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Understanding Consumer Attitudes: Insights from PowerPoint on the ABC Model

Dive into Chapter 7 of "Consumer Behaviour" (2nd Canadian Edition) by Solomon, Zaichkowsky, and Polegato, where we explore the nature of consumer attitudes. Learn about the functions of attitudes—including utilitarian and value-expressive roles—and dissect the ABC Model: Affect, Behavior, and Cognition. Examine attitude formation, commitment levels, and the dynamics of compliance and internalization. Insights into Nike's branding strategies reveal how attitudes are shaped and can shift under scrutiny. Discover the complexities of attitude prediction and the impact of social pressures.

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Understanding Consumer Attitudes: Insights from PowerPoint on the ABC Model

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Presentation Transcript

  1. Chapter 7 Electronic Transparencies in PowerPoint ForConsumer Behaviour, 2nd Canadian EditionbyMichael R. Solomon, Judith L. Zaichkowsky, and Rosemary Polegato

  2. Attitudes • Function of Attitudes • Utilitarian • Value-Expressive • Ego-Defensive • Knowledge

  3. Attitudes The ABC Model of Attitudes: Affect Behaviour Cognition

  4. Forming Attitudes • Levels of Commitment • Compliance • Identification • Internalization • Cognitive Consistency • Harmony • Dissonance • Reactance • Self-Perception Theory • Observation • Inference

  5. Attitude Anchor Contrast Latitude of Acceptance Latitudes of Rejection Social Judgment Theory Latitudes of Acceptance and Rejection Assimilation

  6. Multiattribute Models Attributes Beliefs Importance Weights

  7. Predicting Behaviour • The Extended Fishbein Model • Intention Versus Behaviour • Social Pressure • Attitude Toward Buying • Obstacles • Attitude Tracking • Obstacles to Predicting Behaviour • Design • Locus of Control • Basic Assumptions • Correspondence • Time-Frame

  8. Video: Nike • How are attitudes formed towards products, such as Nike sneakers? • How are Nike’s critics changing attitudes towards Nike? • How can Nike overcome the recent criticism? Or can they? • What is the role of VP of Social Responsibility at a company like Nike?

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