MKTG1050 Lecture Notes - Lecture 8: Operant Conditioning, Classical Conditioning
Document Summary
The (cid:272)o(cid:374)su(cid:373)er(cid:859)s beliefs and knowledge about the attributes of a particular brand, product or outlet. Many beliefs relate to the evaluation of attributes (quality, performance, design etc. ) The cognitive component represents the summation of evaluations. Eprese(cid:374)ts the (cid:272)o(cid:374)su(cid:373)er(cid:859)s (cid:858)feeli(cid:374)gs(cid:859) or e(cid:373)otio(cid:374)al rea(cid:272)tio(cid:374) to a produ(cid:272)t. Represents the (cid:272)o(cid:374)su(cid:373)er(cid:859)s te(cid:374)de(cid:374)(cid:272)y (cid:894)i(cid:374)te(cid:374)tio(cid:374)(cid:895) to respond in a particular way towards the object or event. The principle that all three attitude components tend towards consistency; a change in one attitude component typically produces related changes in the other two components. Changing or establishing an attitude requires manipulation of one or more of the components of the attitude (i. e. cognitive, affective or behavioural) Change affective component i(cid:374)(cid:448)ol(cid:448)es (cid:272)ha(cid:374)gi(cid:374)g the (cid:272)o(cid:374)su(cid:373)er(cid:859)s (cid:858)feel(cid:859) a(cid:271)out a produ(cid:272)t, (cid:449)ithout (cid:374)e(cid:272)essarily dire(cid:272)tly influencing their beliefs or behaviour. Affective component classical conditioning (see ch 9) [music/ liking/ brand / liking] positive affect towards the advertisement [liking the ad leads to liking the brand: mere exposure [continued repetition leads to liking]
