Chapter 5 - What are Attitudes Attitude a relatively global...

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What are Attitudes? Attitude- a relatively global enduring evaluation of an object, issue, person, or action Learned Persist over time Reflect our overall evaluation of something based on the set of association linked to it The Importance of Attitudes Cognitive Function- how attitudes influence our thoughts Affective Function- how attitudes affect our feelings Connative function- how attitudes influence our behavior Marketers must change attitudes in order to influence consumer decision making and change consumer behavior The Characteristics of Attitudes Favorability- the degree to which we like or dislike something Attitude Accessibility- how easily an attitude can be remembered Attitude Confidence- how strongly we hold an attitude Attitude Persistence- How long our attitude lasts Attitude Resistance- how difficult is it to change an attitude It is easier to change a consumer’s attitude if they know little about the product and if they are not brand loyal Ambivalence- when our evaluations regarding a brand are mixed (both positive and negative) Other people’s opinions influence us more, even if we don’t view the person as being an expert Forming and Changing Attitudes The Foundations of Attitudes Attitudes can be based on an external source or else they can be based on information we recall from memory Attitudes are based on emotions o Can occur by our own actions or when living vicariously through another person’s emotions The Role of Effort in Attitude Formation and Change Amount of effort put into thinking effects person’s attitude and amount they are willing to change their attitude
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Motivation, Ability, Opportunity= HIGH THEN… A consumer is more likely to put in a lot of effort into forming or changing attitudes and making decisions Central- Route Processing- the attitude formation and change process when effort is HIGH o The processing is central because consumers attitudes are based on carefully and effortful analysis of the content within a message o Beause of this consumers form: Strong accessible, and confident held attitudes Resistant to change Peripheral Route Processing the attitude formation and change process when effort is low When a consumer involves effort, their attitudes can be affected either cognitively or affectively o Marketer can influence through: Characteristics of source used in persuasive communication The type of message used Combination of both The Cognitive Foundations of Attitudes Marketers influence consumers development of attitude through their thoughts… Direct or Imagined Experience Elaborating on actiual experience with product/ service or even imagining experience can help form both positive and negative attitudes Reasoning by Analogy or Category Consider how similar a product is to other products or to a particular product category Example: Frappiciano—think this will be similar to a hot coffee because they are both coffee products therefore you have a positive attitude
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Chapter 5 - What are Attitudes Attitude a relatively global...

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