ISO-8859-1__schiffman08

ISO-8859-1__schiffman08 - 8-1Chapter 8Consumer...

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Unformatted text preview: 8-1Chapter 8Consumer Behavior,Consumer Behavior,Eighth EditionEighth EditionSCHIFFMAN& KANUKConsumer Attitude Formation and Change8-2AttitudesA learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.8-3What are Attitudes?The attitude objectAttitudes are a learned predispositionAttitudes have consistencyAttitudes occur within a situation8-4Figure 8.1 Wendys Offers Salads To Differentiate Itself8-5Structural Models of AttitudesTricomponent Attitude ModelMuliattribute Attitude ModelThe Trying-to-Consume ModelAttitude-toward-the-Ad Model8-6Figure 8.2 A Simple Representation of the Tricomponent Attitude ModelConationConationAffectAffectCognition8-7The Tricomponent ModelCognitive ComponentThe knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.Affective ComponentA consumers emotions or feelings about a particular product or brand.Conative ComponentThe likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude object.8-8Multiattribute Multiattribute Attitude Attitude ModelsModelsAttitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs.8-9Multiattribute Attitude ModelsThe attitude-toward-object modelAttitude is function of evaluation of product-specific beliefs and evaluationsThe attitude-toward-behavior modelIs the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself Theory-of-reasoned-action modelA comprehensive, integrative model of attitudes8-10...
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ISO-8859-1__schiffman08 - 8-1Chapter 8Consumer...

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