NotesSecond half of Semester134A

NotesSecond half of Semester134A - LECTURE AFTER SECOND...

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LECTURE, AFTER SECOND MIDTERM.dOCX Page 1 of8 LECTURE AFTER SECOND MIDTERM ATTITUDES . Thought Question ry Assume that you have been hired to rescue a brand of watch with low sales. How could you try to change consumer's attitudes towards the watch? I. Attitude DeveloPment a. External Factors i. FamilY ii. Peer grouP b. Internal Factors i. ExPerience ii. PersonalitY II. Attitude Models a. Balance Theory (Be Heider) i. Individuals alter their perceptions to maintain consistency between beliefs and evaluations ii. Cognitive dissonance iii. r unbalanced triads have an odd number of minus signs . balanced triads have r two minus signs r no minus signs b. Theory of Reasoned Action (by Fishbein and Ajzen) i. * insert formula ii. b1 : belief(consumers beliefabout a brand regarding a product attribute) l. measured using a rating sYstem 2. ie. I believe that using crest toothpaste. .. iii. ei - evaluation of the belief (the amount of importance a consumer gives to that attribute) l. ie. I feel that having white teeth is. .. iv. n' : norTnative belief ( beliefs external to the consumer such as peer group norms) L ie. My friends think that using crest. .' v. M1 : motivation to comply w/normative beliefs (to comply with what peers believe) 1. Ie. When it comes to my friend's opinions about the whitening effects of crest toothpaste. .. vi. *insert step 2 .. 511812009
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LECTURE AFTER NOTES FROM THE BOOK 1. Functions ofattitudes REFERENCE GROUPS i 560 .. 511812009 Page 2 of 8 SECOND MIDTERM.docx vii. BI : behavioral intentions l. Consumersintentions 2. Behavioral intentions to purchase a particular brand are thought to approximate actual purchasing behavior a. Utilitarian function i. Attitudes develop whether the product provides pleasure or pain b. Value-expressivefunction i. Objective benefits, a person forms a product attitude because ofwhat the product says about them as a person c. Ego-defensive i. Auitudes we form to protect ourselves from external threats or internal feelings 1. Ie-housewivesin l950resistedinstantcoffeemakesbecausetheyfeltisthreatenedtheir conception of themselves as capable homemakers d. Knowledge function i. We form some attitudes because of need for order, structure or meaning Fr^nc,Jrc nt s oL cftttwle \.,{\n\rV'tnc"n ABC MODEL oF ArrrruDES p^cr4:i ,-* u Vc^\*e-:?,ql . Affect is how a consumer feels about an r Behavior refers to his intentions to take a r Cognition is what he believes to be true a 'h) rrtct\z-t LEVELS OR COMMITMENT TO AN ATTITUDE VN'E- -compliance- at the lowest level of involvement, compliance, a person forms an attitude because it helps in gaining rewards or avoiding punishments from others. 11-
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NotesSecond half of Semester134A - LECTURE AFTER SECOND...

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