Mktg561Chp7 - Chapter 7 Attitudes CONSUMER BEHAVIOR, 8e...

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Chapter 7 Attitudes CONSUMER BEHAVIOR, 8e Michael Solomon
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Prentice-Hall, cr 2009 7-2 Chapter Objectives When you finish this chapter you should understand why: It’s important for consumer researchers to understand the nature and power of attitudes. Attitudes are more complex than they first appear. We form attitudes in several ways. A need to maintain consistency among all of our attitudinal components motivates us to alter one or more of them.
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Prentice-Hall, cr 2009 7-3 Chapter Objectives (cont.) We use attitude models to identify specific components and combine them to predict a consumer’s overall attitude toward a product or brand.
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Prentice-Hall, cr 2009 7-4 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
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Prentice-Hall, cr 2009 7-5 Functional Theory of Attitudes Katz: attitudes exist because they serve some function UTILITARIAN FUNCTION: Relates to rewards and punishments VALUE-EXPRESSIVE FUNCTION: Expresses consumer’s values or self-concept EGO-DEFENSIVE FUNCTION: Protect ourselves from external threats or internal feelings KNOWLEDGE FUNCTION: Need for order, structure, or meaning
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Prentice-Hall, cr 2009 7-6 Functional Theory of Attitudes (cont.) Marketers emphasize the benefits a product serves for consumers Example: study of football fans identified three clusters: Cluster Sports Marketer’s Strategy Die-hard team fans Provide greater sports knowledge Relate attendance to personal values Those who enjoy cheering for winning team Publicize aspects of visiting teams, such as sports stars Those who look for camaraderie Provide improved peripheral benefits (e.g., improved parking)
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Prentice-Hall, cr 2009 7-7 Discussion Imagine that you work for the marketing department of your college or university and have segmented students into four different clusters, each representing one of the four functions identified by Katz. Develop a marketing strategy based on each of the four functions to motivate students to stay in school and complete their degrees.
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Prentice-Hall, cr 2009 7-8 ABC Model of Attitudes Attitude has three components: Affect: the way a consumer feels about an attitude object. Behavior: person’s intentions to do something with regard to an attitude object. Cognition: beliefs a consumer has about an attitude object.
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Prentice-Hall, cr 2009 7-9 Hierarchies of Effects Figure 7.1 Impact/importance of attitude components depends on consumer’s motivation toward attitude object
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Prentice-Hall, cr 2009 7-10 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
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Mktg561Chp7 - Chapter 7 Attitudes CONSUMER BEHAVIOR, 8e...

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