Đang chuẩn bị liên kết để tải về tài liệu:
Lecture Consumer behaviour: Chapter 11 - Cathy Neal, Pascale Quester, Del Hawkins

Chapter 11 - Attitude and attitude change. In this lecture we will discuss exactly what an attitude is, discuss the components that make up an attitude, look at ways we can change attitudes, and discuss the use of marketing communications in changing attitudes. | Chapter 11 Attitude and Attitude Change What are attitudes? Main components of attitudes Strategies that can be used to change attitudes Effect of marketing communication on attitudes Strategic implications of attitudes 11– In this lecture we will discuss exactly what an attitude is, discuss the components that make up an attitude, look at ways we can change attitudes, and discuss the use of marketing communications in changing attitudes. Attitudes Attitude components cognitive affective behavioural Component consistency Measurement of attitude components 11– To understand attitudes, we must study the components of attitude, namely cognitive, affective and behavioural components. There tends to be a consistency between these components and this has implications for strategy formulation. If we need to change attitudes, then we need to know how we can measure them to guide our marketing efforts. (See page 333.) Definition of Attitude An attitude is a learned predisposition to respond in a consistently positive or negative way to a given object or event. 11– Attitudes can be defined as the way consumers think and feel about and act towards some aspect of their environment. As a result of all the influences discussed so far in the text, attitudes influence, as well as reflect, the lifestyles individuals pursue. Attitudes, therefore, are the focal point of a great deal of marketing strategy. (See page 333.) Terminology Favourability: the positive or negative evaluation of the object or event Intensity: the strength with which the consumer can hold an attitude Confidence: the degree to which the consumer believes their attitude is ‘right’ 11– When discussing terminology relating to attitudes, we need to be familiar with these terms. Attitudes can be positive or negative, strong or weak, and the degree of confidence has been shown to reinforce the link between attitude and behaviour. This is important if the marketer is attempting to change an attitude . | Chapter 11 Attitude and Attitude Change What are attitudes? Main components of attitudes Strategies that can be used to change attitudes Effect of marketing communication on attitudes Strategic implications of attitudes 11– In this lecture we will discuss exactly what an attitude is, discuss the components that make up an attitude, look at ways we can change attitudes, and discuss the use of marketing communications in changing attitudes. Attitudes Attitude components cognitive affective behavioural Component consistency Measurement of attitude components 11– To understand attitudes, we must study the components of attitude, namely cognitive, affective and behavioural components. There tends to be a consistency between these components and this has implications for strategy formulation. If we need to change attitudes, then we need to know how we can measure them to guide our marketing efforts. (See page 333.) Definition of Attitude An attitude is a learned predisposition to .