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Chapter 11
Consumer Behavior Exam
22
Marketing
Undergraduate 4
11/12/2013

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Term
Elaboration Likelihood Model
Definition
- Cue relevance (depends on situation)
- Competitive situation
* if comparable in features, then peripheral are tiebreaker
- Consumers often resistant to persuasion
Term
Resisting brand attacks
Definition
- Discrediting (saying a brand attack isn't true)
- Discounting (saying a brand attack isn't important)
- Containment (seal off the negative info like it doesn't exist)
Term
Communication characteristics that influence attitudes
Definition
- Source characteristics
- Appeal characteristics
- Message structure characteristics
Term
Source Characteristics
Definition
- Credibility
- Use of celebrities
- Sponsorships (a company pays to be a sponsor of something..effective because consumers don't see this as promotion)
Term
Why are celebrities effective
Definition
- It gets attention
- Likeability/popularity can enhance attitudes
- Trustworthiness
- Expertise (ex. Lebron James endorsing athletic shoes)
- Aspirational aspects
- Meaning transfer (I may not be Cameron Diaz but I can wear the makeup she wears)
Term
Risk of Celebrities
Definition
- Overexposure
- What if the celebrity runs into issues (Tiger Woods)
- May want to use spokescharacters instead (Geico Gecco)
Term
Appeal Characteristics
Definition
- Fear tactic
- Humorous
- Comparative ads
- Emotional
- Value expressive vs. utilitarian appeals
* self image vs. function
Term
Message Structure Characteristics
Definition
- 1 sided vs. 2 sided
* 1 side only takes about positive
* 2 sided = positive vs. negative
- Attitude or goal framing
- Nonverbal component
Term
Attitudes
Definition
- global evaluation
- 3 components:
1) Cognitive
2) Affective
3) Behavioral
- Tiger Woods (Nike)
Term
Characteristics of attitudes
Definition
- Direction
- Magnitude (involvement impacts)
- Internal consistency (of underlying cognitions)
- Centrality (attitude to goals, needs, and values)
- Emotionally
- Stability (over time and situations)
Term
Fishbein's Theory
Definition
- Evaluations of salient beliefs cause overall attitude
- Overall attitude is a function of 2 factors:
1) Strengths of the salient beliefs associated with the object
2) Evaluation of those beliefs
- Multiattribute Attitude Model
Term
Belief strength
Definition
- Perceived probability of association between an object and its relevant attributes
- Affected by past consumer experiences
- Typically measured on a 1-10 scale
Term
Belief evaluation
Definition
- How favorably a consumer perceives the attribute
- Can change over time
- Can vary between situations
- Typically measured on a -3 to +3 scale
Term
Reasons for the popularity of the Multiattribute Attitude Model
Definition
- Diagnostic tool: to modify marketing strategies
- Intuitive appeal
- Industry acceptance
- Research pragmatics: easy to collect data for the model
- Theory based
Term
The theory of reasoned action
Definition
- Fishbein: extension of multiattribute attitude model
- Assumes consumers consciously choose behaviors that have the most desirable consequences
- Behavior is determined by the person's intention to perform that behavior
- Tend to perform behaviors that are evaluated favorably/popular with others
Term
The Theory of Reasoned Action Continued
Definition
- Theory is not relevant for extremely simple or involuntary behaviors
- Model Components:
1) Behaviors
2) Behavioral intention
3) Attitude toward the behavior or action
4) Subjective or social norm
Term
Marketing implications of the theory or reasoned action
Definition
- Situational context in which behavior occurs
- Important to determine whether attitude toward behavior/action or subjective/social norm has major influence on behavioral intentions
- Measures of consumers' intentions may differ from actual intentions that determine behavior
Term
Factors that can weaken the relationship between intentions and behaviors
Definition
- Intervening time
- Different levels of specificity
- Unforeseen environmental event (store runs out of item)
- Unforeseen situational context
- Degree of voluntary control (too sick to shop)
- Stability of intentions
- new info
Term
Attitude component inconsistency - reasons
Definition
1) lack of need
2) lack of ability
3) relative attitudes
4) weak beliefs and affect
5) interpersonal influences
Term
Strategies for changing attitudes related to the model
Definition
- Adding a new salient belief about the object (OJ w/ calcium)
- Increasing strength of an existing positive belief, but not currently associated with your product (broccoli and vitamin C)
- Change the evaluation of a strongly held belief
- Making an existing favorable belief more salient (milk)
Term
Other methods for changing attitudes
Definition
- Ego defensive function: appeal to and protect egos (Olay)
- Value expressive function: enhancing the value system (recycling)
- Knowledge function: provide info (Trident)
- Aligning the product with a special event, group, or cause (McDonalds)
- Resolving two conflicting attitudes (low fat alfredo sauce)
- changing beliefs about competitors brands
Term
Elaboration Likelihood model
Definition
- Cognitive processes and promotion
- Attitudes formed under central tend to be:
1) stronger
2) more resistant to counter persuasion
3) more accessible from memory
4) more predictive of behavior
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