Tutorial 3.pdf - MKTG2501 Consumer Behaviour MKTG2501 Consumer Behaviour Tutorial topic for discussion Attitudes Attitude Change Tutor Name Email

Tutorial 3.pdf - MKTG2501 Consumer Behaviour MKTG2501...

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MKTG2501 Consumer Behaviour © Dr Josephine Previte 1 1 Tutor Name Email Consultation Location & Hours MKTG2501 Consumer Behaviour Tutorial topic for discussion: Attitudes & Attitude Change 2 Learning Objectives Upon successful completion of this tutorial you should an understanding of: o How attitudes are formed and changed o Why it is important for marketers to understand the nature and power of attitudes o How to apply attitude theories and frameworks to a practical scenario.
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MKTG2501 Consumer Behaviour © Dr Josephine Previte 2 3 Attitudes are the lasting, general evaluations of Attitude Objects (A O ) • Attitude Object (A O ) : Anything a person has an attitude towards – people (including oneself), products, services, advertisements, issues, etc The Nature of Attitudes An attitude has two components: Emotion (Affect) : the way a consumer feels about an Attitude Object (A O ) Cognition : the beliefs a consumer holds about an Attitude Object (A O ) Both components are important, but their relative importance will vary depending on a consumer’s level of motivation regarding the attitude object. 4 Open up Revel Find the link on the MKTG2501 Blackboard ¾ Go to the Table of Contents – Chapter 8 ¾ Click on the Mini-Sim: Attitudes and Persuasive Communication
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MKTG2501 Consumer Behaviour © Dr Josephine Previte 3 5
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