Attitude is a set of beliefs, behaviors, perceptions or emotions towards a place, person, object or an activity as defined by psychologists. Attitude is the sum total of all the perceptions formed as a result of the life experiences of any person and the environment he/she lives in. Attitude is a person’s feeling, beliefs or perceptions about a product or service.
It is usually reflected in a person’s actions and behavior. Once formed, this attribute of personality is very difficult to change. Attitude may be negative or positive.
From the marketing perspective, attitude can be defined as the set of beliefs and emotions a consumer holds for a particular brand/product/service which determine the perception of that consumer towards the former. Behaviour of a consumer is a very important factor as it decides how well the consumer responds to a particular brand. It can be a positive or negative depending on past experiences and touch points between the consumer and the brand. Companies take attitude surveys of consumers through attitudinal research which helps them understand their business requirements. The data or information which is collected is known as attitudinal data, which is important for market segmentation, targeting strategy as well as positioning.
It depicts a very strong feeling about any brand which is hard to be modified as it takes certain amount of time to form a particular attitude. However, it is possible to alter the attitude of a consumer through special experiences and service quality by the brands for its products. Attitude along with parameters like value & lifestyle are useful in psychographic segmentation using techniques like Values, Attitudes, And Lifestyles System (VALS-2).
Different types of examples are:
1. Nike is the most preferred sport brand worldwide and often consumers are unable to explain as why they prefer Nike as their preferred brand over others. But the reason for the customer’s attitude owes to the legacy of Nike being a performance sport brand for many years which portrays trust and extreme performance outcome. It has always associated itself with high performance sports and adventure sport activities which instill a feeling of high endurance and reliable products from the brand.
2. A person depending on his attitude may be an early adopter or a laggard.
Hence, this concludes the definition of Attitude along with its overview.
This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
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