Attitudes and Intentions p2 - 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 and Intentions Attitudes toward Behavior Theory of Reasoned Action Intentions and Behaviors
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3 Attitudes toward Behavior A o behavior Example: How to predict actual behavior?
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4 Theory of Reasoned Action Action based on _________________. The model predicts _______________. Model application What kinds of behavior can be predicted by the model?
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5 Theory of Reasoned Action (cont.) B ~ BI = A act (w 1 ) + SN (w 2 ) B = a specific behavior BI = behavior intention – A act = attitude toward behavior SN = social norm – w 1 and w 2 = weights for A act and SN
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6 Theory of Reasoned Action (cont.) Attitude toward behavior (A act ) – b i = belief strength How likely are we to purchase a 42” Philips TV on discount? – e i = belief evaluation Is it good or bad to purchase a TV on discount? = = n i i i act e b A 1
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7 Theory of Reasoned Action (cont.) Social Norm (SN) Normative beliefs (NB j ) How likely is it that our friends are in favor of our purchase?
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