MCS 2600 Chapter 8: chapter 8 CB notes.docx

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Attitudes aren"t directly observable but must be inferred from what people say or do. An attitude is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object. Should be interpreted broadly to include specific consumption or marketing-related concepts such as product, product category, brand, service, possessions, product use, causes or issues, people, advertisement, internet site, price, medium, or retailer. There is a general agreement that attitudes are learned. This means that attitudes relevant to purchase behaviour are formed as a result or direct experience with the product, word-of-mouth of acquired from others or exposure to mass-media ads, the internet, or various forms of direct marketing. Have a motivational quality which means they might propel a consumer toward a articular behaviour. We expect consumer behaviour to correspond to attitude but situational influences (e. g. cost) might intervene. A specific situation might cause consumers to behave in ways seemingly inconsistent with their attitudes.