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Sinem's Notes-Session 14 - ~ Attitude Ofv an overall QJ...

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~ 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
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~ 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
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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
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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 unfavorable·3 2 ·1 0 2 Dislike very much·3 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.
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