MKT 3411 Lecture Notes - Lecture 4: Gift Card, Mental Accounting, Super Bowl Xxxvii
Document Summary
Marketing 3411- part 3: a lasting, general evaluation of people, objects, advertisements, or issues, broad assessments. What is your attitude about social media, or nike: endures over time. Can def change over time but typically really difficult to do that once an attitude has been established: wide range of attitude objects (ao) Why do we have attitudes: functional theory. Do oo purpose of satisfying one of these functions. All attitudes will play one of these roles: utilitarian. Focused on whether or not the attitude object provides positive or negative utility( cost & benefit) Sum up cost & benefits to come up with overall eval. Banana split: benefit/positive- taste good cost/negative: weight gain, calories: value-expressive. Relates to a consumers values & self-image. Tend to have negative attitudes about stuff that doesn"t. What sort of brands do a good job in who we are. Ex: starbucks- people flocked to the brand due to their represent our self-image image and values .
