Attitudes

Attitudes

1. Functional Theory of Attitudes

   • Utilitarian - Related rewards and punishments
   • Value-Expressive - Values of self concept
   • Ego-Defensive - Protecting ourselves from threats
   • Knowledge - Need for order, structure or meaning

2. ABC Model

   • Affect: How a consumer Feels
     • Behaviour: Our intentions
       • Cognition: Our beliefs
   • High involvement: CAB, Low involvement: CBA, Experiential: ABC

3. Forming Attitudes

   • Classical Conditioning or Repetition
   • Instrumental Conditioning or Modeling
   • Levels of Commitment
     • Internalization
       • Identification
         • Compliance

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   • Attitudes

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