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Consumer Attitude & It's Components (Functional Theory of…
Consumer Attitude
&
It's Components
What is Attitude
Preparation or readiness
for response
Mental & neural state of readiness
organised through experience
Relatively enduring organisation of beliefs,
feelings & behavioural tendencies toward socially
significant objects, groups, events or symbols
In Context of Marketing
General evaluation of product or service formed over time which influences consumer's shopping habits
Functional Theory
of Attitudes
Daniel Katz
Utilitarian function
Value expression function
Ego defensive function
Knowledge function
ABC Model
of Attitudes
Affective
How individual feels
about attitude object
Behavioural
The way an individual
is likely to respond to object
based on their knowledge of it
Cognitive
Individuals beliefs, perceptions, values
about issue or object i.e. their ideas about
object or issue
Information
Processing
Central Route
Processing
High Involvement
Peripheral Route
Processing
Low Involvement
Hierarchy of Effects
High Involvement
Cognition - Affect - Behaviour
Attitude Cognitive
Low Involvement
Cognition - Behaviour - Affect
Attitude Behavioural
Experiental
Affect - Behaviour - Cognition
Attitude Hedonic
Music
Congruency with
message & context
Three levels of
commitment
Compliance
Avoid Punishment/Seek Reward. Short lived,
disappears when control is not present
Identification
Desire to be like "X" will last as
long as figurehead remains attractive
Internalisation
Attitude congruent with own values
long lasting. Requires credibility