For instance, when a doctor advices you to lead an active lifestyle in order to reduce the cholesterol levels, your unsatisfied need is to lead an active lifestyle. Hence, you will be motivated to search for local gyms to achieve active lifestyle and to improve health.  Cues Cues provoke a particular method to satisfy the motivations. Various cues compete for the attention of customers, which the marketers create, and rest are part of external environment. By referring our instance, to know about local gyms, cues are gym advertisements that are present in online or heard in radio, conversations with the salespeople of the gyms or overhearing the conversation of two friends talking about local yoga studio at a coffee shop. Here, the cues are conversation with the salespeople of the gym as they are deliberate, while others are not. However, you can learn through both the cues such as deliberate and incidental.  Response A reaction of the consumer to a cue is a response. A cue may have many responses. However, the consumer chooses the response based on the previous experience. By perceiving the consumer learning, a marketer can provoke the desired response.  Reinforcement After buying and using the service or product, i.e., the pleasure, reward, benefits, and enjoyment is known as reinforcement. For the process of learning, reinforcement is vital and has impact on future response, though this occurs after purchase. Referring the previous example of gym, after joining the local gym, the reinforcement is a positive experience, where the gym machineries are available with 10% coupon for juice. This reinforcement leads you to satisfy with the gym and you even refer the gym to your friend, thereby giving cues to learning process. Nature and Characteristics of Consumer Learning 107 CU IDOL SELF LEARNING MATERIAL (SLM)

 Nature of Consumer Behaviours Various elements influence consumer behaviour. They are as follows: i. Marketing factors like product price, design, packaging, positioning, promotion, and distribution. ii. Personal factors like age, education, gender, and income level. iii. Psychological factors like product perception, buying motives and attitude towards product. iv. Situational factors like physical environment at the purchase time, time factor and social surroundings. v. Social factors like reference groups, social status, and family. vi. Cultural factors like religion, social class – sub-castes and caste. 1. Constant Change: Consumer behaviour is dynamic. It undergoes variation over a period based on the product’s nature. For instance, kids like fancy and colourful footwear, when grown up as young adults they like footwear that are in trend and senior citizens like sober footwear. The variation in their behaviour pattern is due to various factors like rise in level of education, income, and marketing factors. 2. Varies Among Consumers: Every consumer behaves differently. These consumer behaviour differences are based on the various factors like culture, lifestyle, and consumers nature. For example, let us consider a technophobic person, they wish to do shopping and spend more. They tend to borrow from their relatives, banks, and friends; they also undergo unethical ways to spend money on advanced technologies. On the other hand, few consumers with surplus money do not spend more and avoids advanced technologies. 3. Varies from Regions and Countries: The consumer behaviour differs across the regions, states, and countries. For instance, urban consumers’ behaviour differs a lot from rural customers’ behaviour. Most of the rural consumers buying behaviour are conventional. To buy any luxuries, rich rural consumers think a lot even though they have enough funds for it. However, the urban consumers may even opt for loans to buy luxury products like cars and other expensive household items. All these behaviour is the outcome of the consumer’s lifestyle, upbringing, and level of development. 4. Information about Consumer Behaviour is Vital to Marketers: Marketers should have thorough information about their consumer’s behaviour. They also require other factors 108 CU IDOL SELF LEARNING MATERIAL (SLM)

that have impact on the consumer’s behaviour. With the given inputs about the consumer behaviour, the marketers can make appropriate marketing decisions based on the following factors: a. Packaging b. Place of distribution c. Positioning d. Pricing of the product e. Product design/model f. Promotion of the product 5. Purchase Decision Lead: When a consumer has positive behaviour, it clues a purchase decision. Buying a product may have various buying motives. The sales increase through the purchase decision. Hence, while the marketers influence the consumer behaviour, it improves the purchases. 6. Varies Among the Products: Consumer behaviour varies from one product to the other. Few consumers purchase more quantities on a specific item and minimal or no quantities on other items. For instance, teenagers spend more on products like branded apparels, cell phones but do not spend on academic reading. 7. Enhance the Living Standard: Consumers buying behaviour contributes to their higher standard of living. When a person buys services and products, it refers to higher living standard. On the other hand, when a person spends less on services and products, even though with a good income level, they deny having higher living standard. 8. Reflects Status: The status of a consumer depicts the consumer behaviour. The consumers who have luxury watches, cars and other household items are segmented as higher status. The owners feel proud with the items that they own. Types of Consumer Involvement in Buying While making a purchase, various factors influence the buyer’s degree of involvement. This consists of culture, knowledge, psychology, lifestyle, social system, information etc. The degree of involvement varies for a same service or product based on the conditions. Involvement has five types:  Ego Involvement: The purpose of ego involvement is to satisfy the ego of a person. For instance, every family member involves himself or herself in purchasing a product or service for a family member. Husband purchases cosmetics for his wife, wife purchases 109 CU IDOL SELF LEARNING MATERIAL (SLM)

garments for her husband, kids may influence in buying household products. Before making the purchase, consulting with the concern member of the family satisfies the ego of each family member.  Commitment: Another important involvement form is commitment. When a family person is sick, other members of the family look after the medical treatments. This is applicable for marriages and other functions where there is commitment for the entire family.  Communication Involvement: Sharing the information with family or organization is communication involvement. While a person has information about a particular subject, he needs to communicate the same with the rest of the members before deciding.  Purchase Importance: An individual’s involvement depends on the importance of the purchase. For instance, while purchasing a flat, it involves lakhs of money, hence a higher level of importance is required in terms of location, flat area and free from encumbrance.  Extent of Information: Search process starts when the consumer understands his needs. Search refers to gathering information around us. The importance of purchase decides the information search extent. While the purchase is crucial, we gather information from various possible resources. On the other hand, the information search is minimal for routine purchases. 6.3 BEHAVIOURAL THEORY Consumer learning theories has two main types – cognitive and behavioural learning. Both these learning is used to drive consideration, awareness and purchase service or product. Behavioural learning theories are also known as stimulus-response theories, which has the attention towards the learning premise in response to stimuli or external cues to which the consumer is exposed to. Under behavioural learning, classical conditioning is a well-analysed theory. This recommends to pair two stimuli together to obtain a specific learned response. Even with a stimuli’s absence, the same response is produced eventually. 6.4 COGNITIVE LEARNING THEORY Cognitive learning style involves effective usage of human brain. We need to understand what cognition is, 1it is meant to comprehend the mechanism of cognitive learning. Cognition is a brain activity that enables us to realize, analyse and comprehend with using our senses, understanding and know-how. Therefore, cognitive learning is a mixture of those processes, which the brain undertakes for learning and for accelerating learning. Through 110 CU IDOL SELF LEARNING MATERIAL (SLM)

cognitive learning, an individual is capable of thinking accurately, explain precisely and retaining what he has learnt. Once we learn the concepts of cognitive learning, it becomes applicable in all areas of life and a life- long process. You tend to outclass every activity you take up because you have become a better learner. 1 This learning theory is going to be profitable for your organisation, because you can become a mass communicator, a strong employee who can work as a team and also lead if required. Functions of Cognitive Learning The main function of cognitive learning is to activate your senses for optimum utilization. It acts like a bridge between the old and new ideas. It becomes easier to analyse to novel methods and implement them more efficiently. The capacity of the brain to innovate, memorize and retain substantially increases. Our educational system has conditioned our brain for rote memory, but cognitive learning has a different approach. It throws light on past memory, enables you to combine the work in hand with existing knowledge and accelerate learning. Cognitive leaning approach helps to learn with ease thereby increasing our knowledge and favours our development as learner in the longer run. Fundamentals of Cognitive Learning Cognitive learning focuses on understanding the concepts of a subject and proper application of the concepts rather than just memorizing the answers like our usual classroom methods. The fundamentals of cognitive learning theory are: Reasoning Capacity: The cognitive learning theory works on the reasoning capacity. It enables our brain to reason the need to learn the subject and its application in life. Recall: Our usual classroom methods emphasize on memorizing rather than understanding. But cognitive learning helps us acquire in depth knowledge of subject for fast recall and helps us relate it with the new knowledge. This is called as the immersive effect of cognitive learning. Analysis and Interpretation: Cognitive learning encourages us to analyse the situation with greater efficiency. Application of gained knowledge becomes easier and interpretation becomes more precise and accurate. We can fore see what others cannot. Our decision- making capacity improves, and we can find a way from our persisting problems. Our analytical skills and leadership qualities develop. 111 CU IDOL SELF LEARNING MATERIAL (SLM)

