Consumer Behavior Attitudes and Persuasion Chapter 8 – Flashcards
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What is an attitude?
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Its a learned predisposition to behave in a consistently favorable or unfavorable manner with respect to an object
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What is message framing?
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It is how you say or present a message like the steak scenario. Saying something one way can influenced how much the customers would ask for a discount on their meal
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What are the three aspects of the Tricomponent model, what do they do, and what do they mean?
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Cognitive: Knowledge and beliefs acquired by combo of experiences Affective: a consumers emotions or feelings about a particular product/brand and its hard to understand Conative: The likelihood someone will act in a certain way. Includes intentions and actual behaviors
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What are the 3 hierarchies of effects?
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Standard Learning Hierarchy Low-involvement hierarchy Experiential Hierarchy
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What is standard learning hierarchy? example?
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Beliefs lead to affect which lead to behavior which form attitudes based on cognitive information processing Example: attitude is based on cognitive
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What is the low-involvement hierarchy? example?
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Beliefs lead to behavior which lead to affect which for attitudes based on behavioral learning processes Example: Crest is good ---> buy it ----> like it
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What is the experiential hierarchy?
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Affect leads to behavior which leads to beliefs which form attitudes based on hedonic consumption Example: Urge to buy ice cream ---> buy it ----> justify purchase
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What does the utilitarian attitude function say?
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Attitudes exist based on rewards and punishment
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What does the ego-defensive attitude function say? Example?
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Attitudes formed to protect the person from external threats or internal feelings i.e. macho products help protect masculinity
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What does the value-expressive attitude function say? Example?
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Attitudes exist to express a persons value system i.e. someone who buys organic products is healthy
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What does the knowledge attitude function say? Example?
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Attitudes formed as a result of our need for structure and order i.e. disliking things that are strange or unfamiliar
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What is promotion focus?
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viewing life half full, seeing the positive. focused on gains
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What is prevention focus?
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deals with safety and vigilance and watching out for danger. focused on loses
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What is a beliefs?
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The extent to which a consumer believes product to have a specific attribute and how important that attribute is
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What is the attitude toward model? example?
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Attitude toward something is based on all the little attitudes you have towards that product rather than the product itself ie attitude for schools like princeton vs smith attributes given scores such as cost proximity to home sports parties etc
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What is the theory of reasoned action model?
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It includes cognitive, affective, and cognitive components. you reason the decisions, actions, behaviors, you make
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What does model for the a theory of reason action look like?
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Attitude towards a behavior and the norms of the behavior lead to intentions which leads to the behavior
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What is the attitude toward the ad model?
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A model that proposes a consumer forms various feelings/judgements as a result of exposure to an ad which affects the consumers attitude toward the ad and brand
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What is the balanced theory triad? Example?
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Consists of 3 elements 1. person and their perceptions of 2. an attitude/object and 3. some other person/object i.e. you like tiger woods, tiger woods likes nike and you like nike. that is balanced. but unbalanced if you like nike and tiger but nike doesn't like tiger
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What is the theory of cognitive consistency?
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Consumers value harmony among their thoughts feelings and behaviors to be consistent with experience
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What is the self-perception theory?
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The idea that people are consistent with a positive attitude toward a product they have bought/consumed
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What is the foot in the door technique? example?
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The idea that consumers with comply with a request if they first agree to a smaller request i.e. would you like to test drive this car, then, would you like to buy this car? more likely to buy car if you say yes to test drive
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What is the theory of cognitive dissonance?
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When you are deciding between two products to purchase you weigh your options, then make the purchase. theory says you like purchased product less after buying it (buyers remorse) and you try to convince yourself you made right choice bc of research. in the end odds are you end up liking chosen brand better than before. graph/chart
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What is the social judgement thoery?
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ppl assimilate new info about a product based on what they already know
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What are attitudes of acceptance and rejection?
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Ppl differ in the information they find acceptable or unacceptable
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What is the assimilation effect?
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Messages that fall within the latitude of acceptance tend to be seen as more consistent with ones position than they actually are
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What is the contrast effect?
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Messages falling within the latitude of rejection tend to be seen as being farther from ones position than they actually are
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What is the unit relation of the balance theory?
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An element is seen as belonging to or being part of the other
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What is the sentiment relation of the balance theory?
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Two elements are linked because one has expressed a preference for the other
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What is the elaboration likelihood model?
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A theory that suggests that a persons level of involvement during message processing is critical factor in determining which persuasion will be effective
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What is the central route to persuasion?
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Its for high involvement purchases and require lots of thinking which change beliefs and attitudes which changes behavior
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What is the peripheral route to persuasion?
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Its for ow involvement purchases and consumers are less motivated to think. they learn thru repetition and visual cues
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What are the levels of commitment to an attitude?
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When the degree of commitment is related to the level of involvement with an attitude object
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What are the 3 levels of commitment and what are they?
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Compliance: The lowest level of involvement based on simple rewards/punishment and are easily changed bc they are highly sensitive to situational influences Identification: moderate level of involvement, attitudes formed in order to identify with another person or group Internalization: highest level of involvement and deep attitudes become part of a persons value system and are hard to chance
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What is the attribution theory?
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A theory concerned with how ppl assign causality to events and form/alter their attitudes as an outcome of assessing their own or other ppls behaviors
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What are the 4 ways we test our attributions?
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1. distinctiveness - consumer attributes an event/action to a product/person if that product/person is present at the time of the event/action 2. consistency over time 3. consistency over modality 4. Consensus
