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ABC model of attitudes

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Affect, behavior, and cognition are the three components of this model.

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Advergaming

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a downloadable or Internet-based video game that advertises a brand-name product by featuring it as part of the game.

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Affect

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describes how a consumer feels about an attitude object

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Allegory

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a story of about an abstract trait or concept that advertisers tell in the context of a person, animal, vegetable, or object

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Attitude Object

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anything toward which one has an attitude towards

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Attitude

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is a lasting general evaluation of people (including oneself), objects, advertisements, or issues

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Attitude accessibility perspective

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behavior is a function of the person's immediate perceptions of the attitude model, in the context of the situation in which he or she encounters it

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Attitude models

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specify the different elements that might work together to influence people's evaluations of attitudes objects

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Attitude toward the act of buying

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focuses on the perceived consequences of a purchase

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Authority

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we believe an authoritative source much more readily than one that is less authoritative

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Balance Theory

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-considers how people perceive relations among different attitude objects, and how they alter their attitudes so that these remain consistent(or "balanced")

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Behavior

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refers to the actions he or she takes toward the object or in some cases at least his or her intentions to take action about it

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Celebrity endorsements

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marketer's hope that the star's popularity will transfer to the product or when a nonprofit organization recruits a celebrity to discourage harmful behaviors

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Cognition

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is what he or she believes to be true about the attitude object

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Cognitive-affective model

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proposes that an emotional reaction is just the last step in a series of cognitive processes that follows sensory recognition of a stimulus and retrieval of information from memory that helps to categorize it.

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Consensus

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we consider what others do before we decide what to do

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Consistency

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people try not to contradict themselves in terms of what they say and do about an issue.

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Counterarguing

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a consumer thinks of reasons why he or she doesn't agree with the message

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Comparative advertising

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refers to a message that compares two or more recognizable brands and weighs them in terms of our or more specific attributes.

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compliance

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we form an attitude because it helps us gain rewards or avoid punishment (lowest level of involvement)

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communications model

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this model specifies the elements they need to control to communicate with their customers

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Disclaimers

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some subtle cues can diminish credibility, usually required to provide

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Experiential Hierarchy of effects

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we act on the basis of our emotional reactions

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Ego-defensive function

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attitudes we form to protect ourselves either from external threats or internal feelings

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Elaboration Likelihood Model (ELM)

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assumes that, under conditions of high involvement, we take the central route to persuasion

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Fear appeals

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emphasize the negative consequences that can occur unless the customer changes a behavior or attitude.

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Fishbein Model

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the model measures Salient beliefs (those beliefs about the object a person consider during evaluation, Object attribute linkages (the probability that a particular object has an important attribute), evaluation (of each of the important attributes)

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Foot in the door technique

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consumers are more likely to comply with a big request if they agree to a smaller one first.

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Functional Theory of Attitudes

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how attitudes facilitate social behavior

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Guerilla Marketing

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promotional strategies that use unconventional means and venues to encourage word of mouth about products

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Halo Effect

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which occurs when we assume that persons who rank high on one dimension excel on others as well

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Identification

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occurs when we form an attitude to conform to another person's or group's expectations.

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Independence Hypothesis

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argues that affect and cognition are separate systems so that it's not always necessary to have a cognition to elicit an emotional response.

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Internalization

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at a high level of involvement, deep seated attitudes become part of our value system. These attitudes are difficult to change because they are so important to us

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Knowledge Bias

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implies that a source's knowledge about a topic is not accurate

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Knowledge function

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we form attitudes because we need order, structure, or meaning. (it's ok to wear casual pants, only on friday)

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Hierarchy of effects

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the attitude that researchers developed to explain the relative impact of the three components: knowing, feeling, and doing

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High involvement hierarchy

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assumes that a person approaches a product decision as a problem-solving process

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Latitudes of acceptance and rejection

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people differ in terms of information they will find acceptable or unacceptable

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Liking

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we agree with those we like or admire

