1. any reasonably complex voluntary
behavior is determined by the person's
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 person's 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 impli
6. Attitudes and intentions.mmap - 18/11/2010 -