Sinem's Notes-Session 14

Sinem's Notes-Session 14 - ~ Attitude \ .... \) Ofv...

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Unformatted text preview: ~ Attitude \ .... \) Ofv " ... an overall Q}J o}JJJV\ { that expresses how much we like or dislike an object, issue, person, or action." , , 3 Why are Attitudes Important? Guide our thoughts Influence our feelings Influence what information we process Influence our behavior, particularly buying behavior " '"""'. 2 ~ MICHIGAN ROSS MKT 313 CONSUMER BEHAVIOR Prof. Carolyn Yoon Session 14 March 7, 2011 Winter 2011 Copyright 2011 by Carolyn Yoon. All rights reserved ~. ~ HKlH-EFFORT Arnrooe. FORMATION AND CHANGE (CH 5) Attitude Formation and Change: High Consurner Effort 1 Attitudes Attitudes serve several functions Cognitive Affective Con native 9 (ba\r.o J \ 0 r Characteristics of attitudes Favorability Accessibility Confidence Persistence Resistance Ambivalence 5 Characteristics of Attitudes Examples: Favorability "I like it a lot." Accessibility "I can remember my attitude toward it." Confidence "I'm sure I like it." "I've liked it for a long time and will Persistence continue to like it." Resistance (to attack)---------.. "I'll like it no matter what anyone says about it." Ambivalence------------+ "I like the some things, and I don't like I some things about it." ~ ~ ') ll/IlbivtJ&a! A-t+iiu~ St;~l qth ! 6 ~ 3 8 \ I, \--$) \> L V,~f\\I~-e- \~ Measuring Attitudes .I._-t' "\~.(\. ~- 0-' ~ Please indicate your attitude t wards McDonald's -5 ... 0 .~.~ French Fries by circling the propriate number for each of the following scales' 9 v.:,:oolo' \ Extremely unfavorable3 2 1 0 2 Dislike very much3 2 1 0 2 7- \. " 4- . Very bad 3 2 1 0 2 L)",{\\ polar Please indicate your attitude towards Dawn dishwashin detergent: 1 2 3 4 5 6 7 Unfavorable Favorable Bad Good Negative Positive Overall attitudes are typically calculated by averaging the ratings across multiple scales. 7 2fU-c.LASS AC7/v/ 1 Y I ( .$horY J<. o.d:5', o....
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Sinem's Notes-Session 14 - ~ Attitude \ .... \) Ofv...

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