Solomon Ch - 7 Revised

Solomon Ch - 7 Revised - 7-1 7-2 7-3 Chapter 7 Attitudes By...

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7 - 4 Chapter 7 Attitudes By Michael R. Solomon Consumer Behavior Buying, Having, and Being Sixth Edition
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7 - 5 The Power of Attitudes Attitude: A lasting, general evaluation of people (including oneself), objects, advertisements, or issues Anything toward which one has an attitude is called an object ( A o ).
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7 - 6 The Functions of Attitudes Functional Theory of Attitudes: Attitudes exist because they serve some function for the person (i.e., they are determined by a person’s motives) Katz’s Attitude Functions Utilitarian function Value-expressive function Ego-defensive function Knowledge function
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7 - 7 Addressing Smoking Attitudes This Norwegian ad addresses young people’s smoking attitudes by arousing strong negative feelings. The ad reads (left panel) “Smokers are more sociable than others.” (Right panel): “While it lasts.”
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7 - 8 The ABC Model of Attitudes Affect: The way a consumer feels about an attitude object Behavior: Involves the person’s intentions to do something with regard to an attitude object Cognition: The beliefs a consumer has about an attitude object Hierarchy of Effects: A fixed sequence of steps that occur en route to an attitude
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7 - 9 Attitude Hierarchies The Standard Learning Hierarchy: Consumer approaches a product decision as a problem-solving process The Low-Involvement Hierarchy: Consumer does not have strong initial preference Consumer acts on limited knowledge Consumer forms an evaluation only after product trial The Experiential Hierarchy: Consumers act on the basis of their emotional reactions
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Solomon Ch - 7 Revised - 7-1 7-2 7-3 Chapter 7 Attitudes By...

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