Mkt 351 Winter 2011 -- Study Guide 2 for March 24 2011

Mkt 351 Winter 2011 -- Study Guide 2 for March 24 2011 -...

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M K T 351 W INTER 2011 S ECOND E XAM T ERMS AND C ONCEPTS Exam is on Thursday, March 24, 2011 C HAPTER 6: A TTITUDES AND I NTENTIONS evaluations are affective responses attitude is an overall evaluation of something brand attitude and brand equity different levels of specificity of attitudes (Exhibit 6.1) attitudes toward objects A o attitudes toward a behavior or action: How are A act and A o different ? Which predicts buying the best? Multiattribute model (why is this called a "compensatory" model?) Uses of the Multiattribute model of attitudes Salient beliefs (134); belief strength (138) and belief evaluation What does the “Means-End chain” have to do with belief evaluation? Three components of an " attitude structure ”(a term used in class but not in the text): (the ABC components) A = "Affect" [feelings] B = Behavior or intentions C = Cognition [beliefs] Ways to Change attitudes : One way to design attitude change strategies is to use “ Consistency Theory (NOT IN THE BOOK) 1) by adding OR CHANGING beliefs 2) by changing (conditioning) feelings 3)
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