MGMC02H3 Chapter Notes - Chapter 005: Monoamine Oxidase Inhibitor, Classical Conditioning, Sunscreen
Document Summary
Attitude is a relatively global and enduring evaluation of an object, issue, person, or action. They persist over time and reflect based on set of associations linked to it: what are attitudes. Functions: cognitive how attitudes influence thoughts, affective how attitudes influence feelings, connotative how attitudes influence behavior. Marketing implications: attitude = influence acquiring, consuming, disposing, change attitudes = change decision making and behavior, cognitive = external source advertising, salespeople, internet, friends, memory. Info about features = favorable attitude: affective = see others experiencing emotions of use. Consumers consideration of message based on mao: central. Route processing = attitude formation and process requires high effort: high mao = careful, effortful analysis of true merits, high confidence, strongly held attitude, high resistance to change, peripheral. Route processing = attitude formation and process requires low effort: low mao = tangential, superficial analysis of message, not on true merits.
