CONSUMER CONSUMER BEHAVIORBEHAVIOR

Beliefs and AttitudesBeliefs and Attitudes

Learning ConceptsLearning Concepts

► Types of AttitudeTypes of Attitude► Relationship between Relationship between

attitude, behavior, attitude, behavior, cognition, affect and cognition, affect and objectobject

► Consumer beliefs & Consumer beliefs & marketing marketing implicationsimplications

► Understanding Understanding attitude thru attitude attitude thru attitude modelsmodels

► Tri-component Tri-component attitude modelattitude model

► Multi-attribute Multi-attribute attitude modelattitude model

► Fishbein modelFishbein model► Behavior-Intention Behavior-Intention

modelmodel► Attitude-toward-an-Attitude-toward-an-

ad-modelad-model

Consumer Beliefs About Consumer Beliefs About Product AttributesProduct Attributes

► Beliefs result from cognitive learning.Beliefs result from cognitive learning.► Beliefs are the knowledge and Beliefs are the knowledge and

inferences that a consumer has about inferences that a consumer has about objects, their attributes, and their objects, their attributes, and their benefits provided.benefits provided.

Objects are the products, people, Objects are the products, people, companies, and things about which people companies, and things about which people hold beliefs and attitudes.hold beliefs and attitudes.

Benefits are the positive outcomes that Benefits are the positive outcomes that attributes provide to the consumer.attributes provide to the consumer.

Attributes are the characteristics of an objectAttributes are the characteristics of an objecta.a. Intrinsic attributesIntrinsic attributesb.b. Extrinsic attributesExtrinsic attributes

Beliefs, Attitudes, and BehaviorsBeliefs, Attitudes, and Behaviors

► Three types of beliefs:Three types of beliefs:

1.1. Object-attribute beliefObject-attribute belief

2.2. Attribute-benefit beliefsAttribute-benefit beliefs

3.3. Object-benefit beliefsObject-benefit beliefs

Forming Beliefs among Objects, Forming Beliefs among Objects, Attributes, and BenefitsAttributes, and Benefits

Attribute Benefit

Object

Attribute benefit belief

Object attribute belief

Object Benefit Belief

Consumer Beliefs and Managerial ImplicationsConsumer Beliefs and Managerial Implications

1.1. Consumer’s product-attribute beliefs may not match the Consumer’s product-attribute beliefs may not match the reality.reality.Halo effect is a source of consumer misperception. When Halo effect is a source of consumer misperception. When consumers perceive that one product is good or bad on one consumers perceive that one product is good or bad on one attribute, they assume that it is also good or bad on another attribute, they assume that it is also good or bad on another attributeattribute

2.2. Positioning, differentiation, and segmentation strategies can Positioning, differentiation, and segmentation strategies can be based on brand’s attributesbe based on brand’s attributes

3.3. Analysis of attributes and benefits also affect promotion Analysis of attributes and benefits also affect promotion strategiesstrategies

► Consumers with knowledge process information differently Consumers with knowledge process information differently from novices. Managers should carefully determine the from novices. Managers should carefully determine the expertise of their target market before they decide to expertise of their target market before they decide to advertise a brand by presenting attribute information, advertise a brand by presenting attribute information, benefit attribution, or a combination of the two.benefit attribution, or a combination of the two.

► Consumer’s general assessment of the Consumer’s general assessment of the significance of an attribute for products or significance of an attribute for products or services of a certain typeservices of a certain type

► Attribute importance is directly influenced by the Attribute importance is directly influenced by the amount of attention consumers pay to specific amount of attention consumers pay to specific attributesattributes

► Four elements determine the amount of Four elements determine the amount of attention directed to an attribute:attention directed to an attribute:

1.1. Characteristics of message recipient: Characteristics of message recipient: i.i. Consumer’s needs and valuesConsumer’s needs and valuesii.ii. Consumer’s self-conceptConsumer’s self-concept2.2. Characteristics of the message:Characteristics of the message:

Making an ad that pertains to one product Making an ad that pertains to one product attribute highly concrete and vivid may direct attribute highly concrete and vivid may direct consumer’s attention to that attribute and consumer’s attention to that attribute and enhance perceived importance.enhance perceived importance.

