Lecture 6 - Attitudes

Lecture 6 - Attitudes - LECTURE 6 Attitudes Karthik Easwar...

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5 | 1 Karthik Easwar Consumer Behavior LECTURE 6 Attitudes
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5 | 2 Karthik Easwar Consumer Behavior Chapter Overview: Attitude Formation and Change, High Consumer Effort (Exhibit 6.3)
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5 | 3 Karthik Easwar Consumer Behavior Chapter Overview: Attitude Formation and Change: Low Consumer Effort (Exhibit 7.2)
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5 | 4 Karthik Easwar Consumer Behavior What is an attitude An attitude is an overall evaluation that expresses how much we like or dislike an object, issue, person, or action Functions of attitudes - Cognitive - Affective - Connative
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5 | 5 Karthik Easwar Consumer Behavior Attitude Dimensions Favorability Salience 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.” THE LINGO SAY WHAT??
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5 | 6 Karthik Easwar Consumer Behavior Approaches to Attitude Formation/Change (Exhibit 6.2)
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5 | 7 Karthik Easwar Consumer Behavior Cognitive Foundation Models Cognitive Response Model - Counterarguments - Support arguments - Source derogations Expectancy-Value Models - Theory of Reasoned Action - Attitude specificity - Normative influences
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5 | 8 Karthik Easwar Consumer Behavior Theory of Reasoned Action (Exhibit 6.4)
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This note was uploaded on 11/08/2010 for the course BUS-M&L 750 taught by Professor Easwar during the Fall '10 term at Ohio State.

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Lecture 6 - Attitudes - LECTURE 6 Attitudes Karthik Easwar...

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