Advantages of Cognitive Learning: Cognitive Learning has long-term benefits for the organisation and employees. It guarantees a long-term improvement in the employees thereby favouring the organisation. Boosts Understanding: The individual has learnt by doing it himself. His brains were actively involved when the work was done. Hence, he understands the concept completely. He is also conscious about the procedure undertaken to complete the task and how the application will benefit him and the company. Improves Analytical Skill: Cognitive learning develops your analytical skill thereby making you a problem solver and a solution finder. These leadership qualities help you excel in your organisation. Builds Self-Confidence: With cognitive learning, we can fight challenges easily. This boosts self-confidence and self-reliance. We can easily grasp new concepts and apply them with comfort. This makes us feel more confident with any work at hand. Promotes Lifetime Learning: Cognitive learning develops a love for learning. So, you are ready to learn and innovate at any time and at any age. You can easily club old lessons with new available knowledge and keep developing in any environment. You enjoy the procedure of learning by adapting to the cognitive learning approach. 6.5 INVOLVEMENT AND TYPES OF CONSUMER BEHAVIOUR Consumer Behavioural Learning Theories The lessons we learn in our classrooms, the new techniques we adapt are important for examinations. But in reality, it is just one part of cognitive learning. Cognitive learning has widespread applications. It not only includes learning and application of new concepts but also includes all psychological activities like behaviour patterns in the society and acquisition of unbearable psychological disorders like Post-Traumatic Stress Disorder (PTSD). The most significant activity in our life is learning. We learn how to efficiently complete our daily chores, remember those who have contributed to our lives and how some have hurt us. It is very scary to think of a life without the skill of learning. Consumer Learning Theories These theories claim that such associations and reactions contribute to our life experiences. We connect to those brands and products which are associated with our previous memories and respond to their marketing strategies. Our reactions are positive and may be negative and 112 CU IDOL SELF LEARNING MATERIAL (SLM)

if a similar situation occurs in the future our reaction would also be similar. If we are complimented on our product choice, we may purchase it again and if we have suffered an ailment after eating in that restaurant, we may avoid going there in times to come. Classical Conditioning Nobel Prize winner Ivan Pavlov, who studied digestion, was also recognized for his infamous experiment with the dog, bell, and a bowl of food. ‘Pavlov’s Dog’ is a very renowned case study, but its importance is not realized completely. While performing this experiment, Pavlov gave the dog something to eat only after ringing the bell. He repeated this action several times and eventually the dog associated the sound of the bell with the food and started generating saliva as soon as he heard the bell. This experiment presented by Pavlov clearly reasons out the discomfort people experience by looking at a bus completely packed, the hatred towards the alarm ringing in the morning and the dislike towards food items consumed only a single time. Another indispensable way to learn about the world we are living in is taught to us by classical conditioning, also known as Pavlov Ian conditioning. Also, it is a well-known theory of identity and not just theory of learning. There is lot of similarity between the way of how the dog associates the bell with the food and our association with our liked music, our attire and also our agreed leader in politics. As shown in the above image, the food given to the dog is names as ‘unconditioned stimulus (US) as it brings out an unconditioned response (UR). This happens when a stimulus arouses a usual instinct without any prior training or guidance. In this experiment, the dog is salivating (UR) as soon as he sees the food (US). We are feeling scared (UR) due to sudden loud sound (US) or feeling blissful (UR) while taking a warm water bath (US) are examples of unconditioned stimuli. We can also say that a conditioned response (CR) is generated by a conditioned stimuli (CS). This conditioned stimulus gains importance only after it is combined with something that already has some significance. So, in the Pavlov’s theory, the conditioned stimulus is the bell. Initially the sound of the bell (CS) has no significance for the dog; until it is connected with the food (US) he eats. After multiple attempts, the dog realizes that food is given after the bell is ringed; he automatically salivates on hearing the bell. This salivating action is the conditioned response (CR). The way one reacts to the unconditioned response is mostly similar to his reaction to the conditioned response; hence it seems unclear at times. As it is depended on an external factor or conditioned stimulus (CS), it is called as conditioned response (CR). 113 CU IDOL SELF LEARNING MATERIAL (SLM)

Sometimes, when we are very hungry, we tend to drool just by looking at the logo of any food joint. Ideally, we are supposed to salivate (UR) only after eating the food (US) in real but the food joint’s symbol (CS) acts as the external factor stimulating the same reaction (CR). Every time we adapt to similar learning procedure. We connect the medicine we usually eat with the environment in which we generally do; we tend to resemble an article with an emotional feel; or remember a particular food item when we are salivating or hungry. Today classical learning theory is also studied as associative learning which learning through multiple attempts of connecting stimuli, in spite of it being primitive and a plain theory. This theory is successfully implemented by Swedish car brand ‘Volvo’ who have connected their brand name with safety and made the consumers believe that Volvos are the most ideal car when it comes to safety of nuclear families. Stimulus Generalization Another modification done by Pavlov in this theory is adding similar, but not identical stimuli to the usual conditioned stimulus. Initially he would scratch the dog before giving food. So now he exchanged the scratch with the rub. He concluded that the dog drools on being rubbed too. This process is called ‘stimulus generalization’. It simple means that if similar stimuli are experienced, it will generate the same response. A significant evolution has taken place due to generalizing theory. We feel sick on eating red berries so now eating purple berries would be given a second thought. Here the berries are distinguishable but are similar in nature so the reaction towards both would be negative. A research was conducted by Lucky to showcase the fast and easy influence of stimulus generalization. To conduct the experiment, Lucky arranged some high school students who communicated with a female experimenter who wore glasses and had chopped her hair. They were told to ask random doubts and questions to the experimenter. Now, the experimenter could answer them in an optimistic or pessimistic manner. Later on, these students had to go for another experiment in another room. Here, there were two experimenters and one among them resembled the previous female experimenter and the other one was very different. If the first female experimenter gave the students an optimistic reply, they automatically approached the experimenter who looked like her in the second room. But if she reacted in a negative manner, the students tend to approach the other experimenter who does not look like her. This portrays stimulus generalization for the experimenter who resembles the female experimenter in the first session. 114 CU IDOL SELF LEARNING MATERIAL (SLM)

Stimulus Discrimination Stimulus discrimination is the contradiction to stimulus generalization. Here we learn to react differently to different stimuli which are not matching. Pavlov’s dog was familiar with the peculiar sound the bell makes and drooled only on hearing that sound and not any other tone. This is how discrimination plays a very important role. It may happen that purple berries cause no harm, but we have to try them to understand the difference. We come across people who look very similar to each other, but we need to understand that they are diverse people with distinguishable personalities. Operant (Instrumental) Conditioning Classical conditioning clearly explains the method of learning new things, but this was further studied by Edward Thorndike and B.F. Skinner and came to be called as ‘operant conditioning. In operant conditioning, the happening of an incident instigates a particular behaviour. The rat in the Skinner’s box presses a lever to get food serves as a classic example here. The rat was unaware of this action of pressing the lever to obtain food but while walking around in the cage, jumping, and playing, he pressed the lever by change. He learnt that food is obtained by this action. This action ‘operates’ on the surrounding and is done by the animal himself accidentally. This is called as operant behaviour. 6.6 COGNITIVE RESPONSE MODEL An ultimate consumer keeps changing his thoughts and opinions by observing advertisements he comes across. The reaction a consumer gives after viewing an advertisement is scrutinized by his previous understandings, incidents, and beliefs and this is termed as cognitive response. After seeing the ad, they are told to note down or verbally tell their reaction to message in the ad. The reactions help the marketer to analyse the success and failure of their Ad campaigns. What reactions does the ad message generate and its reflections on the brand image and purchase pattern are the main aim of this model. Researchers have broken down these responses to 3 simple thoughts:  Thoughts about the particular product  Thoughts reflecting the source  Thoughts due to the observation of advertisements. 115 CU IDOL SELF LEARNING MATERIAL (SLM)

Figure 6.1: Cognitive Response Model Involvement Theory A consumer is sometimes highly involved with the commodity purchased but and sometimes the association is low, similarly, purchases are also high and low at times and this is further explained in the involvement theory. The intensity ofinvolvement of the consumer 6with the purchased commodity is directly dependent on how useful the purchase seems after consumption. . When a consumer has to purchase any product with short shelf life like tea, bread or butter, he does not give it too much thought. Here the involvement is low. So, if he is unsatisfied with the quality he will switch to another brand as these products get exhausted quickly. This involvement completely changes when the products are not perishable. If a consumer has to but a durable commodity will not exhaust soon or which cannot be changed easily example: car, furniture, for that matter a house, he will be highly involved and very thoughtful before purchasing the product. Such durables are costly and can incur great losses if the consumer is not alert. So is the case with insurancepolicies. If we consider another instance, a child who is admitted in a nearby school does not like that particular school, we can wait till the end of the academic year for a school change but what if we admit a person in a desired hospital and we are not satisfied withthe services. In this case we cannot wait for the operation to get over and then change the hospital. Here the degree of involvement is very high, and the risk is also high thereby having extensive effects. Hence consumer is advised to investigate thoroughly before taking any step. So, such products which are highly risky are called high involvement purchases. Comparatively the perishable items we purchase for daily needs are low risk products with low involvement and hence can be changed easily. 116 CU IDOL SELF LEARNING MATERIAL (SLM)

