Week 5 Consumer Behavior Notes
Week 5 Consumer Behavior Notes MKTG 3553
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This 2 page Class Notes was uploaded by ajtovar on Sunday October 2, 2016. The Class Notes belongs to MKTG 3553 at University of Arkansas taught by Alireza Golmohammadi in Fall 2016. Since its upload, it has received 2 views. For similar materials see Consumer Behavior in Marketing at University of Arkansas.
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Date Created: 10/02/16
Attitudes Based on High Consumer Effort 1) Attitude: an overall evaluation of an object, issue, person, or action a) It expresses how much we like that object, issue, person, or action b) It is based on the set of associations linked to it c) Attitudes are learned and they persist (can change w/ new info) i) Ex. Rolex. (1) We have beliefs (associations) that it is expensive, status symbol, precise time keeping ability, feeling proud to own one (these are the associations) (2) Beliefs lead to attitudes: Rolex is an excellent brand (3) Attitudes lead to behaviors: ill buy one (if I can, of course!) ii) Why are attitudes important? (1) They influence our: (a) Cognitive function (guide our thoughts) (b) Affective function (influence our feelings) (c) Conative function (affect our behavior, most important) (2) Attitudes can influence (a) Which ads we read (b) Who we talk to (c) Where we shop, eat, etc d) What are attitudes? i) Dimensions of attitudes (1) Favorability: the degree to which we like something (2) Accessibility: easily remembered (a) Recency: impacts retrieval, more recent stuff more likely to be recalled correctly (b) Importance: only most accessible attitudes affect decision making (3) Confidence: how strongly the attitude is held (4) Persistence: how long the attitude lasts (5) Resistance: how difficult the attitude is to change (6) Ambivalence: positive on some aspects, negative on others (a) More likely to be influenced by others ii) Forming/changing attitudes (1) Foundations (a) Cognitions-attitudes based on thoughts from external (e.g. friends) or internal (e.g. memory) source (b) Emotions-attitudes based on feelings (or even watching how things make others feel) ex. Celebrity endorsement (2) Marketing implications (a) Marketers can influence attitudes (i) Cognitively (influencing thoughts/beliefs) (ii) Affectively (influencing emotional experiences 2) Elaboration likelihood model of attitude change: a two process model a) Potentially persuasive communication motivated to processable to processcentral route processingmore elaboration, central merits of argument, info integration i) if attitude changes, it is more: enduring, resistant, predictive of behavior b) Potentially persuasive communication NO motivated to process or not able to processperipheral route processingless elaboration, peripheral cues i) if attitude changes, it is more: temporary, susceptible, unpredictive of behavior 3) forming/changing attitudes a) motivation, ability, and opportunity (MAO) i) high (central-route processing) (1) people devote effort (2) high involvement (3) elaboration is high (4) cognitive approach ii) low (peripheral route processing) (1) less effort-attitudes based on tangential analysis of messages (2) low involvement (3) low elaboration (4) emotional approach b) approaches to attitude formation/change i) look up graph thing c) changing attitudes (1) managerial considerations (a) Will attitudes change? (b) Will change endure? (c) Will it be resistant to future change? 4) Cognitive foundations of attitudes: high effort a) Direct or imagined experience b) Reasoning by analogy or category (similar to/diff from other products/product categories)
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