Chapter 8- consumer attitude information and change.docx

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Marketing and Consumer Studies
MCS 2600
Nicole Mc Callum

Chapter 8 consumer attitude information and change What are attitudes – attitude is a learned predisposition to behave consistently in a favorable or unfavorable way with respect to a given object – Attitudes occur within a situation: by situation we mean events or circumstances that at a particular point in time influenced the relationship between attitude and behavior Tricomponent attitude model - attitudes consists of three major components: a cognitive component, an affective component, and a conative component - The cognitive component o that is the knowledge and perceptions that are required by a combination of direct experience with the attitude object and related information from various sources - The affective component: consumers emotions or feelings about a particular product or brand constitute the affective component of an attitude o Affect -aden experiences also manifest themselves as emotionally charge states for example happiness sadness shame discussed etc o Positive and negative forms of affect operate differently and direct and indirect effects on outages are influenced by brand familiarity - The conative component o Concerned with the likelihood or tendency that an individual will undertake the specific action or behave any particular way with regard to the attitude object o Frequently treated as an expression of the consumers intention to buy Multiattribute attitude models - portray consumers’ attitude with regard to an attitude object as a function of consumers perception and assessment of the key attributes or beliefs held with regard to the particular attribute object - The attitude toward behavior model is designed to capture the individual attitude toward behaving or acting with respect to an object rather than the attitude toward the object itself - theory of reasoned action model: represents a comprehensive integration of attitude components into a structure that is designed to be both better explanation and better predictions of behavior o To understand intentional we also need to measure the subjective norms that involved in individual intention to act Theory of trying to consume model - there often personal impediments, environmental impediments - the key point is that in these cases of trying the outcome is not and cannot be assumed to be certain Attitude toward the ad model - the model depicts the consumer forms various feelings and judgments as a result of exposure to the ad - feeling and judgments affect the consumers attitude toward the ad and beliefs about the brand - Finally the consumers attitude toward the ad and beliefs about the brand influence attitude toward the brand How attitudes are learned: - the shift from no attitude to an attitude is a result of learning - An established brand name is an unconditioned stimulus that through past positive reinforcement result in favorable brand attitude - A new product yet to be linked to be established brand would be a conditioned stimulus Sources of influence on attitude formation: - the formation of consumer attitudes is strongly influence by personal experience influence of friends and family direct marketing mass media and Internet - Nic
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