MCS 2600 Chapter Notes - Chapter 8: Elaboration Likelihood Model, Conation, Direct Marketing

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

Document Summary

Attitude object - product, product category, brand, product use, causes, people, ads, internet. Attitude- a learned predisposition to behave in a consistently favorable or unfavorable manner with respect to a given object sites, price, retailer. Consistent, but do change with situational influences (ie. cost) Structural models of attitudes: tricomponent attitude model. Examine the composition of consumer attitudes in terms of selected product attributes/beliefs. Attitude-toward-object- suitable for measuring attitudes toward the brand/personality/service; attitude is function of the presence of certain beliefs/attributes. Attitude-toward-behavior is the attitude toward behaving with respect to object rather than attitude to object itself; corresponds closely to actual behavior. Theory of reasoned actions- includes cognitive, affective, and conative components; subjective norms in addition to attitude. Sources of influence on attitude formation: personal experience, influence of family, direct marketing and mass media, personality factors. Associating the product with an attitude group of event.