Attitude is part of the behaviour control mechanism

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Unformatted text preview: echanism Variables you can affect: you can affect: – Arousal (via sensory stimulation, motivation) Cognitive Affective response – Experience (via the effect of interpretation) – Expression (via the social and situational constraints) Social Norm – Relate emotions to formation of brand loyalty. Intention Behavior Habit and Incentive 15 16 Lecture 14 Lecture 14 Model of Consumer Behaviour Model of Consumer Behaviour Revision Revision Attitude Behaviour Feedback Effects In the exam: – Discuss how you can change consumer attitudes Choice behaviour results in feedback effects on: – Attitude (dissonance effect) Variables you can affect: – Affective change (interaction of emotion and argument strength) – Affect (brand loyalty) Need – Preferences (learning and (l preference preference formation) – Behavioural change (dissonance and justification of effort) Desired – Cognitive change (argument type and strength, processing route) Feedback effects Actual Satisfaction Usage 17 18 3 Lecture 14 Lecture 14 Model of Consumer Behaviour Model of Consumer Behaviour Revision Revision Behaviour Feedback Effects Group Dynamics In the exam: – Discuss how you can manage the post-purchase process to create economic value for consumers and influence subsequent consumer behaviour. Groups affect individual consumer behaviour in order to maximise group cohesion – Cohesion is necessary...
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This note was uploaded on 06/08/2013 for the course MARK 1012 taught by Professor Mohammad during the One '12 term at University of New South Wales.

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