Class Notes (839,329)
Canada (511,271)
MCS 2600 (70)
Lecture

Feb 14th CB Lecture

1 Page
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Department
Marketing and Consumer Studies
Course Code
MCS 2600
Professor
Lianne Foti

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Description
February 14th LectureConsumer BehaviourAttitude A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given objectStructural Models of Attitudes1 Tricomponent Model CognitiveThe knowledgeperceptions that are acquired by a combo of direct experience w the object Affective Consumers emotionfeelings about a particular brand or product ConativeThe consumers likelihood or tendency that a person will undertake an action or behave in a specific way with regard to the attitude objectEg Attitude towards University of GuelphHave either overall a positive or negative attitude towards university Cognitive Classes are good and have good friendsAffectiveThose experiences make it positive Conative Will keep going bc I enjoy it2 Multiattribute Attitude ModelsExamines the composition of consumer attitudes in terms of selected product attributes or beliefs The attitudetowardobject Model Consumers will like a brand with positive attributes T
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