some other person or object balanced triads are more pleasant because they are

Some other person or object balanced triads are more

This preview shows page 54 - 59 out of 66 pages.

some other person or object
balanced triads are more pleasant because they are consistent
- leads to be more stable attitudes
- Multi-Attribute Models Multi-Attribute Models - this type of model assumes that a consumer’s attitude (evalu- ation) of an attitude object (Ao) will depend on the beliefs he or she has about several or many attributes of the object - the use of the model implies that an attitude toward a product or brand can be predicted by identifying these specifics beliefs and combining them to derive a measure of the consumers overall attitude - Multi-Attribute Model specifies three elements: Attributes - are characteristics of the Attitude objects (Ao) - most models assume that the relevant characteristics can be identified Ex; degree of freshness of produce is an attribute of a grocery store Beliefs - are cognitions about the specific Ao - a belief measure assesses the extent to which the consumer perceives that a brand pos- sesses a particular attribute Ex; a student might have a belief that Sobey’s has the freshest produce Importance - reflects the relative priority of an attribute to the consumer - although an Ao can be considered on the basis of a number of attributes some are likely to be important than others Ex; Grocery stores, one student might stress low process while another might assign greater weight to fresh produce The Fishbein Model - the most influential multi-attribute model of attitudes - measure 3 components of attitudes: Salient Beliefs - people have about an Ao - those beliefs about the object that are considered during evaluation Object Attribute linkages - or the probability that a particular object has an important attribute Evaluation - of each of the important attributes - Basic Formula:
Aijk= SBijk Iik - where; i= attribute j= brand k= consumer I= the importance weight given attribute i, by consumer k B= consumer k’s beliefs regarding the extent to which brand j possesses attribute i A= a particular consumer k’s attitude score for brand j - Limitations assumes ability and motivation to identify, weigh and sum all relevant attributes not a great predictor of behaviour - Extending Fishbein Fishbein - seeks to predict behaviour - attitude toward the object - does not account for social pressure Theory of reasoned action - seeks to predict behavioural intentions - attitude toward the act of buying - accounts for social pressure - SN= NB + MC Subjective Norm (SN) - added to include the effects of what we believe other people think we should do Normative Belief (NB) - an action should be taken or not taken Motivation to Comply (MC) - with that belief - ie; the degree to which the consumer takes others anticipated reactions into ac- count when evaluating a course of action or a purchase - Attitude Toward Buying Attitude Toward the Act of Buying (Aact) - rather than only the attitude toward the product itself - in other words, it focuses on the perceived consequences of a purchase -

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture