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exam 2 study guide - T 351 FALL 2010 SECOND EXAM TERMS AND...

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T 351 F ALL 2010 S ECOND E XAM T ERMS AND C ONCEPTS Exam is on November 9, 2010 C HAPTER 6: A TTITUDES AND I NTENTIONS evaluations are affective responses: low levels of intensity and arrousal attitude is an overall evaluation of something brand attitude: they key aspect of brand equity, favorable evaluation of the brand. Based on favorable menings and beliefs from memory. and brand equity: concerns the value of the brand to the marketer and to the consumer. Brand equity implies greater profits, more cash flow and greater market share. Strong positive brand attitude. different levels of specificity of attitudes (Exhibit 6.1) attitudes toward objects A o: Based on the consequences of product attributes attitudes toward a behavior or action: How are A act and A o different ?: Used within theory of reasoned action, also includes social norms for behavior as well as the consumer’s motivation to comply with those norms. Which predicts buying the best? Aact is more useful for predicting behavior. But not as useful as Ao for understanding an object alone has on a person’s willingness to buy, Multiattribute model (why is this called a "compensatory" model?): focuses on consumers beliegs about multiple product or brand attributes. Uses of the Multiattribute model of attitudes Salient beliefs (134);Only a few beliefs can be activated within someone’s cognitive capacity. The activated beliefs are called salient beliefs. ONLY the salient beliefs about an object create a person’s attitude towards that object. belief strength (138): The perceived probability of association between an object and its relevant attributes. Belief strength is measured by having consumers rate this for each of their salient beliefs. and belief evaluation: Associated with each salient belief. Reflects how favorably the consumer perceives the attribute. What does the “Means-End chain” have to do with belief evaluation?: Consumers link beliefs to form a means-end chain. The evaluation of the end “flows down” the means-end chain to determine the evaluations of the less abstract consequences and attributes. 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 ”: the MOTIVATION of people to keep the three parts of their attitude structure consistant. A change in any one part of the “attitudes structure” causes inconsistency which we are motivated to reduce. This leads to a change in the other parts of the attitudes structure. (NOT IN THE BOOK)
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This note was uploaded on 04/12/2011 for the course MKT 352 taught by Professor Cowart during the Fall '11 term at Grand Valley State.

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exam 2 study guide - T 351 FALL 2010 SECOND EXAM TERMS AND...

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