MAR 4503 Lecture Notes - Lecture 10: Theory Of Reasoned Action

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9 Jun 2016
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Attitudes
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.
The ABC of attitudes
Affect
Behavior
Cognition
Attitude formation and change
Standard (high involvement hierarchy)
1. Conditions
2. Affect associated with each condition
3. Behavior
Low involment hierarchy
1. Limited cognition a
2. Behavior
3. Affect (more cognition can be involved)
Experiential hierarchy
1. Affect
2. Conditions (selectively formed to justify behavior)
3. Behaviors
Behavior based hierarchy (MEE)
1. Behavior
2. Affect
3. Cognition
Multi attribute ,Odell's
Multi attribute model – salient beliefs, object-attribute
Fishbein model
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
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