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Consumers

Eric Arnould, University of Nebraska
George Zinkhan, University of Georgia
Linda Price, University of Nebraska

Attitude Models and Consumer Decision Making

Chapter Objectives

After completing this chapter, you should be able to:

I.

Know the difference between consumer cognitions, affect, and behavior. Understand the role that these concepts play in consumer decision making.

II.

Know the definition of "attitude", theories that are applied to attitudes and attitude formation, and understand the role of attitudes in consumer behavior. Among the theories discussed are: cognitive dissonance, self-perception, social judgement, and balance.

III.

Be aware of competing hierarchy-of-effects models, as they relate to attitude formation. Understand when each hierarchy is appropriate.

IV.

Be able to distinguish between awareness, knowledge, liking, preference, behavioral intentions, and behavior. Understand the role that these concepts play in consumer decision making.

V.

Understand the role of involvement, as it influences consumer choice models.

VI.

Understand the concept of quick choices and the difference between the central route to persuasion and the peripheral route to persuasion.

VII.

Be familiar with the multi-attribute model of consumer choice and the Elaboration Likelihood Model of persuasion. Know the circumstances when each model would apply.

VIII.

Know the strengths and weaknesses of the Fishbein Model of attitudes. Understand how the Fishbein Model attempts to incorporate the social world into the "internal" world of attitudes.

IX.

Be familiar with a wide variety of choice models, including: Expected Utility Theory, Satisficing Decision, Consumer Heuristics, and Prospect Theory.

2002 McGraw-Hill Higher Education
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