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CB Session 12 - MKT 613 Consumer Behavior Prof Carolyn Yoon...

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MKT 613- Consumer Behavior Prof. Carolyn Yoon Session 12 (Mar. 7) Notes Exercises: Forming and Changing Attitudes: Central and Peripheral Route Slide: IN CLASS ACTIVITY- Shows 2 Ads/ Before the 1 st one, don’t say anything. Before the 2 nd one, say this ad “I will ask a question from this ad at the exam” Then ask them to list everything they can remember from the ads in 2 min. Ask which one do you remember better? 1 st ad peripheral route, 2 nd ad central route Slide: Attitude Formation and Change: High Consumer Effort Attitudes that are formed under very high effort positions, you can think of think of those as high MAO effort which is Chapter 6. We are going to be spending a lot of time talking about the high effort case, and so of course that is a subset. You may argue that that is not the way, if you form attitudes in most cases, but those are the ones that they care about to the extent that they are motivating, personally relevant, and people have lots of ability to think about it and so on, then they are stronger attitudes, which is why we spend more time on it. And in particular, more on the cognitive as opposed to the emotional sides, You form attitudes based on beliefs and thoughts, values really carefully. We are going to go through these quandrants if you want to think about them this way, high MAO and low MAO and attitudes that are formed or changed on the cognitive basis or emotional basis. We are going to spend most of the time talking about high MAO cases. If you don’t structure it in your mind this way, it gets really confusing because the same topic seems to come up, but really, the assumptions are different. Slide: Attitude How do you feel in the phrase… attitudes about the attributes. Of course, in the consumer domain, those topics are issues that have to do with consumer behavior, the consumption experience, but they could also be the object. It is an overall evaluation, and the way it is formed can be by feelings and also thoughts and beliefs, which are part cognitions. Feelings are thought to be more warm. Slide: Why Are Attitudes Important? Why are attitudes important? There are some fundamental reasons why they are important: they guide our thoughts, they influence our feelings-about other people, our environment, ourselves, and it influences what sort of information we pay attention to. It also influences our behavior in this class particularly we care about buying behavior. Slide: Attitudes They serve several purposes, we often talk about the cognitive which is the behavior, which is basically, they guide these thoughts and feelings that go with attitudes, so often when people talk about an academic setting, we think about it in components. There is a thinking, feeling, and behavioral component. We are going to focus on the cognitive affective, and talk about how it is related to behavior. What are some characteristics of attitudes? The way they talk about in terms of 6, and the reason we care about these is that they give us window on how strong a particular
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CB Session 12 - MKT 613 Consumer Behavior Prof Carolyn Yoon...

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