...Attitude Change Models In general, attitude change models all have three phases. First, consumers’ attitudes are measured based on the existing and similar products. Then, secondly, consumers are given the new product and, after use, attitudes are measured again. Then, using the data gathered, we can translate the attribute measure into purchasing probability and correct that probability with awareness and availability factors. The final outcome is the prediction of purchasing probability. For collecting the preferences, there are two main models. First is the COMP and the second is Silk and Urban. The procedures are the same and the difference is the estimation methods they use to collect the preference data. COMP - Linear Modeling Procedure COMP uses the linear model to collect consumer preferences and states the importance of each attribute. The attribute measure of the product under test equals to: (Preference of measured product)/(Sum of the preferences for All Products) Silk and Urban- Logit Modeling Procedure Silk and Urban doesn’t use the linear modeling method but instead uses the logit model. Consumers’ preferences are measured from a constant sum paired comparison task in which consumers allocate a fixed number of chips among each pair of products in their consideration set. Then we can translate the result into ratio-scaled preferences. To forecast the purchase probability, Silk and Urban define it as the multiply of unadjusted purchase...
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... 2. Who else influenced Paul’s decisions? 3. How did Paul’s definition of family expand to include the community later on in the film? 4. How and why does Paul’s attitude change over the course of the movie? 5. How would you characterize his level of personal responsibility and investment as events unfolded? 6. How would you describe Paul’s level of empowerment throughout the movie? Explain. Homework for next class: On a separate piece of paper write a paragraph where you explain how the colonization of Rwanda by the Belgians connects to the massacre and the conditions of the people today. You may use details from the movie, the timeline, and outside research to compose your answer. I expect that you use three examples to support your ideas. _____/15 NAME: ______________________________ Hotel Rwanda Movie Assignment Answer these questions on a separate piece of paper while watching the movie. First, take notes while watching the movie; then, rewrite your notes into complete sentences that answer these questions: 1. What role did Tatiana Rusesabagina play in shaping Paul’s actions? 2. Who else influenced Paul’s decisions? 3. How did Paul’s definition of family expand to include the community later on in the film? 4. How and why does Paul’s attitude change over the course of the movie? 5. How would you characterize his level of personal responsibility and investment as events unfolded? 6. How would you describe...
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...Implicit Association Test Gina Pylka ETH/125 October 27, 2013 Constance Dolecki Implicit Association Test I found taking a couple of the tests on the IAT homepage interesting. The test I took said I had an automatic preference for young compared to old. I found the results something to think about. I would of said I had no known preference. In examining our own prejudices I think we automatically respond in terms of race and ethnic backgrounds. There are so many other areas in life where our prejudices surface. My understanding of prejudice is a negative attitude towards an entire group of people. By this simple explanation after taking this test it becomes clear to me that without even realizing it there is a prejudice because I prefer one group to another. This being the case for most of us I will assume for right now. I would have to say that prejudice would be difficult to measure. Some prejudice is very clear and directly out in the open. Some examples would be in how we respond to other’s because of the where they live or how they dress. Jumping to conclusions about someone without getting to know them is such a loss for everybody involved I personally feel. What has come clear to me in this weeks assignments is that no matter how hard we try I think we are always prejudice against others. The lines aren’t always clear when it comes to how we approach or avoid people as we go about own individual lives. Boundaries can shift as things happen to us or around us...
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...Attitude Theories Your attitude is your positive or negative evaluation about an object. There is more than one theory about how a person’s attitude is formed through cognitive, behavioral, and affective processes. This paper will outline two theories of how a person’s attitude is formed. Self Perception Theory Fazio stated that self perception theory argued that attitudes stem from the observation of one’s behavior. (Fazio, 1987, p. 129) A person’s attitude toward something is formed after that person observes their behavior toward an object. An example is you listen to rock music, therefore you must like it, and you would form a positive attitude towards rock music based on your behavior of listening to it. An individual decides their attitude, and emotional feeling toward an object based on the observation of their own behavior and the circumstances that caused the behavior. Self-perception theory also suggests that when the internal cues are weak or uninterpretable, the individual is in the same position as the outside observer who must rely on external cues to infer the individual’s inner state. (Bem, 1972) What I believe to be a negative aspect of this attitude theory is I don’t believe an attitude toward an object is based solely on one’s behavior. An example would be as a child my mother told me to eat spinach and even though I ate the spinach, didn’t mean I liked it because I ate it. I ate it so I wouldn’t get in trouble but my attitude towards spinach was that I...
