Ch7_Mon - There is not enough darkness in all the world to...

Info iconThis preview shows pages 1–8. Sign up to view the full content.

View Full Document Right Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: There is not enough darkness in all the world to put out the light of even one small candle .-- Robert Alden Shampoo Suicide Attitudes  The Power of Attitudes  Forming Attitudes  Using Attitudes to Predict Behavior An attitude is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues.  Anything that one has an attitude toward is called an attitude object (Ao) .  An attitude is lasting because it tends to endure over time.  Attitudes help us to make all forms of choices Which is better??? Functions of Attitudes:  The functional theory of attitudes attempts to explain how attitudes facilitate social behavior  States that attitudes exist because they serve some function for the person -- they are determined by a persons motives  Utilitarian function : Based on reward and punishment  Value-expressive function : Goes to the consumers central values  Ego-defensive function : Protects the person from threats  Knowledge function : The need for order, meaning, and structure The ABC Model of Attitudes:  Affect refers to the way a consumer feels about an attitude object  Behavior involves the persons intentions to do something with regard to an attitude object  Cognition refers to the beliefs a consumer has about an attitude object Hierarchy of Effects: 1. The standard learning hierarchy this is a problem- solving process 2. The low-involvement hierarchy based on good or bad experiences 3. The experiential hierarchy an emotional response Product Attitudes Dont Tell the Whole Story...
View Full Document

Page1 / 19

Ch7_Mon - There is not enough darkness in all the world to...

This preview shows document pages 1 - 8. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online