270-274 (5 pages) - Chapter 7: Attitudes page 270-274 (5...

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Chapter 7: Attitudes –page 270-274 (5 pages) Attitude Models Try to specify the different elements that might work together to influence people’s evaluations of attitudes objects. Multiattribute Attitude Models Our beliefs about a product often are key to how we evaluate that product Multiattribute Attitude Model: assumes that a consumer’s attitude toward an attitude object ( Ao ) depends on the beliefs she has about several of its attributes o We assume that we can identify these specific beliefs & combine them to derive a measure of the consumer’s attitudes Attributes : characteristics of the ( Ao ). A researcher would try to identify the attributes that most consumers would use when they evaluate the ( Ao ). Example: a college’s attributes is its scholarly reputation Beliefs : cognitions about the specific ( Ao ). A belief measure assesses the extent to which the consumer perceives that a bran possesses a particular attribute. Example: a student might
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270-274 (5 pages) - Chapter 7: Attitudes page 270-274 (5...

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