MKTG 313 Chapter Notes - Chapter 11: Elaboration Likelihood Model, Classical Conditioning
MKT313 Ch. 11 section a
attitude
an enduring organization of motivation, emotional, perceptual, and cognitive processes with
respect to some aspect of our environment.
stimuli
products, situations, retail outlets, sales personnel, advertisements, and other attitude objects
attitude components
affective, cognitive, and behavioral
affective component
emotions or feelings about specific attributes or overall object
cognitive component
beliefs about specific attributes or overall object
behavior component
behavioral intentions with respect to specific attributes or overall object, response tendencies
1. lack of need
2. lack of ability
3. failure to consider relative attitudes
4. attitude ambivalence
5. weakly held beliefs and affect
6. failure to consider interpersonal influence
factors that may account for inconsistencies?
cognitive attitude change strategies
change beliefs, shift importance, add beliefs, change ideals
change beliefs
shift beliefs about the performance of the brand or product on one or more attributes
shift importance
attempts to convince consumers that attributes on which their brand is strongest are the most
important
add beliefs
adding new beliefs to the consumer's belief structure or schema
change ideal
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