ISSN 2222-1905 (Paper) ISSN 2222-2839 (Online)
Vol 4, No.13, 2012
Consumer Attitude: Some Reflections on Its Concept, Trilogy, Relationship with Consumer Behavior, and Marketing Implications Asiegbu, Ikechukwu F., Ph.D, 1*, Powei Daubry M., B.Sc., MBA2, Iruka, Chijindu H.3 1.
Senior Lecturer, Department of Marketing, Faculty of Management Sciences, University of Port Harcourt, Port Harcourt, Rivers State, Nigeria.
School of Post Graduate Studies, University of Port Harcourt, Port Harcourt, Nigeria.
Department of Marketing, Faculty of Management Sciences, University of Port Harcourt, Port Harcourt, Rivers State, Nigeria.
E-mail of the corresponding author: firstname.lastname@example.org
This paper is an attempt at providing some reflections on consumer attitude. It examines the concept of consumer attitudes toward marketing efforts of businesses. Furthermore, the paper identifies the trilogy of consumer attitude, including samples of their measurement scales; and how attitudes connect to the behaviors of consumers, but notes that the companies would have difficulty influencing the purchasing behaviors of their consumers directly. To indirectly influence the behaviors of prospects, the paper therefore, suggests that firms should provide credible evidence of their product benefits, correct their customer misconceptions, offer free samples, engage new technologies, and bring in new innovations in value defining, developing, and delivering processes. Specifically, this paper recommends that the behaviors of consumers can be effectively changed to firm desired behavior by altering the tri-components of their target consumer attitudes. Knowledge and application of these can enable a firm effectively design rent-yielding strategies Keywords: Attitude, attitude change, attitude components, attitude function, consumer attitude. 1. Introduction
A consumer thinks, perceives, and learns and is a psychological being, which has motives, personality, and attitudes. These psychological forces affect the behavior of the consumers; and marketers seek to influence or capitalize on them. Businesses and social agencies alike frequently succeed in altering behavior by changing attitudes towards a product, service, or activity; and these changes can result in injurious or beneficial consumption decisions. This paper recognizes that attitudes can only be indirectly changed by altering its components. It tries to show some illumination on the concept of attitudes, its functions, its measurements, its components, the modification of its components, its strategic marketing implications. A good grasp of these will most likely enable businesses design far-reaching rent-yielding strategies. 2. Theoretical Underpinnings
2.1 The Concept of Consumer Attitude
Originally, the term attitude derived from the Latin words for posture or physical position. The general notion was that a body’s physical attitudes suggested the types of activity or action in which a person would engage (Wilkie, 1986). In the words of Allport (1935), an attitude is "a metal and neural state of readiness, organized through experience, exerting a directive or dynamic influence upon the individual's response to all objects and situations with which it is related". In order words, consumer perception of the product determines the consumers’ readiness to accept and adopt the product, or otherwise. An attitude, according to Hawkins et al (2001), is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. This means that attitudes are developed from environmental stimuli, such as the products offered to consumers and how they are communicated. According to Fishbein and Aizen (1975), it is a learned predisposition to respond in a consistently favorable or unfavorable manner with respect to a given object. Krech et al...