Professional Documents
Culture Documents
EIGHT
Consumer Attitude
Formation and Change
Learning Objectives
Cognition
Components A consumer’s
• Cognitive emotions or feelings
about a particular
• Affective product or brand
• Conative
Components
The likelihood or
• Cognitive tendency that an
• Affective individual will
undertake a specific
• Conative action or behave in a
particular way with
regard to the attitude
object
Copyright 2010 Pearson Education, Inc. Chapter Eight Slide 13
Discussion Questions
Types
• The attitude-toward- • Attitude is function of
object model the presence of certain
• The attitude-toward- beliefs or attributes.
behavior model • Useful to measure
• Theory-of-reasoned- attitudes toward
action model product and service
categories or specific
brands.
Copyright 2010 Pearson Education, Inc. Chapter Eight Slide 16
Multiattribute Attitude Models
Types
• The attitude-toward- • Is the attitude toward
object model behaving or acting with
• The attitude-toward- respect to an object,
behavior model rather than the attitude
• Theory-of-reasoned- toward the object itself
action model • Corresponds closely to
actual behavior
Types
• The attitude-toward- • Includes cognitive,
object model affective, and conative
• The attitude-toward- components
behavior model • Includes subjective
• Theory-of-reasoned- norms in addition to
action model attitude
• Self-Perception Theory
– Foot-in-the-Door Technique
• Attributions toward Others
• Attributions toward Things
• How We Test Our Attributions
– Distinctiveness
– Consistency over time
– Consistency over modality
– Consensus