文档介绍：Attitudes
A lasting, general evaluation of people (including oneself), objects, advertisements, or issues.
Anything toward which one has an attitude is called an Attitude Object.
An attitude is:
Lasting because it tends to endure over time.
General because it applies to more than a momentary event.
Attitudes help us make all forms of choices such as:
Very product-specific behaviors, and
More general consumption-related behaviors.
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The Functions of Attitudes
Utilitarian
Reward and
Punishment
Knowledge
Need for Meaning,
Order & Structure
Value-Expressive
Consumer’s Values
or Self-Concept
Attitude
Functions
Ego-Defensive
Protect Person
From Threats
By Identifying the Dominant Function a Product Serves for Consumers - What Benefits it Provides - Marketers Can Emphasize These Benefits in Communications & Packaging.
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The ABC Model of Attitudes
Affect
Way a Consumer
Feels
Behavior
Person’s Intentions
to Do
Cognition
Consumer’s
Beliefs
Components of an
Attitude
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Standard Learning Hierarchy
Beliefs
Affect
Behavior
ATTITUDE
Based on Cognitive Information Processing
Hierarchies of Effects
Low-Involvement Hierarchy
Beliefs
Affect
Behavior
ATTITUDE
Based on Behavioral Learning Processes
Experiential Hierarchy
Beliefs
Affect
Behavior
ATTITUDE
Based on Hedonic Consump-tion
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Attitudes Toward the Advertisement
The Attitude Toward the Advertisement is Defined as a Predisposition to Respond in a Favorable or Unfavorable Manner to a Particular Advertising Stimulus During a Particular Exposure Occasion.
Determinants Include:
Attitude Toward Advertiser
Mood Evoked by the Ad
Degree to Which the Ad Affects Viewers’ Arousal Levels
Evaluations
of the
Ad Execution
Itself
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Forming Attitudes
An Attitude can form in several different ways depending on the Hierarchy of Effects and how the attitude is learned.
It can occur