BUS 359 Chapter Notes - Chapter 8: Simile, Geico Advertising Campaigns, Theory Of Reasoned Action

• School: Stony Brook University
• Department: Business Management
• Course: BUS 359
• Professor: Paul Connell

Document Summary

Attitude = lasting, general eval of ppl, objects, advertisements, or issues. Attitude object = anything toward which one has an attitude. Lasting b/c appears to endure overtime, more than momentary. Affect how consumer feels about an attitude object. Cognition what person believes to be true about the attitude object. Compliance form attitude b/c helps us gain rewards/avoid punishments: hella superficial and likely to change when not monitored. Identification form attitude to conform to other person"s/group"s expectations. Internalization deep seated attitudes that become part of our value syhst: hard to change because so important to us. Princip of cognitive consistency value harmony among thoughts, feelings, and behaviors: need to maintain uniformity among these elements motivates us. Adding my aunt smoked till she died at 95 . Changing question rsrch that links cancer and smoking: can help explain why eval of prod incr after we buy product. Assumes we observe own behavior to determin what our attitudes are.