MKTG 535 Lecture Notes - Lecture 1: Eval, Brand Loyalty, Cognitive Dissonance
31 Mar 2019
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Ego-defensive function: attitudes formed to protect ourselves from external threats/internal feelings. Abc: a. affective: emotional reaction toward an attitude obj: behavioral: how behave toward attitude obj, cognitive: what consumer believe is true abt attitude obj. Low invol hierch: consumer initially doesn"t have strong brand pref. Retail stores: cust. buys item, expl. why to self later + how feels (behave. Compliance: lowest lvl; attitude formed b/c it gain rewards/avoid punishmt [get gas at closest station] b. Identification: attide formed to be sim. to other ppl/group (celebrity advert for coke: internalization: highest lvl; attide become part of value syst. Principle of cognitive consistency: value harmony among thoughts, belief, + feel and the need to maintain uniformity motivates us. Balance theory: triad elem: a. person+perception of b. attitude obj. and: other person/obj. ;can b +/- perception; desire to keep triad elem. in bal. Unit relation:1 elem seen as belongin to our being prt of anoth. elem.
