Samenvatting - Class notes - Principles of consumer studies

• 1600380000 C6

• What is the definition of attitude proposed by Fishbein and Ajzen (1975)

  A learned predisposition te respond in a consistently favourable or unfavourable manner in relation to some object
• From the definition of attitude it is clear that attitudes are ... (4)

  • Learned (through experiences in the world)
    
  • have an evaluative dimension ( favourable/unfavourable)
  • have intensity (strong attitudes versus weak attitudes)
  • and have consistency and stability (tend not to change much and align with our other attitudes)
• What is the definition of attitude object/act?
  
  And in which categorisch can you find it?

  Definition: the thing about which the attitude is held, and can include brands, services, ideas, people, and behaviours
  
  this may be behaviour, an object, or a person 
• What is the tricomponent model?

  Attitudes are thought to comprise three main components:
  

  • affect or feelings
  • behaviour or conations 
  • cognitions or beliefs 

  
  
  together, these elements combine to give the tri-component model, also called the ABC model: Affect (feeling), behaviour (doing), and cognition (knowing)
  
  the ABC model is useful in terms of thinking about the components of attitudes, but does not provide marketers with a sense of how these elements are related, or how they combine to produce attitudes. 
• The affective component relates to

  Relates to the emotional connection the consumer has with the target object about which the attitude is formed. 
  
  The affect refers to the fundamental feelings related to the attitude, which are often represented as liking or disliking 
• The behavioural component refers to

  Refers to the action or behaviours associated with the attitude object. 
  
  This component covers the 'doing' aspect of the attitude, the actions about which the attitude is formed. Note, however, that intended actions are not necessarily carried out. 
• The cognitive component refers to

  Refers to the beliefs and thoughts the individual has in relation to the target attitude object, its character, and its relations to other things. 
  
  
  we may hold a belief that running every day is good for out fitness. We may also believe that being fit is preferable to being unfit and perhaps overweight. These are cognitions that can be related to the behaviour of buying new running shoes. 
• The tri-component model = ABC model
  
  van 
  Affect
  Behavioural
  Cognitions
• Salient beliefs are

  Are the most relevant beliefs for any given person at the time the attitude is considered.
• There are 4 hierarchies with different sequences. What are they?

  High involvement hierarchy 
  

  • cognitions > affect > behaviour

  
  Low involvement hierarchy
  

  • cognitions > behaviour > affect 

  
  Emotional hierarchy
  

  • affect > behaviour > cognitions 

  
  Behavioural hierarchy
  

  • behaviour > cognitions > affect 
• What is the main emphasis of high involvement hierarchy?

  Consumer engaged in extensive research to develop beliefs, emphasis on cognitive information processing
• What is the main emphasis of low involvement hierarchy?

  Consumer drawing on limited knowledge, behavioural learning important here
• What is the main emphasis of emotional hierarchy?

  Experiential aspects of the consumption setting, importance of experiential or hedonic consumption
• What is the main emphasis of behavioural hierarchy?

  Emphasis on consumers responding to consumer context, impulse type buys, behavioural approach important.