CLASS 5: CONSUMER ATTITUDES

CLASS 5: CONSUMER ATTITUDES

1. Definition: learned predisposition toward an object to respond or act toward that object in a favorable or unfavorable way

2. Affect, Beliefs, Conation

3. COGNITION: THOUGHTS AND BELIEFS ABOUT AN OBJECT

   • Multi-attribute Model of Attitudes (Compensatory model)
     • Fishbein: attitude x evaluation
     • Rosenberg: attitude x importance
   • Heuristic Decision Making (Conjunctive, Lexigographic, EBA)

4. AFFECT: SUBJECTIVE FEELING STATES AND MOODS

   • Integral effect
     • Evaluative conditioning
     • Feelings as information account
   • Incidental affect (personal mood)
     • Important: put the customer in a good mood
       • want: Differential memory accissibility account: good mood => positive thoughts are more accessible in mind
       • En: Feelings as information account: people misattribute their mood to their attitudes toward objects

5. Subjective (social) norms (other factors)

   • Theory of reasoned action
     • Subjective norms = normative beliefs x motivation to comply

6. Perceived Behavioral control

   • Theory of planned behavior
     • Control beliefs x perceived power

7. Increase intention - behavior links dmv Implementation Intensions

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