BU432 Lecture Notes - Lecture 7: Trait Theory, Theory Of Reasoned Action, Iconic Memory
Document Summary
The power of attitudes: attitude: lasting, general evaluation of people, objects, advertisements or issues, attitude object: what we have an attitude about, how to determine a number of preferences and actions. Importance of attitude object is different for different people, one function is usually dominant. Hierarchy of effects: three hierarchy of effects. Impact/importance of attitude components depends on consumers motivation towards attitude object: high involvement: cognition affect behavior. Consumer bonds with the product over time and is not easily persuaded to experiment with other brands. Seeks out a lot of information, carefully weighs alternatives and comes to a thoughtful conclusion: low involvement: cognition behavior affect. Consumer does not have a strong brand preference. Consumers swayed by simple stimulus response connections. Attitude built through behavioral learning: positive/negative experience with product after purchase: zajoncs model: affect behavior cognition. According to the experiential hierarchy of effects, we act on the basis of our emotional reactions. Hedonic motivations are those that are exciting/aesthetically pleasuring.
