CBCH7 - Attitudes Chapter 7 7-2 The Power of Attitudes •...

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Unformatted text preview: Attitudes Chapter 7 7-2 The Power of Attitudes • Attitude: a lasting, general evaluation of people, objects, advertisements, or issues – Attitude object ( A O ) – Help to determine a number of preferences and actions 7-3 Functional Theory of Attitudes • Katz: Attitudes exist because they serve some function – Determined by a person’s motives • Attitude functions: – Utilitarian – Value-expressive – Ego-defensive – Knowledge • Marketers emphasize the function a product serves for consumers 7-4 Smoking Attitudes • Norwegian ad: “Smokers are more sociable than others…while it lasts.” 7-5 Fan Attitude “Profiles” • Die-hard, highly committed fans – Marketing: provide sports knowledge and relate attendance to personal goals/values • Unique, self-expressive game experience – Marketing: “brand switchers” who seek thrills wherever they can get them • Looking for camaraderie – Marketing: provide benefits related to small- group activities 7-6 ABC Model of Attitudes • Three interrelated attitude components: – Affect – Behavior – Cognition • Hierarchy of effects – Relative impact/importance of attitude components depends on consumer’s motivation toward attitude object 7-7 Hierarchy of Effects Figure 7.1 7-8 Hierarchy of Effects • Standard Learning Hierarchy – Results in strong brand loyalty – Assumes high consumer involvement • Low-Involvement Hierarchy – Consumer does not have strong brand preference – Consumers swayed by simple stimulus-response connections • Experiential Hierarchy – Consumers’ hedonic motivations and moods – Emotional contagion – Cognitive-affective model vs. independence hypothesis 7-9 Discussion • Contrast the hierarchies of effects outlined in this chapter – How should marketers’ strategic decisions related to the marketing mix change depending upon which hierarchy is operative among target consumers? 7-10 Contextual Marketing •...
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CBCH7 - Attitudes Chapter 7 7-2 The Power of Attitudes •...

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