This consumer learning theory is known as involvement theory and clearly explains that the interest taken by the consumer while purchasing the product depends on the risk involved. The selection of the commodity depends on degree of involvement and that is understood by the risk incurred. This has given rise to high –low relevant and high low involvement theories by researchers. Before purchasing any high involvement product, the consumer research about the product by examining the market, and evaluating all available information, in depth. He also considers the advice of his close relatives, friends and those who have in depth knowledge about the commodity. A consumer decides very easily about his purchases when he want to buy a daily essential but when he decides to buy a durable commodity like a car, he examines all the factors affecting it. Apart from the product quality, the psychology of the consumer also effects the involvement. Involvement varies from customer to customer even when the commodity is the same. We come across many consumers who just go and demand for tea and biscuits without stating the brand of the desired commodity. The retails hands over as per his wish. The purchaser does not differentiate between brands and just see products as commodities which will be consumed. So, a biscuit and a tea is a commodity and they do not care about the brand and do not make any inquiries. But there are contradictory consumers. They are completely aware of brands in the market and have conducted studies on the various factors affecting them. Here involvement and its intensity depend on the psychology the buyer bears and not the product type. Similarly, there are consumers who would casually decide on the commodities and available service even when risk factor is high. In such cases if the consumer has to go to a hospital for a major ailment or find cure for a serious fracture, he will opt for a close by hospital. But in a similar situation another consumer may do multiple inquiries before admission into a hospital. We can finally conclude that involvement depends on two attributes:  Product/service category or nature  Consumer’s mind-set the intensity of involvement is a generalized concept where in risk and involvement is directly proportional. Higher the risk more is the involvement. This generalized approach has three stages of involvement – high, medium, low which is affected by duration of impact of product. Products with life- long impact and higher durability have high risk, products with moderate impact and moderate risk have medium involvement and those products which are not reusable and are perishable in nature have low involvement. The researchers thoroughly 117 CU IDOL SELF LEARNING MATERIAL (SLM)

study the degree of involvement associated with the commodity before marketing them through the available mediums of communication. They thoughtfully decide whether print media or electronic media serves as better tool. Antecedents of Involvement The level of involvement also depends upon the past experiences of the consumer. His background, mindset, amount of knowledge he bears about the commodity, his upbringing, his social circle briefly affects his involvement with the product and service. This does not have any generalized explanation applicable to all in this case. The five forms of involvement are: 1. Ego involvement. 2. Commitment. 3. Communication involvement. 4. Purchase importance. 5. Extent of information secured. Judith Zaichkowsky in his journal of advertising says that ‘This involvement theory throws light on how the products are advertised to affect the purchasing power’, whereas, the consumer, the consumable and the prevailing situation are seen as very significant factors, in the involvement process, by other researchers. David W. Firm believes that involvement depends on the prevailing situation 1about the product and he has clearly stated this in his article on Integrated Information Response Model in Journal of Advertising. We realize that this concept of involvement has no generalized acceptance, it is considered very significant in understanding purchase patterns of higher monetary value and more durability. It is very important for studying services which render high level involvement like medical services which are lifesaving. Self-involvement comes when a consumer wants to satisfy his ego. In a family of five members, where there are parents, two daughters and a son, all would want to discuss and buy the product. The product may not be for self-consumption but for other members in the family. A wife may purchase products used by her husband like the shaving creams, undergarments etc. and similarly the husband would purchase products which the wife uses like cosmetics etc. The other durables in the house like TV, Car would be brought with the consent of other members, considering their likes and dislikes towards a brand or a particular design or colour. Loyalty towards one’s family and the strong bond among the family members is very eminent in a country like India. If parents or spouse need a treatment for an ailment, the male member is very involved and similarly parents are very involved in getting 118 CU IDOL SELF LEARNING MATERIAL (SLM)

their children admitted in a very renowned school. This shows their commitment towards their future and safety. When someone buys a product, he gathers information through communication involvement. He would ask his relatives or any known person’ suggestion when he wants to consult a dentist. He would communicate effectively and then decide at the time of buying durables, a person communicates with the one he feels has apt knowledge about that durable. Not only a relative but the seller also shoulders the responsibility of communicating about the details 1of the product. He has to ensure that even the minute details 5about the product has reached the consumer, be it a FMCG, consumer durable or B2B product. The significance of the transaction also affects the involvement. Through high involvement one can figure out the best hospital and most efficient surgeon for getting a bypass surgery. Similarly, when a buyer wants to purchase a house costing Rs.50 lakhs he will ensure that the locality is suitable, and all paperwork is absolutely clear. But if we compare this with buying sweets or grocery, the risk is low and hence level of involvement is less. Product importance results in the gathering minute details about the product... if the purchased commodity is of utmost significance, we would gather all the possible information and update ourselves from all available sources. Contradicting to this, if the commodity is a daily purchase, information gathering is minimal. Low Involvement Decision Making Low involvement decision making occurs when the usage of the commodity is limited, and the risk is not long term. We can consider daily life examples here. When we purchase washing powder of a desired company and we are not satisfied with the performance of the commodity we can discard the product and refrain from buying it the next time and the risk is only the cost of the product. Hence loss incurred is very low. Even when we consult a doctor, if the ailment or fever takes longer than usual to cure, we can simply change the doctor. If we have to send a courier from Mumbai to Delhi, we will keep in mind the significance of the product to be sent and then decide the courier service. Here risk is comparatively higher. So, we can conclude that the involvement not only depends on the product to be purchased but also other attributes and their side effects. Sometimes, purchase of product depends on other factors even if the product has low involvement. But leaving exceptions, the investigation level for low involvement products is very low, the chances of immense inquiry in such cases are very fewer. Unplanned Purchase Behaviour Some purchases done by the consumer are not pre- decided. This generally happens when we go to the market and buy a few things which are not on the list. They are a result of our liking 119 CU IDOL SELF LEARNING MATERIAL (SLM)

and without a brief thought we tend to buy such commodities. The commodities we buy on the spot without any preplanning are called as unplanned purchases. Unplanned purchases take place on a large scale when we visit exhibition sales, temples, or social gatherings like Mela. Such places display huge innovative products which compel us to buy for self-use or gifting relatives. At such instances, we are aware that we may buy but we do not know what we are going to buy. We are unaware of the products, but we carry money to buy them. As we are unaware of our purchases, these are referred to as’ Unplanned purchase decisions’. The highlighted fact is that we do not make any inquiry before purchasing and we generally do not have any information regarding the product. But here we consider all the alternatives and buy the best among them. Our likes, dislikes, mindset at that time and the available options greatly affect these purchases. Most of the time, we consider all the available options before purchasing the product. Theory of Low Involvement Similarly, when we use to buy wheat flour, we were ignorant 1about the make of the product but now that the market is flooded with wheat flour brands, we are highly involved. One product is consumed without knowing the brand, which happens more frequently in our country, the degree of involvement is low. People with a low purchasing power are concerned about the commodity as well as the make of the commodity; hence they do not give too serious thought before buying. A person with less monetary resources, buys a product based on this monetary value and does not think much about any other factor. The involvement theory states that significance of the product to be purchases is of utmost importance but in this case it is untrue. The people below poverty line are an exception as he thinks of acquiring the products and cannot make choices. The type of the commodity to be purchased largely affects the involvement level but we can also say that branded products have greater involvement when we see it with commodities that come without a brand. The level of involvement depends on the consumer, the commodity, and the environment in which he decides to buy the product. We can conclude that a person with low purchasing power has low involvement. The daily essentials and perishables which cost low have low risk involved, hence have low levels of involvement. The low involvement theory also nullifies the effect of advertisements and denies that the consumer may change the brand if results are not satisfactory. So, the strategy adopted 16 by the seller and the distributer here, is brand awareness for his brand so the consumer chooses his brand over other options. 120 CU IDOL SELF LEARNING MATERIAL (SLM)

Another marketing technique for low involvement products is colourful display at shops and attractive packaging which may compel the consumer to buy 6that visible company’s product. Strategic Implications of Low Involvement Decision Making One way of brand change in low involvement products are exhibiting sale or discounts on a brand with same features. Here brand loyalty does not matter much for a group of customers. Research shows that brand loyalty is reducing substantially in India. Offers like buy one get one, get a brush free on buying a toothpaste or avail a scratch coupon on purchase of a said commodity are ways of promoting sales. Offering extra quantity 1at the same price is a very common technique adopted today. These bargains attract the consumers towards that company’s commodity even when the involvement in low. The consumers buy the best offered deal over brand loyalty. The monetary value is more effective than brand value and is applicable to garments and perishables also. Based on this, soap companies offer monetary discounts, few companies offer complimentary products and big apparel brands arrange sale in their stores to 2to shoot sales and few companies offer heavy discount cycles to increase footfall and potential sales. Sales increased substantially when the Bhilwara group offered a 15-50 percent discount. If the brand is of the same quality, the purchase then depends on the discounts and complimentary products thus offered. But in certain categories like cosmetics, brand loyalty still prevails based on design and quality offered. The quantity of brand loyal consumers is reducing thereby making a remarkable change to be noted by marketing planners. In a country like India wherein monetary resources available are limited, consumers are buying by considering price and value as the main factor not brand. Complex Decision Making The ultimate, method for taking a decision complicates if there is a high involvement product. When there is any medical emergency, we check the hospital, the doctor but we also consider our monetary condition and consequences if the treatment fails. Consider two hospitals offering a heart surgery, one costs Rs. 3lac and another cost Rs. 1 lac. This complex decision of spending Rs 3 lacs or 1 lac depends on several factors like the consumer’s mindset, emotional attachment, his monetary condition, and the reputation of the hospital. Apart from them socio-cultural factors also affect the decision. The social background, the advices of relatives, knows how about the surgery also contribute to decision making. 121 CU IDOL SELF LEARNING MATERIAL (SLM)

