MKTG 4204 Chapter Notes - Chapter 6: Brand Equity, Cash Flow, Theory Of Reasoned Action
28 Jan 2020
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Affective responses, usually at low levels of intensity and arousal. Large scale attitude surveys to monitor consumers brand attitudes over time. Beliefs that are activated at a particular time and in a specific context that create a person"s attitude toward that object. Can include tactile, olfactory, and visual images as well as cognitive representations of the emotions and moods associated with using the product. Multi-attribute attitude models: models for predicting attitudes produced by integration process, martin fishbein"s model. Focus on consumers beliefs about multiple product or brand attributes. Martin fishbein"s model: evaluations of salient beliefs cause overall attitude, people tend to like objects that are associated with "good" characteristics and dislike objects they believe to have "bad" attributes. Belief strength (bi) perceived probability of association between an object and its relevant attributes ( how likely rating) Belief evaluation (be: reflects how favorably the consumer perceives that attribute.
