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 “object”•Attitudes are a learned predisposition•Attitudes have consistency•Attitudes occur within a situation8-4Figure 8.1 Wendy’s Offers Salads To Differentiate Itself8-5Structural Models of Attitudes•Tricomponent Attitude Model•Muliattribute Attitude Model•The Trying-to-Consume Model•Attitude-toward-the-Ad Model8-6Figure 8.2 A Simple Representation of the Tricomponent Attitude ModelConationConationAffectAffectCognition8-7The Tricomponent Model•Cognitive Component–The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.•Affective Component–A consumer’s emotions or feelings about a particular product or brand.•Conative Component–The 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 Models•The attitude-toward-object model–Attitude is function of evaluation of product-specific beliefs and evaluations•The attitude-toward-behavior model–Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself •Theory-of-reasoned-action model–A comprehensive, integrative model of attitudes8-10...
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ISO-8859-1__schiffman08 - 8-1Chapter 8Consumer...

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