台大消费者行为cb 09 attitude.pptVIP

2002/5/8 ch 9 Attitude Formation and Change Overview What are attitudes Foundations/Components of Attitudes Attitude Formation Processes Attitude Change Definitions Attitudes: represent what we like and dislike Preferences: represent attitudes toward one object in relation to another (way to measure attitudes) How Can Attitudes and Preferences Be Measured? Foundations/Components of Attitude Beliefs (cognition; 認知) Feelings (affection；情感) Cognitive Foundations of Attitude : Beliefs Beliefs: subjective judgments about the relationship between two or more things Beliefs are based on knowledge Multiattribute attitude models show that beliefs about a product’s attributes determine favorability of one’s attitude toward the product The Fishbein Model The Ideal-Point Model The Fishbein Model Attitude toward an object is based on the summed set of beliefs about the object’s attributes weighted by the evaluation of these attributes Attributes can be any product or brand association Companies want consumers to perceive their products as: Possessing desirable attributes (when ei positive; bi should be positive) Not possessing undesirable attributes (when ei is negative; bi should be negative) Benefits of Using Multiattribute Attitude Models Diagnostic power: examine why consumers like or dislike products simultaneous importance-performance grid Provide information for some types of segmentation Useful in new product development Guidance to develop attitude change strategies Affective Foundations of Attitude: Feelings Feelings: an affective state (such as mood you currently are in) or reaction (such as feelings experienced during product consumption or when processing an advertisement) Can be positive or negative and range from overwhelming to virtually nonexistent Attitude Formation Processes The amount of processing The content of processing the favorableness of the cognitive and affective responses that occur during processing the extent to which processing involves pro