Textbook Notes (369,141)
Canada (162,412)
MCS 2600 (65)
Chapter 8

chapter 8 CB notes.docx

3 Pages

Marketing and Consumer Studies
Course Code
MCS 2600
Lianne Foti

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Chapter 8 Consumer Behaviour NotesConsumer Attitude FormationChangeWhat are attitudes Attitudes arent 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 objectThe attitude object Should be interpreted broadly to include specific consumption or marketingrelated concepts such as product product category brand service possessions product use causes or issues people advertisement internet site price medium or retailer Attitudes are a learned predisposition There is a general agreement that attitudes are learnedThis means that attitudes relevant to purchase behaviour are formed as a result or direct experience with the product wordofmouth of acquired from others or exposure to massmedia ads the internet or various forms of direct marketing Have a motivational quality which means they might propel a consumer toward a articular behaviourAttitudes have consistencyThey are consistent but do change We expect consumer behaviour to correspond to attitude BUT situational influences Eg cost might interveneAttitudes occur within a situation A specific situation might cause consumers to behave in ways seemingly inconsistent with their attitudesStructural Models of AttitudesTricomponent Attitude Model Consists of 3 major components1 The Cognitive Component Consists of a persons cognitions that is the knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related info from various sources Usually takes form of beliefs the consumer believes that the attitude object possesses various attributes2 The Affective Component A consumers emotions or feelings about a particular product or brand Captures the extent to which the consumer r
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