Chapter 8

Front 1

Attitudes

Back 1

A learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object.

Front 2

Tricomponent Model

Back 2

-Cognitive component (beliefs)
-Affective component (brand evaluation)
-Conative component (intent to buy)

Front 3

Cognitive component
(beliefs)

Back 3

The knowledge and perceptions that are acquired by a combination of direct experience with the attitude object and related information from various sources.

Front 4

Affective Component
(brand evaluation)

Back 4

A consumer's emotions or feelings about a particular brand.

Front 5

Conative component
(intention to buy)

Back 5

The likelihood that an individual will undertake a specific or action or behave in a particular way with regard to the attitude or object.

Front 6

Multiattribute Model
characteristics

Back 6

*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

Front 7

Strategies for Attitude Change

Back 7

*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

Front 8

Comparative Advertising

Back 8

change beliefs about competitors brands

Front 9

Single Component Attitude Model

Back 9

*used prior to early 70's
*borrowed from psychology (only affective component was used)

Front 10

What is the major limitation of Single Component Attitude Model approach to Marketing?

Back 10

Ans: Later