Management and Organizational Studies 1021A/B Lecture Notes - Lecture 5: Theory Of Reasoned Action, Cognitive Dissonance, Semantic Differential

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 1021A/B
• Professor: Tara Lee

Document Summary

Components of attitude (abc model: affect: the way a consumer feels about an attitude object. Measure on scale from how you feel: good to bad, pleasant to unpleasant, appealing to unappealing: behavior: overt actions and intentions to act toward an attitude object. How likely are you going to buy ____ this week: cognition: beliefs about an attitude object. What you believe to be true about a certain product/service. When the situation is high involvement intense, deep cognition aspect plays a major role. Once again you rely on cognition but not sophisticated cognition and based on basic/superficial evaluation you just buy then develop a feeling. Sometimes out of the blue your emotions play a big role. Wicker"s review (1969): people"s expressed attitudes hardly predicted their varying behavior: cheating, religion and racial minorities. In the past, people thought if they knew consumer attitude they could predict their behavior. Later on (wicker"s review) found that attitudes are not good.