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 persons 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 otherswhile 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 consumers 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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