MCS 2600 Chapter 8: Chapter 8 Consumer Behavior.docx

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

Document Summary

Attitude: is a learned predisposition to behave in a consistently favourable or unfavourable way with respect to a given object. Attitudes have a motivational quality, they might propel a consumer toward a particular behaviour or repel the consumer away from a particular behaviour. Another characteristic of attitudes is that they are relatively consistent with the behaviour they reflect. Attitudes are not necessarily permanent; they do change. Event 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 attitudes. Tricomponent attitude model according to this model attitudes consist of three major components: a cognitive component, an affective and a conative component. Knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.