COM 362 Chapter Notes - Chapter 7: Cognitive Dissonance, Classical Conditioning, Theory Of Reasoned Action

• School: University of Victoria
• Department: Commerce
• Course: COM 362
• Professor: H A R D I S T Y, D A V I D

Document Summary

Aitude object = anything towards which a person has an aitude. Funcional theory of aitudes: aitudes are formed to make it easier to deal with similar informaion in the future. When marketers know which beneits an aitude brings, they can emphasize these beneits in their communicaions and packaging. Abc model of aitudes: components of an aitude: afect (feeling about an aitude object), behaviour (intenion to do sth. regarding an aitude object) and cogniion (beliefs about an aitude object). Hierarchy of efects: explains the relaive impact of the three components: High-involvement hierarchy: accumulaing knowledge (cogniion), forming a feeling (afect), buying the product (behaviour) -> cogniive processing. Low-involvement-hierarchy: collecing only a minimal amount of informaion (cogniion), acing (behaviour), forming an emoional response (afect) -> behavioural learning. Zajonc"s model: consumers act on the basis of their emoional reacions (experienial hierarchy of efects/ afect), buying (behaviour), cogniion -> hedonic consumpion. Cogniive-afecive model: afecive judgement is the last step in the cogniive process.