CP chapter 6 Attitude

CP chapter 6 Attitude

1. Behave in a consistently favorable or unfavorable manner to a given object

2. Tri-component attitude model (marketers need to adjust to the way attitudes are form and what type of method consumers use for their brand)

   • Affect (feeling regarding an object)
     • rating of attitudinal staement to measure feeling e..g. Starbucks is modern,stylish
   • Cognition (beliefs towards an object,e.g. Knowledge and perception)
     • Measure by rating of product attributes e.g. price and taste
   • Behaviour (likelihood to take action,eg. buy)
     • Measuring purchase intent
   • Attitude formation
     • Cognitive decision making (Cognitive-Affect-Behaviour)
       • High involvement, functional purchase - require extensive information search and evaluation first
         • Highlighting key product features and benefits
     • Affective Decision making (Affect-behaviour-cognitive)
       • High involvement by hedonic needs, base on feelings to purchase, evaluate experience after usage
         • create excitement to prompt purchase
     • Habitual decision making (cognitive-behaviour-affect)
       • low involvement, not much information search, base on knowledge,past experience(internal search) straight purchase)
         • Brand is best in the market, prompt purchase thru Position of sales display or promotions

3. Promotion(marketing communication) can alter consumer attitude towards brand

   • Change consumer attitude towards competitors
     • 1. Direct comparison with competitors
     • 2.Two sided message (highlight product attribute without mentioning competitors