Consumer Attitude Formation and Change

The flashcards below were created by user jaza123 on FreezingBlue Flashcards.

  1. Attitude
    A learned predisposition to behave in a consistently favourable or unfavourable way with respect to a given object.

    Learned predisposition, consistency, occur within a situation/influenced by situational factors, have a direction
  2. Tricomponent Attitude Model
    CAC

    Cognition: Knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from the various sources. (takes form of beliefs/expectations)

    Affect: A consumer's feelings or emotions about a particular service/brand/product.

    • Conation: The likelihood or tendency that an individual will undertake a specific action or behave in a particular way. (intent to actually purchase)
    • Knowing, feeling, doing.
  3. Multi-Attribute Models
    Attitude-towards-Object: (product/brand/service)

    Attitude-towards-Behavior: Focuses on the consumer's attitudes about their behaviour or actions towards a brand/service.

    Attitude-towards-the-ad: After exposure to the ad, a consumer forms various Feelings (affect) + Judgements (cognitions)

    Theory-of-Reasoned-Action: Combines Tri-Component Model in a different format. There are Subjective Norms (come from relevant others).

    Theory of Planned Behaviour: Consumer behaviour is influenced by the level of perceived behavioural control experienced by each consumer.
  4. Strategies of Attitude Change
    VUKE

    • Value-Expressive function
    • Utilitarian function
    • Knowledge function
    • Ego-Defensive function

    • Elaboration Likelihood Model (ACP)
    • Central Route to Persuasion
    • Peripheral Route to Persuasion (without focusing on info)
  5. Cognitive Dissonance Theory
    Consumers can feel discomfort about a purchase because they have conflicting thoughts about a belief or an attitude object.
  6. Consumer and Marketing Strategies to Reduce Post Purchase Dissonance
    • Consumer:
    • Rationalise
    • Seek out ads that support their choice
    • "sell" friends on the benefits
    • look for known satisfied owners for reassurance

    • Marketers
    • Structure ads to show benefits
    • Warranties, guarantees
    • Detailed brochures
    • After sales service
  7. Attribution Theory
    Attempts to explain how people assign causality to events.
Author
ID
87994
Card Set
Consumer Attitude Formation and Change
Description
Consumer Attitude Formation and Change
Updated
Show Answers