1. Attitudes are learned predispositions to respond favorably or unfavorably to objects or classes of objects. They are relatively enduring but also situation-related.
2. There are three main paths to attitude formation: through beliefs, directly through behaviors, or indirectly through behaviors after the behavior is performed.
3. The multiattribute model measures attitudes using consumers' beliefs and evaluations of attributes. It shows brand performance on important attributes but does not perfectly predict behavior.
4. Marketers can change attitudes by altering the multiattribute model components, using persuasion to change beliefs and attitudes, or changing attitudes directly through behaviors.
A High–Involvement Learning Situation is one in which the consumer is motivated to process or learn the material.
A Low–Involvement Learning Situation is one in which the consumer has a little or no motivation to process or learn the material.
PharmaBrand Summit 2012: Presentation by Professor Brian D Smith, Adjunct Professor, SDA Bocconi & Visiting Research Fellow, Open University Business School: Making it happen: Why Much of What we do Ensures that our Strategy won’t be Implemented
The Impact of Emotional Intelligence: Understanding Consumer BehaviorAshford University
Emotional decisions are made daily by consumers. The power and impact of emotion on the buying process is an emerging field.
Marketers must turn from the traditional marketing strategies based on cognitive abilities of the consumer to also include the role of emotions in the buying process.
A review of literature on consumer behavior (CB) and emotional intelligence (EI) is presented and a summary of a baseline study on consumer behavior and emotional intelligence is also presented.
A High–Involvement Learning Situation is one in which the consumer is motivated to process or learn the material.
A Low–Involvement Learning Situation is one in which the consumer has a little or no motivation to process or learn the material.
PharmaBrand Summit 2012: Presentation by Professor Brian D Smith, Adjunct Professor, SDA Bocconi & Visiting Research Fellow, Open University Business School: Making it happen: Why Much of What we do Ensures that our Strategy won’t be Implemented
The Impact of Emotional Intelligence: Understanding Consumer BehaviorAshford University
Emotional decisions are made daily by consumers. The power and impact of emotion on the buying process is an emerging field.
Marketers must turn from the traditional marketing strategies based on cognitive abilities of the consumer to also include the role of emotions in the buying process.
A review of literature on consumer behavior (CB) and emotional intelligence (EI) is presented and a summary of a baseline study on consumer behavior and emotional intelligence is also presented.
advertising reminds consumers of how advertising responds to their needs. Whether a particular ad will be attended to and interpreted depends to a large degree on the consumer’s personality, needs, motives, expectations, and experiences.
This study will help in learning consumer behavior by studying different types of attitude of a consumer and it also includes different types of model to study consumer attiude.
Consumer attitude towards consumer behaviourArun Gupta
Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion
advertising reminds consumers of how advertising responds to their needs. Whether a particular ad will be attended to and interpreted depends to a large degree on the consumer’s personality, needs, motives, expectations, and experiences.
This study will help in learning consumer behavior by studying different types of attitude of a consumer and it also includes different types of model to study consumer attiude.
Consumer attitude towards consumer behaviourArun Gupta
Attitude, nature of attitude, factors of attitude, consumer attitude, components of attitude, structural models of attitude, issues in formation of attitude, conclusion
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Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
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http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
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The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
2. What is an attitude?
A learned predisposition to respond to an
object or a class of objects in a consistently
favorable or unfavorable way.
Attitudes are relatively enduring.
Attitudes are situation-related.
4. How do we form attitudes?
Three different paths to attitude formation:
Attitudes are created by first creating beliefs.
Consumer beliefs are the knowledge that a consumer
has about objects, their attributes, and the benefits
provided by the objects.
Consumer beliefs are created by processing
information--cognitive learning.
5. Forming Attitudes, continued
Attitudes are created directly.
Behavioral learning
Mere exposure
Attitudes are created by first creating behaviors.
Consumers respond to strong situational or
environmental forces, and after engaging in the
behavior, form attitudes about the experience.
7. Tricomponent Model
Cognitive component
The knowledge and perceptions that are acquired
by a combination of direct experience with the
attitude object and related information from
various sources.
Affective component
The emotions or feelings associate with a
particular product or brand.
Conative component
The likelihood or tendency that an individual will
undertake a specific action or behave in a
particular way with regard to the attitude object.
8. Measurement Models of Attitude
Multiattribute model
Fishbein and Azjen
Measures attitude score using consumers’ beliefs
and evaluations about attributes of the attitude
object.
Several different contexts in which attitude scores are
measured.
