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64 Cards in this Set
- Front
- Back
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a multidimensional perspective stating that attitudes are jointly defined by affect, behavior and cognition
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ABC model of attitudes
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the way a consumer feels about an attitude object
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affect
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a story told about an abstract trait or concept that has been personified as a person, animal or vegetable
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allegory
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a person must choose between two desirable outcomes
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approach-approach conflict
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a person desires a goal but wishes to avoid it at the same time
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approach-avoidance conflict
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a lasting , general evaluation of people (including oneself), objects, or issues
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attitude
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an attitude will guide the evaluation of the object but only if a person's memory activates it when she encounters the object
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attitude accessibility perspective
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frameworks that identify specific components and combine them to predict a consumer's overall attitude towards a brand or product
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attitude models
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anything towards which one has an attitude
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attitude object (A0)
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the perceived consequences of a purchase
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attitude towards the act of buying (Aact)
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a choice situation where both alternatives are undesirable
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avoidance-avoidance conflict
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a theory that considers relations among elements a person might perceive as belonging together, and people's tendency to change relations among elements in order to make them consistent or "balanced"
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balance theory
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the practice of pubicizing connections with successful people or organizations to enhance one's own standing
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basking in reflected glory
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a consumer's actions with regard to an attitude object
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behavior
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messages posted online in diary form
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blogs
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a communications tactic whereby an organization retains a well-known person to tout a product or cause on its behalf
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celebrity endorsements
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the beliefs a consumer has about an attitude object
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cognition
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a framework specifying that a number of elements are necessary for communication to be achieved, including a source, message, medium, receivers, and feedback
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communications model
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a strategy in which a message compares two or more specifically named or recognizably presented brands and makes a comparison of them in terms of one or more specific attributes
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comparative advertising
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belief that we form an attitude because it helps us to gain rewards or avoid punishment
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compliance
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the tendency for consumers to think of reasons why they should not believe a message
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counterarguing
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attitudes we form to protect ourselves either from external threats or internal feelings
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ego-defensive function
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the approach that one of two routes to persuasion (central verses peripheral) will be followed, depending on the personal relevance of a message; the route taken determines the relative importance of the message contents versus other characteristics, such as source attractiveness
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elaboration likelihood model (ELM)
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an attitude is initially formed on the basis of a raw emotional reaction
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experiential hierarchy of effects
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an attempt to change attitudes or behavior through the use of threats or by highlighting negative consequences of noncompliance with the request
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fear appeals
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a widely-used perspective that measures several attributes to determine a person's overall attitude
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Fishbein model
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approach based on the observation that a consumer is more likely to comply with a request if he or she has first agreed to comply with a smaller request
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foot-in-the-door technique
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states that attitudes exist because they serve some function for the person; consumers who expect that they will need to deal with similar situations at a future time will be more likely to start to form an attitude in anticipation
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functional theory of attitudes
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a fixed sequence of steps that occurs during attitude formation; this sequence varies depending on such factors as the consumer's level of involvement with the attitude object
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hierarchy of effects
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the process of forming an attitude to conform to another person's group's expectations
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identification
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deep-seated attitudes become part of our value system
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internalization
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the process of forming an attitude to provide order, structure, or meaning
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knowledge function
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in the social judgement theory of attitudes, the notion that people differ in terms of the information they will find acceptable or unacceptable; formed around an attitude standard - ideas following within this zone wil be favorably received, but those falling outside of this zone will not
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latitudes of acceptance and rejection
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the process of attitude formation for products that carry little risk or self-identity
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low-involvement hierarchy of effects
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the practice of promoting and selling goods and services via wireless devices including cell phones, PDAs and iPods
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M-commerce
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the tendency to like persons or things if we see them more often
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mere exposure phenomenon
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the use of an explicit comparison ("A" is "B") between a product and some other person, place, or thing
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metaphor
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those models that assume a consumer's attitude (evaluation) of an attitude object depends on the beliefs he or she has about several or many attributes of the object; the use of this model implies that an attitude toward a product or brand can be predicated by indentifying these specific beliefs and combining the to derive a measure of the consumer's overall attitude
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multiattribute attitude models
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a model that emphasizes multiple pathways to attitude formation
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multiple pathway anchoring and adjustment (MPAA) model
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the process in which a reference group helps to set and enforce fundamental standards of conduct
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normative influence
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when we don't care as much about a product, the way it's presented (e.g., who endorses it or the visuals that go with it) increases in importance
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paradox of low involvement
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popular strategy based on the idea that a marketer will be much more successful in persuading consumers who have agreed to let them try
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permission marketing
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an active attempt to change attitudes
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persuasion
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the belief that consumers value harmony among their thoughts, feelings, and behaviors and that they are motivated to maintain uniformity among these elements
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principle of cognitive consistancy
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calling attention to a product's negative attributes a persuasive strategy where a negative issue is raised and the dismissed; this approach can increase source credibility
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refutational arguments
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a literary device, frequently used in advertising that uses a play on words (a double meaning) to communicate a product benefit
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resonance
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an alternative (to cognative dissonance) explaination of dissonance effects; it assumes that people use observations of their own behavior to infer their attitudes towards some object
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self-perception theory
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comparing two objects that share a similar property
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simile
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the process whereby differences in attitude change between positive and negative sources see to diminish over time
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sleeper effect
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the perspective that people assimilate new information about attitude objects in light of what they already know or feel; the initial attitude acts as a frame of reference, and new information is categorized in terms of this standard
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social judgent theory
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the set of technologies that enable users to create content and share it with a large number of others
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social media
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a company executive or other biased source poses as someone else to tout his organization in social media
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sock puppeting
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the dimensions of a communicator that increase his or her persuasiveness, including expertise and attractiveness
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source attractiveness
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a comunication source's perceived expertise, objectivity, or trustworthiness
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source credibility
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the use of animated characters or fictional mascots as product representatives
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spokescharacters
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the traditional process of attitude formation that starts with the formation of beliefs about an attitude object
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standard learning hierarchy
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an additional component to the multiattribute attitude model that accounts for the effects of what we believe other peope think we should do
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subjective norm (SN)
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theory based on the premis that a state of tension is created when beliefs or behaviors conflict with one another; people are motivated to reduce the insconsistency and thus eleminate unpleasant tension
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theory of cognitivie dissonance
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an updated version f the Fishbein multiattribute attitude theory that considers factors such as social pressure and Aact (the attitude toward the act of buying a product), rather than simply attitudes towards the porduct itself
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theory of reasoned action
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states that the criterion of behavior in the reasoned action model of attitude measurement shoud be replaced with trying to reach a goal
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theory of trying
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the use of a mix of social media platforms to create a plot that involves consumers who try to solve puzzles or mysteries in the narrative
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transmedia storytelling
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the perspective that two seperate psychological processes are operating when a person is repeatedly exposed to an ad: repetition increases familiarity and thus reduces uncertainty about the product, but over time boredom increases with each exposure and at some point the amount of boredom incurred begins to exceed the amount of uncertainty reduced, resulting in wear-out
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two-factor theory
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states that we develop some attitudes towards products simply because they provide pleasure or pain
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utilitarian function
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states each individual develops attitudes towards products because of what they say about him or her as a person
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value-expressive function |
