CB_ch7_notes - Chapter 7 - Attitudes The Power of...

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Chapter 7 - Attitudes The Power of Attitudes: •Attitude: a lasting, general evaluation of people, objects, advertisements, or issues –Attitude object ( A O ) –Help to determine a number of preferences and actions Functional Theory of Attitudes : •Katz: Attitudes exist because they serve some function –Determined by a person’s motives •Attitude functions: –Utilitarian –Value-expressive –Ego-defensive –Knowledge •Marketers emphasize the function a product serves for consumers (what benefits it provides) Fan Commitment Profiles: •Die-hard, highly committed fans –Marketing: provide sports knowledge and relate attendance to personal goals/values •Unique, self-expressive game experience –Marketing: “brand switchers” who seek thrills wherever they can get them •Looking for camaraderie –Marketing: provide benefits related to small-group activities ABC Model of Attitudes: •Three interrelated attitude components: –Affect –Behaviour –Cognition •Hierarchy of effects –Relative impact/importance of attitude components depends on consumer’s motivation toward attitude object 1
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Hierarchy of Effects: •Standard Learning Hierarchy –Results in strong brand loyalty –Assumes high consumer involvement •Low-Involvement Hierarchy –Consumer does not have strong brand preference –Consumers swayed by simple stimulus-response connections •Experiential Hierarchy –Consumers’ hedonic motivations and moods –Emotional contagion –Cognitive-affective model vs. independence hypothesis Attitude Toward the Ad: •We form attitudes toward objects other than the product that can influence our product selections •We often form product attitudes from its ads A ad : attitude toward advertiser + evaluations of ad execution + ad evoked mood + ad arousal effects on consumer + viewing context Ads Have Feelings Too: •Commercials evoke emotion –Upbeat feelings – amused, delighted, playful –Warm feelings – affectionate, contemplative, hopeful –Negative feelings – critical, defiant, offended Forming Attitudes: •Classical conditioning •Instrumental conditioning
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Attitude Commitment: •Degree of commitment is related to level of involvement with attitude object
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This note was uploaded on 11/16/2009 for the course BBA ADMN3116 taught by Professor G.jensen during the Fall '09 term at Laurentian.

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CB_ch7_notes - Chapter 7 - Attitudes The Power of...

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