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10 Cards in this Set
- Front
- Back
Attitudes
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A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.
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Tricomponent Model
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-Cognitive component (beliefs)
-Affective component (brand evaluation) -Conative component (intent to buy) |
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Cognitive component
(beliefs) |
The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.
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Affective Component
(brand evaluation) |
A consumer's emotions or feelings about a particular brand.
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Conative component
(intention to buy) |
The likelihood that an individual will undertake a specific or action or behave in a particular way with regard to the attitude or object.
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Multiattribute Model
characteristics |
*attitudes are functions of consumers beliefs about a brand
*beliefs are weighed by their value or importance to a consumer *measure strengths and weaknesses of brand attributes relative to competitive brands *recognize the importance of measuring the behavioral component *theory of reasond action model and the importanance of subjective norms |
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Strategies for Attitude Change
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*change consumers belief about my brand
*change perceptions of the value of an attribute *add a new attribute *change beliefs about competitors brands-comparative advertising |
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Comparative Advertising
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change beliefs about competitors brands
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Single Component Attitude Model
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*used prior to early 70's
*borrowed from psychology (only affective component was used) |
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What is the major limitation of Single Component Attitude Model approach to Marketing?
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Ans: Later
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