Management and Organizational Studies 3321F/G Chapter Notes - Chapter 7: Balance Theory, Classical Conditioning, Conation

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 3321F/G
• Professor: John White

Document Summary

Independence hypothesis: affect and cognition are two separate, partially independent systems and affective responses do not always require prior cognition: balances the traditional, rational emphasis on calculated decisions making. Forming attitudes: classical conditioning: pairing an unconditioned and conditioned stimulus. 3: very superficial, and very easy to change. Identification: occurs when attitudes are formed so that the consumer will then feel similar to another person or group: relies on the tendency for consumer to imitate the behaviour of desirable models. Involves relations among three elements that result in a triad: each triad contains a person and his or her perceptions, an a0 and some other person or object. 5: the perceptions can either be positive or negative, this theory says people desire realtions among the triad elements to be. Harmonious or balance (all positive or all negative) If your brand is viewed as superior in one attribute, you must convince consumers it"s a(cid:374) i(cid:373)porta(cid:374)t o(cid:374)e: strengthen perceived product attribute links.