Schiffman CB10 PPT 08

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1. To Understand What Attitudes Are, How They Are

Learned, as Well as Their Nature and Characteristics.
2. To Understand the Composition and Scope of
Selected Models of Attitudes.
3. To Understand How Experience Leads to the Initial
Formation of Consumption-Related Attitudes.
4. To Understand the Various Ways in Which Consumers͛
Attitudes Are Changed.
5. To Understand How Consumers͛ Attitudes Can Lead to
Behavior and How Behavior Can Lead to Attitudes.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 2
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å The attitude ͞object͟

å Attitudes are a learned predisposition
å Attitudes have consistency
å Attitudes occur within a situation
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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide A

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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide X
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å Tricomponent Attitude Model

å Multiattribute Attitude Model
å The Trying-to-Consume Model
å Attitude-Toward-the-Ad Model
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| ( The knowledge and

perceptions that are
å Cognitive acquired by a
å Affective combination of direct
experience with the
å Conative attitude object and
related information
from various sources

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| ( A consumer͛s
å Cognitive emotions or feelings
about a particular
å Affective product or brand
å Conative

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The likelihood or
å Cognitive tendency that an
å Affective individual will
undertake a specific
å Conative action or behave in a
particular way with
regard to the attitude
object
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å Explain your attitude toward your

college/university based on the tricomponent
attribute model.
å Be sure to isolate the cognitive, affective, and
conative elements.
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) ) å Attitude is function of
the presence of certain
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å Useful to measure
å $) ) ) attitudes toward

product and service
categories or specific
brands.
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å
) ) å Is the attitude toward
behaving or acting with
å
) ) respect to an object,

rather than the attitude
å $) ) ) toward the object itself

å Corresponds closely to
actual behavior
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 1A
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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 1X
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å
) ) å Includes cognitive,
affective, and conative
å
) ) components

å Includes subjective
å $) ) ) norms in addition to

attitude
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å Now use the theory of reasoned action to

describe your attitude toward your
college/university when deciding on which
school to attend.
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POTENTIAL PERSONAL IMPEDIMENTS
ͻ ͞I wonder whether my hair will be longer by the time of my wedding.͟
ͻ ͞I want to try to lose two inches off my waist by my birthday.͟
ͻ ͞I͛m going to try to get tickets for the Rolling Stones concert for our anniversary.͟
ͻ ͞I͛m going to attempt to give up smoking by my birthday.͟
ͻ ͞I am going to increase how often I run two miles from three to five times a week.͟
ͻ ͞Tonight, I͛m not going to have dessert at the restaurant.͟
POTENTIAL ENVIRONMENTAL IMPEDIMENTS

ͻ ͞The first 1,000 people at the baseball game will receive a team cap.͟
ͻ ͞Sorry, the car you ordered didn͛t come in from Japan on the ship that docked
yesterday.͟
ͻ ͞There are only two cases of chardonnay in our stockroom. You better come in
sometime today.͟
ͻ ͞I am sorry. We cannot serve you. We are closing the restaurant because of an
electrical problem.͟
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å How attitudes are learned

Ú Conditioning and experience
Ú Knowledge and beliefs
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å Sources of influence on attitude formation

Ú Personal experience
Ú Influence of family
Ú Direct marketing and mass media
å Personality factors
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Changing the Basic Motivational Function
Associating the Product with an Admired Group or Event
Resolving Two Conflicting Attitudes
Altering Components of the Multiattribute Model
Changing Beliefs about Competitors͛ Brands
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å What products that

you purchase
associate themselves
with an Admired
Group or Event?
å When does it
personally influence
your purchasing?

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å Altering Components of the Multiattribute
Model
Ú Changing relative evaluation of attributes
Ú Changing brand beliefs
Ú Adding an attribute
Ú Changing the overall brand rating
å Changing Beliefs about Competitors͛
Brands

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Cognitive Dissonance
Attribution Theory
Theory
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å Self-Perception Theory
Ú Foot-in-the-Door Technique
å Attributions toward Others
å Attributions toward Things
å How We Test Our Attributions
Ú Distinctiveness
Ú Consistency over time
Ú Consistency over modality
Ú Consensus
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as

Prentice Hall

Schiffman CB10 PPT 08

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1. To Understand What Attitudes Are, How They Are

å The attitude ͞object͟

å Tricomponent Attitude Model

| ( The knowledge and

å Explain your attitude toward your

å Now use the theory of reasoned action to

POTENTIAL ENVIRONMENTAL IMPEDIMENTS

å How attitudes are learned

å Sources of influence on attitude formation

Changing the Basic Motivational Function

Associating the Product with an Admired Group or Event

Resolving Two Conflicting Attitudes

Altering Components of the Multiattribute Model

Changing Beliefs about Competitors͛ Brands

å What products that

Copyright © 2010 Pearson Education, Inc. Publishing as

S-ar putea să vă placă și

Schiffman CB10 PPT 08

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Informații document

Descriere originală:

Titlu original

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Schiffman CB10 PPT 08

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Formate disponibile

|

1. To Understand What Attitudes Are, How They Are

å The attitude ͞object͟

å Tricomponent Attitude Model

| (  The knowledge and

å Explain your attitude toward your

å Now use the theory of reasoned action to

POTENTIAL ENVIRONMENTAL IMPEDIMENTS

å How attitudes are learned

å Sources of influence on attitude formation

Changing the Basic Motivational Function

Associating the Product with an Admired Group or Event

Resolving Two Conflicting Attitudes

Altering Components of the Multiattribute Model

Changing Beliefs about Competitors͛ Brands

å What products that

    

Copyright © 2010 Pearson Education, Inc. Publishing as

S-ar putea să vă placă și

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| ( The knowledge and