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Flashcards by ericjordan92, updated more than 1 year ago
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Created by ericjordan92
over 8 years ago
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| Question | Answer |
| attitude definition | Attitude is an overall evaluation. -i like water -I love coffee -I dislike telemarkets |
| components of attitudes | people (including oneself), objects, advertisements, issues. Anything toward which one has an attitude is called an attitude object (Ao). |
| 4 functions attitudes can serves | utilitarian function value-expressive function ego-defense function knowledge function attitudes often serve more than 1 function ex) sunscreen = knowledge and utilitarian |
| Utilitarian Function | utilitarian attitudes to you which objects bring pleasure, pain, benefits, disadvantages ex) buy Volvo for safety |
| value - expressive function | there attitudes tell you which objects express values of your central values or your self-concept buy canes apparel - tells values |
| Ego - Defense Function | these attitudes steer you toward objects that protect your self-view and away from those that threaten it -protects certain views of self ex) deodorant: keep you smelling good |
| knowledge function | these attitudes are formed as a result of a need for structure, order, meaning and simplification *almost all attitudes serves this function* ex) pants to work because should be professional |
| components of an attitude A B C model of attributes | A = affect B = behavior C = cognition clever marketers can change each component |
| hierarchy of attitude formation | standard (high-involvement) low-involvement experiential behavior-based |
| standard (high-involvement) hierarchy | 1. cognitions 2. affect association w/ each cognition 3. behavior (example - buying a car) |
| low-involvement hierarchy | 1. limited cognition 2. behavior 3. affect (more cognitions then maybe added) (example - buying milk) |
| experiential hierarchy | 1. affect 2. behavior 3. cognitions (cognitions selectively formed or emphasized to justify behavior) example- dieting but i would like some ice cream justify - i've been good lately, so i ate ice cream. |
| Behavioral-based hierarchy | 1. behavior 2. affect 3. cognitions example - going to foreign country where you don't know what the place is likem |
| Multi-attribute models | specifies attitudes towards given attributes specify how multiple cognitions are integrated |
| Fishbein Model | Attributes: Identify all the relevant attributes that this product could have. Beliefs: Identify the consumer’s cognitions about the extent to which this particular product possesses those attributes. Importance: Identify the relative priority of each attribute to the consumer. Attitude = belief(1) x attribute importance + belief2 x attribute importance....... + belief(n) x importance of attribute |
| Fishbein Model Flaws | Assumes we can specify all the relevant attributes and beliefs. Assumes that we can determine importance. Assumes that consumers (implicitly) engage in such a calculation. Assumes that attitudes are relevant! *doesn't account for social pressure *doesn't account for actual intentions |
| Theory of Reasoned Action | (extension of the Fishbein Model) Moved from attitude measurement (evaluation) to intention measurement (behavioral propensity). Includes social pressure as a critical moderating variable. The model acknowledges the power of other people in influencing one’s behavior (e.g., “What do other people think I should do?”) |
| how the theory of reasoned action calculates | Predict behavioral intention. Predict by: Calculate specific attitude as in Fishbein Model. Belief x Importance Then account for the influence of norms. Perceived normative belief Motivation to comply with norm |
| persuasion | An active attempt to change attitudes. Relies on effective communication Often involves attempts to change… Cognition Affect …with the goal of then changing behavior |
| Communications Model: Who says what to whom, and where? | source message medium recipient |
| source factors | source credibility source attractiveness |
| what makes a source credible | -expertise makes a source credible (typically only within a few domain) -Tom Brady selling Uggs VS Under Armour Influential: New York Times vs. Daily News -trustworthiness & objectivity |
| source attractiveness | What makes for an attractive source? What does a physically attractive source do for the product? -good association for products *Halo effect* People who rank highly on one dimension tend to be seen as ranking highly on other, unrelated dimensions Attractiveness affects purchase intentions… *especially for attractive enhancing products Sources can be attractive because they are similar to us Teens sell to teens, elderly to elderly Celebrities are often attractive for many reasons Not all famous people are liked, though Q scores (miley cyrus) How many people know the celebrity? How many people consider him/her a “favorite?” |
| message factors | ARGUMENT CONSTRUCTION: 1 sided vs 2 sided argument -2 sided better when educating about product -2 sided may enhance credibility critical moderating variable (ex- cognitive skills - the educator) draw conclusion or leave it open? -depends largely on whether the consumer is enough to draw it him/her self -if involved you may want to leave open often choosing between using strong arguments or pretty pictures, fear, sex, nudity, etc to sell product most effective often depends on the target (recipient factors) |
| one sided vs two sided arguments | ex) medication commercials need to discuss side effects as well more likely to work for ppl w higher degree of education because education is a moderating variable and saying it all enhances the overall credibility |
| sleeper effect | is the increase of the impact that a persuasive message has on a person over time. In other words: the more time passes after a person has been exposed to a persuasive message, the more their attitude will be influenced by it ????? |
| Elaboration Likelihood model | Elaboration Likelihood Model - ELM (Recipient Factors) Two routes to persuasion, depending on recipient’s current state of mind Central route: Involves elaboration Leads to stronger attitudes Peripheral route: Requires little thought |
| What makes someone use the central, and not peripheral, route? | Central Route Triggers: Involvement Manipulate involvement: High involvement Soon available nearby Low involvement Not available nearby Also manipulate: Strong v. Weak Argument Celebrity v. Non-Celebrity Endorser |
| Central Route Triggers | Involvement with product: -Personal relevance -Brand Involvement with ad: -Humor -Complexity Ability: -Degree of distraction -Amount of prior knowledge *mystery ads can generate involvement because you need to wait to see what the product is |
| ELM: Peripheral Route | Peripheral cues Simple inferences Brand Names Packaging Heuristics – simple rules of thumb used to aid judgments or decisions length = strength reputation & truth effect repetition is key for it to be held true slogans are helpful credible sources can serve as peripheral cues for making simple justification |
| string argument | central router |
| "bells and whistles" | useful when peripheral route is used ability and involvement are low if you don't stress the argument skip the central route and make a lot of peripheral cues |
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