Flashcards
Consumer Behavior - Attitude
Flashcards do conjunto (26)
- 1Katz' attitude functions- Utilitarian Function
- Value-expressive Function
- Ego-defenisive Function
Knowledge Function - 2Katz Utilitarian FunctionRelates to reward & punishment
- 3Katz value-expressive functionExpresses consumer's values or self-concept
- 4Katz' ego-defensive functionProtects ourselves from external threats or internal feelings
- 5Katz' knowledge functionNeed for order, structure, or meaning
- 6ABC Model of AttitudesAffect (Feel)
Behaviour (Do)
Cognition (Think) - 7Hierarchy of effectsStandard learning hierarchy
low-involvement hierarchy
experiential hierarchy - 8Standard learning hierarchyThink => Feel => Do => cognitive information processing
- 9Low-involvement hierarchyThink => Do => Feel => behavioral learning
- 10Experiential hierarchyFeel => Do => Think => hedonic consumption
- 11Classical conditioningRepeat often
- 12Instrumental learningReinforcement, Reward & Punishment
- 13Attitude commitmentInternalization
Identification
Compliance - 14Attitude commitment - InternalizationHighest level.
Deep-seeded attitudes become part of consumer's value system - 15Attitude commitment - identificationMid-level
Attitudes formed in order to conform to another person or group - 16Attitude commitment - complianceLowest level
Consumer forms attitude because it gains reward or punishment - 17Self-perception theoryFoot-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 - 18Social judgement theoryWe assimilate new information about attitude objects in the light of what we already know
- 19Balance theoryConsiders relations among elements a consumer might perceive as belonging together ( triad relations)
- 20Fishbein modelAttitude model used to measure components of attitude
- 21Attitude changing factorsReciprocity, scarcity, authority, consistency, liking, consensus
- 22ReciprocityI do for you, you do for me
- 23Source biasKnowledge bias
Reporting bias - 24Elaboration likelihood model of persuasionELM assumes that once consumers receive message they begin to process it
- 25ELM - central routehigh-involvement => high risk => to change attitudes you have to talk to the brain
- 26ELM - peripheral routelow involvement => low risk => to change peoples believe system relate to the heart/feelings