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Consumer Behavior - BUSADM 461
Chapters 6 - 10 Hoyer / MacInnis
60
Marketing
Undergraduate 3
10/21/2007

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Term

Attitudes are important because they?

Definition
  • Cognitive Function - Guide our thoughts
  • Affective Function - Influence our Feelings
  • Connative Function - Affect our behavior
Term
List the five main characteristics of attitudes.
Definition
  1. Favorability - Like/Dislike
  2. Accessiblity - Memorability
  3. Confidence - How stongly held
  4. Persistenct - How long it endures
  5. Resistance - How hard it is to change
Term

Define Central Route Processing

Definition
The process of attitude formation and change when thinking about a message that requires some effort
Term
Define Peripheral-route Processing
Definition
Used to describe attutyde formation and change that involves limited effort (or low elaboration) on the part of the consumers
Term
Cognitive Response Model
Definition
Consumers' thought reactions to a message affect their attitudes.
Term
Three categories of cognitive responses to communications:
Definition
  1. Counterarguments (CAs)
  2. Support Arguements (SAs)
  3. Source Derogations (SDs)
Term
Expectancy-Value Models
Definition

A model that uses the expectancy of results and the value that is assigned to those results to form attitudes toward that result

Term
Theory of Reasoned Action (TORA)
Definition

A type of Expectancy-Value Model.

Expectancy of the consequences of an act and the evaluation of those consequences form the consumer's attitude toward the act.  (Attitude toward the Act)

Attitude of influencer toward the act and the value that the consumer places on that person's opinion  (Subjective Norms)

Both influence Behavioral Intention which in turn influences the behavior.

Term
Attitude Specificity
Definition
The more specific the attitude is to the behavior of interest, the more likely the attitude will be related to the behavior.
Term
Normative Influences
Definition
How the influence of others can play a powerful role in behavior.
Term
Low-effort attitude formation is most effectively influenced by a message that take the: __________ ______  __  _________
Definition
Peripheral route to persusasion
Term
Beliefs formed by simple associations
Definition
Simple Inferences
Term
heuristics
Definition
Simple rules of thumb that are used to make quick judgement calls on a message
Term
frequency heuristics
Definition
When sonusmer's form a belief based on the number of supporting arguments in the message.
Term
Truth Effect
Definition

Consumer's are more likely to have stonger beliefs when they hear the same messafe repeatedly.

Term
Attitudes
Definition
Overall evaluation that expresses how much we like or dislike and object person or action
Term
Three Components of Attitudes
Definition
  • Affect
  • Behavior
  • Cognition

Term
Hierarchy of effects
Definition
The impact/importance of attitude components depends on the consumer's motivation toward object
Term
Hierarchy of Effects - Standard Learning Hierarchy
Definition

Assumes high consumer involvement
Results in stong brand loyalty

Term
Hierarchy of Effects - Low-involvement Hierarchy
Definition
Consumers don't have strong brand preferences
Consumers swayed by simple stimulus response connections
Term
Hierarchy of Effects - Experiental Hierarchy
Definition
Consumers hedonic motivations and moods
Term

Three Different Approaches to Persuasion

Definition
Cognitive Approach
Morivational and Affective Approach
Self Persuasion Principles
Term
Multi-attribute Attitude Models
Definition
Attributes of Object
Belief about Object
Importance weights
Term
Fishbein Model
Definition
Most influential mult-attribute model
Three components of attitudes:

Salient Attributes about the Object
Beliefs about the objects attributes
Evaluation of each important attribute
Term
Marketing Applications of the Fishbein Model
Definition
Capitalize on relative advantage
Strengthen perceived product/attribute linkages
Add new attribute
Influence competitors ratings
Term
What is the theory of reasoned action
Definition
TORA - Research shows low correlation between reported attitude and actual behavior

TORA incoporates beahvioral intentions, social pressure, and attitude toward act of buying
Term
Self Perception Theory
Definition
We use observations of our own behavior to determine what our attitudes are.
Term
Foot-in-the-door technique
Definition
A consumer is more likely to comply with a request if he has first agreed to comply with a smaller request
Term
Low-ball technique
Definition
A eprson is asked for a small favor and is informed after agreeing to it that it will be very costly
Term
Door-in-the-face technique
Definition
A person is first asked to do something extreme (usually rejected) and then is asked to do something smaller.
Term

Functional Theory of Attitudes

4 Attitude functions

Definition
Utilitarian  - Help approach rewards and avoid punishment
Value Expressive  - Express our traits characteristics and preferences
Ego-defensive - Bolster our self esteem, deal with frustrations, and emotional conflict
Knowledge - Summarize information and simplify the world.
Term
How do marketets use the four functional theories of attitudes
Definition
Functional - Show rewared/punishment
Value Expressive - Social image-oriented appeals
Ego-defensive - fear appeals and authority figures
knowlege - factual and rationale appeals
Term

Consistency principle

Definition
We value/seek harmony among thoughts feelings and behaviors
Term
Zillmann’s Excitation Transfer Theory
Definition
arousal from one context can be transferred to another
Term

Product placement benefits

Definition
Lack of clutter
Targeted audience
Celebrity Endorsement
Term
Product Placement Problems
Definition
Can be annoying
Not realistic
Term
Three components of memory structure
Definition
Sensory Memory
Short-term Memory
Long-term Memory
Term
Two types of Sensory Memory
Definition
Echoic - Things we hear
Iconic - Things we see
Term
What are some strategies to improve memory
Definition
Chunking - KFC
Rehersal - McDonalds Jingle
Recirculation - Different ads same message
Elaboration - Thinking about it
Term
What is the organizational structure of LTM
Definition
Episodic - Knowledge about ourselves from the past
Semantic - Associative knowledge from specific episodes
Term
Trace strength
Definition
The strength of associations in memory
Term
Spreading of activation
Definition
How activation associations can spread to semantically related ideas
Term
Priming
Definition

Planting a weak association not strong enough for immediate recall, but may be triggered by an experience.

Term
What are the two types of retrieval mistakes
Definition
Decay & Interference
Term
Primacy and Recency Effects
Definition
First and last elements we are exposed to are easier to recal
Term
What is recognition
Definition
identifying something we've seen before
Term
What is recall?
Definition

Involves more extensive activation of the links in memory

Free recall - retreived from memory without help
Cued recall - retreived from memory with a cue

Term
How retreival is enhanced
Definition
Salience - Something stands out from the larger context in which it is placed

Prototypicallity - Pioneer brands in a product category

Redundant Cues - Items that "go together"

Medium Used - some mediums improve recall
Term
What is consumer decision making
Definition

Problem recognition - Ideal state & actual state

Term
What are some factors increasing the possibility of consumers recalling a particular brand during internal search and including that brand in the consideration set
Definition
Prototypicallity
Brand Familiartiy
Goals and usage situations
Brand preference
Retreival Cues
Term
What is recall of evaluation
Definition
Recalling judgement but not attributes
Term

Internal Search Accuracy - Confirmation Bias

Definition
Remembering the information that is consistent with overall beliefs
Term
Internal Search Accuracy - Inhibition
Definition
not being able to recall all important information but some less important info
Term

Internal Search Accuracy - Mood

Definition
Mood affects recal, positive moods enhance.
Term

Judgements v Decision Making

Definition
Judgements do not require a decision to be made and are estimates of the results of the decision
Term
Judegment - Anchoring
Definition
basing the judgement on some intial value.
Term

biases in jusgement process

Definition
Confirmation Bias
Self-positivity bias - That wont happen to me
Negativity bias - Weighing negative information more positivly
Mood and bias
Prior brand evaluations
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