LAW 122 Lecture Notes - Lecture 5: Motor Oil, Quaker Oats Company, Energizer Bunny
24 Mar 2016
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Solve a problem, provide a beneit or reward (utilitarian rewards & punishment). Allow people to express themselves, say something about who i am, or who i would like to be (value-expressive). Allows consumers to simplify their decision-making processes (knowledge). Protect self-esteem, help overcome any self doubts, guilty feelings (ego-defensive): following a defeat in sport an ego-defensive attitude: i"m not bothered, i"m sick of tennis anyway . I feelgood about myself when i drive a bmw: behaviouralcomponent how we act or behave, action toward a product; repeat purchasing i will buya bmw next time, cognitive component knowledge about an attitude object, beliefs, conidence i thinkbmws are quality cars. In town, there are 3 banks: td, cibc, royal and we want to know the overall or general attitude consumers have to each. Step one: list of relevant attributes: customer service, hours, products, parking facilities. Step two: obtain the relative importance of each (e).
