BUS 347 Lecture Notes - Lecture 2: Cognitive Dissonance, Motivation, Social Judgment Theory

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 347
• Professor: Steven Kates

Document Summary

2: example: lv ad, some broad goals are contributing to the ad. "if you have a coke, you"ll feel good" Inferences: we make judgements based on facts. Later on you purchase it: you then form an affect, when you purchase, you could potentially move to high involvement, association. Impulses are either subtle or strong feelings of wanting. Impulses: they regulate us, can be strong or subtle, they get you to move, marketers are trying to form positive attitudes, attitude formation and commitment, attitude strength is measured through commitment, compliance (weak) Low form of commitment: attitude based on reward/punishment; subject to change based on monitoring or situation change, not very motivated to stay. Identification (stronger: medium level commitment, based upon your value, based on consumer wanting to fit in with a person or group. Internalization (strongest: high level of commitment, aka intrinsic motivation, this is what marketers want, attitude has become part of the person"s value system.