DM 272 1st Edition Lecture 22Outline of Last Lecture I. Utilitarian FunctionII. Value-Expressive FunctionIII. Ego-Defensive FunctionIV. Knowledge FunctionV. Consumer Attitudes-PropertiesVI. Forming AttitudesVII. Changing Consumer Attitudes: Changing Beliefs (Persuasion)Outline of Current LectureI. Changing Consumer Attitudes: Changing Beliefs (Persuasion)II. Consumer Intension III. Types of IntentionsIV. Beliefs, Attitudes, and Intensions Current LectureChanging Consumer Attitudes: Changing Beliefs (Persuasion)- E.g., manufacturer prescription drugs vs. store brand?- If beliefs are accurateo Companies have to change the product E.g., attributes - The elaboration likelihood model (ELM)o High involvement-> central route to persuasion Focus on the “message”These 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. Require cognitive thinkingo Low involvement -> peripheral route Focus on the “packaging”, “attractiveness of the source,” ect. Consumer Intentions - Useful for firms to predict how people will act- Why knowing intensions?o To know how much to produce to meet demand Types of Intentions- Spending intensions- Purchase intentionso What will they buy?- Repurchase intention- Shopping intentionso Where?- Search intentions- Consumption intension Beliefs, Feelings, Attitudes, and Intensions- Intensions help predict actual behavior; however…o Limited predictive power of intentions because Sometimes intentions go unfulfilled Intensions can
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