Consumer Behavior - Attitude

Tim Lutjens
Flashcards by Tim Lutjens, updated more than 1 year ago
Tim Lutjens
Created by Tim Lutjens almost 6 years ago


cons behaviour

Resource summary

Question Answer
Katz' attitude functions - Utilitarian Function - Value-expressive Function - Ego-defenisive Function Knowledge Function
Katz Utilitarian Function Relates to reward & punishment
Katz value-expressive function Expresses consumer's values or self-concept
Katz' ego-defensive function Protects ourselves from external threats or internal feelings
Katz' knowledge function Need for order, structure, or meaning
ABC Model of Attitudes Affect (Feel) Behaviour (Do) Cognition (Think)
Hierarchy of effects Standard learning hierarchy low-involvement hierarchy experiential hierarchy
Standard learning hierarchy Think => Feel => Do => cognitive information processing
Low-involvement hierarchy Think => Do => Feel => behavioral learning
Experiential hierarchy Feel => Do => Think => hedonic consumption
Classical conditioning Repeat often
Instrumental learning Reinforcement, Reward & Punishment
Attitude commitment Internalization Identification Compliance
Attitude commitment - Internalization Highest level. Deep-seeded attitudes become part of consumer's value system
Attitude commitment - identification Mid-level Attitudes formed in order to conform to another person or group
Attitude commitment - compliance Lowest level Consumer forms attitude because it gains reward or punishment
Self-perception theory Foot-in-the-door technique: consumer is more likely to comply with a smaller request Low-ball technique: small favour and informed after about the costs Door-in-the-face technique: first asked something extreme (will refuse), then asked for something smaller
Social judgement theory We assimilate new information about attitude objects in the light of what we already know
Balance theory Considers relations among elements a consumer might perceive as belonging together ( triad relations)
Fishbein model Attitude model used to measure components of attitude
Attitude changing factors Reciprocity, scarcity, authority, consistency, liking, consensus
Reciprocity I do for you, you do for me
Source bias Knowledge bias Reporting bias
Elaboration likelihood model of persuasion ELM assumes that once consumers receive message they begin to process it
ELM - central route high-involvement => high risk => to change attitudes you have to talk to the brain
ELM - peripheral route low involvement => low risk => to change peoples believe system relate to the heart/feelings
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