MGMC02H3 Lecture Notes - Lecture 5: Frappuccino, Communication Source, Terror Management Theory
Document Summary
Mgmc01 chapter 5 notes function) 3) affect our behavior. Attitude an overall evaluation that expresses how much we dislike/like an object, issue, or person. Importance of attitudes 1) guide our thoughts (cognitive function) 2) influence our feelings (affective. Favourability degree to which we like/dislike something. Attitude accessibility how easily attitude can be remembered. Attitude confidence how strongly we hold an attitude. Resistance how difficult it is to change attitude. Ambivalence when evaluation of a brand is mixed with both positive and negative views. Attitudes are based on cognitions (thoughts or beliefs) Attitudes are also based on emotions, we have a favourable attitude toward an offering because it. Foundation of attitudes: feels good or seems right. The role of effort in attitude formation and change: processes service can help consumers form positive/negative attitudes. How much extensive thinking consumers put forth affects their attitude formation and change.