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...SUGENTHEERAN KOMANNAYAR (28380) GAYTHRI KUPUSAMY (26347) SELF PERCEPTION THEORY Self-perception theory is an account of attitude change developed by psychologist Daryl Bem. It asserts that people develop their attitudes by observing their behaviour and concluding what attitudes must have caused them. The theory is counterintuitive in nature, as the conventional wisdom is that attitudes come prior to behaviours. Furthermore, the theory suggests that a person induces attitudes without accessing internal cognition and mood states. The person reasons their own obvious behaviours rationally in the same way they attempt to explain others’ behaviours. The self perception theories is categories into three parts which is, Foot-In-The-Door technique There is both foot-in-the-door phenomenon and foot-in-the-door technique. As you can guess, the technique is used to get the phenomenon. The phenomenon is the tendency for people to comply with some large request after first agreeing to a small request. As you can then imagine, the technique is used to get compliance from others (to get them to behave in a way you want) in which a small request is made first in order to get compliance for a larger request. For example, someone might want you to give to give 5 hours of your time a week for the three months as a volunteer to a charity (a big request). But to get you to agree to this big request, they first ask you to volunteer for 1 hour one time and one time only. After hearing...
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...Name Writing Assignment #1 Date I have purchased a product within the last week and half using many of the marketing examples we recently learned about in Chapters 1-4. I have an app on my phone called Wanelo, and it allows you to browse through different items posted on a very simple screen. They have a good website because it saves everything that I have liked, looked at, and even pulls new items in based on what I recently have viewed. One day I was just browsing on this app using my technology, and came across a dress I liked, so I clicked on it and it took me to the website. I went to all the dress selection, and found a dress I just needed to have. I then realized a marketing transaction was going to occur because there was me and the owner, my desire of wanting the dress, communication through email or phone, and my money in exchange for the dress. With this product, I was part of the target market and when I was purchasing it I had to consider the Four P’s: product, price, promotion, and place. The product was my dress, the price was reasonable, the promotion was the convenience of “one click” buy, and the place was the newly installed app right at my fingertips. In the buying process, there were most of the environmental forces in play. I think the social force, played the biggest role as the site was aimed towards everyone but then did a special draw for the generation Y people. There was also the economic forces with knowing my income to whether I...
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...Chapter 7 1. An attitude is a lasting, general evaluation of people (including oneself), objects, advertisements, or issues. 2. The functional theory of attitudes was initially developed to explain how attitudes facilitate social behavior. 3. The knowledge function of attitudes applies when a person is in an ambiguous situation and needs order, structure, or meaning. 4. Which of the following attitude functions is associated with a focus on particular social identities and lifestyles (e.g., “What sort of man reads Playboy)? Value-expressive 5. What do the “A, B, Cs” of the ABC model of attitudes stand for? Affect, behavior, and cognition 6. According to the basic of ABC model of attitudes, _____ refers to the beliefs a consumer has about an attitude object. Cognition 7. What is the first step in the standard learning theory hierarchy approach? Cognition 8. The _____ hierarchy assumes the consumer does not initially have a strong preference from one brand over another. Instead, he acts on the basis of limited knowledge and then forms an evaluation only after the products has been purchased or used. Low-involvement 9. According to the _______ hierarchy, the consumer considers purchases based on an attitude of hedonic consumption (such as how the product makes him or her feel or the fun its use will provide). Experiential 10. Researchers agree that there are various levels of commitment to an attitude. The highest level of involvement...
