ADM 3321 Lecture Notes - Lecture 13: Cognitive Dissonance, Nordstrom, Tequila
24 Feb 2016
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A lasting, general evaluation of people (including oneself), objects, o! Vary from negative through neutral to positive o! Katz"s functional theory: attitudes help people achieve their basic goals. Any part of your attitude is supported by 2 other elements. You think first, you form some feelings, then you follow up with your actions: high involvement. You think first, you act, then you form feelings: low involvement. You form feelings, you act, then you think back: hedonic consumption o! e. g. tequila drinking and next day regrets o! a lot of social marketing recognizes that people do things impulsively. Getting people to care enough so they can think through the process: high involvement. People are not reading the fine print when buying meds, in public health this segmentation model is cared for. o! Loyal model on the paint because of the packaging as it makes it easier for women to use: hold, open and close the lid, avoid making a mess.
