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MCS 2600 (65)
Chapter 8

Chapter 8 Consumer Behavior.docx

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Marketing and Consumer Studies
MCS 2600
Lianne Foti

Chapter 8 Consumer Attitude 9101516 Attitude Is a learned predisposition to behave in a consistently favourable or unfavourable way with respect to a given object Attitudes are learned this means that attitudes relevant to purchase behaviour are formed as a result of direct experience with the product word of mouth information acquired from others or exposure to mass media advertising the Internet and various forms of direct marketing catalogAttitudes have a motivational quality they might propel a consumer toward a particular behaviour or repel the consumer away from a particular behaviourAttitudes Have ConsistencyAnother characteristic of attitudes is that they are relatively consistent with the behaviour they reflect Attitudes are not necessarily permanent they do change Attitudes occur within a situationEvent or circumstance that at a particular point in time influence the relationship between an attitude and behaviour A specific situation can cause consumers to behave in ways seemingly inconsistent with their attitudesStructure Models of AttitudesTricomponent Attitude Modelaccording to this model attitudes consist of three major components a cognitive component an affective and a conative componentCognitive ComponentKnowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources This knowledge and resulting perceptions commonly take the form of beliefs that is the consumer believes that the attitude object possesses various attributes and thatspecific behaviour will lead to specific outcomesAffective ComponentA consumers emotions or feelings about a particular product or brand constitute the affective component of an attitude These emotions and feelings are frequently treated by consumers researchers as primarily evaluative in nature that is they capture an individuals direct or global assessment of the attitude object extent to which an individual rates the attitude object as good or badThe Conative ComponentConcerned with the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object It is the consumers intention to buy Intention to buy scales I will buy it I am uncertain if I will buy it etcMultiattribute attitude modelsIt portrays consumers attitudes with regard to an attitude product service direct mail catalog or cause or an issue as a function of consumers perception and assessment of the key attributes or beliefs held with regard to a particular attitude 3 models to consider1 Attitude toward object model Measures attitude toward a productservice category or specific brand According to this model the consumers attitude toward a product or specific brands of a product is a function of the presence or absence and evaluation of certain product specific beliefs andor attributes 2 Attitude toward behaviour model Designed to capture the individuals attitude toward behaving or acting with respect to an object rather than the attitude toward the object itself The appeals of the attitude toward behaviour model is that it seems to correspond somewhat more closely to actual behaviour that does the attitude toward object model 3 Theory of reasoned action model TRA Represents a comprehensive integration of attitude components into a structure that is designed to lead to both better explanation and better predictions of behaviour Incorporates a cognitive component an affective and conative component however these are arranged in a pattern different from that of the tricomponent model
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