Opening Vignette: "Bennetton Attempts to Change Consumer Attitudes"

1. The Nature of Consumer Attitudes
   1. Three Components of Attitudes
      1. Beliefs: The Cognitive Component
      2. Overall Brand Evaluation: The Affective Component
      3. Intention to Buy: The Behavioral Component
2. Attitudes and the Hierarchy of Effects
   1. The High Versus Low Involvement Hierarchy
   2. The Experiential Hierarchy
   3. Attitude Development
      1. Family Influences
      2. Peer Group Influences
      3. Information and Experience
      4. Personality
   4. Functions of Attitudes
      1. Utilitarian Function
      2. Value-Expressive Function
      3. Ego-Defensive Function
      4. Knowledge Function
3. Role of Attitudes in Developing Marketing Strategy
   1. Identify Benefit Segments
   2. Develop New Products
   3. Formulate and Evaluate Promotional Strategies
4. Relationship Between Beliefs, Attitudes, and Behavior
   1. The Relationship of Beliefs and Attitudes
      1. Heider's Balance Theory
      2. Fishbein's Multiattribute Model
      3. Fishbein's Theory of Reasoned Action
   2. Relationship of Intention to Buy and Behavior
   3. Relationship of Behavior to Attitudes
      1. Cognitive Dissonance
      2. Passive Learning
      3. Disconfirmation of Expectations
5. Factors Inhibiting the Relationship Between Beliefs, Attitudes, and Behavior
6. Attitude Reinforcement and Change
7. Conditions for Attitude Reinforcement and Change
8. Attitude Change Before a Purchase
   1. Fishbein's Multi-Attribute Models and Attitude Change
   2. Katz's Functional Theory and Attitude Change
   3. Heider's Balance Theory and Attitude Change
9. Attitude Change After a Purchase
   1. Dissonance Theory
   2. Attribution Theory
   3. Passive Learning
10. Strategies for Changing Attitudes
    1. Changing Attitudes of Existing Users
    2. Changing Attitudes of Nonusers
11. Changing Attitudes Toward Social Issues