MKTG2112 Lecture Notes - Lecture 9: Cognitive Dissonance, Theory Of Reasoned Action, Classical Conditioning

• School: University of Sydney
• Department: Marketing
• Course: MKTG2112
• Professor: Julie Francis

Document Summary

Attitude: a learned predisposition to respond in a consistently positive or negative way towards an object i. e. they are learned, tend to be consistent and occur within a situation. Attitude object: the thing about which one has an attitude. Cognitive component: object related knowledge, beliefs and thoughts acquired through experience and information. Affective component: object related feelings and emotions; the reactions to, or evaluations of, the object. Behavioural/conative component: object related behaviour, intentions and behavioural tendencies. Component consistency: tendency to be consistent across the three components e. g. positive thoughts, positive feelings and purchase behaviour, change in one component is typically associated with or leads to comparable change in the other components. Typically but not always -> marketers, lets make sure this change happens in a way which suits us. High involvement-> cognition thinking, affect on consumer, behaviour/purchase action-> emphasis on beliefs and cognitive information. High involvement purchases involve more external information choice and higher change of cognitive dissonance.