Different Perspectives

Different Perspectives - value of an attribute Change...

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Different Perspectives: Marketer’s View Enough power? Traction okay? Too expensive?
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Different Perspectives: Consumer’s View Functional Will it cut the taller grass? How close can I get to shrubs? Will the neighbors be impressed? Will it be as fun to use later this summer? Will I have more time for golf? Will it pull that trailer I saw at the store? Psychological
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Consumers Have Many Attitudes Individuals Products Brands Companies Organizations Retailers Media Ads Attitudes Toward
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Multi-Attribute Attitude Model
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Measuring Components of Model Beliefs How likely is it that Nike running shoes provide good cushioning? Very likely _ _ _ _ _ _ _ _ _ Very unlikely Importance Good cushioning in a running shoe is: Very important _ _ _ _ _ _ Not at all important Attitude Toward the Object How do you feel about purchasing Nike running shoes?
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Ways to Change Attitudes Change perceptions or beliefs about a competing brand Add a new attribute to the attitude formation mix Change perceptions of the
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Unformatted text preview: value of an attribute Change beliefs about an important attribute Adding Attributes Changes Attitudes The Decision Process Integration processes Pre-evaluation Heuristics Affect referral decision rule Decision Purchase intention Brand loyalty Post evaluation Satisfaction Cognitive dissonance Dis-satisfaction Consumer Learning Learning is the process by which consumers acquire consumption-related knowledge and experience that they apply to future behavior How Consumers Learn Conditioning Based on conditioning through association or reinforcement/ punishment Thinking Based on intellectual evaluation and problem solving Modeling Based on emulation (copying) of behavior of others Classical Conditioning Process (Association) Unconditioned stimulus (lollipop) Conditioned stimulus (Mariah’s Lollipop Bling) Unconditioned response (sweetness) Conditioned stimulus (sweetness)...
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This note was uploaded on 01/19/2012 for the course MKTG 4650 taught by Professor Tyramitchell during the Spring '12 term at Kennesaw.

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Different Perspectives - value of an attribute Change...

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