Part12=Attitude1 - Lecture Part 12 (Note: Part 11 was the...

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Lecture Part 12 (Note: Part 11 was the first exam) Attitudes I. What is an Attitude? ===> A person’s ________________ of something! They may be immediate and unconscious -- possibly caused by some cue (stimulus) They may be a result of past learning (conditioning) They may be based on careful consideration of beliefs A. Is it cognition or affect ? 1. Your text (page 128) says that an attitude is “an ___________________ evaluation of a concept which is created by the cognitive system.” "An overall evaluation. ..which can range from extremely positive to extremely negative" 2. Other experts says attitude is only an affective response involving no thinking: "feelings or affective responses that people have about attributes, benefits, and objects." 3. A good definition can include both: "A set of learned evaluative responses. .. ( AFFECT portion) which result from the perception of valued product attributes. .. ( COGNITION portion), or which result from conditioning “ ( BEHAVIORAL LEARNING of affect) 1
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B. Attitudes are held toward some concept
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This note was uploaded on 04/05/2011 for the course MKT 351 taught by Professor Kraft during the Winter '11 term at Grand Valley State University.

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Part12=Attitude1 - Lecture Part 12 (Note: Part 11 was the...

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