Consumer Behavior & Persuasive Sales Techniques
Chapter 5 Summary Guide
What is Attitude? Let’s Talk Question:
What Goes into our Attitudes?
The Cognitive element- What we have experienced or seen it is in our mind, marketers puts information in our mind about their products.
The Affective element- How we feel is our emotions and our emotions affect us. Color can be an example, color shows emotions.
The Behavioral element- Our actions towards objects can be positive or negative ex: Going to the grocery store and trying a new product for the first time, then you find out its nasty, you do not like it, so you most likely will not buy it again.
The Hierarchy of Effects
High-Involvement Hierarchy- attitude problem-solving process consumers use to reach a buying decision about a product that is usually an important purchase.
Low-Involvement Hierarchy- attitude, purchase process, the consumer does not prefer one brand over another brand, and does not decide if they dislike or like until after using the product.
Experiential Hierarchy- attitude, during the purchase process by which consumers are interested in exploring the product before learning about the features and benefits. The basis of consumption that is hedonic.
Let talk Question:
How do Attitudes Serve us?
1. Four Functions of Attitudes: Attitudes help us of balance in life
Utilitarian- attitude helps us reach our goals by focusing on product benefits.
Value-expressive- expressing our personality and image through what we buy.
Ego-defensive- Used to protect us, like our concerns
Knowledge- helps us to order the information and situations we are faced with.
What Influences our Attitude Formation? Personality- psychological or combination of characteristics that always influence the way individuals react. Ex: Thoughts, feelings, and actions. Experience and Information- experience with a product, plus what was learned has an affect attitudes. Brand Loyalty can be an example. Family- When we grow older and get out on our own we create our own attitudes that are very similar to…