4aug16sem1_lesson4_student(編輯修改稿)
2025-03-25 23:08 本頁(yè)面
【文章內(nèi)容簡(jiǎn)介】 to respond in a consistently favourable/unfavourable way to an object 3 Levels Description Cognitive Brand awareness belief formation Affective Positive/Negative feeling developed Conative Favorable/Unfavorable behavior occurs (accept/reject brand) Multiattribute Attitudinal Model Multivariate Attitudinal Model (Fishbein) k Attbrand = Σ biei i = 1 Attbrand = Attitude toward brand bi = Belief of brand’s performance on attritbute i Ei = Evaluation of attribute i’s k = Number of attributes i = 1,2,3….k Multiattribute Attitudinal Model Attitude Importance Bank A* Bank B Bank C Convenience 6 6 8 5 Interest charged 8 5 6 6 Interest paid 9 7 7 6 Range of Services 7 8 4 5 Friendliness 3 9 5 5 Overall Attitude 222 202 182 *hypothetical scores from 1 to 9 rating scale with 1 being unfavourable and 9 being favourable Multiattribute Attitudinal Model ? Intuitive appeal ? Multidimensional nature of products ? Evaluative criteria used not equal in importance ? Poor performance on one attribute can be offset by superior performance on others ? Pinpoints what attributes can be used to develop/change marketing strategy ? Lifestyle ? Psychographics 535 Psychological Influences Psychological Influences Your VALS Profile Psychological Influences Question: ? How did each of the psychological influences, such as 1) motivation, 2) perception, 3) learning, 4) belief, 5) attitude, 6) personality and 7) lifestyle, affect the buying process of a mobile phone? Specifically at which stage of the buying process? 539 Sociocultural Influences ? Personal Influence ? Opinion Leaders ? Word of Mouth ?Buzz 540 Sociocultural Influences ? Reference Groups ? Membership Group ? Aspiration Group ? Dissociative Group 541 Sociocultural Influences ? Family Influence ? Consumer Socialization ? Family Life Cycle ? Family Decision Making 542 Modern family life cycle stages and flows 543 Sociocultural Influences ? Social Class ? Upper Class ? Middle Class ? Working/Lower Class 5
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