MARK 305 Chapter Notes - Chapter 11: Likert Scale, Semantic Differential, Level Of Measurement
30 Jan 2017
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Document Summary
Enduring organization of motivational, emotional, perceptual, and cognitive processes with respect to some aspect of a person"s environment. Factors to determine if research findings will predict behavior: involvement of the consumer, attitude measurement, effects of other people, situational factors, effects of other brands, attitude strength. Attitudes are hypothetical constructs": not directly observable but measurable through indirect indicators - verbal expression or behaviour, e. g. , price sensitivity, propensity to complain. Attitudes can be positive or negative: a continuum. Attitude-to-behaviour consistency often low: affected by many factors: consumer involvement, measurement problems, effect of other people, etc. The more favorable the attitude, the higher the incidence of product usage. The less favorable toward a product, the more likely they are to stop using it. The attitudes of the never tried people tend to be distributed around the mean of a normal distribution. Attitudes vary depending on what they are based on (use of the product or just promotion about a product).
