Consumer Behavior
Reflection... Consumers vary in their commitment to an attitude. Their degree of commitment relates to their level of involvement with the attitude object. The lowest level is compliance. At the compliance level, we form an attitude because it helps us gain rewards or avoid punishment. At the identification level, we form an attitude to conform to another person’s or group’s expectations. At the highest level of involvement, called internalization, our attitudes become a deep part of our value system. At this level, attitudes are difficult to change because they are important to us. Internalization holds near all if not all of my attitude commitments. Share a commitment you’ve made at each of the three levels of commitment: Internalization Identification Compliance Can you feel the variations in commitment for the three types? Explain.