Memory Game Consumer Attitude Formation and ChangeOnline version Chapter 6 Consumer Behavior by Mariana Pereyra Proposes that attitudes can sometimes be changed by either one of two different routes to persuasion Cognitive dissonance Occurs when a consumer holds conflicting thoughts about a belief or an attitude object. Cognitive, Conative, Affective Tri-Component Attitude Model The elaboration likelihood model (ELM) Theory of reasoned action Cognitive, Conative, Affective, Subjective norms The Ego-Deffensive Function Multiattribute attitude models An approach to changing attitudes by appealing to the reasons (or motivations) behind people’s attitudes. These rea sons are called “functions.” Maintains that people form attitudes in order to protect themselves from sensing doubt and to replace uncertainty with feelings of security and confidence. Functional approach Models that portray consumers’ attitudes as functions of their assessments of the objects’ prominent attributes.
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