Fichas
T6 - Attitude
Fichas del conjunto (22)
- 1AttitudeA lasting, general evaluation of people (including oneself), objects, advertisements, or issues.
A predisposition to evaluate an object or product positively or negatively. - 22 types of attitudes in Marketing:Attitude toward objects (e.g. products, brands)
Attitudes toward actions/behaviors - 3Katz’s Attitude FunctionsUtilitarian function
Value-expressive function
Ego-defensive function
Knowledge function - 4Utilitarian functionattitude helps to decide whether a product provides positive/negative outcomes (pleasure and pain)
- 5Value-expressive functionattitude helps to decide whether a product expresses about the consumer’s self-concept and values
- 6Ego-defensive functionattitude helps to decide whether a product protects the consumer from external/internal threats
- 7Knowledge functionattitudes formed as the result of a need for order, structure or meaning.
- 8The ABC Model of AttitudesAffect:
The way a consumer feels about an attitude object
Behavior:
Involves the person’s intentions to do something with regard to an attitude object
Cognition:
The beliefs a consumer has about an attitude object - 9Standard (High-involv.) learning hierarchy(Think →Feel→Do)
- 10Low-involvement hierarchy(Do→Feel→Think)
Consumer forms an evaluation only after product trial - 11Experiential hierarchy(Feel→Do→Think )
- 12Forming Attitudes - degreeCompliance
Identification
Internalization - 13Forming attitudes - waysClassical conditioning
Instrumental conditioning
Complex cognitive process - 14Forming Attitudes - consistencyPrinciple of Cognitive Consistency: Consumers value harmony among their thoughts, feelings or behaviors to be consistent with other experiences
- 15Theory of Cognitive Dissonancedistressing mental state caused by inconsistency between a person’s two beliefs or a belief and an action.
- 16Resolution Self-Perception Theoryof cognitive dissonanceObserve yourself to understand what your attitudes are. In the same way you judge about attitudes of other people based on observing their behavior.
- 17Social Judgment TheoryWe assimilate new information about attitude objects in light of what we already know/feel
Initial attitude = frame of reference. New information is categorized in terms of existing standards. - 18Balance Theory
- 19Fishbein Attitude modelA consumer’s attitude is affected by an object’s attributes. Multi-attribute attitude models have attempted to explore the many attributes that might impact a consumer’s decision-making process. This type of model assumes that a consumer’s attitude (evaluation) of an attitude object will depend on the beliefs he or she has about several or many attributes of the object.
- 20Theory of Reasoned Action (TRA)Intentions Versus Behavior
Attitude Toward Buying
Social Pressure - 21Theory of Reasoned Action Formula
- 22Three Ways to Influence Attitudes
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- CB Fichas sobre T6 - Attitude, creado por Sara Dias el 03/12/2018.
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- Sara Dias
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