Professional Documents
Culture Documents
What is attitude?
A relatively global and enduring evaluation of an object, issue, person or
action = It is an overall evaluation that expresses how much we like or
dislike an object, issue, person or action.
Attitudes vary along a number of dimensions:
1. Favorability: the degree to which we like or dislike something.
Example: I like Adele a lot, so much
2. Accessibility: how easily and attitude can be remembered.
Example: I can remember my attitude toward Adele
3. Strength/confidence: How strongly we hold an attitude.
Example: I am sure I like Adele
4. Persistence: How long our attitude lasts.
Example: I have liked Adele for a long time and will continue
to like her
5. Resistance: How difficult it is to change an attitude
Example: I will like Adele no matter what anyone says about
her
Which are the most important for consumers: depending on the category
you will look at one attitude or another. People have very different taste
for dogs, attitudes based on affect, the emotional.
PAULA EXPOSITO
CHAPTER 5 HIGH EFFORT ATTITUDE
When you choose a product as a gift, what kind of products can my friend
happy. We tend to use those unique products. For gift receivers they want
products that they use very day, regular products. When we choose the
product, we always analyze it, we do the cognitive.
Hydronic products (purchase he product for experience), on your affect. In
contract, for utilitarian products it is based on cognitive components. The
price can also play a role. In many situations if you buy an expensive
product.
Central-route processing: The attitude formation and change process
when effort is high
Peripheral-route processing: The attitude formation and change process
when effort is low.
PAULA EXPOSITO
CHAPTER 5 HIGH EFFORT ATTITUDE
negative.
Belief discrepancy when a message is different from what
consumers believe.
Bolstering
and
Counter
arguing
mindsets
in
PAULA EXPOSITO
CHAPTER 5 HIGH EFFORT ATTITUDE
Source factors
Source effects: the same words by different people can have very different
meanings.
In marketing, source is often a spokesperson in an ad, who might be
expert, famousm attractive or a typical consumer.
What makes a good source?
-
Discussion
Many marketers use celebrity endorsers to persuade. These spokespeople
often are cool musicians, athletes or stars.
One one hand, consumers like these celebrities. On the other hand,
consumers know that they are paid huge amount of money to endorse the
product.
Do you think it is an effective strategy to use celebrity endorsers, and
why?
PAULA EXPOSITO
CHAPTER 5 HIGH EFFORT ATTITUDE
Message factors
-
PAULA EXPOSITO
CHAPTER 5 HIGH EFFORT ATTITUDE