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...Chapter 7 – Attitudes The Power of Attitudes Attitude: A lasting, general evaluation of people, (including oneself), objects, or issues. • Is lasting because it tends to endure over time • It is general because it applies to more than a momentary event • Can be very product-specific behaviours (Crest toothpaste rather than Colgate) • Can be toward more general consumption-related behaviours (how often they should brush their teeth) Attitude Object (A0): Anything toward which a person has an attitude, whether it is tangible or intangible. The Functions of Attitudes Functional Theory of Attitudes: Attitudes exist because they serve some function for the person; that is, they are determined by a person’s motives. • Developed by psychologist Danial Katz Attitude Functions 1. Utilitarian Function a. Related to the basic principles of reward and punishment b. Develop attitudes based on whether these products provide pleasure or pain c. Ads that stress straightforward product benefits appeal to the utilitarian function 2. Value-expressive Function a. Express the consumer’s central values or self-concept b. Product attitude not because of its objective benefits c. Of what the product says about him/her as a person d. Highly relevant to lifestyle analyses, where consumers cultivate a cluster of activities, interest and opinions to express a particular social identity 3. Ego-defensive Function a. Formed to protect the person, either from external threats...
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...Relationship between Attitudes and Behavior Attitude is holding a particular object in some degree of favor or disfavor. The attitude object can be a person, an event, an action or a thing. Previously it was believed that the inner dispositions are what controlled the actions of man. This is to say that man is rational with all behavior being deliberate. However, evidence has shown that this is not always the case and though attitude does influence behavior to an extent, it is not the only factor that influences behavior. Moreover, in some cases behavior can cause attitude change. Theory of planned behavior This theory aimed at predicting deliberate and premeditated behavior. The theory was an add on to the previously formulated theory of reasoned Action when research proved that human action is not entirely voluntary or controlled by rational reason. According to this theory the greatest determinant that leads to behavior is intention (a person’s willingness and readiness to perform a certain action).This intention is determined by attitude towards the behavior, subjective norms and an individual’s perception on their ability to control behavior (Ajzen 2005). Cognitive Dissonance theory According to this theory people have a tendency of seeking a consistency in their inner dispositions (both attitudes and beliefs). Further there is also a need for personal behavior to be in tune with attitudes and beliefs held. If there is a disconnect between behavior and attitudes, then it is...
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...MKT2CBE Consumer Behaviour Week 2 Chapter 2, Value and the Consumer Behaviour Value Framework Learning Outcome 1: Describe the consumer value framework, including its basic components CVF: Identifies variables that influence the consumer both internal and external whilst also looking at the process of turning a need into a want into the acquisition of a product; then having the product do something for them (creating value) be it hedonic or utilitarian. Internal Influences: Learning, Perception, Memory, Attitude, Categorisation (cool, uncool) Personality of Consumer: Motivation, Personal Values, Lifestyle, Emotional Expressiveness (Assignment) Consumption Process: Needs, Wants, Exchange, Costs/Benefits, Reactions Value: Utilitarian/Hedonic Relationship Quality External Influences Situational Influencers Affect: feelings Consumer research: defining, establishing and testing individual differences in order to divide market External Influences: interpersonal, social environment (workmates/housemates/family) Situational Influences: time of day Learning Outcome 2: Define consumer value and compare and contrast two key types of value Value: What you get – What you give up eg. 7/11 convenience of opening 24/7 allows the company to introduce a higher premium Utilitarian: utility aspect (product, functionally, does something for you) Hedonic: facebook updates on your phone Learning Outcome 3: Apply the concepts of marketing strategy and...
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...others ideas, issues, and the entire social environment in a favourable or unfavourable manner. Social psychologists therefore refer to attitude as the predisposition to behave in a consistent evaluative manner towards others, groups, objects etc. Attitude is defined as the individual’s evaluation of any aspect of his/her social world (Olson & Maio, 2003). It refers to the general and relatively enduring evaluations people have of other people, object or ideas (Petty, Wheeler, & Tormala, 2003). According to Dillard (1993), there are several varying conceptualizations of attitude in social research. At different points in it history, the concept of attitude has been linked to emotional, cognitive and behavioural processes (Brecker & Wiggins, 1989). Therefore, the definition of attitude should consist of cognitive, affective and behavioural components (Rokeach, 1968, Ajzen, 2005). According to Thurstone’s definition of attitude, it is referred to an affect for or against a psychological object (Ajzen, 2005). Ajzen and Fishbein (1975), defined attitude as a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object. Petty and Cacioppo is of the view that attitudes are general and enduring positive or negative feelings about some person, object, or issues (Petty & Cacioppo, 1981). Attitudes are defined by Allport (1953, as cited in Myers, 2008) as a reasonably stable organization of beliefs, feeling and behavioural dispositions...
