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Chapter 8

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Marketing and Consumer Studies
MCS 2600
Lianne Foti

Chapter 8 Consumer Attitude Formation and Change Attitude- a learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object -occur within a situation -attitude object - product, product category, brand, product use, causes, people, ads, internet sites, price, retailer -consistent, but do change with situational influences (ie. Cost) Structural Models of Attitudes: 1. Tricomponent Attitude Model Conation (thinking) – knowledge and perceptions (beliefs) Affect - feeling Conative –behaving 2. Multiattribute Attitude Model -examine the composition of consumer attitudes in terms of selected product attributes/beliefs Attitude-toward-object- suitable for measuring attitudes toward the brand/personality/service; attitude is function of the presence of certain beliefs/attributes Attitude-toward-behavior –is the attitude toward behaving with respect to object rather than attitude to object itself; corresponds closely to actual behavior Theory of reasoned actions- includes cognitive, affective, and conative components; subjective norms in addition to attitude Theory of planned behavior – attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumer’s attempt to consume (or purchase) 3. Theory of Trying to Consume – often personal impediments (budget, diet) or environmental (sold out, location to purchase) 4. Attitude Toward The Ad Model – forms various feelings (affects) and judgments (cognitions) as a result of exposure to an ad, which, in turn, affect the consumer’s attitude toward the attitude toward the ad and attitude toward the brand Attitude Formation -sources of influence on attitude formation: personal experience, influence of family, direct marketing and mass media, personality factors Strategies of Attitude Change -changing the basic motivational function -associating the product with an attitude group of event -resolving two conflicting attitudes -altering components of multi-attribute model -changing beliefs about competitors beliefs Changing the Motivational Function: -Utilitarian Function –when brand has
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