Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
18 Cards in this Set
- Front
- Back
|
Attitude |
A favorable or unfavorable evaluative reaction toward something or someone, exhibited in ones beliefs, feelings, or intended behavior. |
|
|
ABC Model of Attitudes |
Affect: feels about an Ao Behavior: intentions to do something in regards to Ao Cognitive: beliefs about an Ao |
|
|
Hierarchies of Effects |
Impact/Importance of attitude components depends on consumer motivation toward attitude object. Standard Learning Hierarchy: CAB - cognitive information processing Low-Involvement Hierarchy: CBA - behavioral learning process Experiential Hierarchy: ABC - hedonic consumption |
|
|
Functional Theory of Attitudes - Katz |
Utilitarian Function: rewards/punishment Value-Expressive Function: based off of what the product says about him, self-concept Ego-Defensive Function: protect ourselves from external threats or internal feelings Knowledge Function: need for order, structure, or meaning |
|
|
Forming Attitudes |
Classical Conditioning: repeating often, ex. learning to speak a language Instrumental Conditioning: +/- reinforcement, ex. clicker training Cognitive Learning: modelling, ex. watching another cook |
|
|
Attitude Commitment |
Degree of commitment is related to level of involvement with Ao. Compliance: forms attitude because it gains rewards or avoids punishment Identification: form in order to conform to another person or group Internalization: deep-seated attitudes become part of consumers value system |
|
|
Consistency Principle |
We value/seek harmony among thoughts, feelings, and behaviors. Change components to make them consistent. |
|
|
Self-Perception Theory |
We use observations of our own behavior to determine our attitudes. Foot-in-the-door Technique: if you start with a small request they are more likely to grant you a larger request in the future. |
|
|
Balance Theory |
Considers relations among elements a consumer might perceive as belonging together. 1. Person 2. Perception of attitude object 3. Perception of other person/object Unit Relation: element belonging to another Sentiment Relation: linked because one has expressed a preference/dislike for another |
|
|
Attitude Models (why developed) |
- Attitude assessment can be complex - Product/service has many attributes - Attitudes are affected by other factors - Attitude models help identify influencer's of evaluations |
|
|
Multi-Attribute Attitude Model |
Consumer's attitude toward an attitude object depends on beliefs she has about several attributes of the object. 1. Attributes 2. Beliefs 3. Importance Weights (attributes) |
|
|
Fishbein Model |
Attitude score = Sum(Beliefs x importance weight) 1. Salient Beliefs: people have that are considered during evaluation 2. Object-attribute linkages: probability that it has attribute 3. Evaluation: of each of the important attributes |
|
|
Strategic Applications of Multi-Attribute Model |
1. Emphasize importance of companies superior attribute 2. Improve people's understanding of unknown attributes 3. Position with new attribute 4. List attributes that your company is better in than competitors |
|
|
Extended Fishbein Model - Theory of Reasoned Action |
1. Behavior Intentions: how intense conviction is to act, firmly held attitudes. 2. Social Pressure: how public attitudes and purchase decisions differ from private ones 3. Subjective Norm: include effects of what we believe other people think we should do. - Intensity of Normative Belief (others think) - Motivation to comply with that belief (take in other peoples perspectives) 4. Attitude Toward Buying: perceived consequence of buying |
|
|
Attitude Toward the Advertisement |
Predisposition to respond in a favorable/unfavorable manner to a particular advertising stimulus during a particular exposure occasion. |
|
|
Social Judge Theory |
People assimilate new information about attitude objects in light of what they already know or feel. Frame of reference |
|
|
Descriptive Norms |
Norms that convey information regarding what other people commonly do. |
|
|
Injunctive Norms |
Convey information regarding what is commonly approved and disapproved by others. |
