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Ähnlich wie Consumer attitudes (20)
Consumer attitudes
- 2. Attitudes
A learned predisposition to behave in a
consistently favorable or unfavorable
manner with respect to a given object
A positive attitude is generally a necessary,
but not sufficient, condition for purchase
– In Pakistan, Mercedes may be seen as ‘top of
class’ but intention to purchase remains almost
non-existent
Copyright © 2006 Pearson Education Canada Inc. 7-2
- 3. Characteristics of Attitudes
Attitudes have an “object”
Attitudes are learned
– Can ‘unlearn’
Attitudes have behavioural, evaluative and
affective components
– Predisposition to act
– Overall evaluation
– Positive or negative feelings
» continued
Copyright © 2006 Pearson Education Canada Inc. 7-3
- 4. Characteristics of Attitudes
Attitudes have consistency
Attitudes have direction, degree, strength
and centrality
– Positive or negative
– Extent of positive or negative feelings
– Strength of feelings
– Closeness to core cultural values
Attitudes occur within a situation
Copyright © 2006 Pearson Education Canada Inc. 7-4
- 5. How are attitudes learned?
Classical conditioning - through past
associations
Operant conditioning - through trial and
reinforcement
Cognitive learning – through information
processing
Copyright © 2006 Pearson Education Canada Inc. 7-5
- 6. Attitude Models
Structural Models of Attitudes
– Tri-component Attitude Model
– Multi-attribute Attitude Models
Other model of attitude formation
– Cognitive dissonance model
Copyright © 2006 Pearson Education Canada Inc. 7-6
- 7. The Tri-component Model
Cognitive Component
– knowledge and perceptions acquired
– through direct experience and information from
various sources.
Affective component
– Emotions and feelings about the object
Conative or Behavioural Component
– Action tendencies toward the object
Copyright © 2006 Pearson Education Canada Inc. 7-7
- 8. Conation
Affect
Cognition
Copyright © 2006 Pearson Education Canada Inc. 7-8
- 9. Multi-attribute Attitude Models
Attitude models that examine the
composition of consumer attitudes in terms
of selected product attributes or beliefs.
Examples
– Attitude-toward-object Model
– Attitude-toward-behaviour Model
– Theory-of-Reasoned-Action Model
Copyright © 2006 Pearson Education Canada Inc. 7-9
- 10. Cognitive Dissonance Theory
Holds that discomfort or dissonance occurs
when a consumer holds conflicting
thoughts about a belief or an attitude object.
Post-purchase Dissonance
– Cognitive dissonance that occurs after a
consumer has made a purchase commitment
Copyright © 2006 Pearson Education Canada Inc. 7-10