The consumer and its attitudes

The consumer and its attitudes

1. Consumer attitudes are a composite of a consumer’s

   • Beliefs
     • Positive
     • Negative
     • Neutral
     • Multiattribute Model
       • The Fishbein
   • Affect (Feeling)
     • Feelings toward brands or other objects
   • Behavioral Intentions
     • What the consumer plans to do with respect to the object
   • Attitude-Behavior Consistency
     • Consumers often do not behave consistently with their attitudes
       • Ability
       • Competing demands for resources
       • Social Influence
       • Measurement problems

2. Attitude Change Strategies

   • Changing affect
   • Changing behavior
   • Changing beliefs
     • Change currently held beliefs
     • Change the importance of beliefs
     • Add beliefs
     • Change ideal

3. One-sided vs. two-sided appeals