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| | | | | Consumer Behavior: A Strategic Approach
Henry Assael, New York University
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Learning Objectives
Chapter 8: Attitude Development and Change
- To describe the components of attitudes.
- To consider how attitudes develop.
- To describe the nature and functions of attitudes.
- To consider attitudes as a "hierarchy of effects."
- To discuss the importance of attitudes in developing marketing strategies.
- To cite evidence of a relationship between attitudes and behavior.
- To describe a multiattribute approach to brand evaluation in developing brand attitude.
- To introduce a basic communication model within the context of strategic applications of attitudes.
- To consider attitude change before and after a purchase.
- To discuss marketing strategies for attitude change.
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