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6.attitudes and intentions

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Transcript of "6.attitudes and intentions"

  1. 1. any reasonably complex voluntary behavior is determined by the persons intention to perform it behaviors behavioral intention attitude toward the behavior or action subjective or social norm theory of reasoned action situational context is powerful attitude toward the behavior or subjectve mark impli persons overall evaluation of a concept norm is stronger? evaluations are affective responses overall evaluation formed when consumers beliefs about multiple product attitude consumers integrate know, or brand attributes meanings or beliefs about a concept key proposition evaluation may be stored in memory belief strenght: perceived probability of association will it affect interpretation or integration process? beetween an object and its attributes importance belief evaluation: how overall attitude is a function of 2 factors frequency attitude accessibility accessibility in memory favorably the consumer 6. Attitudes and strength of the association between a perceives that attribute multiattribute attitude model concept and its attitude understanding situational influences: intentions relative salience of beliefs objects attitude change strategies: new salient, change the strenght of a belief, change the evaluation, intangible concepts toward what? make an existing favorable belief more salient mark impli behaviors weak relationship between attitudes toward an object and specific single product class behaviors product form brand salient beliefs: activated beliefs levels of attitude concepts brand/model general situation can range from attributes and benefits to values brand/model specic situation salient benefits can be different depending on stimuli in the env (ads, attitudes toward objects people), emotional states (feel like someone else), benefits activated (price reductions) brand equity: strong, positive brand attitude based on favorable meanings and beliefs attitude tracking studies mark impli6. Attitudes and intentions.mmap - 18/11/2010 -

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