MKG 310 Chapter Notes - Chapter 11: Elaboration Likelihood Model, Classical Conditioning
Document Summary
An attitude is an enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. The one way thinks, feels, and acts toward some aspect of his or her environment. The cognitive component consists of a consumer"s beliefs about an object. The more positive beliefs associated with a brand, the more positive each belief is; and the easier it is for the individual to recall the beliefs, the more favorable the overall cognitive component is presumed to be. 5 and because all the components of an attitude are generally consistent, the more favorable the overall attitude is. This logic underlies what is known as the multiattribute attitude model. Model assume that all attributes are equally important in determining our overall evaluation. A popular way of measuring importance weights is with a 100-point constant-sum scale. Feelings or emotional reactions to an object present the affective component of an attitude.
