ATTITUDES: HIGH AND LOW EFFORT (CHAPTER 8)

Submitted to:

Prof. Eden Trinidad

Submitted by:

Jan Thereze Baguhin

Frelyn Compania

Arlene Perino

MKTG 312 - CONSUMER BEHAVIOR

Time: 5:30-6:30 Code: 00293

September 28, 2017

Jan Thereze Baguhin’s Report

What are attitudes?

Attitude is an overall evaluation that expresses how much we like and dislike the object,
issue, person or action.

The Importance of Attitudes

Cognitive function – how attitudes influenced our thoughts.

Affective function – how attitudes influenced our feelings.

Connotative function – how attitudes influenced our behavior.

Characteristics of attitudes

Favorability – the degree to which we like or dislike something.

Attitude accessibility – how easily an attitude can be remembered.

Attitude confidence – how strongly we hold an attitude.

Attitude persistence – how long our attitude lasts.

Attitude resistance – how difficult is to change an attitude.

Ambivalence – when our evaluations regarding a brand are mixed ( both positive and
negative ).

Forming and changing attitudes

a.) Helps plan strategies

 Marketers can better create or influence consumer’s attitude toward new offering
and novel behaviors when they understand how attitude is formed.

The foundation of attitude

 Attitudes are based on cognition (thought) and belief.

 An attitude is based on emotion.