MKT 3605 Lecture 4: chapter 4
Document Summary
Intensity/strength (degree of liking/disliking): strong weak: confidence: experience/knowledge based attitudes formed thru direct experience are held w/ higher confidence, more confident attitudes: more likely to predict behavior cause more resistant to change. Target specificity the target of the measure should be the specific behavior of interest ex: go to london. Time should include the specific timeframe in which behavior will occur ex: go in the summer. Context should specify the situational context of how this behavior will occur ex: travel with the family. Time interval over time attitudes can change because of unexpected circumstances & situational influences as the time interval between the attitude measurements and behavior increases, the opportunity to for attitude change becomes greater. Experience - attitude based direct experience (purchase/consumption) with a product is likely to (cid:271)e (cid:373)ore predi(cid:272)tive of (cid:271)ehavior tha(cid:374) (cid:271)ased o(cid:374) (cid:862)i(cid:374)dire(cid:272)t(cid:863) experie(cid:374)(cid:272)e (cid:894)exposure to ad(cid:895)
