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Chapter 7 AttitudesThe Power of Attitudes-attitude- a lasting, general evaluation of ppl (including oneself), objects, or issues-attitude object (A0)- anything toward which one has an attitudeThe Functions of Attitudes-functional theory of attitudes- a pragmatic approach that focuses on how attitudes facilitate social behaviour; attitudes exist b/c they serve some fxn for the person -they’re determined by a person’s motives-two ppl can each have the same attitude toward some object for very diff reasons -helpful for markets to know why an attitude is held before attempting to change it -attitude functions identifies by Katz:Utilitarian fxn: related to the basic principles of reward and punishment. Develop our attitudes toward products simply on the basis of whether these products provide pleasure or pain-ex. if they like a burger they’ll develop a positive attitude toward burgers -ads stress straightforward product benefits to appeal to utilitarian fxnValue-expressive fxn: express the consumer’s self-concept or central values-person forms an attitude b/c of what the product says about him/her as a person (ex. what type of man rides a Harley?); highly relevant to lifestyle and psychographic analysesEgo-defensive fxn: attitudes that are formed to protect the person either from external threats or internal feelings, perform an ego-defensive fxn-ex. deodorant as that stress the desire, embarrassing consequences of being caught with underarm odor in publicKnowledge fxn: some attitudes are formed as the result of a need for order, structure, or meaning-this fxn applies when a person is in an ambiguous situ (it’s okay to wear casual pants to work but only Friday) or when they confronts a new product (Bob wants to know about pain relievers) -an attitude can serve more than one fxn but usually one is dominant, by identifying that one marketers can emphasize these benefits in their communications and packages-understanding the attitude’s importance to an ind and to other who share sim characteristics can be useful to marketers who are trying to devise strategies that will appeal to diff customer segments The ABC Model of Attitudes-attitude has three components:affect- the way a consumer feels about an attitude object behaviour- the person’s intentions to do something with regard to an attitude object cognition- the beliefs a consumer has bout an attitude objects -model emphasizes the interrelationships among knowing, feeling, and doingHierarchies of Effects=a fixed sequence of steps that occurs during attitude formation; this sequence varies 1
depending on such factors as the consumer’s level of involvement with the attitude objectThe High-Involvement Hierarchy-consumer approaches a product decision as a problem solving process-1stthey form beliefs about a product by accumulating knowledge regarding relevant attributes-next consumer evals these beliefs and forms a feeling about the product (affect)