Download Chap. 08

Buyer Behavior
Consumer Attitudes
Attitudes
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Relatively Enduring
Psychological
Predispositions
To Respond
Toward or Against
An Object
Person, Place or Symbol
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Structure of Attitudes
 Cognitive Component
 Facts
 Beliefs
 Affective Component
 Feelings
 Evaluations
 Conative Component
 Tendencies
 Intentions
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How Attitudes Are Learned
 Behaviorist learning
 Classical conditioning
 Instrumental conditioning
 Modeling
 Attractive models
 Similar others
 Cognitive learning
 Assessing attributes
 Comparisons with values
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Hedonistic Affect Formation
 Classical conditioning
 Associations with need satisfaction
 Associations with pleasant feelings
 Instrumental conditioning
 Rewards for action or behavior
• Positive conditioning
 Punishment for action or behavior
• Negative conditioning
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Attitudes and Cognitive Consistency
Person
Other
Object
– Negative affect
+ Positive affect
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Which Triads Are Stable
Person
+
Person
+
–
1
Other
+
Object
Other
+
–
–
+
Object
Other
–
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Object
Other
–
+
Object
Person
–
+
–
3
Person
4
Other
+
2
Person
+
Person
–
6
Object
Other
–
Object
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Attitudes and Cognitive Consistency
ISGVH
–
+
WE
ISGVH
–
ICM
+
WE
+
+
–
FV
+
ICM
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Sources of Influence
 Direct experience
 Examining goods
 Post-purchase evaluation
 Social influence
 Family, friends
 Associates, observations
 Market sources
 Media exposure
 Personal selling
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Functions of Attitude
 Ego-defensive function
 Freudian psychology
 Utilitarian function
 Behaviorist psychology
 Value-expressive function
 Humanistic psychology
 Knowledge function
 Cognitive psychology
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Attitudes and Cognitive Dissonance
After making a purchase:
 Didn’t get things they wanted
 Did get things they didn’t want
• Dissonant with:
 Commitment to action taken
• Resolution:
 Undo the action - return goods
• Or
 Change their “wants”
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Attitudes and Attribution Theory
 Locus of Control
 Internal vs. external attributions
 Attributions toward possible causes
 Distinctiveness
• Does it only occur with this cause?
 Consistency
• Does it always occur with this cause:
– Over Time?
– Over Modality?
– Over People?
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