Attribute ImportanceAttribute Importance

Attribute ImportanceAttribute Importance3.3. Factors that influence response-opportunity of Factors that influence response-opportunity of

recipients determine the extent to which a recipients determine the extent to which a person must possess information about the person must possess information about the attribute. Response opportunity is increased attribute. Response opportunity is increased when information about the attribute is when information about the attribute is repeated and when consumer is not distracted repeated and when consumer is not distracted from processing information about the attributefrom processing information about the attribute

4.4. The characteristics of the product.The characteristics of the product.II Perceived QualityPerceived Quality

Research indicates that a new attribute Research indicates that a new attribute increases the perceived quality for a low quality increases the perceived quality for a low quality brand more so than for a high quality brandbrand more so than for a high quality brand

ii.ii. Irrelevant attribute can raise consumer’s Irrelevant attribute can raise consumer’s evaluation of the brand if the attribute is unique evaluation of the brand if the attribute is unique to the brand.to the brand.

Price as an AttributePrice as an Attribute► Price is one of the most important attributes evaluated by the Price is one of the most important attributes evaluated by the

consumer.consumer.► Product price can have either positive or negative influence on Product price can have either positive or negative influence on

consumers.consumers.► Researchers have identified seven dimensions of price attribute, Researchers have identified seven dimensions of price attribute,

five negative and two positive:five negative and two positive:► Negative Dimensions:Negative Dimensions:1.1. Value conscious – the extent to which consumers are concerned Value conscious – the extent to which consumers are concerned

with ratio of product quality to price.with ratio of product quality to price.2.2. Price conscious – the extent to which consumers focus exclusively Price conscious – the extent to which consumers focus exclusively

on paying low priceson paying low prices3.3. Coupon Prone – the extent to which consumers respond to a Coupon Prone – the extent to which consumers respond to a

purchase offer that includes a couponpurchase offer that includes a coupon4.4. Sale prone - the extent to which consumers respond to a Sale prone - the extent to which consumers respond to a

purchase offer that includes a temporary reduction in price purchase offer that includes a temporary reduction in price 5.5. Price mavens - the extent to which consumers become sources of Price mavens - the extent to which consumers become sources of

information to others about pricesinformation to others about prices► Positive DimensionsPositive Dimensions1.1. Price – quality relationshipPrice – quality relationship2.2. Prestige Sensitivity - the extent to which consumers form Prestige Sensitivity - the extent to which consumers form

favorable perceptions of the price attribute based on their favorable perceptions of the price attribute based on their sensitivity to other consumers’ perceptions of the status signaled sensitivity to other consumers’ perceptions of the status signaled by higher prices by higher prices

Attitudes

A learned predisposition to

behave in a consistently favorable or unfavorable manner with

respect to a given object.

What are Attitudes?What are Attitudes?

►The attitude is directed at an “object”The attitude is directed at an “object”►Attitudes are a learned predispositionAttitudes are a learned predisposition►Attitudes have consistencyAttitudes have consistency►Attitudes occur within a situationAttitudes occur within a situation

A Simple Representation of the Tri-component Attitude Model

ConationConation

AffectAffect

Cognition

The Tri-component ModelThe Tri-component Model

►Cognitive ComponentCognitive Component The knowledge and perceptions that are acquired The knowledge and perceptions that are acquired

by a combination of direct experience with the by a combination of direct experience with the attitude object and related information from attitude object and related information from various sources.various sources.

►Affective ComponentAffective Component A consumer’s emotions or feelings about a A consumer’s emotions or feelings about a

particular product or brand.particular product or brand.

►Conative ComponentConative Component The likelihood or tendency that an individual will The likelihood or tendency that an individual will

undertake a specific action or behave in a undertake a specific action or behave in a particular way with regard to the attitude object.particular way with regard to the attitude object.

Four Basic Attitude Four Basic Attitude FunctionsFunctions

►The Utilitarian The Utilitarian FunctionFunction

►The Ego-The Ego-defensive defensive FunctionFunction

►The Value-The Value-expressive expressive FunctionFunction

►The The Knowledge Knowledge FunctionFunction

Functions of attitudesFunctions of attitudes

1.1. The Utilitarian FunctionThe Utilitarian Function

People express feelings to maximize the People express feelings to maximize the rewards and minimize punishment they rewards and minimize punishment they receive from others. Attitude guides behavior receive from others. Attitude guides behavior to gain positive reinforcement and avoid to gain positive reinforcement and avoid punishers. Some attitude towards product is punishers. Some attitude towards product is developed on the basis whether these developed on the basis whether these products provide pleasure or pain. Ads that products provide pleasure or pain. Ads that stress straight forward product benefit ( Drink, stress straight forward product benefit ( Drink, “Diet Coke just for the taste of it”) appeal to “Diet Coke just for the taste of it”) appeal to utilitarian functionutilitarian function

