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Unformatted text preview: Study unit 9 – Customer attitudes • The nature of customer attitudes: o Consumer attitude – learned predisposition to behave in a consistently favourable or unfavourable way towards market-related objects, events or situations. o Attitudes are learned o Attitudes tend to be consistent. • The ABC model of attitude: o According to this model of attitude, the individual’s attitude has 3 components: Affect (feelings), behaviour (actions) and cognition (beliefs). o Components of attitudes: Cognitive component i. Consists of a customer’s beliefs about an object, that is, their knowledge about it. ii. Cognition is more critical for important or complex products such as computer systems, which require us to process objective or technical information before we can come to a decision. iii. 2 types of beliefs: o Informational beliefs – associated with product attributes. o Evaluative beliefs – associated with product benefits. Affective component i. Involves our feelings and emotions towards an object. ii. May be a result of several evaluations of performance. 17 iii. Products are evaluated in context of specific situations. Behavioural component i. Represents the outcome of the cognitive and affective components – to buy or not to buy? ii. Behavioural component is manifested in both intention to buy and actual buying. Component consistency i. The cognitive, affective and behaviour components of attitudes tend to be consistent. ii. Change in one component affects the others. • The functions of attitudes o Utilitarian function Refers to the idea that people express feelings to maximise the rewards and minimise the punishments they receive. We develop positive attitudes towards products that have satisfied us, and negative attitudes towards those that fail to satisfy. o Ego-defensive function Self-esteem maintenance function. To protect people from basic truths about themselves. o Value-expressive function How people express their central values to others. o Knowledge function Serve as a standard that help people to understand their environment, and so give order and meaning to it. • Attitude formation – ways in which attitudes are formed: o Classical conditioning – buying new products that are associated with a favourably viewed brand name. o Instrumental conditioning – customer may buy a brand name product without already having an attitude towards it because it is the only product of its kind available. o Cognitive learning theory – customers seek info about a product to solve a problem or satisfy a need. The more info customers have about a product, the more likely they are to form attitudes about it....
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- Winter '08
- Marketing, Study Unit, South African