Consumer Attitude Formation and Change
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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
Tricomponent Attitude Model
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.
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.
Strategies of Attitude Change
- 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)
Cognitive Dissonance Theory
Consumers can feel discomfort about a purchase because they have conflicting thoughts about a belief or an attitude object.
Consumer and Marketing Strategies to Reduce Post Purchase Dissonance
- 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
Attempts to explain how people assign causality to events.
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