Attitude is function of evaluation of product-specific beliefs and evaluations
The attitude-toward-behavior model
Is the attitude toward behaving or acting with respect to an object, rather than the attitude toward the object itself
A comprehensive, integrative model of attitudes
Attitude-Toward-Behavior Model A model that proposes that a consumer’s attitude toward a specific behavior is a function of how strongly he or she believes that the action will lead to a specific outcome (either favorable or unfavorable).
Theory of Reasoned Action A comprehensive theory of the interrelationship among attitudes,intentions, and behavior.
A Simplified Version of the Theory of Reasoned Action Beliefs that the behavior leads to certain outcomes Evaluation of the outcomes Beliefs that specific referents think I should or should not perform the behavior Motivation to comply with the specific referents Subjective norm Attitude toward the behavior Intention Behavior
Theory of Trying to Consume An attitude theory designed to account for the many cases where the action or outcome is not certain but instead reflects the consumer’s attempt to consume (or purchase).
Attitude-Toward-the-Ad Model A model that proposes that a consumer forms various feelings (affects) and judgments (cognitions) as the result of exposure to an advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.
A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad Model Exposure to an Ad Judgments about the Ad (Cognition) Beliefs about the Brand Attitude toward the Brand Attitude toward the Ad Feelings from the Ad (Affect)
Elaboration Likelihood Model (ELM) A theory that suggests that a person’s level of involvement during message processing is a critical factor in determining which route to persuasion is likely to be effective.
Postpurchase Dissonance Cognitive dissonance that occurs after a consumer has made a purchase commitment. Consumers resolve this dissonance through a variety of strategies designed to confirm the wisdom of their choice.
Self-Perception Theory A theory that suggests that consumers develop attitudes by reflecting on their own behavior.
Defensive Attribution A theory that suggests consumers are likely to accept credit for successful outcomes (internal attribution) and to blame other persons or products for failure (external attribution).