THE POWER OF ATTITUDES
Utilitarian:Does it give you pleasure or pain? Do you like it or hate it?
Value-Expressive:What does the product say about you?
Ego-Defensive:What self-doubts does it help you overcome?
Knowledge:Does the product meet your needs for order and structure?
ABC Model of Attitudes & Hierarchies of Effects
Affect – how you feel about the product
Behaviour – how you intend to respond
Cognition – what you believe about the product
Behaviour – how you intend to respond
Cognition – what you believe about the product
Consumer attitudes are changing...
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