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...foundations to model structural message and force illustrated through models of communication, reading, writing, and images to identify human behaviors. In addition, beliefs, faith and values, credo, creed and philosophy play a role in inducing several theories such as self-persuasion theory, cognitive dissonance theory, and persuasion theory, are ways to acknowledge and understand how the nature of persuasion may apply in a person’s personal and professional life. Therefore, to reform and gradually make intentional or unintentional progress being consistent, measured to maintain growth in a person’s personal or professional life as a benefit....
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...Rationale for choosing ‘Fairtrade UK sales show 12% increase’ The decision to analyse this newspaper article ‘Fairtrade UK sales show 12% increase’ from the Financial Times is because it encourages further analysis of consumer behaviour and aids, understanding many of the concepts and models that are core to consumer behaviour. The article reports that consumers in the UK are increasingly purchasing Fair-trade products, citing a 12% rise in 2011 from 2010. Consumers are more prepared to spend their money to help ensure a better deal for foreign farmers and prevent their exploitation and their very motivation behind this demonstrates many of the core concepts of consumer behaviour. The article provides the background information that the overall market growth for grocery products stood at around 5% and suggests that this market growth isn’t sustainable and also suggests that consumers will continue to increase their purchases of Fair-trade products despite increasing financials hardship amongst UK consumers. The article invites analysis of how consumer’s desire for ethically sourced products is being tapped into by companies and what is motivating the purchase decisions of these consumers. It also offers an insight into the organic food products market, which has seen sales fall year on year for the last 3 years. This essay illustrates how by applying consumer behaviour theory to the facts reported in the article, understanding of the consumer is greatly improved. The essay...
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...A. What is the self? -General characteristics of the self -illusions of the self - collectivist, individualists, self-construal B. What is the self? -An organism collected of concepts and schemas that define how we perceive our selves -Self concepts are the concepts of the self and determined what we believe and how we feel about our selves -self schemas mental structures that affect how we organizes and process information. (computers processes= self schemas); (Computer files=self concepts) C. Two of functions the self: 1. Organization -self reference effect; enhances memory 2. Regulation -Limited resource ideas D. The self-guides and colors our perceptions of the social world Central everything revolves around self 1 what we attend to and care about 2 Determined how we interpreted events 3 pervasive/ omnipresent (Always present) 4 motivated -think well of themselves -Egocentric (everybody is egocentric) -Associate self with good, distance them self from bad (we won/ they lost) -Overestimate self-agency 4. Automatic -Background operation -Cocktail party effect (hearing your name around a crowd of people) E. Who are you? 1. “I am” written over again 2. Number of identify vs number of personal attributes 3. Majority of responsibilities will be personally attributed F. independent views of self vs interdepended view of self 1. Individualist culture (US, Australia, England) 2. Collectivists Cultures ...
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...A STUDY OF ATTITUDES ATTITUDES An attitude is an overall evaluation about some aspect or phenomenon in the world. On a whole our attitude is our belief, feeling and behavior towards any particular object of our attention. In Social Psychology attitudes are defined as positive or negative evaluations of objects of thought and they generally consist of three elements:- • The cognitive component that entails the thoughts and beliefs people hold about the subject matter. • The affective component that entails all emotional feelings responses derived from association with the subject matter. • The behavioral component which is the tendency to respond in a particular manner when exposed to the subject or stimulus These attitudes are normally towards individual people, groups of people, institutions, products, social trends, consumer products, etc. all can be attitudinal objects. Such attitudes may be social conclusions and summary judgments that may either be for or against something. Our attitudes dictate both our over and covert behavior and in as much the same tone manage and influence our decision making. Attitudes contribute a large part to our social and individual mannerisms and relations since they are the primary driving force behind behavior. HOW DO ATTITUDES INFLUENCE BEHAVIORS? The manner in which one chooses to behave is dependent on their attitude towards any situation that they may find themselves in. If the general attitude towards the situation is negative...
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