Role of Direct or Indirect experience
Attitudes are formed as a result of direct contact with the object. Products that fail to perform as expected can easily lead to negative attitudes. Sometimes, even in absence of actual experience with an object one can form attitude.
For example, many consumers have never driven Mercedes – Benz or spent a vacation in Switzerland, but then also form positive attitude for this. Similarly, the consumers can form an attitude by just seeing the ad that means, they can form the product attitudes.
Attitudes based on direct experience are held with more confidence. This means consumers form stronger convictions about the product if had an actual direct experience with it.
These processes that govern attitude formation are very important in order to develop strategies and activities that will create, reinforce, or modify consumer attitudes.
Attitudes are formed as a result of direct contact with the object. Products that fail to perform as expected can easily lead to negative attitudes. Sometimes, even in absence of actual experience with an object one can form attitude.
For example, many consumers have never driven Mercedes – Benz or spent a vacation in Switzerland, but then also form positive attitude for this. Similarly, the consumers can form an attitude by just seeing the ad that means, they can form the product attitudes.
Attitudes based on direct experience are held with more confidence. This means consumers form stronger convictions about the product if had an actual direct experience with it.
These processes that govern attitude formation are very important in order to develop strategies and activities that will create, reinforce, or modify consumer attitudes.