MARK320 Lecture Notes - Lecture 7: Laundry Detergent, Classical Conditioning, Grammatical Person
13 Jul 2018
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Document Summary
The power of attitudes attitude - lasting, general evaluation of people, objects, advertisements, or issues attitude object helps determined a number of consumer preferences and actions. Development of attitudes: hierarchies of effects (high involvement) (zajonc"s model) impact/ importance of attitude components depends on consumer"s motivation toward attitude object experiential hierarchy followed when making self-expressed symbolic,, hedonic purchases. e. g. bijou (cheap jewellery), a fragrant (represents ourselves) Aad: attitude towards adviser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing context repetition to tach people favourable associations with the product or brand. Forming attitudes classical conditioning - repeated often instrumental conditioning - reinforcement, modelling using both - repetition in the different ads and using a model. Cognitive dissonance and harmony theory of cognitive dissonance - when a consumer is confronted with inconsistencies among attitudes and behaviours action is required to resolve the dissonance example - two cognitive elements about smoking.
