Attitude is a learned predisposition to behave in a consistently favorable or unfavorable way toward a given object. In the context of consumer behavior, an “object” can be product, brand, service, price, package, advertisement, promotional medium or the retailer selling the product among many other aspects of consumption.
Apple has been in the lead the coolest of innovations like iPod, iPhone and iPad. These offerings offered several ‘”cool” features that several consumers were addicted to- video/pictures sharing, seamless connection with apple devices, iTunes download, linkages with Nike (Nike Plus), variety of apps that were downloaded several million periods of times. Blackberry created a “cool offerings” of receiving emails on the go but failed to evolve such features over a period of time. Its BOLD 9000, Storm,BB 10 variants like play Book tablets (without an email), and its apps failed to offer features that were as exciting as that of Apple. The “cool” benefits are created through a set of features and consumers who initially like the brand Apple effect-aspect of attitude tend to develop a cognitive structure that underlines the affect. “Apple has fun features that I can share with my friends” is a cognitive association that may merge from such cognitive structures. These structures are difficult to change and when and when a brand continues to update its features and offerings(same related or different category), the cognitive structure gets strengthened and can lead to loyalty towards the brand. The word of mouth about Apple may be outcome of such a combination of such cognition and affect. There needs to be a strong association between attitudes and the beliefs created in the cognitive structure of brand. The cognitive beliefs that have a strong cognitive structure are likely to develop a strong attitude among its consumers.
Micromax and Karbon mobiles offers low budget and successful smart phones. The ideas of “cool” features at “value-for-money” prices is also an example of the creating strong cognitive structures.