TAILIEUCHUNG - Lecture Marketing research (12th edition) - Chapter 11: Attitude measurement

Chapter 11 - Attitude measurement. In this chapter, the following content will be discussed: Attitude measurement, what are attitudes? cognitive or knowledge component, affective or liking component, intention or action component,. | Marketing Research Aaker, Kumar, Leone and Day Twelfth Edition Instructor’s Presentation Slides 1 Chapter Eleven 2 Attitude Measurement Marketing Research 12th Edition Attitude Measurement Used to understand and influence behavior since: 3 Marketing Research 12th Edition 3 What Are Attitudes? Mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it Components of attitude: Cognitive or Knowledge component Affective or Liking component Intention or Action component 4 Marketing Research 12th Edition Cognitive or Knowledge Component 5 Marketing Research 12th Edition Affective or Liking Component Summarizes a person’s overall feelings toward an object, situation, or person on a scale of like-dislike or favorable-unfavorable When there are several alternatives, liking is expressed in terms of preference for one alternative Preference measured by asking which alternative is “most preferred” or “first choice,” which is the .

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