The consumer and its attitudes

The consumer and its attitudes

1. Compose of

   • Beliefs
     • Types
       • Positive
       • Negative
       • Neutral
       • Variable
       • Contradictory
       • Others
     • Qualificated by
       • The Multiattribute Model
   • Affects (feelings)
     • Based on beliefs
     • Independant of believes
   • Behavioral Intentions
     • Consumer plans , motivated by beliefs, affects, others.
     • Sometimes can be inconsistent because
       • Ability
       • Competing demands for resources
       • Social influence
       • Measurement Problems

2. Change strategies

   • Affect
   • Behaviour
   • Beliefs
     • Change current beliefs
     • Change the importance
     • Add beliefs
     • Change ideal

3. About ads

   • One sided vs. Two sided appeals