Attitudes and Intentions p1

Attitudes and Intentions p1 - Consumer Behavior MAR 3503...

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1 Consumer Behavior MAR 3503 Xin He BA-II 308N 407-823-1329 [email protected]
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2 Attitudes What is an Attitude? Brand Equity Multiattribute Attitude Model Attitude-Change Strategies
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3 What is an Attitude? Attitude What is attitude? Attitude and evaluation
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4 Recap: Affect Affect: How do we feel? Emotions Specific Feelings Moods Evaluations
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5 What is an Attitude? (cont.) Focus of Attitude – Attitudes toward objects (A o ) Physical objects Social objects Marketing strategy Intangible objects – Attitudes toward behavior (A act ) Past actions: e.g, Why did I stay with Sheraton Hotel in Philadelphia? Future actions: e.g., Shall we go Fashion Square Mall this weekend?
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What is an Attitude? (cont.) Attitude specificity “I like cars.” (___________) “It’s OK to drive a compact car. But, it would be better to have something slightly bigger.” (___________) “I like Honda Civic.” (___________) “I do not enjoy DX model that much.
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This note was uploaded on 08/26/2011 for the course MAR 3503 taught by Professor Kim,j during the Fall '08 term at University of Central Florida.

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Attitudes and Intentions p1 - Consumer Behavior MAR 3503...

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