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Low involvement of hierarchy of effects

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assumes that the consumer initially doesn't have a strong preference for one brand over another; instead, he or she acts on the basis of limited knowledge and forms an evaluation only after he or she has bought the product

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M-Commerce

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where marketers promote their goods and services via wireless devices including cell phones

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Martyrdom Effect

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people tend to donate more money when they have to suffer a bit for the cause

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Metaphor

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places two dissimilar objects into a close relationship such that "A is B"

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Mere Exposure phenomenon

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people tend to like things that are more familiar to them, even if they were not that keen on them initially

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Multi-attribute attitude model

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these types of models assume that consumers' attitude toward an attitude object depends on the beliefs they have about several of its attributes

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Multiple pathway anchoring and adjustment model (MPAA)

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emphasizes multiple pathways to attitude formation including outside-in inside-out pathways

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Native Advertising

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digital messages designed to blend into the editorial content of the publications in which they appear

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Normative Influence

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a contradiction between what we say we will do and what we actually do when the moment of truth arrives

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Paradox of low involvement

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when we don't care as much about a product, the way it's presented increases in importance

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Permission Marketing

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acknowledges that a marketer will be more successful when he or she communicates with consumers who have already agreed to listen to him or her; consumers who "opt out" of listening to the message probably weren't good prospects in the first place

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Persuasion

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involves an active attempt to change attitudes

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Plinking

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is the act of embedding a product or service in a video

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Principle of cognitive consistency

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we value harmony among our thoughts, feelings, and behaviors and a need to maintain uniformity among these elements motivates us

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Product Placement

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is the insertion of real products in fictional movies

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Reality Engineering

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occurs when marketers appropriate elements of popular culture and use them as promotional vehicles

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Reciprocity

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we are more likely to give if we receive first.

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Refutational Arguments

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-first raise a negative issue and then dismiss it can be quite effective

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Reporting bias

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occurs when a source has the required knowledge but we question his or her willingness to convey it accurately

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Resonance

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another type of literary device advertisers frequently use. It is a form of presentation that combines a play on words with a relevant picture

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Scarcity

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items are more attractive when they aren't available

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Self-perception Theory

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provides an alternative explanation of dissonance effects. It assumes we observe our own behavior to determine just what our attitudes are, much as we assume that we know what another person's attitude is when we watch what he/she does.

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Sex appeals

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varies from subtle hints to blatant displays of skin

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Shared endorsements

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users who follow or rate a product or service may find that their endorsements show up on an advertiser's page

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Similie

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compares two objects "A is like B"

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Sleeper effect

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people appear to "forget" about the negative source and change their attitudes anyway

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Social judgement theory

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- also assumes that people assimilate new information about attitude objects in light of what they already know or feel

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Source Attractiveness

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refers to the social value recipients attribute to a communicator

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Source credibility

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refers to a communicator's expertise, objectivity, or trustworthiness.

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Source derogation

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the consumer may doubt the credibility of a biased presentation.

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Subjective norm (SN)

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to account for the effects of what we believe other people think we should do

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Theory of reasoned action

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the improved fishbein model that identifies intentions versus behaviors.

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Transmedia storytelling

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- strategy typically includes communications media that range from Web Sites, blogs, and email to recorded phone calls and even graffiti messages scrawled in public spaces

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Two factor theory

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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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Utilitarian Function

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relates to the basic principles of reward and punishment. We develop some attitudes to reward products simply because they provide pleasure or pain

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Value-expressive function

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relate to the consumer's' self-concept or central values. A person forms a product attitude in this case because of what the product says about him or her as a person

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Purchase momentum

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occurs when our initial impulse purchases actually increase the likelihood that we will buy even more

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Consumer hyperchoice

answer

e-Forces us to make repeated decisions that may drain psychological energy while decreasing our abilities to make smart choices

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Constructive Processing

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argues that we evaluate the effort we'll need to make a particular choice and then tailor the amount of cognitive

