COMM 336 Lecture Notes - Lecture 7: Brand Equity, Safe Sex, Quasi

• School: Queen's University
• Department: Commerce
• Course: COMM 336
• Professor: Thomas Tandy Dayle

Document Summary

Comm 336 class 7 : attitudes and behavior. People often maintain attitudes but may not act on them, due to. Three actors that increase attitude behavior: attitude specificity, general attitudes (safe sex) Better predict general behaviours (the pill, condoms: specific attitudes (condoms) Marketing implications: make sure promotional efforts affect specific attitudes (to buy) rather than just an attitude towards the ad, individual differences, low self monitors. Motivated by situation (high self monitors), adjust their behaviours based on situation. Motivated by internal factors (low self monitors: high in self-awareness. Awareness of self schema: high in need for cognition. Extent to which consumers think carefully about things: attitude features, behaviour (and attitude) formation is deliberate (high involvement, attitudes and behavior measured in close temporal proximity. Cha(cid:374)ge people"s attitude fro(cid:373) (cid:374)egati(cid:448)e to positi(cid:448)e state. Cha(cid:374)ge people"s attitude fro(cid:373) positi(cid:448)e to (cid:374)egati(cid:448)e state: change attitudes about competitor. Strengthen existing but weak attitudes (reaching consumers emotionally and rationally)