MAR 4503 Lecture Notes - Lecture 10: Theory Of Reasoned Action
Document Summary
Attitude: a lasting, general evaluation of people, objects, places,behaviors, or ideas. They affect our behavior through our desire to act in accordance with out attitudes. Our attitudes are influenced by our experiences, interactions, and marketing campaigns. Standard (high involvement hierarchy: conditions, affect associated with each condition, behavior. Low involment hierarchy: limited cognition a, behavior, affect (more cognition can be involved) Experiential hierarchy: affect, conditions (selectively formed to justify behavior, behaviors. Behavior based hierarchy (mee: behavior, affect, cognition. Multi attribute model salient beliefs, object-attribute. Attributes: identify all the relevant attributes that this,product could have. Beliefs: identify the consumers cognition so about the extent to which this particular product possess those attributes. Importance: identify the relative priority of each attribute to the consumer. Marketing should be able to influence: perceptions of which attributes are relevant, beliefs about the products standing on those attributes, attribute importance. Situational constraints may interfere with behaving consistent with attitudes. Others beliefs can influence as much as ours.