Now let us understand the purchasing of a durable commodity like car which is available from Rs.2 lac to Rs.2 crore. The consumer not only gathers technical information but also the focuses on other social factors like his status, ego satisfaction, public image, and uniqueness of the product before he decides to buy the car. But a few consumers also buy only on utility factors. While considering the utility factors, consumer gathers all the technical details about the car. The consumer examines the details of the various models available, the features it offers and lists the models he may want to buy. He examines all the available information about all his options and then finally selects based on performance it offers at a given price. He also analyses the extra benefits offered and the ease of paying the amount. These are very complex decisions to be made. The level of complexity increases when manufacturers increase the range and options of TV and Refrigerators. Model of Consumer Involvement Consumer Involvement Model differs with situations and products, but the basic mechanism narrows down to three components namely input process and output. This is a multinomial logic model and very well described by McFadden in his macroeconomics theories of choice. The same theory was explained very differently by Yellow in 1920 and he says it is closely related to psychological theories of comparative judgment development. Considering the economic aspect of this theory, choices made by a person, largely depends upon yielding maximum utility. Attaining utility is his major goal. The basic model comprises of three parts as mentioned below: Inputs The peripheral factors act on the product along with its values, features and mindset of purchasers are included in input factors. The advertising strategy and the social and cultural factors influence the consumers’ decision of opting for the commodity or service. Advertisements and personal mails serve as the source for informing the potential buyers about the accessibility of the commodity. Marketing inputs involve all the marketing strategy adopted by the company. All the 3 P’s namely Product, Packaging, and promotional activities like advertisement through print, electronic and digital media are referred as input factors. Be it door to door selling, direct marketing, telemarketing or utilizing distributional channels for increase in sale, all work towards creating a brand image which induces the customer to buy the product. These inputs are examined from time to time and changed as per requirements. Social Cultural Inputs 122 CU IDOL SELF LEARNING MATERIAL (SLM)

The society we live also affects the mind-set of a consumer. These socio-cultural inputs favour some products and services while discard some. All this has to be understood by the seller. Process of Decision Making The buyer follows a procedure and takes the final call of buying the product. He calculates all the risk and losses. These may be of the following types:  Performance The product may not work as efficiently as it did when it was bought.  Physical Risk The product may externally cause harm to the consumer. In case of clothes, the material my cause rash or infection while defect in mechanical or electronic products may cause injuries to the buyer.  Financial Risk The price demanded may be more than its actual value. Sometimes we avail a service thinking that it will be fruitful in the future. We pay heavy fees in educational and training centres with the aspiration of getting a stable job but when these expectations fail, it results in a financial risk.  Reliability Risk Sometimes products and services are not dependable. They get spoilt before time and causes great difficulty. As the product is in warranty period, it causes a dependability loss but not a financial one.  Social Risk Some products cause humiliation and awkwardness in our community. Breaking down of a car or realizing the food is unfit for serving arouse a feeling of shame. Hence communal risk has to be taken care of before purchasing the product.  Ego and Psychological Risk Buying a product which does not work as expected may lead to destruction of self-image and hurt our ideology.  Durability Risk Durable items like car, TV, electronic items come with a warranty card. We want a stable life for them without incurring any repairs for some time particular period. Regular break downs result in destroying mental peace and spending your funds. The risk calculation and speculation directly enact with the mindset of the consumer and the product purchased by him. It is differently perceived among cultures, regions, and countries. 123 CU IDOL SELF LEARNING MATERIAL (SLM)

We have innovated ways to lower these risks and create a healthy environment for purchase. These ways are as mentioned below:  Gaining Knowledge About the Product We need to acquire all the information and details available about the product. The experience of other customers has to be considered by studying the research carried out.  Trustworthiness of the Brand The consumer has complete faith in his familiar company due to his previous incidents.  Buying Branded Products Big brand like the Tata’s, Birla’s, Cadbury, P and G work really hard to build a brand image buy offering good quality products right from the initial period. The consumer can be sure of the quality and the performance if he is buying a product from a renowned brand.  Purchase from Established Stores Retailers of established shops market only branded products and carry-on quality checks. They do not wish to spoil their name among the customers by selling substandard goods hence the risk of buying a product of lower quality reduces.  High Value Products It is a mind-set that products of higher value have better quality than the options available at a cheaper rate. So, for consumer who do not bother about the price, tend to buy costlier products in anticipation of a better quality. Sometimes this mindset does not hold true, but a brand name will yield a price not only for its product but also for its reputation as well.  Supplier Guarantee A supplier gives his word for the products which are new in the market or from a local manufacturer. The consumer asks for a money back guarantee or ask for a report on papers to be sure about the quality of the product. The interest of the consumers is safeguarded by the Consumer Protection Act. 6.7 SUMMARY  The modification in the behaviour that follows though conditioning or experience is learning.  Fulfilling our motivations in a desired manner we need to signal the stimuli. The reply to the consumer’s feedback is a signal.  Reinforcement can be termed as the satisfaction, happiness and advantages the consumer receives after utilization of product. 124 CU IDOL SELF LEARNING MATERIAL (SLM)

 Motivation is driven by needs which are not fulfilled.  The purchasing process of a consumer can be understood by studying the various factors of learning and these factors affect your industry.  The involvement theory holds that there are low and high involvement purchases.  The brain usage is enhanced if one tries to implicate cognitive learning as an innovative technique.  Behavioural and cognitive learning theories are the two most important theories which can increase alertness, thoughtfulness and promote purchase of product.  Behavioural learning theories are theories which work on the principle of generating response through stimulus.  The events we experience bring about a lasting change in our thought process which reflects in our actions.  Our responses to external events accelerate our learning and this is explained in theories of behavioural learning.  Consumers experience high and low involvement, and it leads to high and low involvement purchases. This is clearly explained in the Involvement theory.  The buyer’s mind-set, his previous experiences along with his socio-cultural background affects his level of involvement.  The product size and its performance do not hold any significance in low involvement. 6.8 KEYWORDS Learning:Process of implementing past experience and knowledge in present scenario. Consumer Learning:Consumers obtain information from their past experiences and observations of products consumption and implementing the same in future purchases. Motivation:Making an individual to act through inner driving force. Response:Reacting to cue or drive. Cues:Boosts a motivated behaviour. 6.9 LEARNING ACTIVITY 1. Consider you are a course instructor, who is trying to raise the participation of the students in class discussions. How will you apply reinforcement to attain the objective? 125 CU IDOL SELF LEARNING MATERIAL (SLM)

------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------ 2. Can you identify any packages where you think the marketer’s knowledge of stimulus generalization or stimulus discrimination was incorporated into the package design? List down these. ------------------------------------------------------------------------------------------------------------ ------------------------------------------------------------------------------------------------------------ 6.10 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Define Stimulus Generalization. 2. Explain Low Involvement Theory. 3. State the Decision-Making process. 4. Explain reinforcement. 5. State the advantages of cognitive learning. Long Questions 1. Explain components of learning. 2. Describe cognitive response model. 3. Explain the nature and Characteristics of Consumer Learning. 4. Describe cognitive learning theory. 5. Elaborate Theories of Consumer Learning. B. Multiple Choice Questions 1. A lady goes to buy bread. There in the store, she sees a new range of ready to eat non- vegetarian food. This is an example of _______________ learning: a. Specific b. Incidental c. On going d. None of these 2. What is not related to cognitive learning? a. Learning takes place as a result of a person’s conscious and deliberate information processing and storage activity. b. Proponent: Pavlov 126 CU IDOL SELF LEARNING MATERIAL (SLM)

c. Information storage and retrieval d. All of these 3. The individual is neither rewarded nor punished for his behaviour, thereby discouraging repetition of the response. This is called: a. Punishment b. Positive reinforcement c. Extinction d. Negative reinforcement 4. People learn by: a. Modelling b. Observation c. Punishments d. All of these 5. _________ on the part of the consumers could help marketers of imitative “me too” products/brands. a. Repetition b. Stimulus differentiation c. Reinforcement d. Stimulus generalization Answers: 1 (b)2 (b)3 (c) 4 (d)5 (d) 127 CU IDOL SELF LEARNING MATERIAL (SLM)

