MKTG 3710 Lecture Notes - Lecture 8: Geico Advertising Campaigns, Simile, Hot Right Now
Document Summary
Obj1: important for consumer researchers to understand the nature of power of attitudes. Attitude lasting, general evaluation of people (including ones self), objects, advertisements, or issues. Attitude object (ao) anything toward which one has an attitude. Obj2: attitudes are more complex than they first appear. Affect describes how a consumer feels about an attitude object. Behavior consumer"s intentions to take action about it. Cognition what consumer believes is true about the attitude object. Abc model of attitudes a multidimensional perspective stating that attitudes are jointly defined by affect, behavior, and cognition. Hierarchy of effects a fixed sequence of steps that occurs during attitude formation; this sequence varies depending on such factors as the consumer"s level of involvement with the attitude object. Standard learning hierarchy (think, feel, do) traditional process of attitutde formation that starts with the formation of beliefs about an attitude object.
