Consumer Behavior and Advertising

Multi-Attribute Attitude Model (MAAM)

How can marketers change attitudes?

Used to understand consumers attitudes about products; Products have a number of attributes that consumers use in forming their attitudes. Need to Know:
Attributes Level

Adding new attributes to the mix Changing consumers perceptions of the importance of an attribute Changing the belief about a brand on an important attribute Changing beliefs about competing brands

that are important of importance for each Brands consumer consider (evoked set or consideration set) How consumers rate each brand on the attributes

Adding a new attribute to the mix (a relevant consequence) and influencing perceptions about it

Changes beliefs about competing brands

Creates an affective impression of the brand, an overall feeling for it

Adapting the message to the subculture