6.11 REFERENCES Reference Books:  Curtis P. Haugtvedt, Frank R. Kardes, Paul M. Herr, 2018, Handbook of Consumer Psychology, Taylor & Francis.  Ramesh Kumar, S., 2017, Consumer Behaviour the Indian Context Concepts and Cases, Pearson India.  Majumdar, R, Consumer Behaviour: Insights from the Indian Market, PHI Learning Pvt. Ltd., New Delhi. Textbooks:  Schiff man L.G. and Kanuk L.L., Consumer Behaviour, Pearson Education, New Delhi.  Hawkins, D. I. & Best R. J. and Coney, K.A. and Mookerjee, A, Consumer Behaviour- Building Marketing Strategy. Tata McGraw Hill, New Delhi. Websites:  https://www.yourarticlelibrary.com/consumer-behaviour/decision-making-consumer- behaviour/involvement-of-consumers-in-decision-making/64198  https://kpu.pressbooks.pub/introconsumerbehaviour/chapter/behavioural-learning- theories/  https://www.forbes.com/sites/forbescommunicationscouncil/2018/08/27/become-a- mind-reader-by-understanding-consumer-learning/?sh=37c7c7f911b9 128 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 7 CONSUMER ATTITUDES Structure 7.0 Learning Objectives 7.1 Introduction 7.2 Attitude Models 7.3 Beliefs 7.4 Feelings and Behaviour 7.5 Learning Attitudes 7.6 Changing Attitudes 7.7 Summary 7.8 Keywords 7.9 Learning Activity 7.10 Unit End Questions (Descriptive and MCQ) 7.11 References 7.0 LEARNING OBJECTIVES After studying this unit, student will be able to:  Explain attitude models.  Definebeliefs.  Learnfeelings and behaviour.  Define learning attitudes.  Identify changing attitudes. 7.1 INTRODUCTION Consumer attitude is the feeling of a person towards an object, be it favourableness or un- favourableness. The general marketing rule is that a customer with a brighter outlook will definitely end up purchasing the produce and the consumer with a negative attitude will not make the purchase. By positive attitude we mean whether the buyer likes or dislikes his 129 CU IDOL SELF LEARNING MATERIAL (SLM)

purchase. The important components of consumer attitude are the feeling, believes and intentions of the consumer towards certain objects. Figure 7.1 Consumer Attitude The positive and the negative intentions of the buyer are regarded as their beliefs for the product. For illustration, some consumer regard tea as a stress and tension relieving drink, whereas other consider it as a health hazard. But even these beliefs are not standard and could change as the situation warrants. The desire for a product is based on certain beliefs such a consumer feeling nauseate when thinking about double cheese pizza owing to the huge volume of cheese used it in. The behavioural intensionsdetermine the individual’s belief for the purchase which could at times be a result of logical beliefs and feelings, though not always. Another example to substantiate is that a consumer visiting a restaurant owing to peer pressure and not because he likes it. Functions of Attitudes Consumer attitude plays a strong role in modelling buyer’s behaviour and the diverse function of this attitude is as follows:  Adjusting: The person’s perspective allows him to adjust too many circumstances and situations.  Ego Defence: People form attitudes to defend their ego. People generally are very specific about their self-esteem and thus the product that boosts one’s ego becomes the target of their attitude. 130 CU IDOL SELF LEARNING MATERIAL (SLM)

 Expression of Values: The perspective of the person is directly proportional to the values one possesses. Our values are the reflections of our training and upbringing and naturally people take a buying decision that is dependent on value system. If their value system encourages them to make a purchase, they will go ahead with it else they do not. For instance, our value system either boosts or discourages us to buy alcohol and other drugs.  Role of Knowledge: People are the constant hunt for knowledge and information and when an individual acquires product details, he shapes his perspective around it accordingly. 7.2 ATTITUDE MODELS But attitudes are pretty much complex than what we presume. One problem is that many attributes or qualities may ink for a diverse services and people decide, whether these are less or more important for them. Yet another diverse problem with consumer attitude is where a consumer leverages his decision on a product many other factors influence their behaviour. The components are own feeling of other significant acquaintances etc. Attitude models suggest diverse elements that might influence the decision of people towards attitude objects. These models delineate these components specifically and analyse the overall perspective of a brand in the eyes of the consumer. Multi-attribute Attitude Models The perspective of a brand in the eyes of the buyer and the measures taken by the business merchant to alter this attitude cannot be defined by a simple attribute model. Consumers evaluate a brand comparing with their beliefs, no matter if it is right or not. Warner-Lambert discovered this when it conducted research for its Fresh Burst Listerine mouthwash. A research firm paid families so it could set up cameras in their bathrooms and watch their daily routines (maybe they should have just checked out YouTube). Fresh Burst and rival Scope participants used mouthwashes to add a fresh tinge to their breath. Users of scope spit the mouthwash out after simple swishing around the liquid, whereas users of Listerine held the liquid in their mouth for years. This incurs that Listerine retains its medicine-like image from the consumer perspective. Attitudes of consumers are diverse researchers should use such models based on multiple attributes to comprehend them. Such a model assumes that the consumer’s perspective of a 131 CU IDOL SELF LEARNING MATERIAL (SLM)

brand is based on its beliefs and while using a representation based on multiple attributes, we can track the unique beliefs, and derive at a measure to study the overall attitude of the buyer. How exactly these models work can be illustrated by considering a buyer who evaluates the complex object assumed from what is familiar to them. These multi-attribute models contain specific elements. Attributes are unique aspects of the Ao. Any researcher who is willing to identify these attributes that the buyer use will generally ascertain and measure this Ao. Such as, the best attribute of any educational institution is its reputation. The priority of a certain attribute for a buyer is determined by prominent weights. Though people regard an Ao based on diverse attributes, some are quite important than others and consumers will definitely render them a higher weightage than others. And most importantly these weights vary between consumers. For example, in educational institutions with hundredths of students, some of them will offer weightage for curricular activities while others prefer sports. When we talk about the model to illustrate this model in defining the consumer behaviour, then we can consider the Fishbein model, which derives its name after its primary developer. This model comprises of three diverse attitude components such as:  People develop beliefs about an attribute or an object.  Connection of an object with its attribute and its influence on each other.  Personal evaluation of all the attributes and defining the best of them all. These three elements can be carefully analysed to study consumer’s perceptions for a product. Tri-component Model This model delineates the following three components of people’s perception. These components are:  Cognitive Function: Cognition people’s knowledge and it encompasses the knowledge and their ideologies towards it this is the reflection of their past research and experience from different sources. This theory states that his ideas covert to his beliefs and later develop as his behaviour.  Emotions: This is the affect or affective component and is the feelings and the buyer’s emotions towards his purchase. Some people use their emotions as a primary 132 CU IDOL SELF LEARNING MATERIAL (SLM)

component to measure a brand and thus his attitude will affect his buying attitude. Happy customers make a purchase and vice versa.  Conation: Conation is what the person intends about the product. Positive intentions end in purchase and vice versa. Nature of Attitude People comprehend inputs and, they form specific preferences and evaluations, which make up their product intentions. We generally think and behave differently when faced with a situation or an object that is generally influenced by our feelings. It later becomes a leaned behaviour to behave in the same way when faced with the same object. This holds true not just for products and services, but also for people, events, and objects. These evaluations could be contrary forces or even uncertain at times. After all, these are just ways of thinking, though it shapes how people relate to things. There are also other components that influences attitude.  Cognitive function  Emotional component  Behaviour component Cognitive Component Cognition or intelligence is the thoughts, ideas, and the beliefs that the person will associate with the object. These are also opinions and are based on the intelligence of the concerned person. Some good examples that we can postulate to understand this cognitive function are ‘Smoking causes cancer and kills’, ‘babies have to grow taller and stronger’, etc. Affective Component This attribute pertains to the emotions and the feelings of the individual. If he has a positive feeling, they will most likely make a purchase and the reverse is also true. For example, people who consider that smoking is injurious to health will not buy cigarettes, whereas though who consider it as a stress buster will continue smoking. Behavioural Component People behave in a certain manner when faced with stimuli these can also be referred to as intentions. It is segregated into three parts namely the cognitive attitude (obtained through 133 CU IDOL SELF LEARNING MATERIAL (SLM)

