Discuss how understanding the components of attitude

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Unformatted text preview: As a marketing manager of hand-held PDA devices how can you use this handinformation to position your products in the market? Key words: – Attitude, personality, relation, components, theories, predict behaviour, position Definitions: Approach: – Key words and definitions – Conceptual relation between variables 25 – Application by reference to the model variables Attitude represents a consistent pattern of stimulus-response stimulusassociation, it forms part of the behaviour control mechanism. The components of attitude include cognitive, affective, and behavioral responses. Personality is a characteristic way of thinking, feeling, and behaving. Personality is differentiated from attitude in that it is assumed to 26 generalize across stimuli and contexts. Lecture 14 Lecture 14 Final Exam Final Exam Revision Revision Conceptual Relations Between Variables Conceptual Relations Between Variables Model of attitude (a flowchart of influence): Cognitive Affective response – Variables in the model that serve as the inputs (X) to be transformed into the eventual output (Y) output (Y) Mediator: Moderator: Outcome: Budget Interaction Independent Variables: Independent variables: Social Norm Intention Mediator variables (M): – Effect of X on Y is indirect, indirect, such that X causes M causes Y. Behavior Cognitive Affective response Cognitive Affective response Behavior Intention Behavior Moderator variables (Z): – Effect of X on Y is dependent on the leve...
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