MKTG 35035 Lecture Notes - Lecture 15: Cognitive Dissonance

• School: Kent State University
• Department: Marketing
• Course: MKTG 35035
• Professor: Theresa Melotti

Document Summary

A lasting, general evaluation of a person, object, issue, etc. An attitude is the answer to the question, how do you feel about ________? . We can hold attitudes toward ads, brands, products, companies, and ideas that are aspects of marketing. Identity, personality, and lifestyles can shape our behavior by shaping our attitudes. Marketing often tries to influence our behavior by changing our attitudes. Your attitudes toward an object are shaped by a combination of cognition and affect. Cognition - beliefs or thoughts about the object. Affect - emotions or feelings about the object. The attitudes that you form based on cognition and affect influences your behavior and decisions. But, responses to your behavior can then reinforce or change your attitude - the relationship is cyclical. Relationships between affect, cognition, and behavior (abc model) Utilitarian function - we develop positive attitudes towards objects or ideas that provide us with benefits or pleasure.