Chapter 7 attitudes and attitude change

  Chapter 7 attitudes and attitude change

consumer attitudes consist of two factor. Emotion which is refer to consumer felling toward attitude abject, and Cognition, which is refer to consumer beliefs toward objects.

Consumers attitudes can be both, positive or negative, that result of how consumer evaluate products or things that reflect on their behaviour toward objects, the evaluation based on cognitive informations, behaviour learning, and hedonic consumption.

Marketer most understand witch of the components (emotional or cognitive) , have strong impact on their own brand or their competitor's in order to change consumer attitude.

The main aim for the social marketing, is to change consumer attitudes and behaviours in the ways that benefit to the society as a whole.

Attitudes is measurable, marketer are able to use a sophisticated model, that identify specific components and combine them to product that consumer's overall attitude will be.

Chapter 6 Personalty and lifestyles

each individual parson has personality, that reflect his or her behaviour, and who the respond to the products and surrounded environment. Also specific situation traits has strong impact on consumer preference for brand and behaviour.

Understanding consumer lifestyle, is the key that enable marketers to group their costumers and to control the consumption, also lifestyle researches are useful for positioning specific products and services to different segments.

Using techniques like Psyhographic for marketers, in order to identify consumer types and differentiate them based on their brand or product preferences.

The important of having a sets of product and services, that associate with consumer lifestyles, which will enhance consumers desire to pay a brand or a product.

By using geodemography analyses techniques, which is rely on geographical and demographic data, marketers are able to identify cluster of their costumers, who share psychographic characteristics.

Chapter five The Self

Self concept is represent person beliefs , thought and how they evaluate things, self concept consist of three levels.

Self – esteem which is represent the positive impression of person's self concept. People with high self esteem expected to have high performance and success in their life. Unlike people with low self esteem, whom try to avoid embarrassment, expected not to perform very well in certain situations. The aim of self esteem advertising is stimulating positive feeling about the self by changing product attitudes.

Ideal self is our conception of how we would like to be, which is a result of comparing consumers themselves with an ideal models. For example, when girls in South Korea try to change their look by line up at photo machines that makes them looks like western girls.

Actual self which is represent our realistic appraisal of the qualities that we have or we don,t have.

Self consciousness is social mediated by situation and peer group. It could be less or more concern which is mean that the same person could behave differently and that depend on different situations and places.

Media and advertising are plying a big role in socialising consumers to be male and female also traditional women's have their roles in advertising depictions.

Marketer must take in their consideration the differences between gender's role as well as (G L B T) in order to have a successful promotion camping

Chapter 3 Learning and Memory

Chapter 3 Learning and Memory


After I read this chapter I learnt how consumer's memory can play important role in terms of controlling chooses and preferences between products. Also how stimulus can have strong effect on people actions. I will try to highlight the main point in this chapter relying on my understanding.

People respond and judge products through their experience and the feedback that they received from the past.

We can create or make a conditional stimulus by associate and join things to together, so with the time the stimulus became as a sign to describe some actions. For example, when dogs associate the bell sound with eating time, with the time dogs began to salivate at the sound of the bell by itself.

Repetitions of the product has strong impact in our chooses and selections, because, the repetitions increase the strength of stimulus response associations in consumer's memory. However, overexposed for some products might lead to change consumer selection because too many repetitions will make the product loss it value and our desire to the product will decay with the time.

Our previous responses to particular to products might have similar stimulus to other product that has the same condition,

our brain have storage of learning information, these information will occur as how our brain received in the past, if the information are good about an aspect our respond will be positive about, and if we received it as a bad memory our respond will occur in a negative way. Also our short memory and long memory play a big role as well in our chooses.

chapter 2

perception

this chapter is about the  methods and tools that used in marketing  advertisement field ,in order to effect consumer preferences. by  focusing on sensory systems and used different ways that match with different consumer's behaviors. Vision, smell,sound,touch,and teste have a diverse impact on different consumer. in order to attract consumer to pay a particular product. Also the chapter indict the psychological aspect among consumer.