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Unformatted text preview: Ch. 7 Shizz The Power of Attitudes Attitude- is a lasting, general evaluation of people, objects, ads, and issues Attitude object- we call anything toward which one has an attitude an attitude object. Functional Theory of attitudes- developed by Psychologist Daniel Katz to explain how attitudes facilitate social behavior. Attitudes exist because they serve some function for the person. Utilitarian function- relates to the basic principles of reward and punishment. We develop some attitude towards products because they simply provide pleasure or pain. If a person likes the taste of a cheeseburger, that person will develop a positive attitude. For example, I drink diet coke because I like the way it tastes. Value-expressive function- consumer’s central values or self concepts. A person forms a product attitude because of what it says about him as a person. For example, what sort of man reads Playboy? Ego-defensive function- attitudes we form to protect ourselves from external threats or internal feelings. For example, in the 1950s, women rejected the idea of instant coffee because they felt it threatened their capability to be a good home maker. Also, moms felt guilty to use paper diapers as opposed to the cloth ones because they felt they weren’t being good mothers. Knowledge function- we form some attitudes because we need order, structure, or meaning. Applies when a person is in an ambiguous situation, For ex. Bayer wants you to know about pain relievers. An attitude has three components: Affect, behavior, and cognition.- ABC Model of attributes- emphasizes interrelationships among knowing, feeling, and doing. For example, a consumer may know about a particular camcorder and that it has a 8:1 zoom power, etc but this doesn’t indicate that he has any feelings (good or bad) toward it nor the intention to buy it. Affect- describes how a consumer feels about an attitude object. Behavior- refers to his intentions to take action about it. Cognition- what he believes to be true about the attitude of the object. H IERARCHIES OF EFFECTS Hierarchy of effects- explain the relative impact of the three components. Standard learning Hierarchy= cognition Affect Behavior Attitude-based on cognitive info processing “Think, Feel, Do” assumes that a person approaches buying a product by 1. Forming beliefs through knowledge about the product 2. Evaluates these beliefs to create feelings about it. 3. Buys the product. Assumes that a consumer is highly motivated to seek out a lot of info, weigh alternatives and come to a decision Example: buying a car Low Involvement Hierarchy= Cognition Behavior Affect Attitude-based on behavioral learning processes “Do, Feel, Think” assumes the consumer initially doesn’t have a strong preference for one brand over another, instead she acts on the basis of limited knowledge and she forms an evaluation only after she has bought the product....
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This note was uploaded on 02/24/2011 for the course ADV 3008 taught by Professor Weigold during the Spring '08 term at University of Florida.
- Spring '08