Chapter Outline

Opening Vignette

1. Overview
2. Consumer Attitudes and Attitude Models
1. Attitudes: A Summary of Consumer Thoughts, Feelings, and Actions
2. Why Are Attitudes Formed?
3. Cognition, Affect, and Behavior
1. The Standard Hierarchy
2. The Low-Involvement Hierarchy
3. The Experiential Hierarchy
4. Attitude toward the Ad and Attitude toward the Store
5. How Attitudes Are Formed and "Learned"
6. The Relative Strength of Attitudes
7. The Importance of Consistency and Cognitive Dissonance
8. Self-Perception
9. Social Judgement
10. The Importance of Balance
11. Multi-Attribute Attitude Models
1. The Basic Fishbein Model of Consumer Choice
2. The Extended Fishbein Model
3. Limitations of the Fishbein Model
12. The Elaboration Likelihood Model
13. How Consumers Respond to Persuasion Attempts
14. Predicting Consumer Behavior
3. Choice Models
1. Expected Utility Theory
1. Utility Functions
2. Constructive Choice Process
1. Consumer heuristics
2. Satisficing Decisions
3. Elimination by Aspects
4. Inference Making
5. List Making
6. Relational Heuristics
3. Prospect Theory
4. Chapter Summary