knowledge), effective attitude (derived by emotions) and behavioural attitude (abstracted from one’s behaviour). Thus, the behavioural attitude that is derived through emotions will project people’s attitude and dictates how he has to behave or act. This theory is of much use in understating the human behaviour and the interdependence of the behaviour and the attitude. In short, attitude relies on these three components, such as behaviour, intelligence and emotions. All these three components dissimilar but are still interdependent and determines how people interact with the world around them. Structural Models of Attitudes Several studies have been conducted to learn and research upon the dynamics underlying attitudes, their synthesis, and alterations and to understand their interdependence towards the acts of behaviour. Researchers aim to learn how attitude forms to study the behaviour and influence them. Diverse studies suggested identifying these factors and defining human behaviour. Amidst these models, the more researched upon and the commonly used one are the, i) Attitude model on three components ii) attitude model on multiple attributes iii) consumption model iv) attitude ad-model. The Attitude model relies on three components. According to this, people develop their behaviour and attitude depending on these components. The cognitive or the intelligence component features all aspects lead to attitude formation. When we project this concept to marketing, we can guess that this cognitive component corresponds to the beliefs of the end customers on the products and the services that are been offered and their knowledge regarding the strategy for marketing. Consumer attitude is also moulded by his experience and the news that is receives from its close acquaintances such as friends, family, and peer group. The details from the marketer are stacked in the remote memory of the user and decide in shaping their opinions and beliefs with respect to an object. When these opinions and beliefs reinforce repeatedly, then it gives birth to attitudes. It is this cognitive component that Forms the affect. The emotional concept is the attitude itself, as it inculcates human feelings that can either be contrary forces. From the perspective of a marketer these components are the feeling of consumer user pertaining to a service and these feelings relate either to a certain attribute or the overall object. This component can be evaluated and is dependent on the likes and the unlike the buyer. These attributes disguise as many expressions such as anger, happiness, sadness, surprises etc. It definitely indicates the buyer behaviour on marketing and affects 134 CU IDOL SELF LEARNING MATERIAL (SLM)

buying decision. These reactions and their subsequent entities store in the memory of the consumer strongly and will influence their buying decision. The third is conation that refers to the actions of the buyer. Conation is a part of attitude and is derived from psychological components that can only be realized and not seen. The cognitive and emotional components are not expressive, whereas the actions can be expressed and is regarded as the inference or the end derivation of first two components. It determines if the buyer ends up in buying or not and is the sole component that can be studied and measured. The consumer attitude model is determinant on multiple attributes and is how the buyer feels towards a product; it is the buyer’s intentions that have been derived on the basis of how best he assessed the key attributes. This concept is extensively studied by researchers and diverse variations have been proposed by them. The commonest and the famous models are the ones proposed by eminent researchers like Martin Fishbone. Fishbone et.al. suggested many different models like,  The model that correlates the connection among attitude and object.  The model that substantiates the correlation of attitude and behaviour.  Reasoned actions. These models break down the overall buyer intentions into minute components and these components are the functions, features and the merits of the product under question, which is collectively termed as its characteristics. These models break down the overall attitude of the consumer into minute components and these components are the functions, features and the benefits of the product under question, which is collectively termed as the attributes of the product. To collect data and to construct an attitude model on diverse attributes, it was important to draft a diverse questionnaire. This questionnaire will have to measure the following attributes.  The researcher has to assess the main attributes for all diverse product categories.  The consumer should rate each brand for every single product attribute, perhaps on a rating scale from 1 to 7.  It should ask the respondents to rate the influence of each of the attribute on their buying decision. 135 CU IDOL SELF LEARNING MATERIAL (SLM)

7.3 BELIEFS This is a specific cognitive function that analyses how well the consumer analyses a product against his beliefs. For illustration, consider a student regarding the strong academic credentials of some University in the North Carolina (or maybe this is consistency theory at work because your humble author went to graduate school there!). Beliefs are descriptive mental statements of the consumer pertaining to any domain product, a service and even people. These beliefs are mandatory to for attitudes and market research of sensitive to the existing beliefs of the consumers. This assumes significance when novice products are introduced. Beliefs forms attitudes based on cognitions. If the brand’s belief is strong it ends in a positive thinking towards it. It is the responsibility of the executives in marketing to correct the beliefs; for instance, Cadbury chocolates had to correct certain negative beliefs it was caught in a controversy involving worms. Hence, a celebrity was used to revitalize the brand’s purpose). When Zero B (water filter) was introduced, the initial communication attacked the existing beliefs about boiling water for drinking purposes. The campaign was later changed to ‘Safe, Safer, Safest’ emphasizing to employ Zero B as the safest among existing options. When Kellogg’s come to India and launched its cornflakes, consumers took it with hot milk (as drinking hot milk is an important eating/drinking culture of Indians). A brand that launches a unique format of food needs to ascertain the beliefs of consumers towards their (traditional) breakfast habits. Eating is connected to culture and it is an impossible habit to change. Given diverse Indian culture, people in different states in India would have diverse beliefs towards breakfast. Tang, the orange juice was initially positioned as a breakfast juice in India. Having the juice along with breakfast is not a cultural habit among Indians. Kellogg’s, in recent times, has been positioning its products intended for children (based on the visuals of the advertisement). Chocos from the Kellogg’s brand, too, was positioned as a nutritious food for tiny tots and its advertisements highlighted the Rs.10 package (enhancing the ‘intention to buy’ paradigm of the attitudinal component). Maggi is probably an unusual example in the food category that enjoyed great victory in the 80’s. The brand used the convenience plank made famous by the ‘two-minute noodle’ advertising copy. Such a positioning would have appealed to several urban, nuclear families. This brand has an opportunity of developing a snack for teenagers with the distinctive possibility of people being familiar with Maggi in its formative years. (Maggi as a brand may 136 CU IDOL SELF LEARNING MATERIAL (SLM)

have had problems pertaining to safety issues before being banned but the example is provided to highlight the conceptual aspect.) Role of Beliefs in a Specific Context in the Territory Beliefs corresponding to a brand are important inputs for the derivation of attitudes. In 2015, Maggi noodles were taken off the shelves due to problems on safety. Yippee noodles from ITC grabbed the chance to manifest an ad campaign that vouched for the scientific and hygienic processing of the noodles. This is an interesting strategy to strengthen the consumer attitude for a brand when a well-entrenched competitive brand is facing problems due to credibility and trust-related issues. 7.4 FEELINGS AND BEHAVIOUR Consumer Emotions and Mood When they are in a positive mood, consumers choose products that match their mood and their level of emotional arousal, as per a paper released on a Journal for Consumer Research. But people can also choose to make purchases that are capable to reverse their feeling. \"We examine how consumers' choices are determined by the connections between their level of arousal (i.e., the intensity of their mood state) and the valence (the direction of their mood state--whether consumers are elated or in a depressed mood) of their present mental condition,\" as per Fabrizio Di Muro and Kyle Murray from the University of Winnipeg and Alberta respectively. Marketer’s design all of their product and relevant experiences to be pleasant but still we see a greater degree of variance in the mental arousal level, for which experiences appeal. For instance, when we think of behaviour such as lying on the beach and surfing, both is pleasant activities. but when we personally negotiate both these activities, we will come to an understanding that lying on the beach in a less intense activity, whereas surfing requires much energy and concentration. Similarly, tobacco and alcohol both offers mental relaxation, but one is more relieving than the other. The researchers performed experiments through music and scents to enhance the arousal states among the research participants. Later, people preferences for both the products and the experiences were assessed and were found either to be of high or low arousal. 137 CU IDOL SELF LEARNING MATERIAL (SLM)

Researchers also found that apart from their positive and negative mood, consumer made buying choices relying on the relationship of the experience on par with their arousal levels. For instance, those buyers who were relaxed choose products that could promote their relaxation, and people who were in their excited mind choose products that could foster their excitement further. Those buyers, who were in a melancholic mood, chose brand that are conflicting with their mood. That is, people who were in a low arousal state choose products that could promote high arousal and those who were in a high arousal, but still unpleasant mood choose products that create low arousal. Thus, we could conclude that people show preference for products that gets them feel better. The product choices that people make are dependent on their mood and should help them to come out of their unpleasant moods. Separate researchers are requiring separating mood from emotions. Mood can be a prolonged state that the person experiences before a product ad shows up and emotion is a feeling that is elicited by the ad, which is generally for a short term. Mood Researchers have been trying to put people through different moods to observe if there are any affects in memory, choices, and intuitions. Not to be surprised on the result, that the participants were deciding on this when they were happy and in a positive mood. Their mood influenced their purchase decision. It is not uncommon for happy people to be carried away with strong arguments and sad people are influenced with sorrow statements, as in court judgment, for example. This effect of a positive mood seems pretty much influential on jewellery, cosmetics, garments etc. It was found to be quite week while shopping for appliances, PCs, cameras, buying insurance schemes etc. The controversy was proposed to the latter items involved more of cognition whereas buying garments and jewellery relies on the emotions or mood of the subject when people buy items like insurances, appliances, or vehicles, they take rational decisions. This concept can be learnt much better if we think otherwise. Which buying hedonic products happier emotions are produced in the body? And while buying utilities, people are generally happy, and they think less. It is not untrue that happy mood facilitates instant thinking, where as our decision goes through hectic processing when we are sad. A buyer in a happy mood, it will not allow their mind to think rationally if they really require another pair of swimsuits and hinder the rational thinking. 138 CU IDOL SELF LEARNING MATERIAL (SLM)

