Show This preview shows page 1 - 4 out of 18 pages. Attitudes: High vs. Low EffortLearning objects-Define and explain what attitude is-Explain high-effort attitude formation and change-Explain low-effort attitude formation and change-Discuss how marketers should understand consumers’ attitude in both low and high-effort contextsCH 5 Attitudes Based on High EffortLearning objectives from textbook-Discuss how marketers can apply various cognitive models to understand consumersattitudes based on high-effort thought processes-Describe some of the methods for using the communication source and the messageto favourably influence consumers’ attitudes in high-effort situations-Identify the emotional foundations of attitudes when consumers’ processing effort ishigh-Explain how and why a company might try to change consumers’ attitudes byinfluencing their feelings-Outline the three main factors that leads to a positive overall consumer attitudetowards an advertisement-Discuss the various elements that can affect whether a consumers’ attitudes willinfluence his or her behaviourWhat are attitudes?Anattitudeis a relatively global and enduring evaluation of an object, issue, person oraction-Attitudes are learned and tend to persist over time-Attitudes reflect our overall evaluation of something based on the set of associationslinked to itImportance of attitudesAttitudes (1) guide our thoughts (thecognitive function), (2) influence our feelings (theaffective function), and (3) affect our behaviour (theconative function).Components of attitude: Characteristics of attitudesAttitudes can be described in terms of five main characteristics: favorability, attitudeaccessibility, attitude confidence, persistence and resistance-Favourability: the degree to which we like or dislike something-Attitude accessibility: how easily an attitude can be remembered-Attitude confidence: how strongly we hold an attitude-Persistence: how long our attitude lasts-Resistance: how difficult it is to change an attitudeAttitudes may be described in terms ofambivalence: when our evaluations regarding abrand are mixed (both positive and negative)Forming and changing attitudesMarketers can better create or influence consumers' attitudes toward new offerings andnovel behaviours when they understand how attitudes are formedThe foundation of attitudesOne approach to attitude formation suggests attitudes are based oncognitions(thoughts) orbeliefs-Attitudes can be based on thoughts we have about information received fromexternal sourceA second approach suggests that attitudes are based onemotions.-Sometimes we gave a favourable attitude toward an offering simply because it feelsgood or seems rightThe role of effort in attitude formation and changeHow much extensive thinking or elaboration consumers put forth affect their attitudeformation and change processes as well. -Effort- how much extensive thinking or elaboration consumers put forth in makingdecisionHigh vs Low MAOHIGH MAOA lot of effort devoted informing or changing Upload your study docs or become a Course Hero member to access this document Upload your study docs or become a Course Hero member to access this document End of preview. Want to read all 18 pages? Upload your study docs or become a Course Hero member to access this document What is attitudes based on low consumer effort?Low-effort cognition involves simple beliefs, and affect involves mere exposure, classical and evaluative conditioning, attitude toward the ad, and mood. Marketers can also influence consumer attitudes cognitively and affectively using source, message, and context factors.
What is highHigh-effort consumer behavior involves central-route processing, meaning that it takes a consumer a conscious effort to change or to form their attitudes about your product. High-effort purchases are often thought of as cars, homes, or other high-priced items, but they aren't always determined by price.
What are the different attitudes of customers?Customer attitude constitutes three components: cognitive information, affective information, and information relating to the customer's previous behavior and prospective intentions. Basically, this composition includes thoughts, feelings, and behaviors about products or services that consumers have learned.
What is attitude formation in consumer Behaviour?Attitude formation is facilitated by direct personal experience and influenced by the ideas and experiences of friends and family members and exposure to mass media. In addition, it is likely that an individual's personality plays a major role in attitude formation.
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What is the difference in attitude formation between high effort and low-effort consumers
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