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consumerbtopic7n - Consumer Behavior Topic 7 Attitudes and...

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Consumer Behavior Topic 7 Attitudes and Attitude Formation A learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given objective. a. an attitude has an object (i.e., how you feel about a professor, a subject, a drink) and can be abstract or specific b. attitudes are learned (i.e., bigotry) c. attitudes have direction – they can intensify in either direction – degree favorable (+) or negative (-); strength of feelings – measure sureness of feelings and intensity d. attitudes have consistency – an interval consistency among attitudes (i.e., if a bigot, then hate ALL) however cognitive dissonance may come into play (i.e., if hate all purple haired people and then meet one that you like, then have to say this one is different); sometimes a situation will impact attitudes (i.e., McDonald’s is ok for lunch but not for dinner); a situation can deal with time or social setting Controversy – a relationship between attitudes and behavior: Attitude-Behavior Relationship: A classic study from the 1930’s conducted by Lapierre (1934) – he traveled across the US with a Chinese couple (in that era there was great prejudice against
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consumerbtopic7n - Consumer Behavior Topic 7 Attitudes and...

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