Comm 362 Attitudes

Product want to imitate desirable models

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Unformatted text preview: w Involvement – based on behavioral learning (boundedly Rational) C => B => A Behavioral Influence ( Rationalization) B =>A => C Hedonic Consumption (Affect Referrall) A => B => C Levels of Commitment to an Attitude - - - Compliance (weakest level; based on direct stimulus) Identification (people identify with a product; want to imitate desirable models) Internalization ( deep- seated attitudes; very difficult to change) Principle of cognitive consistency – consumers value harmony among their thoughts, feelings, and behaviors and are motivated to maintain uniformity among these elements Theory of cognitive dissonance – when confronted with inconsistencies among attitudes or behaviors, people will take action to reduce this difference. This is part of an effort to move back to cognitive consistency Self- perception theory – people use observations of their own behavior to determine what their attitudes are. We change our attitudes after the fat to align with behaviors. Relevant to low involvement hierarchy since action comes before strong internal attitude - Key to success of foot- in- the- door and low ball t...
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