Attitude-toward-the-object model
Attitude-toward-the-behavior model
9. Multiattribute Model
Aj = ∑BijIi
Where:
i = attribute or product characteristic
j= brand
Such that:
A = the consumer’s attitude score for brand j
I = the importance weight given to attribute i by the
consumer
B = the consumer’s belief as to the extent to which a
10. Understanding the Multiattribute
Model
All relevant product attributes, based on
consumers’ perceptions, need to be included
in the model to provide dimensionality.
Even though there may be several relevant
attributes, they are not generally equally
important. The importance weight of the
formula allows adjustment of the importance
of each attribute individually.
11. Understanding the Multiattribute
Model...
Beliefs represent the extent to which each
product offers satisfaction for the attribute in
question.
Compensatory model.
12. Advantages of Multiattribute
Model
Clearly shows what is important to consumers
about a given product.
Shows how well brands do relative to each
other.
Shows how well a specific brand does with
respect to attributes perceived as important to
consumers.
13. Weakness of
Multiattribute Model
Not a perfect predictor of consumer behavior
Lots of variables determine behavior in
addition to attitude:
Involvement
Friends
Family
Financial resources
Availability of product
14. Theory of Reasoned Action
Extends multiattribute model; tries to
compensate for the inability of the
multiattribute model to predict behavior.
Assumes that consumers consciously consider
the consequences of alternative behaviors
under consideration and choose the one that
leads to the most desirable consequences.
The outcomes of this reasoned choice process
is an intention to engage in a selected
behavior--behavioral intention.
15. Theory of Reasoned Action
B~BI = Aact(w1) + SN(w2)
Where:
B = a specific behavior
BI = consumer’s intention to engage in that
behavior
Aact = consumer’s attitude toward engaging in that
behavior
SN = subjective norm regarding whether other
people want the consumer to engage in that
behavior
w1 & w2 = weights that reflect the relative influence of
16. Simplified Version
Beliefs that
Beliefs that specific Motivation
the behavior Evaluation referents think to comply
leads to of the I should or with the
certain outcomes should not specific
outcomes perform the referents
behavior
Attitude toward
Subjective Norm
the behavior
Intention
Behavior
17. Comparing A vs. Aact
Car (A) Buying a New Car this
Year (Aact)
Moderately priced (+) Gives me a mode of transportation (+)
Ordinary (-) Will put me in financial difficulty (-)
Well-built (+) Will lead to high upkeep costs (-)
Dependable (+) Will cost more now than later (-)
Easily serviced (+) Will lead to high insurance rates (-)
18. Attitude-toward-the-Ad Model
Very specific to understanding the impact of
advertising on consumer attitudes about a
particular product or brand.
Exposure to advertising affects attitude-
toward-the ad and attitude-toward-the brand.
19. Attitude-toward-the-Ad Model
Very specific to understanding the impact of
advertising on consumer attitudes about a
particular product or brand.
Exposure to advertising directly affects
beliefs about the ad and brand, and feelings
about the ad.
Exposure to advertising indirectly affects
attitude toward the brand and attitude toward
the ad.
20. Exposure to ad
Judgments about Feelings from
the ad (cognition) the ad (affect)
Beliefs about Attitude toward
the brand the ad
Attitude toward
the brand
21. How Can Marketers
Change Attitudes?
Alter components of multiattribute model
Increase belief ratings for the brand
Increase the importance of a key attribute
Decrease the importance of a weak attribute
Add an entirely new attribute
Decrease belief ratings for competitive brands
23. Motivation Ability
to to
Elaborate Elaborate
Amount
of
High Elaboration Low
Central Peripheral
Route to Route to
Persuasion Persuasion
Message Peripheral
Arguments Cues
Determine Determine
persuasion persuasion
24. Belief and
High-involvement Cognitive Behavior
attitude
processing responses change
Central change
route
Communication
Attention and
(source,message,
comprehension
channel)
Peripheral
route Low-involvement Belief Behavior Attitude
processing change change change
26. Balance Theory
Consumers strive for consistency between
interconnected attitudes.
Marketers can influence attitudes by creating
imbalance within the target of persuasion--
motivates consumer to change one or more of
the interconnected attitudes to restore balance.
27. Social Judgment Theory
Consumers use attitudes as a frame of
reference to judge new information.
If high involvement:
Narrow latitude of acceptance
Wide latitude of rejection
Assimilation effect
Contrast effect
If low involvement:
Wide latitude of acceptance
Wide latitude of noncommitment
28. Attribution Theory
Consumers make inferences about behaviors,
assign causality--blame or credit--to events on
the basis of their or others’ behaviors.
In the process of assigning causality, form
attitudes.
Marketing implications:
Offer high quality products
Advertising should emphasize quality.
Moderate-sized incentives.