Transcription of CHAPTER 8 – CONSUMER ATTITUDE FORMATION AND …
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CHAPTER 8 – CONSUMER ATTITUDE FORMATION AND …
190 Copyright 2010 Pearson Education, Inc. CHAPTER 8 CONSUMER ATTITUDE FORMATION and Change LEARNING OBJECTIVES After studying this CHAPTER , students should be able to: 1. Understand what attitudes are, how they are learned, as well as their nature and characteristics. 2. Understand the composition and scope of selected models of attitudes . 3. Understand how experience leads to the initial FORMATION of consumption-related attitudes . 4. Understand the various ways in which consumers attitudes are changed. 5. Understand how consumers attitudes can lead to behavior and how behavior can lead to attitudes . CHAPTER SUMMARY An ATTITUDE is a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object ( , a product category, a brand, a service, an advertisement, a Web site, or a retail establishment). Each property of this definition is critical to understanding why and how attitudes are relevant in CONSUMER behavior and marketing.
1. The affective componentof an attitude consists of the consumer’s emotions or feelings. a) Researchers frequently treat these emotions and feelings as evaluative in nature.
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