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Chapter 7student - 7-Chapter 7Attitudes and...

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Unformatted text preview: 7-14/2/12Chapter 7Attitudes and Persuasion7-24/2/12Chapter ObjectivesWhen you finish this chapter, you should understand why:•It’s important for consumer researchers to understand the nature and power of attitudes. •Attitudes are more complex than they first appear. •We form attitudes in several ways. 7-34/2/12Chapter Objectives (continued)When you finish this chapter, you should understand why: •A need to maintain consistency among all of our attitudinal components motivates us to alter one or more of them.•We use attitude models to identify specific components and combine them to predict a consumer’s overall attitude toward a product or brand.7-44/2/12Chapter Objectives (continued)When you finish this chapter, you should understand why:•The communications model identifies several important components for marketers when they try to change consumers’ attitudes toward products and services.•The consumer who processes such a message is not necessarily the passive receiver of information marketers once believed him to be.7-54/2/12Chapter Objectives (continued)When you finish this chapter, you should understand why:•Several factors influence a message source’s effectiveness.•The way a marketer structures his message determines how persuasive it will be.•Audience characteristics help to determine whether the nature of the source or the message itself will be relatively more effective.7-64/2/12The Power of Attitudes•Attitude: a lasting, general evaluation of people, objects, advertisements, or issues•Attitude object (AO): anything toward which one has an attitude7-74/2/12Functional Theory of AttitudesUTILITARIANFUNCTION:Relates to rewards and punishmentsVALUE-EXPRESSIVE FUNCTION:Expresses consumer’s values or self-conceptEGO-DEFENSIVEFUNCTION:Protect ourselves from external threats or internal feelingsKNOWLEDGEFUNCTION:Need for order, structure, or meaning7-84/2/12ABC Model of Attitudes•An attitude has three components:•Affect: the way a consumer feels about an attitude object•Behavior: person’s intentions to do something with regard to an attitude object•Cognition: beliefs a consumer has about an attitude object7-94/2/12Attitude Toward the Advertisement•We form attitudes toward objects other than the product that can influence our product selections.product that can influence our product selections....
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Chapter 7student - 7-Chapter 7Attitudes and...

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