COMMERCE 3MB3 Chapter Notes - Chapter 7: Cognitive Dissonance, Westjet, Reference Group
25 Dec 2019
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Lasting, general evaluations of an attitude object which could be people, products, ideas, behaviors . Lasting because attitudes endure over time: general because applies to more than a single or momentary event. Abc model of attitudes: a = affect or feelings about an attitude object, b = behavior or intention to behave in a particular way in relation to an attitude object. C = cognition or thinking and beliefs about an attitude object. Hierarchies of effects: all three components (a,b,c) of attitude are important, different situations and levels of involvement mean that the three are combined in different ways and sequences. Low-involvement hierarchy: attitude is based on behavioral learning (were you rewarded or punished?) Low-level: think do feel: beliefs behaviour affect. High-involvement hierarchy: attitude is based on cognitive information processing (higher forms of belief are formed, high-level: think feel do, beliefs affect behaviour.