Clorox Clorox Uses A Uses A

UtilitariaUtilitarian Appealn Appeal

Functions of AttitudeFunctions of Attitude

2.2. The Ego Defensive Function: (self The Ego Defensive Function: (self esteem function)esteem function) To protect people from basic truths To protect people from basic truths about themselves or from harsh about themselves or from harsh realities of life. Smokers who hold realities of life. Smokers who hold positive attitude toward products that positive attitude toward products that promise to help a man project macho promise to help a man project macho image (e.g. Marlboro) may be image (e.g. Marlboro) may be appealing to insecurities about their appealing to insecurities about their own masculinity.own masculinity.

Suave Suave Uses Uses Ego Ego

DefensivDefensive Appeale Appeal

Functions of Attitudes Functions of Attitudes

►The Knowledge FunctionThe Knowledge FunctionSome attitudes are the result of a Some attitudes are the result of a need for order, structure, or meaning. need for order, structure, or meaning. Through this function people’s attitude Through this function people’s attitude form a frame of reference by which form a frame of reference by which they interpret the world. The they interpret the world. The knowledge function helps to explain knowledge function helps to explain some of the effects of Brand loyalty . some of the effects of Brand loyalty . (“Bayer wants you to know about pain (“Bayer wants you to know about pain relievers”)relievers”)

A A KnowledgKnowledge Appeale Appeal

Functions of AttitudesFunctions of Attitudes

► The Value Expressive FunctionThe Value Expressive Function

Refers to how people express their central Refers to how people express their central values to others. This is also called social values to others. This is also called social identity function. The expression of attitudes identity function. The expression of attitudes may help an individual define his or her self may help an individual define his or her self concept to others. Highly relevant to life concept to others. Highly relevant to life style analyses where consumers cultivate a style analyses where consumers cultivate a cluster of activities, interests and opinions to cluster of activities, interests and opinions to express a particular identity. “What sort of express a particular identity. “What sort of a man reads playboy?”a man reads playboy?”

AC Delco AC Delco Uses a Uses a Value-Value-

ExpressivExpressive Appeale Appeal

Two different value expressive Two different value expressive appealsappeals

Direct Formation of Direct Formation of Beliefs, Attitudes, & Beliefs, Attitudes, &

Behaviors Behaviors ►Direct belief formation corresponds to Direct belief formation corresponds to

the decision-making perspective and the decision-making perspective and cognitive learning.cognitive learning.

►The direct formation of attitudes is The direct formation of attitudes is linked to the experiential perspective.linked to the experiential perspective.

►The direct formation of behavior is The direct formation of behavior is linked to the behavioral influence linked to the behavioral influence perspective. (Operant conditioning perspective. (Operant conditioning and modeling)and modeling)

Forming Attitudes DirectlyForming Attitudes Directly

► Classical conditioning/associative learning--Classical conditioning/associative learning--positive affect is attached to objectpositive affect is attached to object

► Mere exposure--frequent exposure to Mere exposure--frequent exposure to stimulus increases liking for it. Derived from stimulus increases liking for it. Derived from Butterfly effect.Butterfly effect.

► Moods--mood at the time of exposure to Moods--mood at the time of exposure to object influences feelings about object.object influences feelings about object.

Directly Forming BehaviorDirectly Forming Behavior

►Strong environmental forces can Strong environmental forces can directly influence behavior, such as directly influence behavior, such as from the design of the physical from the design of the physical environment.environment.

►Operant conditioning can influence Operant conditioning can influence behavior without the formation of behavior without the formation of beliefs or attitudes.beliefs or attitudes.

