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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 2
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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 10
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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 11
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| ( A consumer͛s
å Cognitive emotions or feelings
about a particular
å Affective product or brand
å Conative
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 12
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The likelihood or
å Cognitive tendency that an
å Affective individual will
undertake a specific
å Conative action or behave in a
particular way with
regard to the attitude
object
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) å Attitude is function of
the presence of certain
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) beliefs or attributes.
å Useful to measure
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) attitudes toward
product and service
categories or specific
brands.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 16
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behaving or acting with
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rather than the attitude
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å Corresponds closely to
actual behavior
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 1A
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affective, and conative
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) components
å Includes subjective
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) norms in addition to
attitude
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 19
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POTENTIAL PERSONAL IMPEDIMENTS
ͻ ͞I wonder whether my hair will be longer by the time of my wedding.͟
ͻ ͞I want to try to lose two inches off my waist by my birthday.͟
ͻ ͞I͛m going to try to get tickets for the Rolling Stones concert for our anniversary.͟
ͻ ͞I͛m going to attempt to give up smoking by my birthday.͟
ͻ ͞I am going to increase how often I run two miles from three to five times a week.͟
ͻ ͞Tonight, I͛m not going to have dessert at the restaurant.͟
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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 42
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å Altering Components of the Multiattribute
Model
Ú Changing relative evaluation of attributes
Ú Changing brand beliefs
Ú Adding an attribute
Ú Changing the overall brand rating
å Changing Beliefs about Competitors͛
Brands
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 43
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Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 53
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Cognitive Dissonance
Attribution Theory
Theory
å
å ÷
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 54
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å Self-Perception Theory
Ú Foot-in-the-Door Technique
å Attributions toward Others
å Attributions toward Things
å How We Test Our Attributions
Ú Distinctiveness
Ú Consistency over time
Ú Consistency over modality
Ú Consensus
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 55
All rights reserved. No part of this publication may be reproduced, stored in a
retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written
permission of the publisher. Printed in the United States of America.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Slide 56