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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
Personality is a characteristic way of thinking, feeling, and
Personality is differentiated from attitude in that it is assumed to
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
response – Variables in the model that
serve as the inputs (X) to be
transformed into the eventual
output (Y) Mediator: Moderator: Outcome: Budget Interaction Independent Variables: Independent variables: Social
Norm Intention Mediator variables (M): – Effect of X on Y is indirect,
such that X causes M causes Y. Behavior Cognitive
response Behavior Intention Behavior Moderator variables (Z): – Effect of X on Y is dependent
on the leve...
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