MBA
chapter 8.pptx

Function of attitude 11219 utilitarian value

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Function of Attitude 1/12/19 Utilitarian Value expressive-Purchasing sports cars by aggressive personality Ego defensive-usage of mouth wash to avoid social awkwardness Knowledge
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Strategic Roles of Attitudes Based on Their Functions 1/12/19 1. Utilitarian role: “I like Listerine because it freshens my mouth” 2. Value expressive role: “I like Listerine because it makes me feel good.” 3. Ego-Defensive role: “I like Listerine because it helps me avoid bad breath.” 4. Knowledge role: “I like Listerine because it kills germs and helps prevent gum infections.”
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Role of Attitude in developing marketing strategy 1/12/19 Identify benefit segments Develop new product positioning -Happydent Formulate and evaluate promotional strategy
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Attempts at Attitude Change Often difficult. Why? 1/12/19 Hard to change if attitudes are long- held Hard to change if attitudes contradict relevant others’ attitudes Hard to change if attitudes contradict societal norms
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Relationshi p b/w attitude and belief 1/12/19 Heider’s balance theory Fishbein’s Multiattribute model
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Heider’s Balance Theory 1/12/19
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Fishbein’s Multiattrib ute Model 1/12/19
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Attitude Towards Purchase Versus Attitude Towards Consumption Theory of Reasoned Action: Attitude towards consumption versus attitude towards product. Attitude towards owning a Rolls Royce versus attitude towards Rolls. Second modification of model: family and peer groups are likely to influence consumer attitude 1/12/19
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Consumer Strategies to Reduce Dissonance 1/12/19 Ignore dissonant information Interpret to conform to needs Lower level of expectations Seek positive information about brands Convince others they made a good choice How can marketers reduce dissonance?
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How Can the Web Reduce Dissonance? 1/12/19 Make returns easier Make communicating problems to company easier Facilitate feedback from marketer to consumer Make refunds easier Establish relationship marketing strategies
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