Hierarchies of Beliefs, Hierarchies of Beliefs, Attitudes, and Attitudes, and

BehaviorsBehaviors► Decision-Making Decision-Making

HierarchiesHierarchies

► Experiential Experiential Hierarchy Hierarchy

► Behavioral Influence Behavioral Influence HierarchyHierarchy

Hierarchies of Beliefs, Attitudes, And BehaviorHierarchies of Beliefs, Attitudes, And BehaviorHigh Involvement High Involvement Standard Learning Standard Learning

HierarchyHierarchyBeliefs – Affect – BehaviorBeliefs – Affect – Behavior

Low Involvement hierarchy Beliefs – Behavior – Low Involvement hierarchy Beliefs – Behavior – AffectAffect

Experiential/ impulseExperiential/ impulse Experiential hierarchy Experiential hierarchy Zajonc’s ModelZajonc’s Model Affect – Behavior – Belief Affect – Behavior – Belief

Behavioral Influence Behavioral Influence Behavior – Belief - AffectBehavior – Belief - AffectHierarchyHierarchy Behavior -Behavior -FeelFeel - Belief- Belief

Promotional Strategies based on the type of Promotional Strategies based on the type of consumer purchase processconsumer purchase process

Buying processBuying process Possible promotional StrategiesPossible promotional Strategies

High involvementHigh involvement Emphasize developing product attribute and product Emphasize developing product attribute and product benefit beliefs through cognitive learning procedures. benefit beliefs through cognitive learning procedures. Can stress print advertisement and personnel selling. Can stress print advertisement and personnel selling. Help create affect through product demonstration and Help create affect through product demonstration and advertising using classical conditioningadvertising using classical conditioning

Low involvementLow involvement Emphasize developing product-attribute beliefs through Emphasize developing product-attribute beliefs through repetition of simple messages. Tie point of purchase repetition of simple messages. Tie point of purchase displays to advertising. Place product displays in high displays to advertising. Place product displays in high traffic areastraffic areas

ExperientialExperiential Emphasize the fun and feelings that can be obtained by Emphasize the fun and feelings that can be obtained by experiencing the product or services. Emphasize experiencing the product or services. Emphasize creating affect through classical conditioning of positive creating affect through classical conditioning of positive feelings towards the productfeelings towards the product

Behavioral Behavioral influenceinfluence

Use sales promotion techniques, such as sweepstakes, Use sales promotion techniques, such as sweepstakes, rebates, samples or couponsrebates, samples or coupons

Multi-Multi-attribute attribute Attitude Attitude ModelsModels

Attitude models that examine the composition of consumer attitudes in terms of selected product

attributes or beliefs.

Multi-attribute Attitude Multi-attribute Attitude ModelsModels

►The attitude-toward-object modelThe attitude-toward-object model Attitude is a function of evaluation of Attitude is a function of evaluation of

product-specific beliefs and evaluationsproduct-specific beliefs and evaluations►The attitude-toward-behavior modelThe attitude-toward-behavior model

The attitude toward behaving or acting with The attitude toward behaving or acting with respect to an object, rather than the respect to an object, rather than the attitude toward the object itself attitude toward the object itself

►Theory-of-reasoned-action model/ Theory-of-reasoned-action model/ Behavior intention modelBehavior intention model A comprehensive, integrative model of A comprehensive, integrative model of

attitudesattitudes

Predicting Consumer Predicting Consumer AttitudesAttitudes

►Multi-attribute models identify how Multi-attribute models identify how consumers in high-involvement consumers in high-involvement situations (i.e. standard hierarchy of situations (i.e. standard hierarchy of effects) combine their beliefs about effects) combine their beliefs about product attributes to form attitudes product attributes to form attitudes about various brand alternatives, about various brand alternatives, corporations, or other objects.corporations, or other objects.

The Fishbein Attitude-toward the Object ModelThe Fishbein Attitude-toward the Object Model► The model has three components of attitude:The model has three components of attitude:

1.1. Salient beliefs people have about an object (Ao). Usually consists of the Salient beliefs people have about an object (Ao). Usually consists of the attributes that are important to the consumer.attributes that are important to the consumer.

2.2. Object attribute linkages or the probability that a particular object has an Object attribute linkages or the probability that a particular object has an important attribute.important attribute.

