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Attitudes Part 2 (Strategies to change attitude (Functional approach…
Attitudes Part 2
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fit by similarity between pre-existing product category & new extension product OR
fit between image of parent brand & the new ext
attitudes may form after purchase & consumption
when the product is the only option available or
low involvement with product category
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personality affect attitude
high NFC- +ve atittude towards product specific info in ads
low NFC- +ve attitude towards celebrity or model endorsement
cognitive dissonance theory
thinking of qualities of unselected brand
reinforce decisions by offering strong guarantees/warranties
attribution theory-explain how people assign causality (blame/credit) events on basis of their behaviour/behaviour of others ( why did I buy?)