MKT 400 Chapter Notes - Chapter 7: Attitude Change, Elaboration Likelihood Model

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Melanie Dempsey

Document Summary

Getting consumers to feel strongly about a product is something that marketers constantly try to: when consumers have positive attitudes towards products, they often promote them to, negative attitudes can have profound impact as well others. Understanding the factors that influence consumer attitudes is very important for marketers. Attitudes: relatively enduring overall evaluations of objects, products, services, issues, or people: important because they motivate people to behave in relatively consistent ways, attitudes and values are closely related. Abc approach to attitudes: suggests that attitudes encompass one"s affect, behaviour, and cognitions or beliefs towards an object. Hierarchy of effects: suggests that affect, behaviour, and cognitions form in a sequential order. High involvement (standard learning) hierarchy: occurs when a consumer is faced with high involvement decisions (ones that are important and involve high risk: cognition affect behaviour. Low involvement hierarchy: consumers often have some basic beliefs about products without necessarily having strong feelings towards them: cognition behaviour affect.