The real consideration is, “can we test it”? “Will it be possible to replicate a happy shopping mood”? During such instances, the researchers made use of happy or sad music to create the corresponding mood and it worked. Diverse studies have proved that the music that is been played in the grocery store influences the mood of the shoppers. A vast majority of them did not ignore it as mere background music. Music can escalate the mood of the buyer and this is extremely beneficial if the age of the audience is between 23 and 24 years. It is true to believe that nostalgia is a potential factor in raising the store’s sales. Also, it is not surprising to learn that even TV shows can affect the mood of the people. The advertisements that come with humour and fun shoes, take their feed from them, whereas the ads with soaps could suffer, mainly owing to these shows. An elated mood will hamper the mind’s thinking and makes it less alert. A happy mood will only improve creativity and intuition and thus by subjecting the participants through a happy mood before the test, by passing their mind through happy thoughts, will definitely double the accuracy of the test and its results. Research subjects in the melancholic mood were not able to perform the tasks assigned for them appropriately and only made random guesses. Marketing Takeaway Concentrate on creating a happy mood in the store, as this is generally neglected by the store owners. This can be achieved by playing nostalgic background music, concentrating on the interior design of the store with natural plants and by rendering exceptional customer service. Keeping the buyer in his good mood, will provoke sales. Emotions Adding the ingredient of emotions to the ad is vital to marketing. Have you seen the commercials that sell fizzy drinks? They talk about joy, love and acceptance and we feel the same emotions when we see the ad for the twenty or thirty seconds. Do you know how best it helps the brand? Or they simply use the marketing budget? The emotions that are generated by the ads can influence the sales in three different ways. The first aspect is that; emotions motivate the buyer to feel great regarding the product if you consider the commercial of AirBnB; you can find that the ad is full of tremendous joy and acceptance. 139 CU IDOL SELF LEARNING MATERIAL (SLM)

If these feelings are rightly captured by the audience, they will generally feel great about it and will start using its services. The second benefit is that, when some strong emotions are aligned with the ad, it gives a presumption that the users will get the same feeling if they buy the product. This might sound risible, but research have proved that consumers built this association with the product. For instance, the beer ads that promise good times by consuming the drink, then the consumers turn towards the brand when in a melancholic state or a sad emotional state that they wish to alter, or even extend. By watching the commercials of brands constantly, we learn things through classical conditioning. For example, we see chocolate brands celebrating their anniversaries on television and celebrate an all-nighter drink and learn that certain cigarette brands exist even in the deepest of deserts. It is this classical conditioning that pairs it with pleasant surrounding that elicits conditioned emotions in people. Memory Thus, emotions influence remembering, retaining, and recalling a marketing advertisement and its message. Research studies state that for this recalling being effective, it is a must to be compatible and consistent. In a study, the samples were made joyous or not and were then made to read some news. The result says that those who were happy read only the happy and positive information and sad people read more of sad facts. People were more anxious during the study remembers much of factual news from those participants who were sad and angry. Thus, to mitigate the risk in the process of deciding and get people remember more of information then elicits the anxiety and uncertainty emotion in them. Also, humour and fun in marketing ads seems to enhance memory and conveys the message effectively. These days humour is used in advertising and implicit advertising is also gaining more momentum, to promote ad effectiveness and to get it much more memorable. Marketing Takeaway Emotional marketing with humour and creative aspects are not something new for brand that affords to experiment. All brands should use these concepts to remain in the conscious of the consumer and be available in their sub-conscious mind to be recalled at the right situation. Arousal 140 CU IDOL SELF LEARNING MATERIAL (SLM)

Provocation is a dire marketing tool and from a review of ads that went viral from the year 2008, we can say that the ads that explained sexuality yielded the strongest advertising appeal. This component was used in 28% of the ads that went viral in the year 2008. Humour, however, occupies the first position. But the reasons for these sexual ads to go rounds and viral is the result of spoken communication. Yes, people were curious to share ads with such content, but did they remember the brand exactly and if they build associations for sales to occur is a million-dollar question. Though this review occurred a decade ago, we need to learn that though funny ads were going viral in that period, the sexual ads were also doing equally good. This trend has actually mitigated the controversies that surround the sexual ads. Thus, there is some special effect behind this controversy pertaining to the proposed attention and memory that is dependent on it. Not many studies have been done so far to elicit the dependence between sexual content and sales and if these components really dependent on one another. In fact, newer studies are being done to dissociate the interdependence between them. According to these students, sexual content, just like violent content did not improve the chances of remembering the brand, not showed interest to make a purchase. A study that was projected towards sexual context on product such as shampoo, alcohol and perfume showed that the content has minimal impact on the recall. But in a study that accessed of the effect of an advertisement with sexual content that happened in a middle of a sex related television SOP, it was found that males who watched the show recalled the sexual ads better than females. But the general impact of the TV show that was related to sexual content was negative. We could say that the ability to remember the ad was reduced when the sexual advertisement was shown in the middle of a sexual show. The reason that has been proposed by some researchers to this phenomenon is that sexual content decreased the capacity to remember the brand as the viewer is distracted with the sexual thoughts in the show. But more research is required to substantiate this fact exactly. Marketing Takeaway Sexual content in advertising will not escalate the sales, until the viewers for the sexual show are exclusively males. It is better to choose advertisement filled with humour rather than sexual content as it works better for associations, vitality and recall of the content. 141 CU IDOL SELF LEARNING MATERIAL (SLM)

7.5 LEARNING ATTITUDES Learning Formation Early research on attitude formation, initiated when learning-based models were in vogue, tested the possibility that attitudes could be established via classical or operant conditioning procedures. These techniques were compatible with Thur stone’s ideologies that says people’s attitude are their emotions or affect. Through classical conditioning the researchers, Staats and Staats found a positive correlation between positive words and the nation. For illustration, the words sacred, happy etc. were related with the name of the countries such as Sweden, Dutch etc. This co-relation was not much pronounced, when bitter words were linked to the names of the nation. Similar to this, operant conditioning can lay its impression on the expressions of attitude. In a study conducted by Insko, he reinforced students for agreeing upon both positive and negative statements about the campus issues and this procedure based on operant conditioning elicited influenced responses clearly. The attitudes of students were assessed after a week in a totally varied context by a different team of researchers, who hid the critical items of attitude deep within the local issues that were addressed in the questionnaire. The reports of Insko and his team of researchers stated that these reinforcement contingencies are not part of the rival explanation on the effects. Also, research that were attempted to assess conditioning reflects the results of the classical conditioning model with its attributes figuring to totally different underlying processes so as to explain the inherent effects of conditioning in detail. In the general EC study, the picture of an unknown and a neutral human face was repeatedly presented along with a disliked or a liked face. The results were found that the natural face takes over the valence face thus proving that the association between the evaluative cues influences the formation of attitude. Though many researchers adhere to these concepts, there were also critics for these beliefs on cognition. They state that these associated evaluations are the basis of attitude and not merely mood or affect. Though evidence favours this general association of the affect, whether EC has affected attitudes still remains a question. On contrary to the results proposed by the classical conditioning model, researchers found that the EC effect is strong when the participants of the study are not aware of the relationship between the stimuli in conditioned and unconditioned learning. According to Gawronski and Walther et al., such controversy pertaining to this relationship does exist and it relies predominantly on the actions and beliefs, of the participants, the focus of considerable interest. The distinction between classical and evaluative conditioning 142 CU IDOL SELF LEARNING MATERIAL (SLM)

appears non-controversial. Evaluative conditioning is not dependent on the relationship between conditioned and unconditioned stimuli. Also, the links that are formed through evaluating conditioning is found to be not relevant to extinction compared to associations in classical conditioning, as suggested by Langer and Walther. Such differences incur that the use of evaluative conditioning in the field settings should be employed to applications that study attitude formation. No inference is available to substantiate the assessment of valence stimuli. The dependence between the evaluative cues was sufficient for the formation of beliefs. This has been substantiated by many researchers such as Walther and Langer, Forgas etc. There are also critics for this thought who suggest that beliefs and their evaluation are the foundation for attitude. Thus, these evident favours the association of affect with human behaviour and whether EC can affect the deep vested attitude of people still remains a question. But differing from these results of classical conditioning model, some researchers state that the effects of Evaluative conditioning are strong when the respondents are aware of the influence among conditional and the unconditional stimuli. But this finding is not free from controversy as this issue bears the effects of both implicit and explicit attitudes pertaining to actions and beliefs, respectively. The difference between the two conditioning aspects is free from controversies. The links that are formed through evaluative conditioning are not reliable on extinction compared with the associations with classical conditioning. The inference from these differences is that the use of EC in the field settings that involve belief formation should be more, especially on issues over which, no established belief prevails. 7.6 CHANGING ATTITUDES Change of Attitude The study on attitude change relies on the prevailing attitude in a buyer though they differ in terms of centrality and strength. The researcher who is studying on the attitude change should understand and study components that render the individual less susceptible to perception. A standard assumption with all fundamental theories is that participants struggle to reach valid beliefs and to be consistent with them. More self-relevant the attitude is it becomes tough to change. Such assumptions are framed as a result of research conducted to study attitude change. Changes in Attributes 143 CU IDOL SELF LEARNING MATERIAL (SLM)

