MKTG 332 Lecture Notes - Lecture 10: Theory Of Reasoned Action
Document Summary
Suggests that affect, behavior, and cognitions form in a sequential order. Follow one of the hierarchies: high-involvement. Occurs when a consumer faces a high-involvement decision or addresses a significant problem. Low-involvement: consumers have basic beliefs about products without having strong feelings toward them. Suggests that some behaviors occur without beliefs or affect being strongly formed beforehand. Multi-attribute model: combines various pieces of information about belief and evaluations of attributes of an object. Attitude-toward-the-object (ato) model: otherwise known as fishbein model. Behavioral intentions model: otherwise referred as theory of reasoned action, focused on. Attitude-toward-the-object approach: presents marketers with various alternatives for changing consumer attitudes by attempting to: Create new beliefs about product features: behavioral influence approach. Schema-based affect approach: attitude toward a brand or product changes if the affect found in a schema can be changed. Shows that attitudes are changed based on differing levels of consumer involvement through either central or peripheral processing.