This is assessed by asking consumers questions like,” How likely is it that this This is assessed by asking consumers questions like,” How likely is it that this university has high academic reputation:university has high academic reputation:

Extremely unlikely 1 2 3 4 5 6 7 8 9 10 Extremely likelyExtremely unlikely 1 2 3 4 5 6 7 8 9 10 Extremely likely

How likely is it that this university has good library resourcesHow likely is it that this university has good library resources

Extremely unlikely 1 2 3 4 5 6 7 8 9 10 Extremely LikelyExtremely unlikely 1 2 3 4 5 6 7 8 9 10 Extremely Likely

3.3. Evaluation of each attribute. The evaluation rating provides an assessment of Evaluation of each attribute. The evaluation rating provides an assessment of the liking or disliking of the salient attributethe liking or disliking of the salient attribute

i.i. How bad/ good is it for a university to have high academic reputationHow bad/ good is it for a university to have high academic reputation

Very bad -3 -2 -1 0 +1 +2 +3 Very goodVery bad -3 -2 -1 0 +1 +2 +3 Very good

How bad/ good it is for the university to have library resourcesHow bad/ good it is for the university to have library resources

ii.ii. Very bad -3 -2 -1 0 +1 +2 +3 Very goodVery bad -3 -2 -1 0 +1 +2 +3 Very good

AA o o = =

N

i

biei1

Fishbein ModelFishbein Model ► AA 0 0 = the overall attitude toward an object = the overall attitude toward an object

► bbi i = the strength of the belief concerning whether object o has some = the strength of the belief concerning whether object o has some particular attributeparticular attribute

► eei i = Evaluation of liking or disliking of attribute = Evaluation of liking or disliking of attribute

► N = the number of beliefs N = the number of beliefs University A University BUniversity A University B

ATTRIBUTEATTRIBUTE eeii bbii bbi i x ex eii bbii bbi i x ex eii

Academic Academic reputationreputation

+3+3 66 1818 88 2424

Proximity to Proximity to homehome

+ 1+ 1 1010 1010 22 +2+2

CostCost -2-2 22 -4-4 88 -16-16

Library Library facilitiesfacilities

+2+2 77 1414 99 1818

ScoreScore 3838 2828

Model LimitationsModel Limitations1.1. Consumption situations could vary, and this will influence Consumption situations could vary, and this will influence

the strength of the attitude–behavior relationship. the strength of the attitude–behavior relationship. Evidence suggests that consumer’s attitudes toward a Evidence suggests that consumer’s attitudes toward a given brand can actually vary depending on situationsgiven brand can actually vary depending on situations

2.2. Time usually elapses between when consumers form Time usually elapses between when consumers form attitudes and when they are ready to act on those attitudes and when they are ready to act on those attitudes. During that time, many variables, both attitudes. During that time, many variables, both expected and unexpected, can intervene to also influence expected and unexpected, can intervene to also influence behaviorbehavior

3.3. A distinction must be made between attitude towards A distinction must be made between attitude towards object and attitude towards behaving in a certain way object and attitude towards behaving in a certain way toward those objects. The consumer’s attitude towards toward those objects. The consumer’s attitude towards some type of behavior is influenced by his evaluation of some type of behavior is influenced by his evaluation of the perceived consequences (positive and negative) of the perceived consequences (positive and negative) of taking such actions. Therefore, those attitudes are more taking such actions. Therefore, those attitudes are more relevant for predicting consumer’s actionrelevant for predicting consumer’s action

4.4. Consumers are often influenced by their perceptions of Consumers are often influenced by their perceptions of what others will think of their actions. Therefore, even what others will think of their actions. Therefore, even though a consumer may have a favorable attitude though a consumer may have a favorable attitude towards making some purchase, he may refrain from towards making some purchase, he may refrain from doing so because of his perception that others who are doing so because of his perception that others who are important to him may not approve of his actionimportant to him may not approve of his action

Fishbein Behavioral Intentions ModelFishbein Behavioral Intentions Model► Person’s behavior is a function of his intentions to behave in a certain Person’s behavior is a function of his intentions to behave in a certain

manner and other intervening variablesmanner and other intervening variables► Two factors are seen to influence the person’s intention to act in a Two factors are seen to influence the person’s intention to act in a

certain manner:certain manner:

1.1. Attitude towards the objectAttitude towards the object

2.2. Subjective norms which are the individual’s perceptions of how others Subjective norms which are the individual’s perceptions of how others who are important to him will react to such behaviorwho are important to him will react to such behavior

Subjective norms are determined by the consumer’s beliefs about the Subjective norms are determined by the consumer’s beliefs about the reactions of others regarding the intended behavior, and motivations reactions of others regarding the intended behavior, and motivations to comply with their standards for behaviorto comply with their standards for behavior

This relationship is expressed in the equation as:This relationship is expressed in the equation as:

B approximately = BI = wB approximately = BI = w 1 1 (A (A BB) + w) + w2 2 ( SN)( SN)

