DM 272 1st Edition Lecture 20Outline of Last Lecture I. Definition of TermsII. Consumer Beliefs-ExamplesIII. Consumer BeliefsOutline of Current LectureI. Consumer Beliefs (cont.)a. Beliefs about Brand Distinctivenessb. Inferential Beliefsc. Consumer Confusiond. Beliefs and Feelingse. Consumer FeelingsII. Consumer Attitude-Typesa. The Fiction of AttitudesCurrent LectureBeliefs about Brand Distinctiveness- A key property of a brand’s image- Consumers beliefs about how unique a brand is to its competitors- Q: Why understanding this concept? How does brand distinctiveness influence consumer behavior?Inferential BeliefsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Consumers use information about one thing to form beliefs about something elseo Occurs when product information is incomplete Closure principle (Ch.2)o Occurs when consumers interpret certain product attributes as signals of product qualityConsumer Confusion- Q: As a consumer, do you always know what to believe? - Sometimes consumers may not know what to believe because: o Conflicting information and knowledgeo Insufficient informationo Mistaking one company’s product for the product of another company Similar brands name or packagingo Changes of products placement and image- What would consumers do when they are confused o Undertaking further information searcho Basing decisions on things that are perfectly clear Ex. Price, dateo Deferring product purchase indefinitely Beliefs and Feelings- Types of consumer feelingso Upbeat Active, adventurous, alive, attractive, goodo Negative Annoyed, bad, bored, critical, sad, disgusted, angry o Warm Affectionate, calm, concerned, emotional, helpful- Consumer Feelingso Three major occasions Feelings as part of the television commercial experience Feelings as part of the shopping experience Feelings as part of the consumption experienceConsumer Attitudes-Types- Attitude towards the object (Ao)o The evaluation of the attitude object- Attitudes towards the advertisement (Aad)o The evaluation of the advertisement- Attitude towards the behavior (Ab)o The evaluation - Preferences represent attitudes toward one object in relation to another- The fiction of Attitudeso Q: Why do we have attitudes?o Functional Theory of attitudes Attitudes serves some functions of the person An attitude can serve more than one functiono Attitude Functions Utilitarian function Value-expressive function Ego-defensive function Knowledge
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