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Mental budget

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helps us to estimate what we will consume over time so that we can regulate what we do in the present

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Self regulation

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a person's efforts to change or maintain his or her actions over time

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Implementation intention

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may dictate how much weight we give to different kinds of information

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Counteractive construal

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exaggerating the negative aspects of behaviors that will interfere with the ultimate goal

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Feedback loop

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provide people with information about their actions in real time, and then give them a chance to change those actions

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Morning Morality Effect

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shows people are more likely to cheat, lie, or even commit fraud in the afternoon than in the morning

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Executive Control Center

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the part of the brain that we use for important decision making

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Rational Perspective

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According to this view, people calmly and carefully integrate as much information as possible with what they already know about a product, painstakingly weigh the pluses and minuses of each alternative, and arrive at a satisfactory decision

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Problem Recognition

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occurs at the upper funnel, when we experience a significant difference between our current state of affairs and some state we desire

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Information Search

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is the process by which we survey the environment for appropriate data to make a reasonable decision

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Evoked Set

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alternatives the consumer knows about

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Consideration Set

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the ones the consumer seriously considers

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Feature Creep

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spiral of complexity, having too many options to where the consumer can't figure out how to work a product

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Post Purchase Evaluation

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occurs when we experience the product or service we selected and decide whether it meets or exceeds our expectations

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Neuromarketing

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uses functional magnetic resonance imaging (MRI), a brain-scanning device that tracks blood flow as we perform mental tasks to take an up-close look at how our brains respond to marketing messages and product design features

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Cybermediary

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a website or app that helps to filter and organize online market information so that customers can identify and evaluate alternatives more efficiently

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Intelligent Agents

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sophisticated software programs that use collaborative filtering technologies to learn from past user behavior to recommend new purchases

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Search Engine Optimization(SEO)

answer

refers to the procedures companies use to design the content of websites and posts to maximize the likelihood their content will show up when someone searches for a relevant term

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Link Baiting

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careful crafting of a title that markets the content

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Long Tail

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we no longer need to rely solely on big hits to find profits

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Hybrid Products

answer

products that feature characteristics from two distinct domains

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Knowledge Structure

answer

a set of beliefs and the way we organize these beliefs in our minds

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Category Exemplars

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brands we strongly associate with a category get to "call the shots"

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Evaluative Criteria

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the dimensions we use to judge the merits of competing options

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Determinant Attributes

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the features we actually use to differentiate among our choices

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Compensatory Rule

answer

allows a product to make up for its shortcomings on one dimension by excelling on another

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Simple Additive Rule

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lead to the option that has the largest number of positive attributes

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Weighted Additive Rule

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Allows the consumer to take into account the relative importance of the attributes by weighting each one

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Non compensatory Rule

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if an option doesn't suit us on one dimension, we just reject it out of hand and move onto something else rather than think about how it might meet our needs in other ways

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Lexicograhpic Rule

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"select the brand that is the best on the most important attribute"

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Elimination-by-aspects rule

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similar to the lexicographic rule because the buyer also evaluates brands on the most important attribute, but he/she imposes cut offs

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Habitual decision making

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describes the choices that we make with little or no conscious effort

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Inertia

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involves less effort to throw a familiar package into the cart. (buying the same shampoo)

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Brand Loyalty

answer

describes a pattern of repeat purchasing behavior that involves a conscious decision to continue buying the same brand

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Framing

answer

how we pose the question to people or what exactly we ask them to do

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Loss aversion

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people hate losing things more than they like getting things

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Prospect Theory

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analyze how the value or a decision depends on gains or losses

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Mental Accounting

answer

the way we frame a question as well as external issues that shouldn't influence our choices, but do anyway

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Sunk cost fallacy

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if we've paid for something, we're more reluctant to waste it

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Behavioral Economics

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focuses on the effects of psychological and social factors on the economic decisions we make, and many of these choices are anything but rational

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Priming

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cues in the environment that make us more likely to react in a certain way even though we're unaware of these influences

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Nudge

answer

a deliberate change by an organization that intends to modify behavior

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Default Bias

answer

where we are more likely to comply with a requirement than to make the effort not to comply

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Maximizing Solution

answer

cognitive decision strategy we use when we want to arrive at the best result possible

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Satisficing solution

answer

exert less mental effort and simply receive an adequate outcome. "Just good enough".

