MKTG2501 Lecture Notes - Lecture 7: Novelty Seeking, Marketing Mix, Theory Of Planned Behavior

• School: UQ
• Department: Marketing
• Course: MKTG2501
• Professor: Josephine Previte

Document Summary

Attitudes traditionally thought to be a lasting, general evaluation of people, objects, advertisements or issues. It facilitate social behaviours and have both cognitive and affective components. An attitude is lasting because it tends to endure over time. Are created through beliefs (cognitive) and feelings (affective) towards an object. Consumer researches measure attitudes using models that identify specific components and combine them to predict a consumer"s attitude. An attitude has 2 components: emotion (affect): the way a consumer feels about an attitude object, cognition: the belief a consumer holds about an attitude object. Both are important but they vary depending on a consumer"s level of motivation regarding the attitude object. Explains the relationship between consumer feelings, thoughts and behaviours. Highlights the idea that intangible product attributes shape our attitudes towards a brand: package design and advertising, brand name, nature of setting in which the experience occurs.