MKTG 450 Chapter 8: Attitudes and Persuasion
Document Summary
Objective 1: it is important for consumer researchers to understand the nature and power of attitudes. The power of attitudes: attitude: a lasting general evaluation of people (including oneself), objects, advertisements, or issues, a predisposition to evaluate an object or product positively or negatively. Products that promise to help a man project a macho image appeal to his insecurities about his masculinity: ex. Specials from local dealers: attitude has 3 components: abc model of attitudes, affect: how a consumer feels about an attitude object, behavior: his intentions to take action about it. Bounty is the quicker picker-upper are helpful: experimental hierarchy: feel, do, think, act on basis of our emotional reactions. Product design, advertising, brand names, setting can shape our attitudes towards a brand: based on hedonic motivations (ex. Whether using the product is exciting: corresponds to affective decision-making, emotional contagion: messages that happy people deliver enhance our attitude toward the product. Objective 3: we form attitudes in several ways.