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bounded rationality

answer

"good enough" perspective on decision making

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heurisitcs

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"mental rules of thumb" range from the general to the specific

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Market Beliefs

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beliefs about a product that many of us may share

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Consensual Purchase Decision

answer

when members of a family agree on the desired purchase and they disagree only in terms of how they will make it happen

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Accommodative Purchase Decision

answer

group members have different preferences or priorities and can't agree on a purchase that satisfies everyone's needs

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Synoptic Ideal

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calls for the husband and wife to act as joint decision makers

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Autonomic decision

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when one family member chooses a product

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Syncretic decision

answer

decisions that involve both partners

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Juggling Lifestyle

answer

guilt-ridden compromise between conflicting cultural ideals of motherhood and professionalism

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Social Shopping

answer

an emerging form of e-commerce that allows an online shopper to simulate the experience of shopping with others in a brick-and-mortar store

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Time Poverty

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consumers believe that they are more pressed for time than ever.

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Psychological time

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more likely to be in a consuming mood at certain times more than others.

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Temporal Orientation Dimension

answer

the significance we place on the past, present, or future

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Polychronic Orientation Dimension

answer

distinguishes between people who prefer to do one thing at a time from those who have multitasking timestyles

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Gemba

answer

(japanese) "one true source of information"

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Expectancy disconfirmation model

answer

we form beliefs about product performance based on our prior experience with the product or communications about the product that imply a certain level of quality

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Lateral cycling

answer

consumer exchanges something he or she owns for something the other person owns.

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Consumption situation

answer

includes a buyer, a seller, and a product or service and the reason we want to make a purchase and how the physical environment makes us feel

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Situational self image

answer

the role he or she plays at any one time that helps us to determine what he or she wants to buy or consume

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Open rates

answer

the percentage of people who open an email message from a marketer

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Timestyle

answer

people's allocation of time, an individual's priorities help to determine this

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Co-consumers

answer

the other people in a setting

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Total quality management (TQM)

answer

a complex set of management and engineering procedures that aims to reduce errors and increase quality

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Showrooming

answer

when a shopper visits a store like Best Buy to explore options for big ticket items like TVs or appliances and then he or she finds a cheaper price for the specific model online

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Pretailer

answer

providing manufacturers to produce items that they wouldn't otherwise make because store buyers weren't sure anyone would pay the money for them

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Retail theming

answer

when stores go all out to create imaginative environments that transport shoppers to fantasy worlds or provide other kinds of stimulation

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store image

answer

important dimensions include location, merchandise, suitability, and the knowledge and congeniality of the sales staf

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Atmospherics

answer

the "conscious designing of space and its various dimensions to evoke certain effects in buyers"

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Activity Stores

answer

let consumers participate in the production of the products or services they buy here

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Unplanned buying

answer

when he or she is unfamiliar with a store's layout or perhaps he or she is under some time pressure

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Point-of-purchase

answer

an elaborate product display or demonstration, a coupon dispensing machine, or an employee who gives out free samples of a new cookie

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Dyadic encounters

answer

a relationship where both parties much reach some agreement about the roles of each participant

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Identity negotiation

answer

some factors that help to define a salesperson's role are his or her age, appearance, educational level, and motivation to sell

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Sharing economy

answer

people rent rather than buying what they need

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Product disposal

answer

what we do with our things when we're done with them

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Recommerce

answer

shows that consumers want to squeeze more value out of their possessions by selling or trading them

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Swishing

answer

where people organize parties to exchange clothing or other personal possessions with others

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