MKTG 425 Lecture Notes - Lecture 7: Kylie Jenner, Old Spice, Charlie Sheen
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Attitude hierarchy//or more simplyexamples: think, feel, do: car, cognitive, do, feel, think: gum. 1. (behavioral always buy at check out counter; think about later: feel, do, think: expensive bag, emotional. Internalization: highest level: deep-seeded attitudes become part of consumer"s value system, environmentally conscious, hardest attitude to change ** Multi attribute models: 3 components, attributes, ambience (starbucks, good/premium coffee (starbucks, fast (burger king, beliefs, do we believe these attributes? (1) marketers have to get us to believe in this. Importance weights: how we weight the importance of those differing attributes (1) rate the ambience of starbucks low and the coffee high (a) rate and then sort importance (b) if all important, then successful brand. Influence competitor"s ratings (determine closest competition and do side-by-side comparison/competitive rating model; and what your customer base thinks is important: v. s. Jmu: facilities, cost, class size, average years to graduate. 6 basic principles that influence us to change our minds/attitude: reciprocity, free deals.