MKTG 380 Chapter Notes - Chapter 6: Brand Loyalty, Cognitive Dissonance, Consumer Behaviour
Document Summary
Activities, interests, and opinions (aios) measures of consumer activities, interests, and opinions used to place consumers into dimensions. Affect the feeling component of attitudes; refers to the overall emotional response a person has to a product. Attention the extent to which a person devotes mental processing to a particular stimulus. Attitude a learned predisposition to respond favorably or unfavorably to stimuli on the basis of relatively enduring evaluations of people, objects, and issues. Augmented reality (ar) a view of a physical, real world that is enhanced or altered by computer- generated sounds, videos, graphics, or gps data. Behavior the doi(cid:374)g (cid:272)o(cid:373)po(cid:374)e(cid:374)t of attitudes; i(cid:374)(cid:448)ol(cid:448)es a (cid:272)o(cid:374)su(cid:373)e(cid:396)"s i(cid:374)tention to do something, such as the intention to purchase or use a certain product. Behavioral learning theories theories of learning that focus on how consumer behavior is changed by external events or stimuli.
