BY: DAMIANN COMPHER

Attitude

The Power of Attitudes

Attitude: a lasting, general evaluation of people, objects, advertisements, or issues

Functional Theory’s of Attitude:Utilitarian FunctionValue Expressive FunctionEgo-Defensive FunctionKnowledge Function

ABC Model of Attitudes

Affect: Consumers feelings about attitude object

Behavior: Intentions to do something with regards to an attitude object

Cognition: Beliefs a consumer has about an attitude object

Attitude toward an Advertisement

Consumers form attitudes toward objects other than the product that can influence product selections

Form product attitudes from ads viewed

Amazon Kindle vs. Apple iPad

Amazon continues the anti-apple bashing in advertisements that Samsung started

“Ripping the iPad for not being like the Kindle is like making fun of a Lexus for not being a Kia.”

“Amazon is losing money on every Kindle it sells” -Los Angels Times

http://youtu.be/sulfQHdvyEs http://youtu.be/R41NNPBqRCk

Can our perceived attitude change?

Do you think Amazon is advertising in a correct way?

Does Amazon change your mind about the iPad? Or Could it?

Why do you think Amazon advertises the Kindle this way?

References

http://www.adweek.com/adfreak/amazons-kindle-ice-queen-back-now-couple-kids-138157

http://youtu.be/sulfQHdvyEs

http://youtu.be/R41NNPBqRCk