Comm362 Consumer Behavior Chap.7

So the resulting attitude structure are called triads

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, so the resulting attitude structure are called triads : 1. a person and his or her perceptions of 2. An attitude object and 3. Some other person or object.
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Attitude Models : Developed to specify the different elements that might work together to influence people’s evaluation of attitude object. Multi-attribute attitude models : assumes that consumer’s attitude (evaluation) of an attitude object will depend on the beliefs he or she has about several many attributes of the object. Attributes + Beliefs+ Importance Weights The Fishbein Model Salient Beliefs Object attribute linkages Evaluation
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Example Applications of Fishbein Model : - Capitalize on relative advantage - Strengthen perceived product-attribute links - Add a new attribute - Influence competitors’ Ratings The Extended Fishbein Model: An improved version is called the theory of reasoned action . Social Pressure : The theory acknowledge the power of other people in influencing behavior . Subjective Norm : added to include the effects of what we believe other people think we should do . SN arrived by including two factors: - The intensity of Normative Belief ( NB ): others think an action should be taken or not taken. - The motivation to comply ( MC ) with that belief. Attitude toward buying (A act ): model focused on the perceived consequences of a purchase. Obstacles to predicting in the Theory of Reasoned Action:
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- Developed to deal with actual behavior, not with outcomes of the behavior - Outcomes are beyond consumers’ control - Invalid assumption - Measures of attitude often do not really correspond to the behavior - Time Frame may not be accurate - Low attitude accessibility Etc. Types of Normative Influence : - Descriptive Norms : norms that convey information regarding what other people commonly do . - Injunctive Norms : norms regarding what is commonly approved and disapproved .
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