Chapter Eleven Notes
Chapter Eleven Notes MKT 321
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This 2 page Class Notes was uploaded by Callie Lusk on Tuesday October 4, 2016. The Class Notes belongs to MKT 321 at Western Kentucky University taught by McAmis in Fall 2016. Since its upload, it has received 5 views. For similar materials see Consumer Behavior in Marketing at Western Kentucky University.
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Date Created: 10/04/16
MKT 321 Exam #3 Preparation Chapter Eleven Notes Attitude and Influencing Attitudes Attitude: o An enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of our environment. Example: Your attitude towards Walmart can be positive or negative. Affective o Emotions or feelings about specific attributes or overall object Cognitive o Beliefs about specific attributes or overall object Behavioral o Behavioral intentions with respect to specific attributes or overall object. Attitude Components Factors that may account for inconsistencies: o Lack of need o Lack of ability o Failure to consider relative attributes o Attitude Ambivalence o Weakly held beliefs and affect o Failure to consider interpersonal influence Attitude Change Strategies include: o Change the cognitive component Shift importance of the product Example: Dyson with their fan that buffets the wind o Change the affective component Classical Conditioning o Change the behavioral component Samples, Coupons, Etc. Consumer Resistance to Persuasion o Consumers are not passive to persuasion attempts o Consumers are often skeptical (an individual characteristic) and resist persuasion Three Types of Communication Characteristics Source Characteristics o Who delievers the message? o Are the credible? o Persuasion is easier when the target market views the message sources as highly credible. Celebrity sources enhance attention, attitude, and trustworthiness. o Widely used o The effectiveness is enhanced when marketers match image of the celebrity with personality of the product with actual or desired self- concept of the target market. Appeal Characteristics o How are the messages communicated? o Characteristics include: Fear Humor Comparative Emotional Value-Expressive Attempt to build personality for the product or create an image of the product user. Utilitarian Informing the consumer of one or more functional benefits that are important to the target market. Message Structure o One-sided versus two-sided Stick to talking of your own company. o Positive versus Negative Framing Concentrate on it being this or not being this? Attribute framing: what does it have? Goal framing: message that stresses either positive or negative aspects of not performing the act. o Non-verbal components Can influence attitude through affect, cognition, or both.