The changes in attributes are based on the pre-existing attitude of people that could differ in terms of strength. The task of a researcher who studies on attitude changes is to understand the diverse factors that make the individual yield to persuasion. It is a general assumption that people strive to yield valid beliefs and also to maintain them. To yield to the consistency of this assumption, it has been proved that the more self-relevant the attitude is within an individual, the more difficult it is to alter. There is considerable amount of research to study attitude changes and these assumptions are on the basis of these studies. Tracking the aptitude of people is extremely valuable to take strategic decisions. For instance, one firm monitors alterations in consumer attitudes pertaining to one stop financial centres. Consumers were first reluctant to this idea; the participants who favoured this concept did not increase over time, despite the huge amount of dollars that the company spent on promoting these centres. This finding stated that that their issues while the concept was presented to the consumers and the company had to revise this idea from the scratch. Shortly it has new idea of transforming the advantages of these services to the end buy and the features of attitude tracking that this company employed are as follows:  Age Related Changes - The thoughts and beliefs of people varied owing to their age also cohort effects also happen where people of a particular generation share certain outlooks. Also, historically people have been affected by cultural alterations such as the inflation globally and rise of unemployment levels in fresh graduates.  Future Scenarios - Researchers also do not fail to track buyers against their future plans and their knowledge on par with the current economy. Such studies provide valuable data pertaining to the future behaviour of people and also help researchers to yield considerable insights for a public policy. For instance, the graduates in Arab performed a study to estimate their earning in public sector and private sector which could lead to miscalculations.  Identifying Change Agents – People’s attitude towards the basic consumption can be revised by a social phenomenon over time. If the consumer consents to change their attitude in lieu of the society will take time. This has been rightly captured by a Nobel laureate in Literature Orhan Pamuk who has penned his views on the struggle of the country Turkey in his book, The Museum of Innocence. Attitudes Change and Reinforcement Strategy Not many people think that they should stick to one particular brand, as it works fine for them or their friends think that it suits the. If the buyer has ever experienced any change in attitude 144 CU IDOL SELF LEARNING MATERIAL (SLM)

towards any product in their lifetime, then the underlying reason in the attitude reinforcement and change. Do marketers really have any role to play in deriving these changes? Attribution Theory Based on this theory we draw upon their past experiences when facing a new situation. People assess the brand by using it. No matter if they are being happy or disappointed with its performance; people draw conclusions regarding the product, the manufacturer, or perhaps the country of origin. When he comes across the same product, then his previous experience can have a say in his buying decisions in future. Influence by the Personality of the Individual It is not uncommon for people to influence others by their daily interactions and this interaction can also reflect on the buying decisions. If a manager prefers to wear a certain type of attire every day, then there are all chances for the other women in the office to dress accordingly, to impress the manager and get chosen for promotion. They would have learnt from their past experiences that managers consider with similar interests and appearance for promotions. Imitation and Role Playing There is a strong interdependence of role playing on attribute formation. People learn their responsibilities and the expectations of the role they play, and we can attribute their purchasing behaviour to these expectations. For instance, if an executive of a marketing firm drives a latest model car and pays a huge club membership, he should achieve success and prove that his firm is the best for campaigning products. Businesses that market high end entities such as clubs and cars convince them to buy certain brands to match the life roles they play. Value of the Product Consumers add a value to anything they buy, and they consider it name or generic name before buying it. Price is also an important factor as fewer prices translated as poor-quality product. The third most important factor is the product value in the peer group of the participant. Buyers prefer fitting to their friends, and it is mandatory for advertisers to consider these values before pricing and packaging a product. If the audience is a young person, then the advisement should also be defined for the people in their 20s. 7.7 SUMMARY 145 CU IDOL SELF LEARNING MATERIAL (SLM)

 The favourableness and no favourableness that people develop towards an object are termed as consumer attitude.  The components of consumers’ attitude are beliefs, feelings, and behavioural intentions.  Belief is important for consumers as; it is positive or negative towards the given object.  The models that study attitude identify specialized components and combine them for predicting the collective customer attitude towards any brand.  Attitudes are diverse; researchers may use multi-attribute attitude models to ascertain them.  The attribute’ relative priority towards a consumer depends on its essential weights.  The Fishbein Model is considered the best and the most influential attribute model.  Attitude is formed based on the gathered information and our preferences and evaluations.  The believes and thoughts of attitude are a part of its cognitive component that are related with the given object.  The emotional segment of attitude is termed as its affective component.  A person’s attitude to react in a specific way is his/ her behaviour component.  We refer knowledge or information is a cognitive component and feelings is the affective component.  The amount up to which a consumer is capable to perceive a brand to possess a particular attribute is assessed by its brief measure.  Attribution theory assumes that people draw upon their past experiences when in a new situation. 7.8 KEYWORDS Attitude:Models suggest diverse elements that might influence the assessment of people towards attitude objects Cognitive Component:Knowledge or information is a cognitive component and feelings is the affective component. Tri-component Attitude Model: Attitude of a person is based on three essential components, which are emotions, intelligence, and actions. Conative Component: Conative component is the essential third attribute of Tri component model, which is behaviour or action of the customer. 146 CU IDOL SELF LEARNING MATERIAL (SLM)

7.9 LEARNING ACTIVITY 1. Provide some advertisements that depict the four motivational functions of attitudes. Explain how each ads support the attitude or targets to change an attitude. ……………………………………………………………………………………………. ……………………………………………………………………………………………. 2. Provide 2 printed advertisement, one is to demonstrate the affective component, and another is to demonstrate cognitive component. Explain each advertisement with respect to tri component model. Discuss why each marketer taken different approach. ……………………………………………………………………………………………... ……………………………………………………………………………………………… 7.10 UNIT END QUESTIONS A. Descriptive Questions Short Questions 1. Mention techniques by which attitudes are measured? 2. Explain Attitude components. 3. Describe Attitude Change 4. What are the Functions of Attitudes? 5. Write about role of Consumer Emotions and mood. Long Questions 1. Describe ELM model. 2. Explain models of Multi-attribute Attitude. 3. Describe Tri-component Model. 4. What are learning attitudes? 5. Explain Attitudes’ Structural Models. B. Multiple Choice Questions 1. The reasoned action model theory tries to analyse the impact of _________________ on the tri-components that structure attitudes: 147 CU IDOL SELF LEARNING MATERIAL (SLM)

a. Instances of behaviour b. Subjective norms c. Only “a” d. Both “a” and “b” 2. Which of the following is not true about the Theory of Trying to Consume? a. The theory deals with the action or act of behaviour that is directed towards a goal (something that the consumer is planning to and/or attempting do in future b. The theory reflects the consumer’s attempts at consumption, which get impeded by personal and environmental impediments, thus preventing the action (act of purchase) from occurring. c. In such processes of trying the resultant outcome (in terms of purchase, possession, and use) can be predicted for certainty. d. The theory of trying to consume replaces behaviour by trying to behave. 3. Attitudes are formed due to________________ a. Learning b. Motivation c. Personality d. All of these 4. Researchers have proposed two theories that address the consistency issue between behavioural processes, viz., the cognitive dissonance theory and the a. Route to persuasion b. Attribution theory c. Split brain theory d. Elm model 5. The attitude’s perceptual component is also known as a. Cognition b. Conation c. Affect d. None of these Answers: 148 CU IDOL SELF LEARNING MATERIAL (SLM)

1 d) 2 c) 3 a) 4 b) 5 a) 7.11 REFERENCES Reference Books:  Michael G. Solomon, 2013, Consumer Behavior, Pearson India.  Assel Henry, Consumer Behavior, Cengage Learning, New Delhi.  Majumdar,R, Consumer Behavior: Insights from the Indian Market, PHI Learning Pvt. Ltd., New Delhi. Textbooks:  Schiffman L.G. and Kanuk L.L., Consumer Behavior, Pearson Education, New Delhi.  Hawkins, D. I. & Best R. J. and Coney, K.A. and Mookerjee, A, Consumer Behavior- Building Marketing Strategy. Tata McGraw Hill, New Delhi. Websites:  https://www.researchgate.net/publication/304194789_Attitude_Formation_and_Change  https://consumerbehaviourr.blogspot.com/2017/03/consumer-behaviours-nature.html  https://kpu.pressbooks.pub/introconsumerbehaviour/chapter/behavioural-learning- theories/ 149 CU IDOL SELF LEARNING MATERIAL (SLM)

UNIT - 8: CONSUMER BEHAVIOUR AND 2 MARKETING COMMUNICATIONS Structure 8.0 Learning Objectives 8.1 Introduction 8.2 Marketing Communication 8.3 Communications Process 8.4 Interpersonal Communication 8.5 Persuasive Communications 8.6 Summary 8.7 Keywords 8.8 Learning Activity 8.9 Unit End Questions (Descriptive and MCQ) 8.10 References 8.0 LEARNING OBJECTIVES After studying this unit, student will be able to:  Learnconsumer communication.  Identify persuasive communication.  Explain marketing communication process.  Explain design communication strategy.  Examine the interpersonal communication and its flows. 8.1 INTRODUCTION Communication CU IDOL SELF LEARNING MATERIAL (SLM)