Where B = the person’s actual behavior, which is Where B = the person’s actual behavior, which is approximately equal to BIapproximately equal to BI

BI = his intentions to behave in in a specific mannerBI = his intentions to behave in in a specific manner

AA B B = his attitude towards the object= his attitude towards the object

SN = subjective norms regarding this behavior SN = subjective norms regarding this behavior

W W 1 1 , W , W 2 2 = weights representing the relative influence of A = weights representing the relative influence of A B B and SN respectively, on the behavioral intentionand SN respectively, on the behavioral intention

Behavioral Intention ModelBehavioral Intention Model

AA B B = =

n

i

biei1

Where AB = the individual’s overall attitude towards the object

bi = The person’s belief that performing that behavior results in consequences i

e i = Persons Evaluation of consequences i

n = the number of relevant behavioral beliefs

SN =

k

i

bimi1

SN = The individual’s subjective norms

bi = the normative belief that reference group or person I thinks he should or should not perform the behavior

mi = his motivation to comply with the thoughts of the referent i

Salient beliefs about the object

EvaluationAttitude towards the Object

Beliefs about the perception of others

Motivation to comply

Subjective norms about behavior

Behavioral intention

Intervening variables

Behavior

Relationship between components of behavioral intentions model

Figure 8.4 A Simplified Version of the Theory of Reasoned Action

Beliefs that the behavior

leads to certain

outcomes

Beliefs that the behavior

leads to certain

outcomes

Evaluation of the

outcomes

Evaluation of the

outcomes

Beliefs that specific

referents think I

should or should not

perform the behavior

Beliefs that specific

referents think I

should or should not

perform the behavior

Motivation to comply with the specific

referents

Motivation to comply with the specific

referents

Subjective norm

Subjective norm

Attitude toward the behavior

Attitude toward the behavior

IntentionIntention

BehaviorBehavior

Part 1 Behavioral intention ModelPart 1 Behavioral intention Model

University AUniversity A University BUniversity B

AttributeAttribute eeii bbii eeii xb xbii bb i i eei i xbxbii

Academic Academic reputationreputation

++33

66 +18+18 88 +24+24

Proximity to Proximity to homehome

++11

1010 +10+10 22 +2+2

CostCost -2-2 22 -4-4 88 -16-16Library facilitiesLibrary facilities ++

2277 1414 99 1818

ScoreScore 3838 2828

Part 2: Behavioral Intention ModelPart 2: Behavioral Intention Model

1.1. Identify the salient referentsIdentify the salient referentsMy salient referent thinks that:My salient referent thinks that:I should not -1 -2 -3 0 +1 +2 +3 Should I should not -1 -2 -3 0 +1 +2 +3 Should 2.2. Motivation to comply withMotivation to comply withHow much do you want to do what your How much do you want to do what your

salient referent thinks you should dosalient referent thinks you should do - Not at all- Not at all ( 0)( 0)- SlightlySlightly ( +1)( +1)- ModeratelyModerately ( +2)( +2)- StronglyStrongly (+3)(+3)

Calculation of Subjective Calculation of Subjective NormsNorms

normative belief Product normative belief Product ( b( bi i mmii))

strength( bstrength( bii))

ReferentsReferents AA BB (m(mii)) AA BB

FatherFather -1-1 +2+2 +2+2 -2-2 +4+4

SchoolSchool

PrincipalPrincipal+1+1 +3+3 +2+2 +2+2 +6+6

FriendFriend +3+3 +1+1 +2+2 +6+6 +2+2

ProfessionalProfessional +1+1 +3+3 +3+3 +3+3 +9+9

+9+9 +21+21

WWi i = .4 University A = .4(38) + .6 (+9) = 20.6 = .4 University A = .4(38) + .6 (+9) = 20.6

WW22 = .6 University B = .4(28) +.6(21) = 23.8 = .6 University B = .4(28) +.6(21) = 23.8

Attitude-Attitude-Toward-Toward-the-Ad the-Ad ModelModel

A model that proposes that a consumer forms

various feelings (affects) and judgments

(cognitions) as the result of exposure to an

advertisement, which, in turn, affect the consumer’s attitude toward the ad and attitude toward the brand.

A Conception of the Relationship among Elements in an Attitude-Toward-the-Ad

Model

Exposure to an Ad

Judgments about the Ad

(Cognition)

Beliefs about the Brand

Attitude toward the Brand

Attitude toward the Ad

Feelings from the Ad (Affect)