September 3, 2013
LECTURE NOTES - INTRO: ATTITUDES & BEHAVIOURS
THE BIG QUESTION DURING THIS COURSE:
1. How and why ppl form attachments that eventually define their identity.
Slide The best example of this attachment is TIM HORTONS
1: cdns attached to timhortons part of cdn identity provides sense of patriotism
why are ppl attached to tims coffee that they will wait in line to buy it but not for petro gas?
Slide BOTH SIDES OF CONSUMERS:
EXPECTATIONS (Economists) REALITY (Consumers)
PRICE QUALITY BRAND PRICE QUALITY
highest quality for lowest price brand and price = good quality.
eg: ferrari uncle gave free vs. "price high = quality" & "brand = must be good"
chevy ford you bought. eg: expensive wines = believed better quality.
Brand name jewellery (tiffany&co) price high =
valued more therefore expensive.
APPLE / SONY = assumed good quality compared to
FUKISHIMI (some shady, unknown inexpensive
8&9: HOWEVER, certain brands like Tim Hortons.
more than good quality productmake a person feel good eg: "it makes me feel cdn"
Some pple are very attached to materialistic possessions in general,
point that those attachments become ppl's identity and relied on those items.
Some ppl are attached to something = feel good saying itbut will not act on it.
Slide Eg: 2/3 americans have no prob w/ saying "I AM A DEMOCRAT" but will not vote for democrats.
PROBLEM IS POLITICS IS NOT AS SIMPLE AS ECONOMICS.
11&12 Ppl have wide range of consumer preferences which are changeable by circumstances.
ALL OPINIONS (ON ISSUES) HAVE 2 DIMENSIONS:
1. PLACE - Where we stand on the spectrum of views
2. INTENSITY - How strongly