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L6: Attitudes (Four functions of attitudes (Katz, 1960) (Solve a problem,…

- - - - Purchase Reason: High benefits and low costs
  - - - Product fits with identity and aspirations
  - - - Enhances self-image (Protects oneself such as insurance)
      - Reduces negative feelings about oneself
      - Consumer want to feel secure and safe about the product to be purchased that it is in alignment with self-image. e.g insurance company
  - - - These type of consumer are best convinced with facts and statistics. E.g Airbnb is cheaper than hotels fact. This knowledge gained, increases order, structure and meaning in life.
- - - - automatic associations such as tasty hamburger
      - Impulsive, fast choices
      - Low cognitive capacity
      - Tired
    - - Consciously holding beliefs such as hamburgers are unhealthy
      - high involement
      - Deliberate choices
      - High cognitive capacity
      - Well-rested
- - - - Stronger attitudes have higher attitude-behaviour linkage
        
        Help forming strong positive attitudes through emotion, direct experience and real benefits
    - - Stable attitudes lead to higher linkage
        
        Consistent marketing
        
        Repetition of communication
    - - Be very precise/specific in your marketing communication