Forming Attitudes - Andrew Altig Forming Attitudes pg...

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Andrew Altig [Type text] Forming Attitudes We form an attitude in several different ways, depending on the particular hierarchy of effects that is operating. We can learn about a brand based on classical conditioning, when a marketer repeatedly pairs an attitude object such as the Pepsi brand with a jingle. An attitude can also be formed as the result of instrumental conditioning, when the marketer reinforces consumption of the attitude object (such as taking a swig of Pepsi will quench thirst). Also this learning can resort from modeling the behavior of friends or celebrities, that causes the consumer to believe they can fit into this desirable lifestyle that the commercials portray All attitudes are not created equal Not everyone has the same thoughts and identity. Some may have a slight positive attitude toward a product and will be ready to abandon it as soon as something better comes along, whereas others may become part of the devoted fan base. Levels of Commitment to an Attitude
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Forming Attitudes - Andrew Altig Forming Attitudes pg...

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