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Learning Objectives
1. To Understand What Attitudes Are, How They Are Learned, as Well as Their Nature and Characteristics. 2. To Understand the Composition and Scope of Selected Models of Attitudes. 3. To Understand How Experience Leads to the Initial Formation of Consumption-Related Attitudes. 4. To Understand the Various Ways in Which Consumers Attitudes Are Changed. 5. To Understand How Consumers Attitudes Can Lead to Behavior and How Behavior Can Lead to Attitudes.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 2
Attitude
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.
Cognition
Discussion Questions
Explain your attitude toward your college/university based on the tricomponent attribute model. Be sure to isolate the cognitive, affective, and conative elements.
Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.
An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumers attempt to consume (or purchase). Not having enough money, or environmental reasons, such as not being able to go to a particular store
Chapter Eight Slide 16
AttitudeAttitudeToward-theToward-theAd Model
A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumers attitude toward the ad and attitude toward the brand.
Personality factors (High need for cognition will require lots of information in ads vs. Low need for cognition requires attractive models or well-known celebrity)
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 20
New Customers Will Try the Product, Existing Customers will be Rewarded.
A Knowledge Appeal
Attitude Change
Altering Components of the Multiattribute Model
Changing relative evaluation of attributes (Paying more doesn t means you are paying more) Changing brand beliefs ( stile bond is expensive, but in reality it ends up saving time & money) Adding an attribute (Mentoos/Gummy Bears are chewable as compare to other mints/vitamins) Changing the overall brand rating (Ariel repositioning it self)
Encouraging Trial
The Consumer Will Have a More Positive Attitude Overall from the New Attribute.
How Is the Absence of an Ingredient Likely to Lead to a Favorable Attitude Toward a Product?
A theory that suggests that a persons level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective (Central route for high involvement vs. peripheral route for low involvement)
Chapter Eight Slide 36
Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
Postpurchase Dissonance
Cognitive dissonance that occurs after a consumer has made a purchase commitment. Consumers resolve this dissonance through a variety of strategies designed to confirm the wisdom of their choice.
Attribution Theory
A theory concerned with how people assign casualty (blame or credit) to events and form or alter their attitudes as an outcome of assessing their own or other peoples behavior (Donating to Edhi or Sponsoring events)
SelfPerception Theory
A theory that suggests that consumers develop attitudes by reflecting on their own behavior (Internal attribution vs. External attribution) e.g., digital photography & editing
Defensive Attribution
A theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution). e.g., digital photography & editing
Attributions toward Others (Sincerity or Question their motives) Attributions toward Things (Product/Services or Why do I like that software or that movie so much?)