a lasting general evaluation of people, objects, or issues
Attitube object (Ao)
Tangible and Intangible things
Functional Theory of Attitudes
it explains how attitudes facilitates social behavious.
it refers to the way a consumer feels abount an attitude object.
It involves the person's intentions to do something with regard to an object
It refers to the beliefs a consumer has about an attitude object
Hierarchy of effects
it explains the relative impact of the 3 components
Attitude towards the advertisement (Aad)
it's defined as a predisposition to respond in a favourable or unfavourable manner to a particular advertising stimulus during a particular exposure occasion
Principle of Cognitive consistency
consumers value harmony among their thoughts, feelings, abd behavious, and they are motivated to maintain uniformity among these elements
Theory of Cognitive Dissonance
It states that when a person is confronted with inconsistencies among attitudes or behaviours, he or she will take some action to resolve this "dissonance," perhaps by changing an attitude or modifying behaviour
it provides an alternative explanation of dissonance effects
Foot in door Technique
which is based on the observation that a consumer is more likely to comply with a request if he or she has first agreed to comply with a smaller request
Social Judgement Theory
It assumes that people assimilate new information about attitude objects in the light of what they already know or feel
Latitudes of acceptance and rejection
Information they find acceptable or unacceptable
It considers relations among elements a person might perceive as belonging together
multi-attribute attitude models
It assumes thay a consumer's attributes (evaluation) of an attitude objective (Ao)will depend on the beliefs he or she has about several or many attributes of the object
Theory of reasoned action
it measures a consumer's attitude towards a product.
Subjective norm (SN)
What we believe other ppl think we should do.
Attitude toward the act of buying (Aact)
It focuses on the perceived consequences of a purchase