MARK 305 Lecture 7: CHAPTER 7
8 Dec 2018
School
Department
Course
Professor
Document Summary
Attitudes can be formed in different ways, consumers crave consistency. Mark 305 chapter 7: we can predict attitudes pretty well (but not always actual behaviour!) Attitudes: attitude: lasting, general evaluation of people, objects or issues. Lasting and general because it endures and can be applied to anything. The functions of attitudes: functional theory of attitudes: attitudes exist because they serve some function for the person. When person is in an ambiguous situation or confronted with new product. Abc model of attributes: affect, behavior/conation, cognition, affect: feelings/emotions, behavior/conation: intentions to do something, not necessarily doing the action though, cognition: beliefs consumer has about attitude object. The high-involvement hierarchy: when highly involved, consumer approaches product decision as a problem solving process. Mark 305 chapter 7 evaluates beliefs, forms feeling, then engages in relevant behavior (buying) The low-involvement hierarchy: the attitude object is at best lukewarm. Don"t care enough about many decisions to assemble set of believes and evaluate them.
