Chapter 7 : Attitudes Flashcards
What are attitudes
lasting general evaluation of people (including oneself), objects, issues
Katz’s (attitudes)
- utilitarian
- value-expressive
- ego-defensive
- knowledge
Utilitarian
rewards and punishments
Value-expressive
express identity
Ego-defensive
Protect/guard against insecurity
Knowledge
need to order or structure
ABC Model
- affect
- behaviour
- cognition
Forming attitudes - three strategic means of influence
- cognitive change
- effective change
- behavioural change
Levels of involvement with consumer buying situation
Level one
Level two
Level three
Level one
complacence
* formed to attain rewards or avoid punishment
Level two
identification
* have a need to feel similar to a person or group
Level three
internalization
- part of your value system
- Levis 501 - cool people & quality
consistency principle
consumers value harmony among their thoughts, feelings, and behaviours are motivated to maintain unifromity
e.g. FedEx MBA commercial
Cognitive dissonance theory
when a person is confronted with inconsistencies among attitudes or behaviours. he or she will take action to reduce the dissonance by changing an attitude or modifiying a behaviour
e.g. Alexandras Keith beer ad
Social judgement theory
our attitude affects how we categorize new infromation
