MKT-3020 Lecture Notes - Lecture 7: Cinnabon, Impulse Purchase, Classical Conditioning
13 Mar 2018
School
Department
Course
Professor
Document Summary
Attitude = lasting, general evaluation of people (including oneself), objects, advertisements, or issues. Lasti(cid:374)g (cid:271)e(cid:272)ause it te(cid:374)ds to e(cid:374)dure o(cid:448)er ti(cid:373)e; it"s slo(cid:449) to for(cid:373) a(cid:374)d hard to (cid:272)ha(cid:374)ge. General because it applies to more than a momentary event. Anything toward which one has an attitude towards. Behavior doing or intention to do (i always buy honda products) Cognition thinking (my honda civic gets good gas mileage) Attitude formation- depends on the hierarch of effects, and how the attitude was learned. What are the 4 possible hierarch of effects? (exibit 7. 2) on bb. Attitude formation process depends in which order the abc components occur. Cinnabon smell rolls & evaluate favorably, buy a roll, decide cinnabon rolls are too big for 1 person (impulse purchase) experiential. Grocery store food sample, read & think about the package, decide you like the food behavioral. Car purchase consider features, evaluate favorable, buy ford high involvement.
