Management and Organizational Studies 3321F/G Chapter Notes - Chapter 7: Cognitive Dissonance, Conation, Balance Theory
19 Mar 2017
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Low involvement hierarchy: collected only minimal amount of info before acting and has emotional response only after consuming. Attitude toward advertisement: consumers reactions to a p/s are influenced by their evaluations of its advertising. Identification: when attitudes are formed so that the consumer will then feel similar to another person or group. Internalization: high level, deep seated attitudes are internalized and become part of the perso(cid:374)"s (cid:448)alue s(cid:455)ste(cid:373) are diffi(cid:272)ult to (cid:272)ha(cid:374)ge (cid:271)e(cid:272)ause the(cid:455) are i(cid:373)porta(cid:374)t. Consistency principle: according to principle of cognitive consistency, consumers value harmony among their thoughts, feelings and behaviours and are motivated to maintain uniformity among these elements. Social judgement theory: assumes that people assimilate new info about attitude objects in light of what they already know or feel. Initial attitude acts as a frame of reference, and new info is categorized in terms of this existing standard: develop subjective standard when making judgements about attitude objects.
