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Chapter 8
Consumer Attitude Formation and Change
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Attitudes
A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.
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Conation
Affect
Cognition
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Affective Component
A consumers emotions or feelings about a particular product or brand.
Conative Component
The likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.
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Attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.
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Theory-of-reasoned-action model
A comprehensive, integrative model of attitudes
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AttitudeTowardBehavior Model
A model that proposes that a consumers attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).
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Subjective norm
An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumers attempt to consume (or purchase).
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Table 8.6 Selected Examples of Potential Impediments That Might Impact Trying
POTENTIAL PERSONAL IMPEDIMENTS I wonder whether my fingernails will be longer by the time of my wedding. I want to try to lose fifteen pounds by next summer. Im going to try to get tickets for a Broadway show for your birthday. Im going to attempt to give up smoking by my birthday. I am going to increase how often I go to the gym from two to four times a week. Tonight, Im not going to have dessert at the restaurant. POTENTIAL ENVIRONMENTAL IMPEDIMENTS The first ten people to call in will receive a free T-shirt. Sorry, the shoes didnt come in this shipment from Italy. There are only three bottles of champagne in our stockroom. You better come in sometime today. I am sorry. We cannot serve you. We are closing the restaurant because of a problem with the oven.
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AttitudeTowardthe-Ad Model
A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumers attitude toward the ad and attitude toward the brand.
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A theory that suggests that a persons level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.
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Form Attitude
Form Attitude
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Holds that discomfort or dissonance occurs when a consumer holds conflicting thoughts about a belief or an attitude object.
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Postpurchase Dissonance
Cognitive dissonance that occurs after a consumer has made a purchase commitment. Consumers resolve this dissonance through a variety of strategies designed to confirm the wisdom of their choice.
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Attribution Theory
A theory concerned with how people assign casualty to events and form or alter their attitudes as an outcome of assessing their own or other peoples behavior.
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Attributions Toward Others Attributions Toward Things How We Test Our Attributions
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SelfPerception Theory
A theory that suggests that consumers develop attitudes by reflecting on their own behavior.
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Defensive Attribution
A theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution).
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