Summary: College 4

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• 1 College 4

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• Whats an attitude object (Ao)

  Anything toward which one has an attitude is called that way

• why do we have attitudes? and who says that?

  Functional attitude theory (Katz); we have attitudes because they fulfill a function

• Which three components does attitude consists?

  -Affect: the way a consumer feels about the attitude object (Ao)
  -behavior; the intentions of the person to do something with regard to Ao
  -cognition: the beliefs and knowledge a person has about the Ao

• Call the three hierarchies (which are important for the three components of the attitudes)

  1. standard learning > beliefs(think) > affect(feel) > behavior(do)
  2. low involvement > beliefs(do) > behavior(feel) > affect(think)
  3. experiential > affect(feel) > behavior(think) > beliefs(do)

• How does the consumer reacts with standard learning?

  Cognitive information processing > is highly involved, motivated to search information and acts by means of thoughtful evaluation

• How does the consumer acts in low involvement attitude? And how is it called?

  Behavioral learning > consumer has no strong initial preferences, actsby means of limited knowledge, only evaluates after purchase

• How does the consumer acts in experiential attitude? And how is it called?

  Hedonic consumption > acts upon emotional reactions, beliefs about product only come after purchase

• Which four theories explains how consistency affect attitude formation?

  1. Theory of cognitive dissonance, the negative state of inner tension when there is an attitude-attitude or attitude-behavior conflict
  2.self-perception theory, people use observations of their own behavior to infer their own attitudes 
  3. Social judgement theory, new information is assimilated into or contrasted with current attitude 
  4. balance theory, people try to maintain balance among their beliefs, cognition's, and sentiments

• How can dissonance be reduced?

  -eliminating
  -adding
  -chaning

• How can we measure attitudes? What is the Fishbein's model?

  attitude = belief(of attribute) X importance(of attribute)