Understanding Attitudes and Perceptions: A Look at Beliefs, Evaluations, and Motivations, Slides of Marketing Management

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Personal Influence: ATTITUDES

Attitudes = Enduring feelings, evaluations, and responses - tendencies directed toward an object or idea. May be positive or negative. Attitudes does not equal buying intentions. Resistant to changes.

Components of attitudes

•

BELIEFS about an object (b )i

EVALUATION of those beliefs as good or bad (e ) i

•

A

o

=

Σ

b

i

e

i

My attitude toward spinach

A

spinach = b 1 e 1 +b 2 e 2 +b 3 e 3 +b 4 e 4

1 - it is good for me - 2 - it is low calorie - 3 - it reduces cholesterol?? - 4 - it tastes bad -

A

spinach

= (1)(+1)+ (1)(+1)+ (0)(+10)+

(1)(-6) = - 4

How do you change a person’s attitude?

Change the beliefs

• not the evaluation

  Example: 9 out of 10 doctors eat spinach tolower their cholesterol

Do you see the black dots?

Personal Influence : Perceptions?

Personal Influence: PERCEPTION

Perception = The process through which an individual selects relevant stimuli from the environment, organizes them and assigns meaning to them. SELECTIVE EXPOSURESELECTIVE DISTORTIONSELECTIVE RETENTION

Is this perceived?

Personal Influence: MOTIVATION^ Motivation = The driving force that causes a person to take action to satisfy specific needs or wants. Example: Maslow’s hierarchy. Physiological Safety Love and belonging Esteem Self-esteem

How believable is Maslow?

•

There is no evidence that needsbeyond safety needs exist widelythroughout society.