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

Download Understanding Attitudes and Perceptions: A Look at Beliefs, Evaluations, and Motivations and more Slides Marketing Management in PDF only on Docsity! 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. Docsity.com Components of attitudes • BELIEFS about an object (bi) • EVALUATION of those beliefs as good or bad (e i) •A o =Σb i e i Docsity.com Do you see the black dots? Docsity.com Personal Influence : Perceptions? Docsity.com Personal Influence: PERCEPTION Perception = The process through which an individual selects relevant stimuli from the environment, organizes them and assigns meaning to them. SELECTIVE EXPOSURE SELECTIVE DISTORTION SELECTIVE RETENTION Docsity.com