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Comportements des consommateurs Cours 3: L’apprentissage et les attitudes

Comportements des consommateurs Cours 3: L’apprentissage et les attitudes. Jacques Nantel Ph.D. winter 1995. Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable way Gordon Allport 1935. L’attitude.

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Comportements des consommateurs Cours 3: L’apprentissage et les attitudes

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  1. Comportements des consommateursCours 3:L’apprentissage et les attitudes Jacques Nantel Ph.D. winter 1995

  2. Attitudes are learned predispositions to respond to an object or class of objects in a consistently favorable or unfavorable wayGordon Allport 1935

  3. L’attitude • Pourquoi, les attitudes sont-elles si centrales en marketing? • Comment sont-elles formées? • Modèles d’apprentissage • L’approche cognitive (Fishbein’s model) • Le modèle étendu (extended model) • Comment les attitudes affectent-elles les comportements?

  4. Comment se mesurent les attitudes? L’approche directe Le modèle linéaire compensatoire Le temps de réaction Comment peut-on changer une attitude?

  5. Comment se forment les attitudes1- Théories de l’apprentissage • Conditionnement classique • Conditionnement opérant • Mere exposure

  6. 2-L’approche cognitive (Fishbein’s model) Aijk = (Bijk X Iik ) où : i= Attribut A= attitude j= marque B= croyance k=consommateur I= Importance

  7. EXEMPLE:Achat d’une maison

  8. 3-Fishbein’s extended model Comportement= w1Aijk + w2SN Où SN= Social norm=NB X MC NB= Beliefs about other’s norms for the behavior. MC= Motivation to comply

  9. How do they influence behaviors? Perception sélective Activation de l’attitude Redefinition de la situation SOCIAL NORMS confiance comportement Comportements antérieurs Fazio 1985

  10. La mesure des attitudes • L’approche directe par item simple • Le modèle linéaire compensatoire (Modèle multiattributs) • Rapidité de réaction

  11. Comment peut-on changer une atttitude? • According to the Multiattributes model (Fishbein’s): • Change the importance (weight) of an attribute • Change various beliefs about brand j • Add a new attribute • Increase the level of risk and decrease the level of confidance • Force a redifinition of the situation

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