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| lasting, general evaulation of people (including oneself), objects, advertisements, or issues |
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| anything that one has an attitude toward |
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| Functional theory of attitudes |
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| initially developed by psychologist Daniel Katz to explain how attitudes facilitate social behavior. According to this pragmatic approach, attitudes exist because they serve some function for the person |
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| based on reward and punishment |
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| Value-expressive function |
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| goes to the consumer's central values of self-concept |
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| protects the person from threats or internal feelings |
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| the need for order, meaning, and structure |
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| three components of an attitude are affect, behavior, cognition |
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| refers to the way a consumer feels about an attitude object |
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| involves the person's intentions to do something with regard to an attitude object (this intention always results in behavior |
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| refers to the beliefs a consumer has about an attitude object |
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| The standard learning hierarchy |
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| this is a problem-solving process |
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| The low-involvement hierarchy |
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| based on good or bad experiences |
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| The experiential hierarchy |
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Definition
| an emotional response. The subdivision of this model could include the cognitive-affective model where affective judgment is the last step in a series of cognitive processes. The independence hypothesis says that affect and cognition are separate, partially independent systems |
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| Attitude toward the advertisement (Aad) |
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Definition
| defined as a predisposition to respond in a favorable or unfavorable manner to a particular advertising stimulus during a particular exposure occasion |
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| amused, delighted, or playful |
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| affectionate, contemplative, or hopeful |
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| critical, defiant, or offended |
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| the degree of commitment is related to the consumers level of involvement with the attitude object |
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| formed to gain reward or avoid punishment |
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| formed to be similar to others |
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| has to become part of a person's value system (hard to change once formed) |
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| Principle of cognitive consistency |
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| consumers value harmony among their thoughts, feelings, and behaviors, and they are motivated to maintain uniformity among these elements. People will change to remain consistent with prior experiences |
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| Theory of cognitive dissonance |
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Definition
| states that when a person is confronted with inconsistencies among attitudes or behaviors, he or she will take some action to resolve this "dissonance," perhaps by changing an attitude or modifying a behavior |
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| provides an alternative explanation of dissonance effects. It assumes that people use observations of their own behaviors to determine what their attitudes are. It is relevant to the low-involvement hierarchy |
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| Foot-in-the-door technique |
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Definition
| based on the observation that the consumer is more likely to comply with a request if he or she has first agreed to comply with a smaller request |
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| stipulates that (like self-perception theory) people assimilate information. The initial attitude acts as a frame of reference, and new information is categorized in terms of this existing standard |
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| Latitudes of acceptance and rejection |
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Definition
| in the social judgment theory of attitudes, the notion that people differ in terms of the information they will find acceptable or unacceptable. They form latitudes of acceptance and rejection around an attitude standard. Ideas that fall within a latitude will be favorably received, but those falling outside of this zone will not |
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Definition
| messages that fall within the latitude of acceptance tend to be seen as more consistent with one's position than they actually are |
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| Messages within the latitude of rejection tend to be seen even farther from one's own position than they actually are |
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| considers relations among elements a person might perceive as belonging together. This perspective includes triads. |
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| Multi-attribute attitude models |
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| have attempted to explore the many attributes that might impact a consumer's decision-making process |
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| characteristics of the attitude object |
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| cognitions about the specific attitude object |
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| reflects the priority consumers place on the object |
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| those beliefs about the object that are considered during evaluation |
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| the probability that a particular object has an important attribute |
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| Theory of reasoned action |
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| newer version of the Fishbein model. This model contains several important additions to the original, and although the model is still not perfect, it does a better job of prediction |
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| an element to account for the effects of what we blieve other people think we should do |
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| Intentions versus behaviors |
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| past behaviors is a better predictor than intentions |
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| others have a strong influence on behavior |
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| Attitude toward the act of buying (Aact) |
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| focuses on perceived consequences of purchase |
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| multiple pathway anchoring and adjustment (MPAA) model |
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Definition
| emphasizes multiple pathways to attitude formation, including outside-in (object-centered) and inside-out (person-centered) pathways |
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| states that criterion of behavior is the reasoned action model that should be replace with trying to reach a goal. It recognizes barriers that might arise. |
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| involves an active attempt to change attitudes |
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| Basic psychological principles that influence people to change their minds or comply with a request |
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Definition
| reciprocity, scarcity, authority, consistency, liking, consensus |
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| specifies the elements they need to control in order to communicate with their customers |
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| acknowleges that a marketer will be much more successful when he communicates with consumers who have already agreed to listen to him - consumers who "opt out" of listening to the message probably weren't good prospects in the first place |
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| refers to a communicator's expertise, objectivity, or trustworthiness |
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| people appear to "forget" about the negative source and change their attitudes anyway |
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| refers to the social value recipient attributes to a communicator |
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| explains the fine line between familiarity and boredom; it proposes that two separate psychological processes operate when we repeatedly show an ad to a viewer |
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| first raise a negative issue and then dismiss it can be quite effective |
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| refers to a strategy in which a message compares two or more recognizable brands and weighs them in terms of one or more specific attributes |
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