Exercise Attitude We'll look for examples of ads based in these theories in magazines (I'll bring some or you can use one you bring yourself)

THE POWER OF ATTITUDES

Functions of Attitudes

Utilitarian Does it give you pleasure or pain? Do you like it or hate it?		Value-Expressive What does the product say about you?
Ego-Defensive What self-doubts does it help you overcome?		Knowledge Does the product meet your needs for order and structure?

ABC Model of Attitudes & Hierarchies of Effects

Affect – how you feel about the product Behaviour – how you respond Cognition – what you believe about the product

Depending on the level of Involvement

High Involvement  Learn-Feel-Do (based on cognitive information processing)
Low Involvement  Learn-Do-Feel (based on behavioural learning processes)
Experiential (Zajonc's Model) Feel-Do-Learn (based on hedonic consumption)

These are just models of what we think is typical average behaviour; you may well have purchased a car as a high involvement hierarchy or you may find that brand of frozen peas is high-involvement for you. The point is that we start with a model that suggests a typical behaviour, knowing that no person is "typical" or "normal." 

It's More Than Just Your Attitude Toward the Product 

Attitude toward the Act of Buying in General
believe it or not, some people just don't like to go shopping (your professor is not among these)

Attitude toward the Ad for the Product
Think of a product you buy just because you like the ad... or don't buy because you don't like the ad

Feelings Aroused By Ads

Exercise Feelings About Ads Find an example of one ad for each of these kinds of feelings; that is - an ad that arouses in you upbeat feelings, one that arouses warm feelings, and one that arouses negative feelings. Be prepared to discuss why you think you react this way to these ads

FORMING ATTITUDES

Levels of Commitment to Attitude

Compliance

Identification

Internalization

 

Exercise Levels of Commitment Think of one product from your personal experience about which you have each of these three kinds of commitment. What do you buy just to comply, perhaps with your need to fulfill something? What do you buy because you identify with the brand? What do you buy because "it's you"?

 

Consistency Principle

Cognitive Dissonance Theory

Self-Perception Theory

Social Judgment Theory

Balance Theory

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ATTITUDE MODELS

USING ATTITUDES TO PREDICT BEHAVIOUR

Problems with using Extended Fishbein (Reasoned Action) Model to Predict Behaviour

Note too that the Extended Fishbein model only addresses North American culture

Time for Group Meetings