MCS 2600 Lecture Notes - Lecture 3: Elaboration Likelihood Model, Object Model, Direct Marketing

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 2600
• Professor: Lianne Foti

Document Summary

Attitude a learned predisposition to behave in a consistently favourable or unfavourable manner with respect to a given object. What: the attitude object , attitudes are learned predisposition, attitudes are consistent, attitudes. Tricomponent attitude model: cognition connotation affect cognition (repeat, cognitive: The knowledge and perceptions that are required: affective: A consumer"s emotions or feelings about a particular brand or product: conative: Multiattribute attitude model: attitude models that examine the composition of consumer attitudes in terms of selected product attributes or beliefs, types, the attitude-toward object model. Attitude is function of the presence of certain beliefs or attributes. Useful to measure attitudes toward product and service categories or specific brands: the attitude-toward behaviour model. Is the attitude toward behaving or acting with resect to an object, rather than the attitude toward the object itself. Corresponds closely to actual behaviour: theory-of-reasoned-action model. Includes subjective norms in addition to attitude.