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Attitude:
A lasting, general evaluation of people (including oneself), objects, advertisements, or issues Anything toward which one has an attitude is called an object (Ao). Attitudes are lasting because they tend to endure over time.
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This Norwegian ad addresses young peoples smoking attitudes by arousing strong negative feelings. The ad reads (left panel) Smokers are more sociable than others. (Right panel): While it lasts.
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Behavior:
Involves the persons intentions to do something with regard to an attitude object
Cognition:
The beliefs a consumer has about an attitude object
Hierarchy of Effects:
A fixed sequence of steps that occur en route to an attitude
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Figure 7.1
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Attitude Hierarchies
The Standard Learning Hierarchy:
Consumer approaches a product decision as a problemsolving process
Experiential Hierarchy
Emotional Contagion:
Emotions expressed by the communicator of a marketing message affect the attitude toward the product
Cognitive-Affective Model:
Argues that an affective judgment is the last step in a series of cognitive processes
Independence Hypothesis:
Takes the position that affect and cognition involve two separate, independent systems
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Discussion Question
Sexually suggestive scenes like the one depicted in this ad for Union Bay clothing can generate feelings that affect brand attitudes. What specific types of feelings or responses can this type of advertisement elicit? How will this scene affect the attitude toward the ad?
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Forming Attitudes
Not All Attitudes are Created Equal:
Levels of Commitment to an Attitude: The degree of commitment is related to the level of involvement with an attitude object
Compliance Identification Internalization
By describing Cadillac as my company, the woman in this ad exhibits a high level of attitudinal commitment to her employer. 7 - 12
Attitudinal Commitment
This ad for a magazine illustrates that consumers often distort information so that it fits with what they already believe or think they know. 7 - 14
Discussion Question
Consumer researchers understand that consumers like to bask in the reflected glory of successful college athletic programs by wearing merchandise adorned with logos like the ones on the right. How do the different attitude theories explain this consumer phenomenon?
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Attitude Models
Attitude Models:
Specify the different elements that might work together to influence peoples evaluations of Aos
Multiattribute Models:
Model that assumes a consumers Ao will depend on the beliefs he or she has about several attributes toward the object
Attitude Models
Choosing products:
We often choose products because of their association with a certain lifestyle.
Affect referral:
A process by which a consumers overall attitude is formed by an overall affective response
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Aijk = ijkIik
Where:
i = attribute j = brand k = consumer I = the importance weight given attribute I by consumer k = consumer ks belief regarding the extent to which brand j possesses attribute I A = a particular consumers (ks) attitude score for brand j
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Changing Attitudes
Percentage of 16- to 24-year-olds who agree We must take radical action to cut down on how we use our cars. Figure 7.4
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