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ABC Model of Attributes

a multidimensional perspective stating the attitudes are jointly defined by affect, behavior, and cognition


the way a consumer feels about an attitude object


a lasting, general evaluation of people (including oneself), objects, or issues

Attitude object

anything toward which one has an attitude

Balance theory

a theory that considers relations among elements a person might percive as belonging together, and peoples tendency to change relations among elements in order to make them consistant or "balanced"


a consumers actions with regard to an attitude object


the beliefs a consumer has about an attitude object

Comparative advertising

a strategy in which a message compares two or more specifically named or recognizeably presented brands and makes a comparison of them in terms of one or more specific attributes


we form an attitude because it helps us gain rewards or avoid punishment

Ego-defense function

attitudes we form protect ourselves either from external threats or internal feelings

Functional Theory of Attributes

states that attitudes exist becuase they serve some function for the person. Consumers who expect that they will need to deal with similar situations at a future time wil be more likely to start to form an attitude in anticipation


the process of forming an attitude to conform to another person's or group's expectations


deep-seated attitudes become part of your value sytem

Knowledge Function

the process of forming an attitude to provide order, structure or meaning

Multiattribute attitude models

those models that assume that a consmer's attitude (evaluation) of an attitude object depends on the belief he or she has about several or many attributes of the object; the use of a mulitiattribute model implies that an attitude toward a product or brand can be predicted by identifying these specific beliefs and combining them to derive a measure of the consumers overall attitude


an active attempt to change attitudes

Self-perception theory

an alteration (to congnitive dissonence) explanation of dissonance effects; it assumes that people use observations of their own behavior to infer their attitudes toward some object

Utilitarian Function

States that we develop some attitudes toward products simply becuase they provide pleasure or pain

Value-expressive function

states we develop attitudes toward products because of what they say about him or her as a person

Principle of Cognitive Consistency

the belief that consumers value harmony among their thoughts, feeling, and behaviors and that they are motivated to maintain uniformity among these elements

Theory of cognitive Dissonance

theory based on the premise that a state of tension is created when beliefs or behaviors conflict with another; people are motivated to reduce this inconsistancy (for dissonance) and thus eliminate unpleasant tension

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