MKT 450: Consumer Behavior - Chap. 5 & 6

Evalution that expresses how much we like or dislike an object; learned and persist over time; based on set of associations linked to it
1) guide thoughts - cognitive function
2) influence feelings - connative function

-how much we like or dislike an attitude object
-how easily and readily an attitude can be memorized
-described in terms of strength
-vary in endurance
-resistance to subsequent change

Based on thoughts about info received from an external source; info we recall from memory

Favorable attitude b/c of feelings

How much thinking consumers put in attitude formation

Thinking about a message requires some effort; consumer attitude based on analysis of central issues in a message

Involves limited effort to create attitude or change it

1) influencing thoughts or beliefs about the offering
2) influencing emotional experiences consumers associate w/ offering

Elaborating on an actual experience can help consuemrs form pos or neg attitudes

Considering how similar a product is to other products

Generated or shaped on individual values; drive the formation of attitude toward a particular brand or product

The way consumers view their social identities in forming attitudes towards products; product helps express this social identity

Attitudes based on cognitive responses (thoughts had when exposed to a communication)

Def: thoughts had when exposed to a communication
response to a message:
-counterarguments: disagreement w/ message
-support arguments: agreement w/ message
-source derogations: discount or attack message source
*LAST TWO RESISTANT TO ATTITUDE CHANGE

Create counterarguments to maintain existing belief systems; argue against the message