Term
Attitudes are important because they? |
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Definition
- Cognitive Function - Guide our thoughts
- Affective Function - Influence our Feelings
- Connative Function - Affect our behavior
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Term
| List the five main characteristics of attitudes. |
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Definition
- Favorability - Like/Dislike
- Accessiblity - Memorability
- Confidence - How stongly held
- Persistenct - How long it endures
- Resistance - How hard it is to change
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Term
Define Central Route Processing |
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Definition
| The process of attitude formation and change when thinking about a message that requires some effort |
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Term
| Define Peripheral-route Processing |
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Definition
Used to describe attutyde formation and change that involves limited effort (or low elaboration) on the part of the consumers |
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Term
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Definition
| Consumers' thought reactions to a message affect their attitudes. |
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Term
| Three categories of cognitive responses to communications: |
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Definition
- Counterarguments (CAs)
- Support Arguements (SAs)
- Source Derogations (SDs)
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Term
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Definition
A model that uses the expectancy of results and the value that is assigned to those results to form attitudes toward that result |
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Term
| Theory of Reasoned Action (TORA) |
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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. |
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Term
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Definition
| The more specific the attitude is to the behavior of interest, the more likely the attitude will be related to the behavior. |
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Term
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Definition
| How the influence of others can play a powerful role in behavior. |
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Term
| Low-effort attitude formation is most effectively influenced by a message that take the: __________ ______ __ _________ |
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Definition
| Peripheral route to persusasion |
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Term
| Beliefs formed by simple associations |
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Definition
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Term
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Definition
| Simple rules of thumb that are used to make quick judgement calls on a message |
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Term
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Definition
| When sonusmer's form a belief based on the number of supporting arguments in the message. |
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Term
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Definition
Consumer's are more likely to have stonger beliefs when they hear the same messafe repeatedly. |
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Term
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Definition
| Overall evaluation that expresses how much we like or dislike and object person or action |
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Term
| Three Components of Attitudes |
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Definition
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Term
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Definition
| The impact/importance of attitude components depends on the consumer's motivation toward object |
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Term
| Hierarchy of Effects - Standard Learning Hierarchy |
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Definition
Assumes high consumer involvement
Results in stong brand loyalty |
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Term
| Hierarchy of Effects - Low-involvement Hierarchy |
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Definition
Consumers don't have strong brand preferences
Consumers swayed by simple stimulus response connections |
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Term
| Hierarchy of Effects - Experiental Hierarchy |
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Definition
| Consumers hedonic motivations and moods |
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Term
Three Different Approaches to Persuasion |
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Definition
Cognitive Approach
Morivational and Affective Approach
Self Persuasion Principles |
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Term
| Multi-attribute Attitude Models |
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Definition
Attributes of Object
Belief about Object
Importance weights |
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Term
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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 |
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Term
| Marketing Applications of the Fishbein Model |
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Definition
Capitalize on relative advantage
Strengthen perceived product/attribute linkages
Add new attribute
Influence competitors ratings |
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Term
| What is the theory of reasoned action |
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Definition
TORA - Research shows low correlation between reported attitude and actual behavior
TORA incoporates beahvioral intentions, social pressure, and attitude toward act of buying |
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Term
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Definition
| We use observations of our own behavior to determine what our attitudes are. |
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Term
| Foot-in-the-door technique |
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Definition
| A consumer is more likely to comply with a request if he has first agreed to comply with a smaller request |
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Term
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Definition
| A eprson is asked for a small favor and is informed after agreeing to it that it will be very costly |
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Term
| Door-in-the-face technique |
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Definition
| A person is first asked to do something extreme (usually rejected) and then is asked to do something smaller. |
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Term
Functional Theory of Attitudes
4 Attitude functions |
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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. |
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Term
| How do marketets use the four functional theories of attitudes |
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Definition
Functional - Show rewared/punishment
Value Expressive - Social image-oriented appeals
Ego-defensive - fear appeals and authority figures
knowlege - factual and rationale appeals |
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Term
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Definition
| We value/seek harmony among thoughts feelings and behaviors |
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Term
| Zillmann’s Excitation Transfer Theory |
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Definition
| arousal from one context can be transferred to another |
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Term
Product placement benefits |
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Definition
Lack of clutter
Targeted audience
Celebrity Endorsement |
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Term
| Product Placement Problems |
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Definition
Can be annoying
Not realistic |
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Term
| Three components of memory structure |
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Definition
Sensory Memory
Short-term Memory
Long-term Memory |
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Term
| Two types of Sensory Memory |
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Definition
Echoic - Things we hear
Iconic - Things we see |
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Term
| What are some strategies to improve memory |
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Definition
Chunking - KFC
Rehersal - McDonalds Jingle
Recirculation - Different ads same message
Elaboration - Thinking about it |
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Term
| What is the organizational structure of LTM |
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Definition
Episodic - Knowledge about ourselves from the past
Semantic - Associative knowledge from specific episodes |
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Term
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Definition
| The strength of associations in memory |
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Term
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Definition
| How activation associations can spread to semantically related ideas |
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Term
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Definition
Planting a weak association not strong enough for immediate recall, but may be triggered by an experience. |
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Term
| What are the two types of retrieval mistakes |
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Definition
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Term
| Primacy and Recency Effects |
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Definition
| First and last elements we are exposed to are easier to recal |
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Term
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Definition
| identifying something we've seen before |
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Term
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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 |
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Term
| How retreival is enhanced |
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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 |
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Term
| What is consumer decision making |
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Definition
Problem recognition - Ideal state & actual state |
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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 |
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Definition
Prototypicallity
Brand Familiartiy
Goals and usage situations
Brand preference
Retreival Cues |
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Term
| What is recall of evaluation |
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Definition
| Recalling judgement but not attributes |
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Term
Internal Search Accuracy - Confirmation Bias |
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Definition
| Remembering the information that is consistent with overall beliefs |
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Term
| Internal Search Accuracy - Inhibition |
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Definition
| not being able to recall all important information but some less important info |
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Term
Internal Search Accuracy - Mood |
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Definition
| Mood affects recal, positive moods enhance. |
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Term
Judgements v Decision Making |
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Definition
| Judgements do not require a decision to be made and are estimates of the results of the decision |
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Term
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Definition
| basing the judgement on some intial value. |
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Term
biases in jusgement process |
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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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