S20 - Test 2 Review Sheet\u7684\u526f\u672c.docx - Attitudes Definition and Characteristics(Favorability Accessibility Confidence Persistence Resistance

S20 - Test 2 Review Sheetu7684u526fu672c.docx -...

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Attitudes Definition and Characteristics (Favorability, Accessibility, Confidence, Persistence, Resistance) Favorability (direction): we think of most when we think about an attitude do, we like something, and do we dislike something. Accessibility (strength): if you know you like or dislike something if it comes to fairly easily. Confidence (strength): if we’ve come up across it in our own right, we obviously have a very confident sot of interpretation of what went on and what we liked and disliked. We have sort of survey that we’re going to experience that same type of reaction the next time we come up product or where might be some attitudes that were less confidence that we highly sort of susceptible to being persuaded. Persistence (strength): how long will that attitude live on with us how persistent is it to stay in with us for a long time. This is tied to salient events that occurred when we experienced that attitude to begin with. So as I mentioned first impression is a salient event that were really aware of that attitude the second you had it for that first interaction with somebody. Resistance (strength): how resistant they are to be a plea for a change of attitude for some persuasive attempt. You’ve considered very vital to your self-image if you consider the band’s new life. And is really talking about who you are as a person if someone tells this band this good. The functions of attitudes Utilitarian function 调节功能 Attitudes often help people to adjust to their work environment. We develop attitudes on things if they are pleasurable or painful. Example: coffee tastes good; I like it. Some good answers: An attitude that serves a utilitarian function is a positive/negative association that someone has formed around a certain product or opinion because it has been useful/not useful in the past. A utilitarian attitude is an attitude toward a given object that allows you to determine what objects you like and don't like and ones that bring you benefits and disadvantages. Value-expressive function (or social identity function) 价值表达功能 . Whereas ego defensive attitudes are formed to protect a person’s self-image, value- expressive attitudes enable the expression of the person’s centrally held values. Pleasure or the pain different experiences cause our attitude
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自我防御态度的形成是为了保护一个人的自我形象,而价值表达的态度则可 以表达该人的核心价值观。 Ego-defensive function 自我防御功能 the ego-defensive function refers to holding attitudes that protect our self-esteem or that justify actions that make us feel guilty. Defend yourself. Knowledge function 知识功能 Pleasure or the pain different experiences cause our attitude Components of an attitude (Affective, Behavioral, Cognitive) Affect: How a consumer feels about Ao 影响:消费者对 Ao 的感觉 Behavior: Person’s intentions to do something with regards to Ao 行为:人对 Ao 做某事的意图 Cognition: The beliefs (thoughts) a consumer has about an Ao 认知:消费者对 Ao 的信念(想法) A clever marketer can change each component 聪明的营销人员可以更改每个组件 Link between Attitudes and Behavior •Directly •Positive attitude=>approach
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