Question

Multi-attribute Attitude Model (Chapter 8, pp. 274-276, hand-out distributed in class and

available on Canvas)

Answer 1

The muti attribute attitude model states that the attitude of the consumer towards the object is based on his percpetion or beliefs.

Martein Fieshmin proposed a series of models which were most famous. Following are the models :

1. The attitude towards object model
2. The attitude towards behaviour model
3. The theory of reasoned action model

1.The attitude towards behavior model:

This model focuses on the individual's action towards the object , not just on the affect or feeling towards the object. Which implies that having positive attitude towards the object not necessarily makes thd consumer to purchase that product.

• Thus it can be said that having negative attitude towards the object can have positive attitude towards the act of purchase of the object.
• Example: a person has positive attitude towards philips home theatre, he is aware of the facts that it has a big screen and better audio visual effects. He is also awarr of the high price and so can end up not buying the home theatre.
• It is clear from the above example that having favourable attitude towards the object does not always lead the consumer to have poitive feeling toward the act of purchase of the object.

2. The attitude towards object model:

This model focuses on the attitude of the consumer towards the object's purchase. It also states the attitude of the consumer towards cenrtain product is the cause of attributes and evaluation they do to purchase the product.

Thus, the consumer tends to purchase the objects which he evaluates as important and the evaluation would be positive if consumer has favourable attitude towards the object. And the evaluation would be negative if thr consumer has unfavourable attitude towards the object.

• Example: a lady want to grow her child faster taller and healthier, she has heard about complan as a health drink. She would have positive attitude towards complan if it contains certain vitamins and minerals. Thus evaluating it as positive and considering it as a healthier drink.

3. The theory of reasoned action model:

This model attempts to study the impact of

• behavior
• Subjective norms

This model states that these two factors have effect on the human attitude. The behavior of the consumer is based on the "intention to act" of purchase.

The "intention to act" is based on the

• belief that the behavior leads to certain outcomes.
• Evaluation of the outcome.

The subjective norms are the norms the norms that exist in specific social context and are based on

• Belief that Whether the act of behavior should be performed or not
• And the motivation to comply .

Thus we can say that the behavior of the consumer is linked to the attitude indirectly by "intention to act".

Example: suppose a student want to go to US for his MBA, So he will have to appear for GMAT Exam.

Behavior: study hard for GMAT

Intention: he decides that he will study for his exam. Hie intention is impacted by:

• His attitude towards his behavior: he has a positive attitude towards studying hard
• Subjective norms: his parents approve him to study abroad for his further studies.

His attitude towards his behaviour is impacted by:

• Belief that his behaviour will lead to certain outcome: he believe that by studying hard he will have a good GMAT score.
• Evaluation of the aoutcome: a good GMAT Score would give him admission to a good B- School.

Subjective norms are impacted by:

• Belief that whether the act of behavior should be performed or not: His parents also think that he will study hard.
• Motivation to comply: he wants to fulfill his parents wishes.