MARK217 Lecture Notes - Lecture 12: Likert Scale, Consumer Behaviour, Object Model
Document Summary
Favourability: the positive or negative evaluation of the object or event. Intensity: the strength with which the consumer can hold an attitude. Maccas deal - your attitudes will change depending on whether you are going there for lunch at uni or going there for lunch on a date. Tricomponent attitude model: the cognitive component: a consumers knowledge and perceptions acquired via direct experience with the attitude object plus information from various sources. The resulting perceptions take the form of beliefs. 50 spf sunscreen will be better for me, cancer council sunscreen will be better than coles brand: the affective component: a consumers emotions or feelings about a particular product or brand. I trust the cancer council brand: the conative component: the likelihood a consumer will understand a specific action or behave a certain way with regard to the attitude object. Self report attitude scales: likert scale, semantic differential profiles, rank order scales.
