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Lecture 5

Management and Organizational Studies 3321F/G Lecture Notes - Lecture 5: Long-Term Memory, Social Judgment Theory, Cognitive Dissonance

11 pages66 viewsWinter 2018

Department
Management and Organizational Studies
Course Code
Management and Organizational Studies 3321F/G
Professor
Beth Lee
Lecture
5

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LECTURE 5
ATTITUDE
A relatively global and enduring evaluation of an object, ads, issue,
person, or action
Attitude is learned and tends to persist over time
Help to determine a number of preferences and actions Future behavior
- EX: I feel good about Chance the Rapper so if he comes to Toronto I
will go to his show
A positive attitude is generally a necessary, but not sufficient, condition for
purchase
CHARACTERISTICS OF ATTITUDE
Favorability
Like or dislike
Availability
Related to memory
If we can store it in our long term memory; we need to have
information and knowledge in order to develop attitude
Doesn’t necessarily mean we can retrieve it
Accessibility
- Some info easily accessible than others
- If we can successfully retrieve info from our long term memory
Strength
- How strong you feel positive or negative
- Love vs. like
- Strong or weak
Persistence
- When we have a strong attitude we tend to be persistence
- Strong attitude hard to change
- Weak can be easily persuaded
- PERSISTANCE- is more about maintaining attitude
Resistance
- Whether our attitudes can be persuaded
- RESISTANCE- refusing to change attitude
COMPONENTS OF ATTITUDE (ABC MODEL)
Known as “feel, do, believe”
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Affect: The way a consumer feels about an attitude object
Behavior: Overt actions and intentions to act toward an attitude object
Cognition: Beliefs about an attitude object
THE AFFECTIVE COMPONENT
Compared with other skin moisturizing lotions, Aveenos Daily Moisturizing
Lotion is:
Good 1 2 3 4 5 6 7 Bad
Pleasant 1 2 3 4 5 6 7 Unpleasant
Appealing 1 2 3 4 5 6 7 Unappealing
THE COGNITIVE COMPONENT
THE BEHAVIOURAL COMPONENT
How likely are you to buy Aveenos Daily Moisturizing Lotion during the
next three months?
__ Very likely
__ Likely
__ Unlikely
__ Very unlikely
SPOT ABC!
Terry purchased Brand X running shoes: I had to go to the shoe store
with my daughter to buy some back-to school shoes, and I knew that I
needed some sneakers to replace my old ones. I was aware that Id seen
advertising for brands X and Z, and of those two whose advertising Id
seen, only brand X was running a sale on that day. So I purchased Brand
X, and Ive really come to like them.
o AFFECT: “I’ve really come to like them”
o BEHAVIOUR: “I purchased Brand X”
o COGNITION: “I was aware that I’d seen advertising…” he
remembers that there were advertisements for the shoes
o LOW involvement
o Cognitive Behaviour Affect
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Chris purchased Brand Y running shoes: I was wandering around the
mall with my girlfriends last week. We went by a shoe storeI cant even
remember which store it wasand I saw these sneakers in the window.
Honestly, they were just calling to me! Now that I have them, I just wear
them everywhere. And I’ve found that they’re actually really very
comfortable
o AFFECT: just calling to me
o BEHAVIOUR: I wear them everywhere
o COGNITION: I’ve found that they’re actually really very
comfortable
o Emotion
o AffectBehaviorCognition
Ashley purchase Brand Z running shoes: I looked online and used the
information there to compare the three different brands on features that
are very important to me, like arch support, lacing pattern, and cushioning.
Based on what I learned, I felt pretty good about Brand Z, and so I
purchased this brand at my favorite sporting goods store.
o AFFECT: I feel pretty
o BEHAVIOUR: I purchased this brand at my favourite store
o COGNITION: I looked online and used info to compare
o HIGH involvement
o Cognition Affect Behaviour
HIERARCHIES OF EFFECTS
Impact/importance of attitude components depends on consumer’s
motivation toward attitude object
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