Lecture 4 Consumer Behaviour.docx - Consumer Behaviour...

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Consumer Behav iour: Lecture 4 Topic: Attitudes Attitude: A lasting general evaluation of people, objects or issues Why form attitude: Utilitaria n : an attitude to help seek out rewards (basic principles of reward vs. punishment). We can develop an attitude toward a product simply on the basis of whether it provides pleasure or pain. (I.e. I love the taste of a cheeseburger – attitude). Value-Expressive attitude : expresses my values (I.e. People who drive Harley Davidson) Ego-Defensive : we might like something because it makes us feel good or safe – Attidues that are formed to PROTECT the person, from external or internal threats. (Manly ad’s that might appeal to insecurities about masculinity). Knowledge: attitude formed as result of a need for order, structure or meaning. Ex. Marketers identifying the benefits of the product on packaging. Attitudes have three components Affect : what you feel about an attitude object. Behaviour : what you do Cognitive : beliefs a consumer has about an attitude object. Hierarchies of Effects High Involvement ( start with cognition > affect > behaviour): Things that are expensive and require thinking - Problem solving process. - Collecting knowledge about product, evaluates beliefs and forms a feeling, then acts Low involvement : (Cognition > behaviour > affect) -Consumer collects minimum knowledge before acting and has an emotional response only after consuming the product. Doesn’t really have a preference for any brand rather acts on the basis of limited knowledge and forms an evaluation later. Zajoncs Model (aka the experiential model) ( Affect > Behaviour > Cognition) - we act on the basis of our emotional reactions. I.e using a product is exciting or pleasing like an iphone Attitude Commitment: Related to level of involvement: Compliance : As soon as you remove the potential reward or punishment, it goes away. Likely to change when the person’s behaviour is not monitored by others – ex. Someone might drink pepsi because it’s the brand all his friends drink. Identification: attitudes are formed so that the consumer will feel similar to another group. Ad’s that depict social consequences of choosing some products over others. Internalization: At a high level of involvement, deep seated attitudes are internalized and become a part of someone’s value system. Hard to change, because its so impt.

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