Attitudes%20Based%20on%20High%20Effort-1

Attitudes%20Based%20on%20High%20Effort-1 - AttitudesBasedon...

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Attitudes Based on  High Consumer  Effort Marketing 3250 September 18, 2009
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Attitudes Attitude:  “an overall evaluation that  expresses how much we like or dislike an  object, issue, person, or action” Attitudes are important because they: Guide our thoughts (cognitive function) Influence our feelings (affective function) Affect our behavior (connative function)
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The Characteristics of  Attitudes Favorability Salience/ Accessibility Strength/confidence Persistence Resistance to attack “I like it a lot.” “I can remember my attitude  toward it.” “I’m sure I like it.” “I’ve liked it for a  long time    and will continue to like it.” “I’ll  like it no matter what  anyone says about it.” TERMS WHAT WE MEAN
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The Role of Effort in Attitude  Formation and Change Elaboration:  “how much extensive  thinking a consumer puts forth,”  which can affect their attitude  formation and change processes Consumers vary in terms of their MAO 
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Approaches to Attitude  Formation/Change
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Attitudes%20Based%20on%20High%20Effort-1 - AttitudesBasedon...

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