CB - Attitudes

Notes

•[Diapositiva 1] Consumer Behavior Attitudes Prof. Luís Henrique Luis pereira@fgv.br June, 2019 •[Diapositiva 2] •[Diapositiva 3] Powered by The Power of Attitudes An attitude is a lasting, general evaluation of people, objects, advertisements, or issues. Attitude object (A O) helps determine preferences and actions. ABC Model of Attitudes: - Affect: How a consumer feels about an attitude object (their feelings) - Behavior: Intentions to act regarding the attitude object (what they do) - Cognition: Beliefs about the attitude object (what they think) •[Diapositiva 4] Powered by Hierarchies of Effects – ABC Model (Reference: Pearson Education, 2011) •[Diapositiva 5] Attitude Commitment Powered by 4/23/2023 Copyright © 2011 Pearson Education, Inc. - Compliance: The lowest level, where attitudes are formed to gain rewards or avoid punishments. - Identification: Mid-level, where attitudes conform to others or groups. - Internalization: The highest level, where deep-seated attitudes become part of the consumer’s value system. •[Diapositiva 6] Early Information Experiment Jim is friendly, outgoing, and easy to get along with. He has...