MKTG 330 Lecture Notes - Lecture 3: Masculinity, Enculturation, Chicken Mcnuggets
Document Summary
Attitudes, what are attitudes: how much we like/dislike something. Knowledge function: how attitudes can be used by consumers to make quick and efficient decisions (ex: brand of lawn equipment sucks=don"t consider it as an option when buying equipment the next time) Value expressive function: how attitudes can be used to show others who we are/what we care about (ex: wearing psu clothes) Ego defensive function: how attitudes can be used as a mechanism to avoid certain facts about themselves or their self concept (ex: justifying looking good in jeans to spend on them: hierarchy of effects. Purchase context- high involvement: really care about the product; gather info, decide feelings based on info, act accordingly) (1) cognition, affect, behavior. Purchase context- low involvement: don"t really care about product; think a little, act, decide on feelings after (if at all) (1) cognition, behavior, affect.
