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MindMap Gallery Consumer Psychology Chapter 3 Consumer Attitudes, Emotions and Cognitions

Consumer Psychology Chapter 3 Consumer Attitudes, Emotions and Cognitions

This is a mind map about Chapter 3 of Consumer Psychology: Consumer Attitudes, Emotions and Cognition, including the definitions of attitude, cognition, emotion, behavior, the role of emotions in attitude formation, etc.

Edited at 2023-11-23 19:54:04

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Consumer Psychology Chapter 3 Consumer Attitudes, Emotions and Cognitions

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Chapter 3 Consumer Attitudes, Emotions and Cognitions

manner

Attitudes are our evaluations of things, people, places, brands, products, organizations, etc. People's attitudes can be easily gauged by asking consumers to rate propositions like the following.

American psychologist Allport believes that attitude is people's acquired and lasting tendency to like or dislike a certain thing or a certain type of thing.

three-component model of attitude

cognitive component

emotional component

behavioral component

cognition

Cognition or opinion of a certain brand or thing is also called belief, which refers to the expectation of what a certain thing is or is not, what it will or will not do.

descriptive beliefs

evaluative beliefs

normative beliefs

emotion

Emotion is a person's feeling about something, or an emotion inspired by something.

Behavior

Behavior is a person's desired action toward something.

different levels of attitudes

The level of attitude refers to the order in which the three components of attitude occur. Through the different occurrence orders of the three components of cognition, emotion, and behavior, we can obtain different levels of attitudes, such as: learning attitude (rational attitude), emotional attitude, and low-involvement attitude.

learning attitude

In a learned attitude, what happens first is the cognitive component, then the emotional component, and finally the behavioral component.

emotional attitude

In this approach, you feel first, act second, and think last. In this hierarchy, the emotional component occurs first, then the action component, and finally the cognitive component.

low-involvement attitude

Low-involvement attitudes refer to the process by which a person forms an attitude toward something that is not that important to him (Akbari, 2015).

attitude acquisition

When we talk about the formation of an attitude, we mean the change from having no attitude toward a given object (such as a drink that has just been launched) to having some attitude toward it. The transition from no attitude to attitude (or between different attitudes) is a kind of learning.

Attitudes influenced by brands

Consumers often purchase products from a preferred brand. Their preference for the brand's products is usually the result of their satisfaction with purchasing multiple products from the same company.

attitude formed after experience

Sometimes attitudes emerge after purchasing and consuming a product.

The impact of information on attitude formation

As consumers try to solve a problem or satisfy a need, they may form an attitude (positive or negative) toward a product based on the information they receive and their own perceptions (knowledge and beliefs).

Factors that influence attitude formation

Personal experience, family, friends, direct marketing or mass media all profoundly influence the formation of consumer attitudes.

The role of emotions in attitude formation

Attitudes may also be formed through our emotions about something. Emotions can affect the attitudes consumers form when consuming products, and may also affect their understanding of information.

Attitude shaping

Cognitive channel

emotional channel

behavioral channel

Shaping attitudes through cognitive channels

To shape consumers' attitudes through cognitive channels, companies need to give products or services a certain associative meaning (for example: a certain business men's clothing can make customers feel like business elites). If consumers accept this associated meaning, brand belief is formed.

Shaping attitudes through emotional channels

Businesses can also shape attitudes by creating some emotional connection for consumers when promoting their products or services. Research shows that another way to stimulate emotions is to participate in the evaluation process. This method is called process-induced emotions.

Shape attitudes through behavioral channels

Consumer behavior is directly affected by promotions such as free trials, coupons, discounts, etc. Once behavior is affected (for example, a consumer purchases a product because of a coupon), perceptions and feelings will also change.