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Tuesday, 18 September 2018

Attitude Development



Attitudes develop over time through a learning process affected by family influences ,peer group influences ,information, experience and personality.

(1) Family Influence: The family has an important influence on purchase decisions. Regardless the tendency to rebel in the adolescent or teenage years,there is a high correlation between the attitude of parents and their children.

(2) Peer Group Influence: Many studies have shown how peer groups influence purchasing behaviour. Katz and Lazars field(1955) found in their own study that peer groups are much more likely to influence attitudes and purchasing behaviour than is advertising. Products are influenced by group norms. Based on this,some advertising show consumers winning social acceptability by using a product,for example,praise for a good cup of bournvita or a shiny floor.

(3) Information and Experience; Past experience influence brand attitudes. According to learning theory,such experience condition future behaviour. For example,if a particular brand has satisfied a consumer,he may continue to buy it. But,brand loyalty will quickly end if the brand does not perform sufficiently. Information is also an important attitude determinant. For example, knowing that an analgesic has a newer,faster acting formula ,may result in more favourable attitude towards the brand and may induce a consumer to switch.

(4) Personality: The consumers personality affects attitudes. Traits such as aggression, extroversion,submissiveness or authoritarianism may influence attitude towards brands and products. An aggressive individual may be likely to be involved in competitive sports or will buy the most expensive equipments in an attempt to excel. In such case attitude towards sports equipment is a function of personality.