Attitude Theories in Consumer Behavior
Explore key attitude theories in consumer behavior such as Social Judgment Theory, Balance Theory, and the Theory of Reasoned Action. These theories shed light on how attitudes shape consumer behavior and decision-making processes.
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Presentation Transcript
Libyan International University Faculty of Business Administration Consumer Behavior Attitude Theories Presented By: Taima Khamaj ID #: 3149 Email: taima_3149@limu.edu.ly
TEXT TABLE OF CONTENT: Introduction Social Judgement Theory Balance Theory The Theory of Reasoned Action Conclusion References
TEXT WHAT ARE ATTITUDE THEORIES? Attitude theories are theories that help us form a better understanding of the consumer s attitude. It also gives us an idea on what causes changes in the consumer s attitude.
TEXT SOCIAL JUDGMENT THEORY The social judgment theory is a self-persuasion theory proposed by Carolyn Sherif, Muzafer Sherif and Carl Hovland. The social judgment theory states that you have a statement or message and you accept it or reject it based on your cognitive map. It is defined as the perception and evaluation of an idea by comparing it with current attitudes. It is based on your own ego-involvement and it falls within your latitude of acceptance. Example: If you are a Trump supporter, you are much more likely to accept a message that he is portraying. This is because it is within your latitude of acceptance.
TEXT BALANCE THEORY The balance theory is a theory of attitude change, proposed by social psychologist Fritz Heider. It depends on the cognitive consistency motive as a drive toward psychological balance. It s based on the balance that must exist between interpersonal relationships so that a harmony exists between thoughts, emotions and social relationships. It s main focus is to maintain one s values and beliefs over time. Example: If your friend also likes your favorite musician, it represents a balanced structure, while if your friend dislikes your favorite musician, it represents an imbalanced structure.
TEXT THE THEORY OF REASONED ACTION The theory of reasoned action aims to explain the relationship between attitudes and behaviors within human action. It is mainly used to predict how individuals will behave based on their pre- existing attitudes and behavioral intentions. These pre-existing results shape and determine one s intention to perform or not perform the behavior. Example: If one believes that recreational drug use is acceptable within one s social group, one will more likely be willing to engage in the activity.
TEXT CONCLUSION: In conclusion, attitudes vary depending on the situation, from political opinions to personal beliefs, values from cultures and traditions and preferences. This is portrayed in the theories discussed previously by social psychologists that study human behavior in order to form a better understanding on what influences consumers purchasing decisions and what causes attitude changes.
TEXT REFERENCES: MBA Knowledge Base (2021) Concept of Attitude in Consumer Behavior. Link: https://www.mbaknol.com/marketing-management/concept- of-attitude-in-consumer-behavior/?amp Khushboo Sinha, Your Article Library (2021) Top 3 Theories of Attitude. Link: https://www.yourarticlelibrary.com/organization/attitude/top- 3-theories-of-attitude-with-diagram/63835
